This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Social Media Remakes Rules of Advertising

Once members upload their content, cash prizes are awarded to creators with the highest-rated ads. Additional prizes are awarded by the brands themselves and by Zooppa's staff.

The contest and open submission model are intended to be an equalizer. Those trying to break into the world of advertising can parlay a successful submission into a door-opening calling card.

"More important than the cash is the recognition and legitimacy that it gives," Merritt says. "We know a lot of members have had job offers. That's a big benefit."

For companies, widening their net into the pool of creative talent has distinct benefits. These are "people on the cutting edge of digital communication," he says. "They don't break traditional rules, so much as bypass them."

"This is very different from the kind of advertising I grew up with, where we ran the same commercial for 5,000 times on TV," Merritt says. "I have three teenagers at home, and they won't put up with that. They don't even watch a TV, they watch everything on their laptops and then they immediately click off if they don't like it. Unless it is something that captures their imagination, or is made by a friend or someone they know, they stop watching."

Bringing the general public into the process creates the sort of "word of mouth effect" that even the biggest ad budget can't guarantee, Merritt says. It's a bottom-up, rather than top-down approach that allows a company to see how its brand and products are perceived, then benefit from the tell-two-friends multiplicity of a shared social media experience.

The commercials themselves vary tremendously -- in terms of message, approach and broadcast "quality." Some are no more than webcam testimonials; others, more elaborate and polished, have the imprint of professionals. Some incorporate established logos and jingles to reinforce the brand; others set those familiar trappings aside and rely more on story-telling and personal anecdote, betting on authenticity over time-tested Madison Avenue tropes.

"There is no committee, you do what you want, it goes right up and that's it," Merritt says of the appeal for advertising professionals. "It is unvarnished and refreshing. I think the YouTube generation now is used to that style of communication, where it is not artificial and polished, it is just more genuine."

--Written by Joe Mont in Boston.

>To contact the writer of this article, click here: Joe Mont.

>To follow the writer on Twitter, go to

>To submit a news tip, send an email to:


Get more stock ideas and investing advice on our sister site,
3 of 3

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free
JSDA $0.53 0.00%
AMZN $482.07 0.00%
DIS $92.32 0.00%
GOOG $678.11 0.00%
MSFT $49.28 0.00%


Chart of I:DJI
DOW 16,014.38 -12.67 -0.08%
S&P 500 1,852.21 -1.23 -0.07%
NASDAQ 4,268.7630 -14.99 -0.35%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs