Viral video campaigns ‘becoming more popular’
Marketers are increasingly seeing benefits in deploying viral video marketing campaigns sponsored by advertisers, new research has indicated.
According to a poll by US-based firm Feed Company, seven in ten advertising executives are looking to up expenditure on viral videos in 2009 as a result of perceived advantages such as exponential views, brand engagement and online reach.
While these executives have voiced concerns over how accountable viral marketing can be, they are also realising the benefits of the medium as the economy continues to slow, Feed Company president Josh Warner said.
"We’re definitely seeing more of these campaigns because it costs less to produce and market viral video than many other types of traditional media - and that’s attractive to marketers during an economic downturn," he stated.
Video ads are most likely to engage web users under the age of 25, according to a recent consumer survey conducted by iPerceptions.
