Online advertising company XLNTads Inc. launched yesterday in a move to bring major brands together with consumers who’d like a shot at creating video advertisements and commercials.
In early third quarter 2007, XLNTads will launch a consumer-generated advertising platform that lets marketers tap into the consumer-generated media market. The XLNTads Web site gives consumers and filmmakers of all levels a centralized location for submitting ads for inclusion into campaigns, competitions or contests sponsored by big brand sponsors.
With production of the average 30-second spot costing upwards of $300,000, brands can slash costs by rewarding the creator of a brilliant advertisement submitted through the platform with as little as $20,000.
Former brand marketer Neil Perry will consult on the marketing for XLNTads. Mr. Perry’s previous experience includes 23 years at McDonald’s Corp. where he last held the title of senior director of national marketing and most recently vice president of marketing for Monster.com.
Tony Romeo, senior vice president and brand liaison for XLNTads, is a marketing consultant who will also work on the launch. Mr. Romeo has 15 years of experience as founder and chairman of Unilever’s interactive brand center. He currently holds a position as a professor at Columbia University’s Graduate School of Business, where he teaches global marketing.