Best Internet resources on viral marketing videos

Raising the Bar on Viral Web Ads ****
This article retraces the viral video boom to an ad executive, Ed Robinson, who produced a viral video ad 6 years ago that drove 500,000 visitors to his web site in 3 months. The author says that viral video marketing has exploded, expanding "from a negligible piece of the advertising pie to a $100 million to $150 million industry." According to the article, the freshness of online videos is wearing off due to an abundance of amateur viral videos, forcing companies to spend huge amounts in order to compete.
Interview with Brendon Sinclair: Web Video Quadruples Conversion Rates ***
In this article, the author questions Brendon Sinclair, author of Web Design Business Kit on SitePoint, about online video and its effect on conversion rates. Sinclair explains that he can provide better understanding of a product via video through using graphs, graphics, and audio. Video allows him to demonstrate passion and credibility. Sinclair then explains the process of using video online.
Marketers are into YouTube ***
This article states that big corporations such as Nike, Warner Bros., MTV2, and Dimension Films are "seeding [YouTube] with commercial clips." Why? Because the advertising cost relatively inexpensive. Companies shoot a video, and then simply upload it for free. For example, Deep Focus, a marketing firm that represents film companies, placed Scary Movie 4 on YouTube and received a million views within a week.
Viral Ads: It's an Epidemic ***
This article explores the potential for online videos to be used as viral ads. The author presents the idea that marketers can advertise their product to millions very inexpensively if they produce a video that is funny enough for viewers to send to all of their friends and colleagues. The problem is deciphering between content that is "pass-around worthy" and content that is merely crap.
Online Video Advertising Builds Momentum ***
This article sees online video as a way to "engage the audience." Dorian Sweet, of Tribal DDB, suggests that the internet is being used for access more than information and that people will explore a website more deeply because they want to be entertained. The article indicates that there is a new target audience called the "V" or video generation. The article also presents the idea of using "viral video to build buzz for brands."
How To Create an Unstoppable, Never-Ending Marketing Virus ***
This article tells the story of how an online data storage company, LineVault, made a big splash with very little money: hire someone famous and make a viral video. By sending out an email blast and purchasing a few banner ads, the video has been viewed by over 300,000 people. The author provides links to examples of viral videos and explains characteristics of a successful viral video. One, it needs to be buzzworthy (funny, weird, gross, shocking, helpful, sexy, inspiring). Two, it needs to be able to be passed around easily (the press, newsletters, email).
How To Drive Traffic To Your Website Using Funny Videos **
This article posits that companies can "easily incorporate [viral videos] into their own eCommerce websites." The author suggests that having a video on your site sets you apart from the competition, resulting in new traffic and repeat visitors. A company can use video for comedic effect to drive traffic or for instructional purposes to make their product more understandable.
'Dove Evolution' Goes Viral, with Triple the Traffic of Super Bowl Spot **
The message here is straightforward: Dove received a jump in traffic from a free advertisement uploaded on to YouTube that tripled that of a 30-second Super Bowl commercial that cost $2.5 million.
High-Tech Marketing "Goes Viral" **
This article posits that today's consumers are harder to reach because of new technologies emerging such as TiVo, and that the solution is viral video. The author says, "Instead of interrupting the viewer's entertainment experience with ads, the ads are the entertainment." Next the article gives examples of how this new medium actually increases conversion rather than merely producing a laugh.
Online Video Growing at 71% Clip **
This article focuses on the growing popularity of online video on sites such as YouTube, Google Video, and Yahoo Video (YouTube had a growth of 0 to 20 million users in a year). The article recommends that marketers take advantage of this "enormous growth in online video activity."
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