Viral Advertising Essay

1816 Words 8 Pages
Viral advertising is a relatively new craze that has quickly become the next big thing in marketing. A word of mouth (WOM) strategy, it forces marketers to create branded videos that consumers like so much that they want to share it with friends. To achieve viral success, an ad must create enough buzz to generate one million views, which is the standard tipping point where a video can go from popular to viral status (Teixeira, 2013).
This task proves difficult not only because it’s centered on the premise of asking consumers to market a brand for free, but also because of the uncertainty that surrounds the entire phenomenon. Marketers have little proof as to why their ad has gone viral, yet another popular brand’s video with nearly
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Which ad elements trigger the best response from consumers?
Researchers have determined which ad elements trigger the most beneficial response from consumers by analyzing differences in consumer propensity to (1) enjoy the video and (2) share the video, as content elements are added, removed, or rearranged.
Strategizing for a viral video campaign involves making decisions on which ad elements will be the most helpful in creating a highly sought-after WOM effect. Researchers have attempted to resolve this this question by analyzing the changes in consumer propensity to (1) enjoy the video and (2) share the video, in response to the addition, subtraction, or relocation of ad elements throughout a series of sample videos (Teixeira, Wedel, and Pieters, 2012, p.145-156).
Experimental findings concluded that the best way to snag the initial interest of viewers and hold their attention throughout the video is through the use of emotional content (Teixeira, 2012). Recent studies aimed at measuring viewers’ emotional responses to videos typically combined the reliability of visual and audio observations by behavioral scientists with the accuracy of facial recognition technology in reading facial expressions and eye movements. Once participants’ emotional valences were identified, they were ranked on a spectrum of arousal using a widely accepted benchmark (Teixeira, Wedel, and Pieters, 2012,

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