OMD and Wieden+Kennedy topped YouTube's lists of media and creative agencies, respectively, for last year based on the popularity of YouTube-specific ads. Ben Winkler, chief digital officer for OMD, says the agency typically buys 2 million to 3 million views to get momentum going. "Anything less may not catch fire," he says, adding that "no amount of media strategy can make a terrible video go viral."

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