Why and how ads go viral

This paper from MetrixLab outlines a research study dedicated to understanding why and how an ad goes viral.

Why and how ads go viral

Michelle de Montigny,Thomas Utzinger,Michel Clement and Edira ShehuMetrixLab, YouTube and University of Hamburg

INTRODUCTION

Creating brand impact by using "traditional" advertising has become more and more difficult. A major reason for this is the shift in dynamics from push to pull advertising. Simply pushing advertising messages to the audience is no longer effective enough. To maximise communication potential, campaigns need to have a pull factor as well. The Internet offers advertisers the possibility to create interaction between a brand and its consumers. While the decision for using...

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