“I think this consumer generated advertising is going to diminish in a few years’ time – if our consumers are better at creating content than we are, then we’re out of business,” said Lazarus, adding that the majority of people who enter advertising creation contests are usually aspiring advertisers.
Lazarus also questioned the value of brand websites where consumers can play games and create their own content. “Just because you interact on a website, I’m not sure you are fully involved – does that have anything to do with a brand?”
While consumer generated advertising has proved increasingly popular in the US and Europe, it has yet to take firm hold in Asia – although Pepsi created a splash using the format in China last year.
