Digital Recommendations are Highly Effective

The marketing industry has long understood that peer recommendations hold the most power over purchasing decisions. When a consumer makes a recommendation to a peer it is the most effective form of advertising for a brand. As consumers spend more time on the internet it raises an interesting question. How do digital recommendations compare to verbal recommendations? According to a recent study by CrowdTap, digital recommendations have overtaken verbal recommendations.

The finding is great news for digital advertisers who rely on peer recommendations and viral spread to make an impact. The study says that 70% of consumers made a purchasing decision based on an online recommendation while 61% made a purchasing decision based on a verbal recommendation. Traditional advertisements came in with a lower 49%. How can online video advertisers leverage this new data?

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Shareability is the Hallmark of Viral Videos

One of the biggest questions we are asked in our industry is in regards to the creative nature of Viral Videos. What makes a video go viral? Our official answer is there are several factors that make a video go viral. Today I would like to focus on what I consider to be the hallmark of a successful Viral Video: shareability.

The definition of shareability is the extent to which a particular video is worth being shared. In other words, we need to assess the likelihood a friend would tell a friend. Word-of-mouth is the beginning of an organic growth of a viral video. The classic example is one person tells a few friends who all tell a few of their friends.

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Viral Videos Form an Emotional Connection Between Brand and Consumer

Our team has been speaking about this concept internally a great deal recently. Does the title of this editorial sound like a love story? The thesis of this editorial happens to be a love story between brand and consumer.

I propose that Viral Videos have a greater emotional imprint on your consumer than a traditional video advertisement. A Viral Video shows your brand has a heart and can connect on the human level. I have noticed this trend increasing in 2012 and would like to highlight a few examples.

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Samsung Leverages the Viral Video Culture

I went to check Visible Measures’ Viral Video power rankings today and noticed there is a new kingpin to kick off June. It is none other than Korean electronics brand Samsung. The brand has truly been embracing Viral Videos as a go-to form of marketing for product launches and doing a very good job at it.

In their latest promotion for their Smart TV, the brand combines classic marketing tactics with new school surprises. Samsung hit on all cylinders by appealing to the consumers who enjoy branded content.

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The Social TV Ecosystem Presents a Wealth of Opportunity [Infographic]

In 2012, the line between television and social media is blurring away. We are seeing everything from QR codes to hash tags to Shazam symbols when watching TV commercials. The merging of Television and Social Media presents a wealth of opportunity for marketers and consumers alike. Our opinion is that the line will blur to the point where the two sides will harmoniously hold hands and ride off into the sunset.

Our friends at Trendrr put together this infographic to show their take on the emerging Social TV Ecosystem. Trendrr is a Social TV Analytics company that uses social data to report ROI to their customers. Their infographic shows the rapid growth of the Social TV industry from 2011 to 2012.

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