Laugh all you want to about Al Gore's newest baby, Current TV, but it is breaking advertising rules left and right - and making lots of money. Ad Age reports (subscription required) that Sony, Toyota, and L'Oreal Paris have all put together deals to buy consumer-generated spots. Each has ponied up an estimated $1 million or more to let Current TV viewers do the heavy lifting.
Here at Jacobs, we have been championing this approach - first through NeoRadio, and later via listener-generated content and advertising - for months. It's how WMMR "designed" their recent billboard campaign, and it's how 93X used their audience to help put together a Custom Chopper last month. The fact is, our audiences are creative, they want involvement, and they're a great resource.
Radio has the content - thousands of active, creative, and bright listeners who want to be involved. More than 25,000 just took our Technology Web Poll, and of them, nearly 70% report they'd like to take more surveys. If you were smart enough to build and grow your database, it's time to reap the benefits.
Let's put 'em to work - and let's start cashing in on this incredible phenomenon.