The NY Video 2.0 - September Meetup, co-hosted by NewTeeVee last night, focused on viral ads and the impact they have on branding and market awareness. Ten viral ads were screened and critiqued by a panel of advertising experts and moderated by NewTeeVee’s Liz Gannes.

Simply stated, a viral ad is commercially produced and made for online viewing. However, some of the ads showcased last night were originally made for television and ultimately became viral such as Tide to Go’s “The Talking Stain.”

According to video analytics firm Visible Measures, one of the most viral ads is Nike’s “Touch of Gold.” It shows Brazilian footballer Ronaldinho performing some impressive stunts with a soccer ball. This viral ad garnered 27 million views.

Discussion among the panelists and participants touched on the core attributes of a viral ad, such as the need for engagement and payoff. To date, most viral ads are business-to-consumer focused, and it is getting harder to “score.” That said there is always room for entertaining and informative ads. Moreover, given the void, there seems to be market opportunities for business-to-business viral ads (if done right).

In terms of metrics and benchmarks, the most common criteria to measure viral ads are their placement quotient, better known as the “pass-along” rate, followed by the number of views and comments.

Basically, there are different behavioral aspects of a viral ad, and success or failure can sometimes be determined by intangibles such as the entertainment value more so than the connection of the brand itself.

Among the viral ads that were screened last night, the audience’s favorite, a public service announcement called “Chemical Party” from Marie Curie Actions was very clever, funny and educational. It was my top pick, too; however, others who sat near me expressed different opinions.

The Internet and social media – unlike television – provide the capability to target audiences with specific brand messages. The viral aspect of these mediums can expand the reach and connect with new market segments.

What factors would you consider to be important in the success of a viral ad? Entertainment value, call-to-action, shock factor? While we all may have different opinions, I think we can all agree that finding the right balance between the brand and its targeted audience is key.

Share this: