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BizReport : Viral Marketing : October 21, 2010


Poptent brings crowdsourcing to online video

In the online space, no time has been more content crazy than this. From video clips to unique news items to personal blogs, everyone is adding to content. One problem for brands is being able to provide quality, unique content that is also creative, brand safe and engaging. Enter Poptent, a social network created to put brands and advertisers in touch with video creators who can help with the engaging and unique aspects of online video.

by Kristina Knight

poptent.pngThe platform puts another spin on the popular crowdsourcing options by delivering high-quality video products to brands for online and offline use at a lower cost than typical agency-created spots. This week, the company announced that MK Capital is investing $3 million in Series A investments to the company.

The funding initiative will be used to expand the creator and sales talents at work for Poptent. Brands such as Intel, E*Trade and GE have signed on with the company.

"Advertisers clearly realize that crowdsourcing their commercials and other video content is not only viable and highly cost-effective, but a superior way to make sure their advertising resonates with their target audience," said Andy Jedynak, CEO of Poptent.

Why is it becoming more important to focus on the creative of online video? Because more and more consumers are turning to online video first. A recent study found that more than 55 million American consumers are tuning out television in favor of online video for news, original programming and clips. According to comScore 175 million Americans watched 5.2 billion video clips in September, spending more than 863.7 minutes with the medium. Along with clips and content, these consumers also watching 4.3 billion video ads.






Tags: comScore, online advertising, online video, Poptent, video content, viral marketing








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  • Michael

    I've
    played on both sides of creative competition services. I've submitted
    spec commercials to the Dorito's "Crash the Superbowl" site and I've
    initiated logo design contests for my Tall Tale Pictures brand. I'm not
    against competition sites in general but one site has gone a step too
    far. Poptent.net connects creatives with major brands by running competitions. (disclaimer: I'm not a lawyer, but a production professional.)
    The biggest problem with the poptent scheme is not the low-percentage
    chance of your spec work being accepted (that risk is offset by the
    opportunity to build a portfolio piece) but the work-for-hire terms of
    their submission contract. According to their site, the moment you
    upload your speculative submission, the client owns the copyright. You
    can't show that work to anyone else except through the poptent site and
    can't embed it anywhere else. In essense, poptent requires you
    to accept a work-for-hire arrangement EVEN IF YOUR WORK IS NOT ACCEPTED!
    That means, copyright for your work is transferred to the poptent
    client the moment you upload the submission, NOT WHEN YOU ARE
    COMPENSATED FOR YOUR WORK. In reality, poptent can't enforce this clause in their contract. It flies in the face of copyright law. from: http://en.wikipedia.org/wik...
    "The circumstances in which a work is considered a "work made for hire"
    is determined by the United States Copyright Act of 1976 as either
    " (1) a work prepared by an employee within the scope of his or her
    employment; or (2) a work specially ordered or commissioned for use as a
    contribution to a collective work, as a part of a motion picture or
    other audiovisual work, as a translation, as a supplementary work, as a
    compilation, as an instructional text, as a test, as answer material for
    a test, or as an atlas, if the parties expressly agree in a written
    instrument signed by them that the work shall be considered a work made
    for hire. (17 U.S.C. § 101)" Since singular video submissions
    by freelance contributors do not satisfy any of the above tests for a
    WFH, poptent clients cannot seize copyright from the content creators.
    Further, a WFH presumes the creator is being compensated for the
    creation ("specially ordered or commissioned") ie: is actually "hired"
    for the work. Since submissions to the poptent site are on a purely
    speculative basis and such submissions are not guaranteed to receive
    compensation, poptent clients cannot receive copyright until they have
    compensated the creator. As an aside: It may be okay for
    Poptent to require a holding period during which the client may choose
    additional submissions but copyright is not transferred until such time
    as compensation has been made. (In the film industry, this is call an
    "option" and one is typically compensated for that as well.) Michael Morlan
     





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