Singapore startup Pitch6's app allows consumers to create ads

• Makes ad creation simple so that everyone can do it, says company
• Competition-based app incentivises ad creation with cash prizes

SINGAPORE based startup Pitch6 said it has launched what it claimed was the world’s first mobile app that allows brands to crowdsource advertisements from consumers.
 
All ads are created within the app and there is no post-production editing required, which means anybody with an idea can create an ad within a few seconds, the company said in a statement.
 
Consumers are encouraged to make advertisements for brands through a competition-based app that incentivises ad creation with cash prizes. Winning advertisements are chosen based on the number of votes (‘Likes’) they generate.
 
Pitch6 was designed to solve mobile advertising’s biggest problem: Getting consumers to engage with and enjoy watching advertisements on their mobile phones, Pitch6 said in a statement.
 
According to a 2012 Forrester report on The Mobile In-App Marketing Opportunity, almost 70% of consumers find mobile ads annoying and only 12% find them engaging, the startup said.
 
“The idea is to make ad creation simple so that everyone can do it,” said Pitch6 founder Carl Wong.
 
“It’s not about the lighting, sound, special effects, editing skills or post-production work. It’s about ideas and creativity. Anyone with an idea can create and post an ad in a matter of seconds,” he added.
 
The app enables users to create six-second looping videos. Users shoot a video within the app, add a caption, categorise it and immediately upload and share it through their various social networking sites like Facebook and Twitter.
 
Pitch6 was in part funded by Singapore’s National Research Foundation (NRF), under the Prime Minister’s Office, under its i.JAM Reload programme and administered by the Media Development Authority.
 
“They’ve been of great help not just in funding the project but keeping us focused on project milestones, budgets and prompting us to look more deeply at cutting-edge development features which will be introduced to the app at a later stage,” said Wong.
 
The app was launched on June 21 in partnership with Cerebos Pacific Limited’s Brand’s Essence of Chicken, which is offering a cash prize of S$5,000 (US$4,003) for the winner of a six-second video competition themed ‘Brand’s with Friends.’
 
The competition is open to anyone who downloads the free app at www.pitch6.co and runs until July 4.
 
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