By Mikael Cho, Co-Founder/CEO at UnsplashMadison Avenue, we've got a problem. Creative is dead and the spreadsheets and algorithms murdered it. The bots have triumphed and the result is mind-numbingly dull. "Nobody gets fired for buying IBM," they used to say. Now, nobody gets fired for buying Facebook ads. We all know there's a better way than annoying people. Advertising shouldn't push against what people want, it should align with what they want. That's why at Unsplash we've decided to build our business on a new model we call Open Source Advertising. Open Source Advertising: the act of promoting a brand by releasing media (especially images) featuring its product(s) to the public to use and distribute free of charge.The brands we partner with say it's like product placement for the internet. Content featuring a brand gets picked up and repurposed by creators, spreading organically across the internet via articles, blog posts, presentations, and social media. The end result is a path far superior to the model that currently frustrates consumers and advertisers alike. And we know because it's working for the creators and brands we partner with at Unsplash every day. | | Bring creativity back to advertising | People hate ads these days. They're annoying, creepy, and interrupt you from getting what you want. Facebook, Google, and YouTube could have changed the game, but instead they pushed the industry even further toward the dark side.
But once upon a time, before clicks ruled, ads aimed to be compelling. Think of the classic campaigns from Apple, Volkswagen, Absolut, and Nike. | | Then: "The 1960s ad campaign for the Volkswagen Beetle did much more than boost sales and build a lifetime of brand loyalty. It changed the very nature of advertising." (source) | | Now: Ugh. | | Brands have been forced to choose between the playfulness of creative marketing and the mass reach of paid media buying. With Open Source Advertising, you can have both.
Think of the Ocean Spray-sipping skateboarder (real name: Nathan Apodaca) gliding down the highway while grooving to Fleetwood Mac. The clip was everywhere online, racking up tens of millions of views. That's the kind of thing a brand can't plan, it can only happen organically. | | However, brands can't just sit around and wait for this kind of lightning to strike; they need to plan budgets and they need advertising that scales. As a result, programmatic ad budgets have grown exponentially even though they yield inferior results to something that's organically viral like the Ocean Spray video.
Open Source Advertising delivers the best of both worlds. It puts your brand in the hands (and phones/laptops) of millions of creators like Apodaca. And when you let creators use your images, they wind up everywhere. This kind of brand planting is a natural way to provide scale while retaining the unique, authentic feeling that results when a creator uses a brand in what they're creating with genuine intent. | Authentic enthusiasm from trusted creators | The most valuable digital real estate is not for sale, it's owned by creators who have earned the trust of their loyal audiences. | |
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