NEWS11 March 2010
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
UK— Millward Brown has developed a metric to help marketers predict the viral potential of video adverts.
The new Creative Viral Potential (CVP) metric – incorporated into Millward Brown’s Link pre-testing tool – was developed by analysing behavioural viewing data from YouTube for 102 adverts alongside survey-based measures. Once the process was complete Millward Brown uncovered four “essential” components for viral success.
These were: the awareness index (a measure of brand engagement used by advertisers to predict the success of TV advertising), buzz (the likelihood of the ad being passed along), celebrity (the profile of any celebrity used in the ad) and distinctiveness (a measure of originality).
Duncan Southgate, Millward Brown’s global innovations director, said: “As an advertiser, your chances of a major viral success are relatively low, but it’s a prize worth aiming for and our new validated pre-test metric makes it an easier target to hit.”
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
Media evaluation firm Comscore has increased its revenue in the second quarter but has made a net loss of $44.9m, a… https://t.co/rAHZYxiapz
RT @ImpactMRS: Marginalised groups are asserting themselves in Latin America, with diverse creative energy and an embrace of indigenous cul…
There is no evidence that Facebook’s worldwide popularity is linked to widespread psychological harm, according to… https://t.co/wS1Um3JRS5
The world's leading job site for research and insight
Resources Group
Evaluation Lead – Energy and Environment
£Excellent + Benefits
Resources Group
Qualitative Research Manager– London / Hybrid working
Up to £37,000 + Benefits
Resources Group
Qual / Quant Associate Director – Financial
£50,000–£65,000 + Excellent Benefits
Featured company
Brought to you by:
©2024 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911
info@mrs.org.uk
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
1 Comment
Action Data Group
14 years ago
I suggest running this test on the Trololo Man video (USSR clip from late sixties)
Like Reply Report