Advertiser interest in viral video on the increase

Advertiser interest in viral video marketing is rapidly growing, with 70 per cent of executives planning to increase budgets for this platform, new research shows.

According to the Viral Video Marketing Survey conducted by Feed Company, 80 per cent of advertising agency executives and media buyers said they were “very familiar” with viral video.

Furthermore, 72 per cent of respondents said their clients are either “interested” or “very interested” in using viral video as a core component of their marketing campaigns.

The majority of executives (56 per cent) also said that they are “pleased” with the results of a viral video campaign, while fewer than three per cent reported being displeased.

However, many respondents said they feel there is still room for improvement - 53 per cent said the area of tracking and reporting needs revamping, while 21 per cent said it needs “a lot of improvement”.

Josh Rose, creative director at Deutsch, said: “The benchmark of success for viral video depends on the campaign creative and brand goals. Of course everyone wants more views and reach, but the quality of engagement and conversation matter too.”