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BizReport : Trends & Ideas archives : October 11, 2006

Platform Gives Advertisers Control

A new company is hoping to cash in on the user generated content craze with their own platform, said to give advertisers control of the space.

by Kristina Knight

The UGENmedia multi-channel platform allows users interested in advertisers’ products, agencies or publishers to upload pictures, video and audio clips and text for other users to view. The kicker? The advertisers can then co-brand the site, giving them greater control over what users post.

Adam Benjamin, co-founder and CEO of UGENmedia says companies using the platform can also filter out inappropriate material. "There is a huge difference between us and them (YouTube and Google Video). We are not a community. We're trying to provide a streamlined process for advertisers and agencies to incorporate this user-generated marketing into their clients' programs."

The question remains, how many brands will be comfortable allowing random consumers to upload information on those co-branded sites? The first customers on board say the layer of control helps them control what goes up – and what comes down – and so far the results are surprisingly solid.

According to reports, with no PR push and only word of mouth, about 15,000 people logged on the first week to view the user generated content.

Tags: Google Video, UGENmedia, YouTube

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