Creative determinants of viral video viewing

This study assesses the creative attributes that drive online viral viewing of TV advertising. The analysis is based on 102 video ads from the UK and US, which were shown on TV and also online.

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...

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