Survey: Ad Spend Down, Viral Video Up

Seven in 10 ad and media agency execs agree: Viral video marketing is worth the dough.

A report released this week from LA-based Feed Company shows that the majority of the 40 admark execs from major advertising agencies and media-buying
firms such as San Francisco-based Goodby, Silverstein & Partners;
Seattle-based Wieden + Kennedy and New York-based Digitas and McCann
Erickson said they will increase their spending on producing and marketing viral videos.

So they’re gonna spend more money on it in 2009 than 2008 – big whup. But wait, look again. Citing benefits such as "brand engagement," (87%) and "exponential views" (92% said so), making us remember that viral video really does pull consumers – and hella lot of ‘em – in to the message.

But how to do you know, really, how many? There reporting tools like Tube Mogul, but considering that About 95% want greater accountability from
vendors, that just ain’t enough. Moreover, the desire for "better metrics" goes  beyond the
clicks and into knowing where the viral video falls on the page
alongside other text and graphics, Mediapost reports.

And here’s something else: No one seems to really know how many views make a video a success. 250,000? A million or more? See the perplexing chart and ponder the missing benchmark.

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