Maybe it’s just what I’ve been reading, but it seems that there are emerging signs of a refinement in the ways companies request user-generated advertising.

In a postI wrote last week I noted how Visa is taking a more deliberate approach with UGA in their next campaign.  Rather than ask for submissions from everyone, they are teaming up with an existing film competition thus asking for submissions from people who at least have some skillset beyond a personal camera and thirst for stardom.  I like the idea in that it shows a balance of openness to consumer generation and a belief that open requests are fiscally irresponsible (and most are).

Today, I came across a new startup out of the Philadelphia exurb of Conshohocken, PA: XLNTads.  This startup has the belief that big companies will allow them to manage all future, user-generated advertising campaigns.  Dan Kaplan of VentureBeat had this to recently say about their endeavors:

For $75,000, a company gets a three month “subscription,” during which XLNTads will solicit submissions, filter out the noise, and come back with 10 selections it thinks are worthy. If the company then chooses to air one of these on TV or the net, it pays the ad’s creator $20,000.

XLNTads hopes to build a network of semi-professional talent that it can call on at any time, in an effort to break away from the contest model. It says that this network will set it apart from its competitors, but, in our view, it will also create a low-rent, virtual ad agency that creates the appearance of user-generated ads, but almost defeats their point.

I couldn’t agree more.  I can’t understand the purpose of having this type of middle-man. It is almost as if their mission is to play against all odds: Their competition includes professional advertising agencies, established talent agencies, and established video-sharing sites.  Hell, they’re even competing against film schools for talent.  Too much.  Too much.

Thinking back to Visa, I am now resolute in my support for their tie-in with an established film competition.   Yes, this tie-in is a bit of grey area (is it UGC when it is solicited by a small pool of users?), but the point is that they have chosen to reduce the number of submissions by finding talent in a place that already exists.  That is much easier than paying a company like XLNTads to reinvent the wheel.