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Video search growth bodes well for viral ads |
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Figures showing a steep increase in the amount of video searches conducted online suggest that there is significant potential for successful viral ad campaigns.
According to Hitwise, the ten leading online video sites have seen a 164 per cent increase in the number of collective visits over the past three months. Social networking site YouTube saw the biggest rise in visits, increasing its market share by 160 per cent during the period. "The rapid growth of online video sites in the past six months demonstrates a major shift in online behaviour," said LeeAnn Prescott, senior research analyst at Hitwise. "The internet is quickly moving from static web pages to an environment rich with interaction and user generated multimedia content." The changing use of the internet offers opportunities to marketers. Popular viral ads, which are brief video clips, have been produced in the past by Volkswagon and Sure. They are effective as they are cheap to distribute, with users encouraged to email the ads to friends.
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