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YoTube and Creative Viral Potential Research By Millward Brown

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.

Key findings:

  • 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)


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