A survey of 40 executives at agencies such as Goodby, Silverstein & Partners, Wieden & Kennedy, Digitas and McCann Erickson found that 70% of respondents plan to allocate more money for viral marketing campaigns next year. Feed Company is a viral video seeding and distribution service and has an interest in seeing this category of ad spending increase.
The report also found that uncertainty still surrounds this nascent ad medium. Some respondents said a viral video for a marketing campaign is a hit if it draws 100,000 views, while others pegged success at 250,000 or 50,000 views.
Nearly all ad executives agree that greater accountability in tracking the effectiveness of such campaigns is needed.