There is no argument against the fact that the stock photography industry is in a state of radical flux. Congruently there is not one voice that has a clear vision of how to move this industry forward for creators, sellers, and buyers alike. The purveyors of the old school preach industry melt down doom and gloom, and the new mini micro evangelists tout salvation in high volume sales of tokens.
The basic business principles of over saturation in product supply and the parallel opportunities presented by the vast new customer segments afforded by extremely low barriers to entry are an interesting problem to solve. The various licensing business models are all stretched to meet this new media demand in a global market place of free flowing information. No mater which soap box you stand on all three stock licensing business models of rights managed, royalty free and micro stock end in short comings towards meeting the win-win digital delivery divide between consumer an provider. Especially with agency and portal gatekeepers promoting a race to the bottom by competing on price alone.
This is an exciting problem to solve. We know that value add solutions come from thinking different. Thanks Apple. And given the transformational times we are in, a complete game changer is what is needed in the stock photo industry.
Along comes Stipple and their image market place. In the simplest terms what Stipple is offering is technology that flips the stock photography licensing business model upside down. Publishers of stock photography want free images, done. Brands want images that add value to their massive investments in brand identity and laser targeted trackable results, done. Talented creators of beautiful photographs, which make the psych emotional bond, and motivates consumer action before they read a single line of marketing pitch, want a fare share of the revenue their images deliver to the brands, almost done.
“[Stipple] solution is the only solution that protects the rights of all parties in the ecosystem and ensures that everyone is paid and their rights are respected.” Rey Flemings, Chief Executive of Stipple
Stipple technology removes the pain point for publishers spending up front for images and recuperating licensing investment through on page advertising and real sales. With Stipple, publishers use images with trackable ingenious metadata tags (annotations) that give the publisher and creator a revenue share based on the brands campaign. Removing the pain from transaction is something I think we will much more of. Notice how iTunes sends the invoice four days after you buy or rent a movie? The benefit and enjoyment are distanced from the financial experience, which often comes with negative association.
There are two forms of revenue generating tags within Stipple images:
1. Pay per Engagement: Shop
2. Pay per Click: Info, Want, People
Here is an example of how this might work. Let’s say Fiat signs up a campaign around the launch of the 500 in the USA. izmostock places photographs of the Fiat 500 in the Stipple Cloud (market place). Publishers up and down the automotive vertical use the Fiat 500 pictures in blogs, dealer websites, accessories, insurance, and service, ect. The public then interacts with these images and eventually 10,000 people click on the want tag, which stores this information by user similar to a wish list. The brand (Fiat) sees this threshold of 10,000 wants and sends out a promotion. Publishers and us (izmostock) get a revenue share of this promotion plus the pay per click action.
Here is another good example of how a photographer can benefit from this game changer.
In this stock photography business model all parties are in partnership. Whether it will be a successful outcome for all three remains to be seen. I think it has digital age solution potential even though from my biased perspective it favors publishers and brands more than image creators. As with any disruptive business model, the challenge is shifting an industry that has been doing business the same way for decades or more.