Patterns and Drivers of Virality of Video Ads
Speaker
Abstract
YouTube video ads has now become a major new media through which firms advertise to consumers. It can serve as a pre-test, post-release, or sole release of an ad. This study attempts to understand the phenomenon of virality in YouTube video ads. The presentation will cover two papers. The first paper attempts to model virality as a diffusion process and establish the pattern of viral versus non-viral ads. The second paper attempts to identify the content drivers of viral video ads.
