March 6th, 2014
March 6th, 2014
Following the announcement by Getty Images that the agency would be allowing non-commercial uses of its images free of charge, we interviewed Craig Peters, Senior Vice President of Business Development, Marketing at Content Images at Getty, to try and find out what the agency hopes to gain from this extraordinary decision.
As we reported today on PDNOnline, Getty has released a new embed tool to make it easy for non-commercial users to share images from Getty on websites, blogs and social media channels. The new tool enables Getty to collect data on those users and and push ads through the embed viewer. We asked Peters how ad revenue will be shared, what this new business model means for the perceived value of images, and whether Getty is changing its position on enforcing copyrights on images.
(We used the image above for free, using Getty’s Embed tool)
PDN: Getty has various collections, from different sources. What images are excluded from this free usage initiative?
Craig Peters: It’s hard to give you a specific answer. The vast majority of images are in, [unless] we have restrictions from the photographer or copyright owner.
PDN: Are news and celebrity images available as soon as Getty uploads them?
CP: They’re made available as soon as they’re uploaded.
PDN: Why is Getty giving up on the idea of charging everyone–even small non-commercial users– for use of images? (more…)
Getty Images lit up the Twittersphere today with an announcement that it was making its archive available free of charge for bloggers and other non-commercial users. Some of the big questions are: What is Getty gaining by making images free to the public? How does Getty’s decision affect not only its own contributors, but all photographers? And are there any hidden costs to non-commercial users who take advantage of Getty’s free images?
Getty said in its announcement that it was releasing a new embed tool to make it easy for non-commercial users to share its images on websites, blogs and social media channels.
Getty CEO Jonathan Klein says in the announcement that the “easy, legal sharing…benefits our content contributors and partners.”
One benefit to the company and its partners is that by automatically crediting the images and linking them back to Getty’s website, the embed tool makes it easy to find and license the images for commercial use.
At the same time, the embed tool will also makes it easier for Getty to track non-commercial uses of its images, and the users who take advantage of the company’s offer of free images.
To read what Getty’s terms of service allow it to do with users’ information, and more on the implications of this new business for the perceived value of all images, see our news story, now on PDNOnline.
Getty’s Free Image Program
ASMP To Getty Photographers: Time to Bail