Monday, January 22, 2007
Too Many Marketers are Jumping into Viral Video, AdvertisingAge EIC Scott Donaton Declares
View a transcript of this interview
The "get me one of those" imperative among marketers to launch viral video is so pervasive that the entire medium of advertiser supported viral video could be negatively impacted, says Scott Donaton, editor in chief of AdvertisingAge.
Scott told me that careful thought and consideration, along with experimentation, need to be brought to this new medium for it to be successful. He mentioned two viral video campaigns which he thinks works well. Here they are below:
...and another one Scott likes, Philip's bodygroom razor clip:
AdAge has a really good report from the NAPTE meeting in Las Vegas about the learning that marketers need to gain in being effective with online video advertising. Check it out.
-- Andy Plesser
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» The Yin and Yang of User Viral Ads from Time-Lapse Etc.
In a Beet.tv interview Scott Donaton, editor in chief of Advertising Age, talks about how viral ad campaings require "careful thought and consideration". That goes for encouraging user generated ads as well. [Read More]
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Viral videos are the Holy Grail of Internet Marketing. Every individual, marketing firm, and corporation is striving to create a piece of video content that goes viral. Most of it is just shooting in the dark.