The document presents data on the effectiveness of viral advertising, indicating that exposure to viral ads increases purchase intent by 5%. It lists several ads ranked for effectiveness in 2013, including top performers like Old Spice and Evian. Additionally, it notes that viewers who found some ads humorous may fail to recall the advertised product.

1. DIGITAL FRIDAYS:
VIRAL
EFFECTIVE

2. FAVORABLE
OPINION
PURCHASE
INTENT
exposed to viral / unexposed
exposed to viral / unexposed
61%
42%
47%
42%

3. 5%
more purchase intents after being exposed to
viral

4. ABX
advertising benchmark index

5. ABX
communicate a message
create awareness
call-to-action
brand reputation

6. ?
Viewers who laughed at the ribald humor
often didn't recall what was being
advertised.

7. | EFFE
CTIVE
|

8. Subway Training
ABX = 139,5

9. Subway Training
http://www.youtube.com/watch?v=It9QyRijZUE

10. Philadelphia Cheesecake
ABX = 135,7

11. Philadelphia Cheesecake
http://www.youtube.com/watch?v=s3M63-igrj8

12. Ziploc Space Bags
3rd place - Most Effective Ads of 2013 by ABX

13. Ziploc Space Bags
http://www.youtube.com/watch?v=icpxJYqTtlk

14. Dawn Saves Wildlife
4th place - Most Effective Ads of 2013 by ABX

15. Dawn Saves Wildlife
http://www.youtube.com/watch?v=bssOKIcwOU8

16. Pillsbury - Make Dinner Pop
5th place - Most Effective Ads of 2013 by ABX

17. Pillsbury – Make Dinner Pop
http://www.youtube.com/watch?v=CHf_fzsf3W8

18. | VIRA
L|

19. Dermablend – Go Beyond The Cover
14 782 355 views

20. Dermablend – Go Beyond The Cover
http://www.youtube.com/watch?v=9mIBKifOOQQ

21. Blendtec - Will it blend?
16 696 926 views

22. Blendtec - Will it blend? The iPad.
http://www.youtube.com/watch?v=lAl28d6tbko

23. GoPro – Fireman saves kitten
20 286 631 views

24. GoPro – Fireman saves kitten
http://www.youtube.com/watch?v=CjB_oVeq8Lo

25. Kmart – Ship My Pants
20 642 146 views

26. Kmart – Ship My Pants
http://www.youtube.com/watch?v=I03UmJbK0lA

27. Pepsi Max – Test Drive
40 859 862 views

28. Pepsi Max – Test Drive
http://www.youtube.com/watch?v=Q5mHPo2yDG8

29. Old Spice – Smell Like a Man
47 881 532 views

30. Old Spice – Smell Like a Man
http://www.youtube.com/watch?v=kHCDajKs17E

31. Carrie - Telekinetic Coffee Shop
54 437 340 views

32. Carrie - Telekinetic Coffee Shop
http://www.youtube.com/watch?v=VlOxlSOr3_M

33. Evian – Baby & Me
72 221 189 views

34. Evian – Baby & Me
http://www.youtube.com/watch?v=pfxB5ut-KTs

35. Thank you
4 your attention