Traditionally companies communicated with customers through outbound marketing channels, blasting advertising messages at their potential customers. In recent years the rise of social media has enabled companies to have more of a conversation with their customers. New start-up AdYapper continues the inbound marketing trend by providing a channel for companies to get feedback on their television advertising campaigns. As a one-way communication medium, television-advertising feedback is typically limited to focus groups and sales analysis, but this could change.
So What is AdYapper.com?
AdYapper offers a platform to enable advertisers to gain opinions on their commercials. Brands can verify their accounts and obtain consumer feedback on their commercials. The site offers the opportunity for marketers to gain greater insights to avoid wasting money on campaigns that don’t engage the public. AdYapper aims to empower consumers to hold advertisers accountable by sharing their thoughts. Consumers can view commercials and click if they loved it, hated it or were indifferent to it and give their opinions. Consumers can also upload ads from YouTube, and give their opinions even if the brands have not joined the site. Current commercials on AdYapper include campaigns from Coca Cola, eBay, Adobe, and Nike.
The Challenge
I love the concept of providing a forum for brands to get consumer feedback on their commercials, but the challenge will be getting consumers to want to “yap”. AdYapper may need a compensation type program similar to e-rewards.com, where consumers could receive points towards gift cards or monetary compensation for viewing sponsored commercials. Another challenge for AdYapper will be how they can make money from the site. The start-up may need to keep some of their data private in order for it to be of enough value to sell to marketers. They may also need to start collecting demographic data from consumers, as currently the site only requires Facebook or Twitter log on and an e-mail address.
AdYapper offers an innovative way to transform television marketing in to an inbound marketing opportunity. Some refining will be needed to entice consumers to participate to gain enough feedback to be truly valuable to marketers. Time will tell if AdYapper could become like Yelp for TV commercials, but what do you think? Share your thoughts in the comments section below.
Marie Wiere's Blue Sky Management Blog 