Creative determinants of viral video viewing
Duncan Southgate, Nikki Westoby and Graham Page
Millward Brown
Introduction
Online video viewing is now commonplace. Data from comScore’s Video Metrix service showed that US internet users watched more than 25 billion online videos in August 2009 (comScore 2009). YouTube was comfortably the largest individual site, accounting for more than 10 billion views, while Microsoft sites were a distant second with 547 million. As consumers have spent increasing amounts of time consuming online video, advertisers have sought ways to engage this audience with their branded videos. This paper seeks to...