YouTube is a key platform for advertisers. Brands value YouTube because it reaches more than one billion unique users who watch more than one billion hours of video daily and because of its low cost, engagement tools, and wide viewership if an ad goes viral through sharing. Using results from the videos from 109 top brands, measures of emotion, and over 60 ad characteristics, this webinar offers insight into which ads go viral and why. The findings are presented by Gerry Tellis (University of Southern California).
Full article in the Journal of Marketing: https://doi.org/10.1177%2F0022242919841034
Read the Scholarly Insight for this article here.