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...