Consumer-generated Ads For Gen Yers?

Gen Yers can tell when advertisements have a hint of “unprofessionalism” and that can affect their judgment about a brand negatively too. Offering Generation Y consumers a chance to generate ideas that might appeal to them may seem promising but is it possible—or even fair—to expect their ads to be as polished as those by an experienced creative team? After the recent consumer-generated Super Bowl commercials, more viewers think that it may be better to leave it to the professionals.

However, marketers that rely on professional creative teams to expand upon or touch up consumer-generated ideas should be careful not to replace adequate consumer behavior research with idea submissions, as those do not always accurately represent target group opinions. Often, the problem with consumer-generated ads is that the creator(s) will lack essential background information about a company’s tradition of brand images or consumer behavior.

When marketers open up opportunities like consumer-generated ad contests, they can typically expect a plethora of submissions that either a) recycle previously used ad concepts or b) many ideas expressed in an “extreme” manner. Contrary to what some may think, humor is not always neutral and originality alone does not secure the success of commercials; this is only a view represented by a marginalized group acting as the mouthpiece for the ad viewers (and purchasers) that aren’t speaking up.

The key to minimizing the risks involved with consumer-generated ads is for marketers to always keep in mind who their target audiences are and to do extensive research. Although target audiences do not have to remain consistent, the good feelings evoked from remembering an ad do. And of course, it also doesn’t hurt to keep consumers well informed and find ways to gather honest feedback.

It will always be a gamble to give consumers that kind of power but marketers can play smart.