VIRAL VIDEOS BEAT VIDEO BANNER

GoViral.com

The media agency Initiative Universal McCann conducted a benchmark test comparing the viral seeding of a video clip to video banner advertising. Both channels launched the same video clip from Frisk, with the same budget. The result: viral seeding drove 14 times more views than video banners.

Why?
People don’t expect anything good from banners. In fact, they usually see them as disturbing. This means that, when the content is good, banner advertising is at the best a mediocre channel. Banners don’t generate the clicks or the involvement that can be created when the material is set free among users.

The optimal way to activate high-quality campaign material on the internet is through seeding the campaign material as content on connection points. Booking banner-ad space is nothing more than applying the old-world push-marketing paradigm to a different medium – one defined by interaction and pull.