New Creative Viral Potential research from Millward Brown
Here we share the latest research 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 the YouTube homepage, above what would have been expected from the creative.
- Advertising a video on the YouTube homepage ensures that virtually all UK ads achieve 1,000+ views per week, and most (those with higher creative strength scores) achieve many more views.
- Creative strength remains an important factor in total views; there are some early indications that celebs may be particularly key.
If you would like to see the full research piece, please contact a member of our Team.