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What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence

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ed on a published JM paper, this presentation summarizes six critical drivers of shares and virality of YouTube video ads

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What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence

  1. 1. From: Tellis, MacInnis, Tirunillai, and Zhang (2019) How to Make Your Video Ad Go Viral
  2. 2. From: Tellis, MacInnis, Tirunillai, and Zhang (2019) YouTube: Revolutionary Ad Medium  Free Uploaded video ads  Serve multiple purposes (sole release, pretest, post replay)  Have many lives (original, adaptations, parodies)  Can have huge audience  Are very low cost  Involve voluntary viewing
  3. 3. From: Tellis, MacInnis, Tirunillai, and Zhang (2019)  The Problem - Most ads are duds: Few viral - Our prior research indicates that viral views occur mainly from video sharing among users - Therefore, the question is what type of ad characteristics drive shares?  This Research - Three independent coders rated first sample of 345 video ads on over 60 characteristics of ad content - Examined impact on virality - Validated results in a second sample of 512 video ads
  4. 4. From: Tellis, MacInnis, Tirunillai, and Zhang (2019)From:  Use emotion more than information to engage viewer - Current practice: 55% use information, few 15% use strong emotion  Use cute stimuli, babies/animals (rather than celebrities) for authenticity - Current practice: Only 3% use babies/animals, 26% use celebrities  Place brand name intermittently or at the end of the video to avoid zapping - Current practice: Only 1/3 do Bud Puppy Love Most Viral Ad in Sample Key Findings and Implications (1/3)
  5. 5. From: Tellis, MacInnis, Tirunillai, and Zhang (2019) 0.2 0.4 0.6 0.8 1 1.2 1.4 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 Shares(millions) Ad Length (min) Optimum  Keep ad between 1 and 1.5 minutes to retain viewer - Current practice: 50% are less than 1 minute and 25% more than 2 minutes Key Findings, Implications (2/3)
  6. 6. From: Tellis, MacInnis, Tirunillai, and Zhang (2019) Key Findings, Implications (3/3)  Use humor and surprise (most effective of all attributes/cues) to hook viewer - Current practice: Only 28% of videos use humor and 10% use surprise in data  Use information only in risky contexts such as ads for new or high priced products, to reduce viewer uncertainty
  7. 7. From: Tellis, MacInnis, Tirunillai, and Zhang (2019) Why Virality Matters  We have shown the effect of ad content on sharing  What’s value of high shares?  Share have a positive and significant effect on stock returns with a 1.1% increase in advertiser’s returns, worth approximately $1+ million a day.

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