User-generated content is notoriously difficult to monetize, but it's not a lost cause: Ogilvy Group Planning Director Gina de Mendonca says it has potential, especially when professionals play a role in curating it. De Mendonca is a partner at the advertising agency's digital division neo@Ogilvy, where she works with clients like IBM. 'You have to think about it a little more creatively. There has to be some element of control, and that's when it has worked most successfully.
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