TAILIEUCHUNG - Viral Video Marketing Survey: The Agency Perspective

In light of the success of viral videos sponsored by big brand names like Levi's' "Backflip Into Jeans," Gatorade's "Ball Girl,” and Nike's “Kobe Jumps Over Car,” advertisers and agencies are evaluating the value of adding viral video to their online marketing mix. Faced with a tough economic climate, marketers are hurriedly seeking new methods to reach web audiences in the most cost-effective manner. Viral video - which is generally less expensive to produce and market than traditional advertising - is now getting its industry close-up. But what of the new practice of advertisers creating video less as a commercial and focusing more on its entertainment value? What do the practitioners of. | Viral Video Marketing Survey The Agency Perspective Viral Video Marketing Survey Summary Viral video marketing is no longer the new kid on the block. In light of the success of viral videos sponsored by big brand names like Levi s Backflip Into Jeans Gatorade s Ball Girl and Nike s Kobe Jumps Over Car advertisers and agencies are evaluating the value of adding viral video to their online marketing mix. Faced with a tough economic climate marketers are hurriedly seeking new methods to reach web audiences in the most cost-effective manner. Viral video - which is generally less expensive to produce and market than traditional advertising - is now getting its industry close-up. But what of the new practice of advertisers creating video less as a commercial and focusing more on its entertainment value What do the practitioners of new marketing techniques think about viral video and its usefulness The term viral video refers to video clip content that gains widespread popularity through the process of Internet sharing typically through blogs and other media-sharing websites. To answer these question Feed Company conducted an online survey of 40 executives at the top US creative ad agencies and media buying firms. For survey methodology and a complete list of survey participants please refer to the final page of this report. Among the highlights Brands and agencies are both aware of and interested in viral video. Eight in ten marketing and advertising professionals are very familiar with viral video and just under half of agency clients are interested in viral video with expressing high levels of interest. Viral video campaigns are likely to produce desirable results. The majority of respondents 56 reported being pleased with the results of a viral video campaign. Less than 3 say they have been displeased. Marketers still have not established a benchmark for success. Some say a video must get more than one million views to be considered a success but .

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