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Announcing TED’s Ads Worth Spreading Challenge

Posted by: Emily McManus
Winning ads in the Ads Worth Spreading Challenge will be shown at TED2011.

Winning ads in the Ads Worth Spreading Challenge will be shown at TED2011.

Today, TED announces its Ads Worth Spreading Challenge. An open invitation to the global advertising community to reinvent, inspire and engage audiences with a new definition of what video advertising can mean in the digital age, using TED.com as its platform.

TED is supported in part by advertising. Support from our partners allows TED to share great ideas on multiple platforms and in multiple languages around the world. But as TED’s curator, Chris Anderson, said in his address today during Ad Week: “If advertising is so great, why the hell is it largely failing on the web today?”

The Ads Worth Spreading Challenge invites the business community to submit their most forward-looking video campaigns by January 10, 2011. A judging panel will select up to 10 winning video campaigns, which will premiere at TED2011, February 28-March 4, 2011, for the gathered audience of 1500+ thought leaders, and will appear on TED.com for free for one week in March.

Find details, including full contest rules and entry form, right here >>

UPDATE: Read Ryan Thomas’ great reaction to Chris’s talk: “An hour with TED has paid the price of Advertising Weeks admission, given me value to bring back to my clients, and given me a passion kickstart I did not even know I needed.”

Comments (4)

  • Bruce Clark commented on Sep 30 2010

    The whole idea of a “video ad” has become archaic. What we are moving towards is a pendulum swing back to personal word-of-mouth. Only this time bringing all the hype and corruption to the individual, just as the net has empowered the social “value” of the individual user. Think of it as product endorsement on steroids. Youtubes (which ANYONE can post) gone viral will likely be the brass ring. But then the concept will go all the way down. Hertz or Avis tats on your forehead, anyone?

  • Michael Bongiovanni commented on Sep 29 2010

    Oh and BTW, my clients were thrilled to see their products or concepts in motion and excited to see something that wasn’t restrictive and “same-old.” Ad revenue went up – simply because we could put the concept anywhere on the site and be as creative as we wanted to. Advertisers became active in the process and the dialogue and concept development was refreshing. Sure beats telling them, “Ok we’ll fade in your logo and follow up with the message. We have to stay under 35k, so that’s it. Yep, you’ll be rotated with other clients. When do you want it to run?” Ugh on the IAB, it’s only a matter of time until all the standards are ignored and revenue plummet – Lame Lame Lame!

  • Michael Bongiovanni commented on Sep 29 2010

    It’s largely failing because of the IAB standards and the restraint to design within a box, while attempting to think outside of the box. The IAB standards have forced sites to become clones of one another. It’s simple. I used Flash 5 years ago just to be different and create a “Wow” factor and it was working fine, until I had to tell clients we adopted the IAB standards and all I could sell them was a skyscraper and a 300×250 ad space, which is exactly what our competitors offered. Talk about lame… and more importantly why? Every study shows visitors ignoring the same ad position and the same layouts – they know that a 300×250 means advertising = ignore or bore. That’s it! I’m going back to pitching concepts that are not restricted to a 1-pixel stroke outlined 300×250 box. The IAB standards are lame – they extinguish creative thought with the same old options. That’s a fact.

  • commented on Sep 28 2010

    I think ad campaigns on the internet are not as successful because it is a more erratic medium. Television and magazines have your attention because you have committed to watching a show or reading a story . The internet is more akin to something like adhd on cocaine… There is so much available, that you are not committed to any one story, or any bit of information. It is an information overload, if it could somehow be streamlined and cleaned up I think it would work better for advertising