A major ad agency wants to use my home video. I don’t know how to monetize and negotiate its value. Help.
Hello, I have a home video posted on Google Video and I was emailed by a major ad agency in San Francisco asking for permission to use the video. During email exchanges with this representative of the ad company, with a job title of “art buyer”, she seemed to be very hesitant and broad on providing details for the video’s use and the possibility of compensation was not suggested (only until I told her in later emails that I wouldn’t do it for any other reason). Some answers to my inquiry on the subject of my video’s use involved phrases such “viral advertising campaign”, “clip will be used for Yahoo! Videos” and “They will run the add for three months on banners online and a video screen sandwich board”.
In conclusion I have no experience in this industry and have no idea how to monetize the value of my video and to properly negotiate with this ad agency.
I am looking for advise on the best course of action for my situation. Should I contact an agency? what kind and where
Posted on June 11th, 2010 in Other - Advertising & Marketing |
June 14th, 2010 at 2:40 pm
I work in an adverising agency and my personal opinion is that you will not be able to get anything beyond a couple hundred to a couple thousand dollars max, if anything. By now, they have probably found other home video owners who would love for their videos to be seen by hundreds of millions of internet users, just for the notoriety — bragging rights.
So, decided if you want to have bragging rights or not even if that is your only compensation. They act accordingly.
June 17th, 2010 at 2:25 am
They think your video will create a word-of-mouth buzz if promoted properly. Who knows… maybe they are doing an ad for Yahoo showing the kinds of videos that are on Yahoo, or they have a customer selling products related to your video and want to use your video to get attention.
Personally, i’d tell them that I can understand why they won’t tell me what the video will be used for… but if that’s the case, you need to ask for a premium price for the video because they may intend on using it for something you don’t believe in, or that somehow makes you uncomfortable. Tell them what you want for it, and tell them you will understand if this is too expensive for them but that you’re not willing to do it for less.
On the otherhand, tell them that if they are willing to give you an idea of how it will be used, you may be willing to compromise on the money issue in exchange for credit that might bring traffic to your personal homepage. It depends whether that is valuable for you.
This is just what I would do. Not trying to give you business advice. I obviously know less than you:)
June 18th, 2010 at 10:18 pm
Have worked in marketing for some time as a client of some large agencies in London… I wouldn’t expect to pay more than 1K (US)… UInless what you had done is so spot on that you are saving them a fortune… You need to find out what it is going to be used for first - mainly because if and when you accept money they will have total control… This may or may not end up with you being happy as to it’s use… Good luck….