International Perspectives on Business Innovation and Disruption in the Creative Industries
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International Perspectives on Business Innovation and Disruption in the Creative Industries

Film, Video and Photography

Edited by Robert DeFillippi and Patrik Wikström

This volume examines how disruptive innovations are reshaping industry boundaries and challenging conventional business models and practices in the industries for film, video and photography. The thirteen chapters provide a rich and diverse account of these processes from a wide range of country contexts. The book fills the gap between the study of disruption by innovation scholars in business schools and the recognition of disruption by academics and practitioners from non-business school disciplines and contexts, including the broader social sciences.
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Chapter 10: Crowdsourcing in the production of video advertising: the emerging roles of crowdsourcing platforms

Yannig Roth and Rosemary Kimani


This chapter argues that the video advertising industry is undergoing a fundamental change with the advent of a new set of intermediaries that we will call creative crowd-sourcing platforms. Based on a multiple case study methodology, we attempt to explain what role crowd-sourcing plays in the contemporary video advertising landscape. We first define crowdsourcing, we then describe how the use of crowd-sourcing has evolved over time, to finally describe four models that are currently used by crowd-sourcing platforms to create video content for brands. We show that the crowd can be solicited in different ways in today’s production process.

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