Fewer than 15% of ads in the U.S. or U.K. were viral hits, and those that did connect with users succeeded more as entertainment than as a commercial pitch, according to research from Millward Brown. "There was no relation between persuasion and viral potential," said Ann Green, senior vice president of marketing solutions at Millward Brown. "It's interesting to notice these viral ads are very engaging, but they may not be ultimately persuasive."

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