The report was based on an online survey last month of more than 40 executives at ad agencies and media buying companies. An overwhelming majority of agency executives said the major benefit of viral video is the opportunity to achieve “exponential views,” followed by brand engagement and online reach.
However, ad agencies are seeking improvements in how viral video campaigns are executed and tracked. More than half of the respondents agreed there is a need for better execution of strategies, and 95% seek greater accountability from vendors responsible for tracking campaign effectiveness. The full report is available at www.feedcompany.com/category/insight/.