Monday, 11 September 2006

Many viral ads are anything but

The continued uptake of broadband has seen a dramatic growth in the use of so called viral advertising.

However recent research has shown that more than 50% of consumers hadn’t realised that the funny videos they were viewing were in fact ads.

Given that viral production budgets often reach six figures clients are now starting to question the value of many viral ads.

Richard Spalding from viral seeding company Kontraband reckons four out of five virals are simply not good enough for consumers to consider passing them on.

"Consumers want funny and edgy content,” says Spalding. “If brands push too hard for a sanitised corporate approach then they're going to kill the goose that laid the golden egg."