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Digital Video

ON: Under 25 Eyes on Viral Video

gravatar
By Joanna Peña-Bickley
 · 
September 28, 2006
 · 
2 min read

TV watching, moviegoing and music listening all took a backseat to the
internet for Americans under 25 this year. So it's no surprise the
viral video has made such a strong impact on the ad industry in recent
months. 
Leo Burnett Worldwide, Contagious magazine and Campfire
Media hosted "Wildfire: Ideas That Spread and Sell," a veritable film
festival for the emerging genre at Tribeca Cinemas yesterday, featuring
clips and stats about key moments in viral history from 2006.

Adweek060101

YouTube's 'magic number'
For a traditional ad campaign, generating millions of dollars in retail
sales of the product is the No. 1 goal. For a viral campaign, 1 million
YouTube views is the "magic number," said Paul Kemp-Robertson,
editorial director at Contagious.
Smirnoff's "Tea Partay" spot, for example, garnered 1.3 million YouTube
views in its first two months. The clip was a dead-on spoof of hip-hop
videos, featuring an all-rapping, sweater-and-polo-clad cast of
Martha's Vineyard WASPs.

It is out-of-the-box, irreverent approaches to marketing that are
catching on with consumers and generating the most of what drives
today's ad campaigns: word-of-mouth. "The beauty is if you understand
the audience, you're guaranteed to see them responding," Mr.
Kemp-Robertson said. "People enjoy content when it's speaking to them."

Success with the under-25 set
Recent examples from ABC
Family's "Schooled" promo, McDonald's sundial billboard in Chicago and
Australia's Lynx Jet campaign for Unilever's Jet body spray were all
huge successes aimed at the under-25 set. Adidas' recent series of
"Adicolor" shorts has also generated internet interest, including
director Roman Coppola's animated "Red."

Tagged: Campfire Media · contagious magazine · Interactive · Leo Burnett Worldwide · TV · Youtube
Comments
Joanna Peña-Bickley
June 2, 2011 at 11:32 am
@ John – i don’t think it has taken a back seat – i think they are doing it differently. When we go to a movie we announce the move we are seeing and the location to let friends know they can hook up with us.
When we watch TV we have a laptop or mobile device in hand that makes content consumption a shared experience.
TV is the conversation you have with all of us – Digital can be personal and connect you. the most effective marketing has the best channel plans and defines the role of communications in each channel.
Reply
Joanna Peña-Bickley
June 2, 2011 at 11:32 am
@ John – i don’t think it has taken a back seat – i think they are doing it differently. When we go to a movie we announce the move we are seeing and the location to let friends know they can hook up with us.
When we watch TV we have a laptop or mobile device in hand that makes content consumption a shared experience.
TV is the conversation you have with all of us – Digital can be personal and connect you. the most effective marketing has the best channel plans and defines the role of communications in each channel.
Reply
Joanna Peña-Bickley
June 2, 2011 at 11:29 am
@Staci, What I have witnessed is that it is not one or the other. The behavioral insight is integration. This generation is not about Balance which was what gen x strived for… Teens are about integration as they believe they can do it and have it all. TV will always have a place – i see it returning to more of a social behavior. in the 50’s we gathered around to watch Ed Sullivan. Today we DVR and watch Glee with friends online on on our mobile devices.
Reply
Joanna Peña-Bickley
June 2, 2011 at 11:29 am
@Staci, What I have witnessed is that it is not one or the other. The behavioral insight is integration. This generation is not about Balance which was what gen x strived for… Teens are about integration as they believe they can do it and have it all. TV will always have a place – i see it returning to more of a social behavior. in the 50’s we gathered around to watch Ed Sullivan. Today we DVR and watch Glee with friends online on on our mobile devices.
Reply
Staci Burruel
June 2, 2011 at 10:22 am
Well I think more and more young people right now are using the internet to get information rather than from TV. Internet is a two-way communication, meaning the viewers can interact, while the TV is just one way. But are we gonna see the end of TV? Not quite. In fact, TV continues to evolve up to this very day. However, with internet TV, we can get the best of both worlds.
Reply
Staci Burruel
June 2, 2011 at 10:22 am
Well I think more and more young people right now are using the internet to get information rather than from TV. Internet is a two-way communication, meaning the viewers can interact, while the TV is just one way. But are we gonna see the end of TV? Not quite. In fact, TV continues to evolve up to this very day. However, with internet TV, we can get the best of both worlds.
Reply
Joanna Pena-Bickley
October 3, 2006 at 8:53 pm
I can there were three studies that show a significant move from traditional media (TV) to online media (TV online). Do I think that consumers are going to move completely away from TV?
NO. But the importance of interactive / online entertainment will be paramount to communicating with the under 25 crowd.
Reply
John Dodds
September 28, 2006 at 10:24 am
“TV watching, moviegoing and music listening all took a backseat to the internet for Americans under 25 this year.”
Can you validate this statment? The second and third activities may have moved online but I’m not sure that means they’ve taken a backseat to the internet, while the studies I’ve seen about TV in the US tend to question the received wisdom. It would be interesting to get a practitioner’s take on this.
Reply
John Dodds
September 28, 2006 at 10:24 am
“TV watching, moviegoing and music listening all took a backseat to the internet for Americans under 25 this year.”
Can you validate this statment? The second and third activities may have moved online but I’m not sure that means they’ve taken a backseat to the internet, while the studies I’ve seen about TV in the US tend to question the received wisdom. It would be interesting to get a practitioner’s take on this.
Reply

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