Effectiveness of viral video campaigns 'must be demonstrated'

18th June 2008

Marketers should work to demonstrate the effect of viral, video-based marketing campaigns, one industry professional has said.

Brian Shin, founder and chief executive officer of Visible Measures, has urged for the effectiveness of viral video campaigns to be made clear.

"Demonstrating the effectiveness of internet video campaigns will help move brand awareness advertising spend online, which will help drive our industry's growth and evolution," said Mr Shin.

His comments came ahead of comScore's revelation that some 11 billion videos were watched on the web by US viewers during April.

According to the research firm, Google sites were the most popular, taking a 38 per cent slice of the total.

YouTube accounted for 98 per cent of all videos watched on sites owned by Google, the report revealed.

The comScore report also discovered that 18 to 34-year-olds watched an average of 287 minutes of online video each in April, making them the heaviest viewers of such content.