Google published latest research finding from Millward Brown which examines how YouTube homepage advertisements and the creative strength of an ad can impact viral viewing.
- YouTube homepage ads are directly or indirectly responsible for 86% of all views
- 29% of total views from an ad are 'bonus' viral views from advertising on YouTube homepage
- Advertising video on YouTube homepage ensures that virtually all UK ads achieve 1,000+ views per week, and most achieve many more views
- Creative strength remains an important factor in total views; there're some early indications that celebs may be particularly key.
Reference: Study (pdf)