Crowdsourcing in the production of video advertising: the emerging roles of crowdsourcing platforms

Roth, Yannig; Kimani, Rosemary

doi:10.4337/9781783475346.00017

Cited by 14 publications

(9 citation statements)

References 9 publications

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“…The Content dimension represents the form of content sought from a crowd. Well-known forms of content that are currently being sought-out from crowds include micro-tasks [1,2], ideas and creativity [4,13,20], money [21] and technical innovative solutions [9]. The Process dimension of Crowd Capability refers to the internal procedures that the organization will use to organize, filter, and integrate the incoming crowdderived content contributions.…”

Section: Crowd Capabilitymentioning

confidence: 99%

A Geography of Participation in IT-Mediated Crowds

Prpić

Shukla

Roth

et al. 2017

Preprint

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In this work we seek to understand how differences in location effect participation outcomes in ITmediated crowds. To do so, we operationalize Crowd Capital Theory with data from a popular international creative crowdsourcing site, to determine whether regional differences exist in crowdsourcing participation outcomes. We present the results of our investigation from data encompassing 1,858,202 observations from 28,214 crowd members on 94 different projects in 2012. Using probit regressions to isolate geographic effects by continental region, we find significant variation across regions in crowdsourcing participation. In doing so, we contribute to the literature by illustrating that geography matters in respect to crowd participation. Further, our work illustrates an initial validation of Crowd Capital Theory as a useful theoretical model to guide empirical inquiry in the fast-growing domain of IT-mediated crowds.

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Section: Crowd Capabilitymentioning

confidence: 99%

A Geography of Participation in IT-Mediated Crowds

Prpić

Shukla

Roth

et al. 2017

Preprint

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“…In TC, organizations post their problems to IT-mediated crowds on platforms such as Innocentive, eYeka, and Kaggle (Afuah & Tucci, 2012) or through in-house platforms such as Challenge.gov (Brabham, 2013c). These platforms generally attract and maintain more or less specialized crowds premised on the platform's specific focus; for example, eYeka's crowd creates advertising collateral for brands, while the crowd at Kaggle focuses on data science solutions (Ben Taieb & Hyndman, 2013;Roth & Kimani, 2014). When applied to innovation, these platforms have been termed open innovation platforms (Sawhney, Prandelli, & Verona, 2013), and represent both the idea generation and problem-solving aspects of crowdsourcing (Brabham, 2008;Morgan & Wang, 2010).…”

Section: Tournament Crowdsourcingmentioning

confidence: 99%

The Fundamentals of Policy Crowdsourcing

Prpić

Taeihagh

Melton

2017

Preprint

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What is the state of the research on crowdsourcing for policymaking? This article begins to answer this question by collecting, categorizing, and situating an extensive body of the extant research investigating policy crowdsourcing, within a new framework built on fundamental typologies from each field. We first define seven universal characteristics of the three general crowdsourcing techniques (virtual labor markets, tournament crowdsourcing, open collaboration), to examine the relative tradeoffs of each modality. We then compare these three types of crowdsourcing to the different stages of the policy cycle, in order to situate the literature spanning both domains. We finally discuss research trends in crowdsourcing for public policy and highlight the research gaps and overlaps in the literature.

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“…The following table shows how the number of contests on co-creation platforms has increased continuously from 2006 to 2011, whereas the number of contests on social media has gradually decreased. Roth and Kimani (2014) highlight how, of all the forms of creative expression, video contests are the ones that attract the highest number of brands, prizes, and talents. Contests ensure low-cost, high-quality products, turning out to be more than just a marketing tool.…”

Section: Video Co-creation Platformsmentioning

confidence: 99%

“…Twittamentary), that create collective work; • the cash prize defined at the beginning of the process (of which the platform is the main intermediary); • the contest mechanism that regulates the selection of creative products through a transparent process. Roth and Kimani (2014) identify the following types of contest in the advertising field, which adapt perfectly to the audiovisual and film industry: idea contests, call for pitches, simple contests, and the stage based contest. The two main features of these contests are the involvement of creatives in the creation of a video and the client's level of control over the production stages.…”

Section: Organisation Of Creative Production In Video Co-creation Plamentioning

confidence: 99%

Boosting Creativity through Digital Disruption? The Role of Co-Creation Platforms in the Media Production Field

Monaci

2016

Westminster Papers in Communication and Culture

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Web technologies transformed the media production field in many aspects: audiovisual contents in particular, are at the centre of a reshaping process involving their use, creative production, distribution and consumption. The effects of digital disruption are revealed though a media production field characterized by an increasing complexity. Co-creation environments emerge as new digital intermediaries, which may integrate the open collaboration of peers with the need to identify new ways of recognising and enhancing creativity in a sustainable way. Based on an empirical analysis of seventy co-creation web platforms related to the audiovisual domain, the paper aims at identifying an organisational model for creative production whilst reflecting on the role of platforms such as Tongal, Userfarm, Filmaka and others amongst consolidated institutions such as the cultural industries and new technological players such as Netflix, Hulu, Amazon etc.

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Crowdsourcing in the production of video advertising: the emerging roles of crowdsourcing platforms

Cited by 14 publications

References 9 publications

A Geography of Participation in IT-Mediated Crowds

A Geography of Participation in IT-Mediated Crowds

The Fundamentals of Policy Crowdsourcing

Boosting Creativity through Digital Disruption? The Role of Co-Creation Platforms in the Media Production Field

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