• by David Goetzl  @dgoetzl, March 13, 2008

With all the talk about the risks marketers face when they allow non-pros to take their brand images and create user-generated ads, a top executive at Current TV suggested Wednesday that the fears may be greatly exaggerated. Current makes agreements with advertisers that allow viewers to craft ads on their behalf--and its COO Mark Goldman said no negative spot for a brand has ever been submitted.

Goldman said at an industry event that "as long as you're authentic," viewers don't feel the need to create spoofs and other spots that lampoon a company.

Current, which generated $10 million in ad dollars a year ago, calls the program that was launched in 2006 VCAMs (viewer-created ad messages). Goldman said that marketers that have signed on--Sony, T-Mobile, L'Oreal, Toyota and others--devote 50% of their inventory on Current to the VCAM spots.

Viewers can visit the Current Web site, read a creative brief, and then download brand "assets" or images to use to create the ads. On average, Goldman said each brief generates about 100 submissions, with four or five selected to air on the network, as well as its Web site. Advertisers do have final say on which spots air.

One benefit Goldman cited for advertisers is that VCAMs serve as an unofficial market research tool, allowing them to use the submissions to gain insight into how people view and interact with their brands.

T-Mobile is on its third go-round in soliciting VCAM spots, while Toyota has conducted at least four separate searches, Goldman said.

Current, which is in 40 million-plus U.S. homes and targets the 18-to-34 demo, says the VCAMs receive considerable views on Current.com--92% of viewers would rather watch a VCAM than a professionally produced spot. The network says "they find them more authentic, entertaining and believable."

Current is arguably best known for its affiliation with former vice president Al Gore, and has filed for an IPO.