Millward Brown: Can I make my Ad go Viral?

Posted by IAB Australia On September 12, 2011 Research & Resources

Though the proportion of ads that “go viral” in any meaningful way is small, it is possible to increase your odds of success. Millward Brown have identified factors that influence the success rate: promotion, support in other media, and specific elements of the creative, including the use of humor, celebrities and edginess.

Before implementing a viral strategy, however, you should consider carefully whether such an approach is right for your brand.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.