Poptent, Crowd-Sourcing Television and Web Advertising Creative

p>Independent video creators are earning $10,000 in some cases for 30-second commercials crowd-sourced on behalf of major brands, says Neil Perry, President of video production and marketing shop PopTent in an interview with Beet.TV. The cost for production is about 80% less than brands are spending on traditional commercials, Perry tells us in this video. PopTent's star has risen in recent months on the heels of a $5.5 million round of fundraising last month led by MK Capital, as well as a popular SuperBowl commercial produced on behalf of Dannon and starring John Stamos. Perry said the money will be used to add staffers, grow internationally and market the business.In this interview, Perry shares additional insight on the PopTent video creation process. Poptent relies on a network of 50,000 creators in 140 countries who produce commercials and video on spec for brands in response to creative briefs. The brand will then usually award the business to a few of the creators. "A small boutique agency can earn a pretty good living just doing Poptent," Perry tells us.In addition to 30-second spots for online or TV, Poptent has also seen a dramatic rise in companies and brands seeking video of all kinds to promote their products and services, he says.

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