Digital Sector Identifies Moderated UGC As 2009’s Largest Likely Growth Area

The majority of digital agencies, brands and publishers believe that moderated user generated content will grow more rapidly than other forms of online advertising in 2009, according to an industry-wide survey of digital media sector professionals commissioned by Reality Digital - a leading enterprise-scale social media platform provider that enables companies to build, manage and commercialise brand-safe, digital media communities.

Almost one in two respondents (48.1%) suggested that user generated video which is moderated - and therefore offers an appropriate and brand-safe vehicle for advertising - is likely to experience the most significant growth of the digital sector over the coming twelve months.

Significantly, 93% of the survey's respondents indicated that they believe un-moderated user generated content to be a potential brand threat, with only 7.5% of respondents regarding un-moderated content as always being brand safe for advertising, indicating the industry's current low regard and value for un-moderated user generated video content.

The survey marks the official launch of the OpenView Venture Partners-backed Reality Digital's European offices, based in London and headed by Robert Proctor, to offer publishers the social media development, management and monetisation technologies that are currently used by ITV Local for Grassroots Sport, Snap Britain and Your News, BBC Worldwide's Lonely Planet and Channel 4's 4mations amongst others in the US.

Robert Proctor, head of EMEA for Reality Digital, commented: "It's clear that industry attitudes have shifted considerably and publishers, agencies and advertisers alike are all now looking for ways that they can capitalise on the online video phenomenon in a credible way that represents the best opportunity with the least likelihood of brand mis-representation, which has been an unfortunate feature of advertising against UGC up to this point."

"The fact that so many respondents mis-trust unmoderated content really underscores the point - whilst rich media environments that encourage the creation of user generated content can be a  hugely effective means of engaging consumer audiences, they are simply laden with a level of risk that businesses are no longer willing to accept. Consequently it's the ability to moderate the user generated content which is going to drive advertising in this context. We're about to see the sector evolve quickly as brands create new social environments for users, which will offer the freedom and attractiveness of a social network yet without the associated potential risk to a brand's equity."    

Several of the world's top broadcasters, publishers and brands already trust Reality Digital to develop and manage their social media communities. Both Adobe and Microsoft currently partner with Reality Digital to leverage the team's deep social media expertise.         

For more information, visit www.realitydigital.com.