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OpenAd, en büyük pazara nüfuz edebilirse, global reklam ajansı modeline bir darbe vuracak. İnternet kitleleri cezp etmeye yıllardır devam etse de, OpenAd reklam endüstrisinin en büyük problemi olan yeni fikirler üretebilme konusuna çözüm getirmeyi kısa bir süre önce başardı. Reklam ajansları yeni fikirler üretmeye kilitlenmiş olsalar da, geleneksel yöntemlere meydan okuyan, sürekli gelişmekte olan bir medya dünyası var. Ve buna ayak uydurmak gerekiyor.

Bu tarz bir pazaryeri elbette ki, Madison Avenue devlerini barındırmayacaktır. Site kurucularından biri olan Katarina Skoberne’in de dediği gibi, bu sadece ajanslara yol gösterebilecek bir oluşum. Skoberne diyor ki: “İdeal olan, ajansların müşterileri namına OpenAd’i kullanmalarıdır.”

OpenAd, ilki New York’da olmak üzere 3 ofis açma planını gerçekleştirdiğinde, reklam verenler ve ajanslar yaptıklarının ne kadar ideal olduğu daha iyi anlaşılacak.

Gillette 9000 Tasarımcıyı Yarıştırıyor
2007 yazında, Gilette’in Porto Riko’daki yöneticileri, ada erkeklerini tıraş bıçaklarını değiştirmelerine ikna etmeleri için 21 ülkeden tasarımcının katıldığı bir yarışma düzenlediler. Kazananlar arasında; Slovenyalı bir öğrenci, İngiliz bir fotoğrafçı ve Amerikalı bir tasarımcı vardı. Asıl kazanan ise, Hindistan’dan bir ajanstı.

Bu yarışma, uluslararası olmasının müthiş tadının yanı sıra; ne bir yerden bir yere gitmeyi gerektiriyordu, ne de yarışmaya büyük ajanslar itibarlarını arttırmak için katılıyorlardı. Bu organizasyon, OpenAd.net adlı internet sitesinde gerçekleştirildi. OpenAd.net, Slovenya temelli bir online pazar yeri. Burada 9000’den fazla tasarımcının reklam fikirleri dünya çapında alınıp satılabiliyor. Geçen yıllarda şirketlerin yararlanabilecekleri duruma ulaşan OpenAd, dünyanın her yerinden birçok tasarımcıya ulaşılmasını sağlıyor. Bu hizmet, Procter & Gamble bünyesinde yer alan Gillette gibi Amerikalı firmaların pazarlama departmanları tarafından deneniyor. Ve bu siteden yararlanmayı, hemen hemen hepsi planlarına dahil ediyor.

Danışmanlık şirketi Ark Advisors’dan Russel Wohlwerth: “OpenAd, popüler kültüre ayak uydurmaya çalışan pazarlamacılar için iyi bir fırsat. Bu sadece farklı kültürlerden veya ırklardan gelen insanlarla çalışma değil, onların geçmişlerinden de yararlanma imkanı tanıyabilir.”diyor.

Reklam verenler ısırmaya hazır
Reklam ajansları, bir çok sebepten dolayı, marka yöneticilerini korurlar ve işbirliğine sıcak bakmazlar. Reklam verenler ise daha açık görüşlü ve ılımlıdırlar. Skoberne, Ulusal Reklam Verenler Derneği’ne iki kere sunum yaptıklarını ve araba üreticileri, perakendeciler, yiyecek ve içecek şirketlerinin oldukça büyük ilgisi ile karşılaştıklarını söylüyor.

Reklam ajansları ve reklam verenler Freelance çalışanların ve ajansların siteye yükledikleri bir çok reklamı burada bulabilirler. Hizmet, tasarımcılar için ücretsizdir; fakat reklam verenler katılmak için belli bir ücret öderler. Ayrıca fikirler için de ücret ödemeleri gerekir. Fikirler için fiyatlar, OpenAd takımı tarafından kontrol ediliyor. Örneğin Gillette, yaptığı etkinlikte kazananların her birine 1000 dolar ödedi.

Fakat eğer reklam verenler fiyat belirlemezlerse, tasarımcılar kendi fiyatlarını belirleyebilirler. “Reklam ajansları genelde, çalışma saatlerine göre fiyat belirledikleri için, bizin fiyat belirlememiz oldukça zor.” diyor Skoberne. OpenAd, reklamın ilgili olduğu sektörün büyüklüğüne ve gücüne göre fiyat belirlemeye çalışıyor. Fiyatlar 100-200 dolardan 100.000 dolara hatta daha fazlasına uzanan bir çerçevede belirleniyor.

Reklam verenler, reklamlardan seçerek satın alabildikleri gibi, Gilette’in yaptığı gibi bir alan yaratarak, tasarımcıların reklam üretmelerini isteyebilirler. Gilette’in düzenlediği yarışmada Live 1 adlı hintli ajans "She knows the difference" fikri ile birinci olmuştu. Gilette, daha sonra OpenAd’e döndü ve bu fikrin değişik medya araçlarında nasıl yayınlanabileceği hakkında yardım istedi: televizyon, yazılı basın, promosyonlar gibi…

Outsource Yaptırmak?
Birçok tasarımcı için OpenAd ücretleri oldukça iyi ve teşvik edici. Fakat bir grup tasarımcı şu sorunun cevabını merak ediyor: Acaba reklam verenler, OpenAd’a ucuz işgücü için reklam mı outsource ediyorlar. Örneğin Hindistan veya Doğu Avrupa ülkelerindeki iyi nitelikli tasarımcılardan yararlanarak, reklamlarını çok daha ucuza mı mal ediyorlar?

Skoberne, şirketin yönetici çeşitlerine göre, tedarik tipleri olduğunu söylüyor. “Şirketler genellikle, giderlerini azaltmaya çalışırlar ve değer yaratmanın yollarını ararlar. Biz sürekli olarak pazarlama departmanlarının, coğrafi kısıtlamalarını aşmaya çalışıyoruz.”

OpenAd tasarımcılarının yaklaşık %20’si Latin Amerika’dan, %15’i Asya’dan, %32’si Avrupa’dan, %20’si İngiltere’den ve %6’si Amerika ve Kanada’dan.

Diğer bir karışıklık ise, entelektüel konular üzerine yapılan tartışmalar… Haklara ilişkin resmi bir tartışma da baş göstermiş durumda. Fakat Skoberne: “Şirket, kimsenin zarara uğramaması için sitede olan biteni yakından takip ediyor.” diyor. Ve insanların bir şeyler öğrenmekte olduklarını da sözlerine ekliyor.

“Bu çok demode bir konu” dedi ve güldü. “Fakat sanırım şu anda görebileceğiniz en mızmız tasarımcı grubuna sahibiz.”

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