Although this article was focused on the design of viral advertising, and exploring hypotheses that questioned what makes a viral video work successful, there were some interesting points raised in relation to my essay topic.
Facts and figures about online media/advertising:
"Online video viewing is now commonplace. Data from comScore's Video Metrix service showed that US internet users watched more than 25 billion online videos in August 2009 (comScore 2009). YouTube was comfortably the largest individual site, accounting for more than 10 billion views, while Microsoft sites were a distant second with 547 million. As consumers have spent increasing amounts of time consuming online video, advertisers have sought ways to engage this audience with their branded videos" (Southgate, Westoby and Page, 2010, pg 349)
A definition of viral video:
"Porter and Golan (2006) suggested the following definition [...] 'Viral advertising is unpaid peer-to-peer communication of [provocative] content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others'" (Southgate, Westoby and Page, 2010, pg 350).
Comments:
"On TV, ads needed to platform in an enfored exposure environment. Is a different type of ad required in this new world?" (Southgate, Westoby and Page, 2010, pg 350)
"A well branded video is easier for consumers to find online" (Southgate, Westoby and Page, 2010, pg 360)
"Viral videos can be placed online in ways that make them easier to forward- perhaps by placement on a branded page on YouTube or a dedicated campaign microsite" (Southgate, Westoby and Page, 2010, pg 362)
"The propogation rate (the rate to which people are willing to pass an ad on to others) and the scale of initial seeding determine the size of the viral audience [...] most specifically the likelihood to forward 'buzz'" (Southgate, Westoby and Page, 2010, pg 361)
So, what this information means in terms of my research is that the internet is a powerful tool for passing on information, and the enjoyment of information. Platforms such as YouTube and specifically designed website for campaigns are easy for consumers to access and provide quick, effortless ways of consuming and sending on information. There is no denying the effectiveness of an online campaign, and the suitability of viral videos in modern day advertising, however it does leave no space for long copy ads in this media as the content has to be delivered at a faster rate.
Southgate, Westoby and Page (2010) Creative Determinants of viral video viewing. International Journal of Advertising, 29(3) pg 349-368.
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