Report: marketers go for video in viral marketing

Marketers appear to believe video is the best way to start a viral marketing campaign, reports eMarketer today. According to 77, the results of the researches indicate big opportunities for mobile viral campaigns, although this method was not yet covered in the report.

Key points:
more than 60% of viral ads initiated by advertisers are video, according to a study by Competitrack

. Consumers often learn about videos from their friends. According to a 2007 survey by the Online Publishers Association, 43% of US online video viewers get videos by clicking links in e-mail messages from people they know. With the growing possibilities in mobile video, and the increasing ease of sharing among mobile Internet users, we think viral advertising is about to break through in mobile advertising soon.

Also for mobile advertising the following holds true and should always be considered: effective targeting is especially important with viral video. A UK study released in July by Agency.com, Brand Geneticsand Hall & Partners found 83% of uploaders recommended things they liked. The study defined uploaders as Internet users who actively posted content and reviews to social networking sites. Only 8% of UK Internet users fell into this category. If marketers can identify this group and build a relationship of trust with them, these individuals can become very valuable for a brand.

This entry was posted on Sunday, April 1st, 2007 at 1:59 am and is filed under Social Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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