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Viral Video Marketing Budgets Expected to Increase in 2009
Monday, October 13, 2008
But Benchmark for Success Remains Unclear
LOS ANGELES, Oct. 13 /PRNewswire/ -- A new report released today from
online video seeding firm Feed Company shows 70% of ad agency and media buying
executives plan to increase budgets for viral video marketing in 2009. The
"Viral Video Marketing Survey: The Agency Perspective" culled insights on
viral video marketing trends from 40 executives at major advertising agencies
and media buying firms including Goodby, Silverstein & Partners, Wieden &
Kennedy, Digitas, and McCann Erickson. The survey report is available at
http://www.feedcompany.com/category/insight/
Despite the industry's enthusiasm for viral video, the benchmark for viral
video success remains unclear with an equal percentage of respondents
considering a viral video a success if it was viewed 100,000 times, 250,000
times, or 500,000 times. The tactic of creating and distributing viral video
sponsored by advertisers to users on web video sites and blogs is increasing
in popularity following a year that saw YouTube-charting videos from major
brands such as Levi's' "Guys Backflip Into Jeans," Gatorade's "Ball Girl," and
Nike "Kobe Jumps Over Car."
An overwhelming majority of agency executives reported the major benefit
of viral video is the opportunity to achieve "exponential views," followed by
brand engagement, and online reach. "In the past, fear of ceding control to
consumers during the marketing process made advertisers hesitant to create and
release brand-themed video online," said Miguel Gonzalez, VP, creative
director of Draftfcb Chicago. "But the parade of content that has 'gone viral'
shows that the results are worth the effort, even when the outcome is hard to
predict."
Yet ad agencies are seeking improvements on how viral video campaigns are
tracked and executed: 95% of respondents seek greater accountability from
vendors responsible for tracking campaign effectiveness, and more than half
say there is a need for better execution of strategies. "The survey shows that
agencies recognize the value of viral video for their clients even as they
call for improvements," said Josh Warner, president of Feed Company. "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."
About Feed Company
Feed Company http://www.feedcompany.com, a Los Angeles-based online
marketing agency, is the leader for seeding videos on the web for major brand
advertisers in the U.S. Feed Company employs innovative marketing tactics and
tools to get brand videos exposed to users of popular blogs, video sites, and
social networks.
Feed Company's ability to feed engagement makes the agency the first
choice for companies who want to ensure their videos are being watched online.
Feed Company works with Fortune 500 companies and top-tier advertising
agencies including Goodby, Silverstein & Partners and Interpublic Group's
Deutsch/LA.
SOURCE Feed Company
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