"Stop chasing viral, and start looking closely at online video that delivers repeatable, measurable and sustainable views. When putting dollars behind video projects, make sure you understand exactly how the audience-development component works. You don't want to pay for views that never actually get watched. And remember, just like with the Tortoise and the Hare, steady and consistent wins out over jackrabbit view spikes every time." Whole article here: Ad Age Article: Screw Viral Videos.
"Great content, well planned and well executed will trump the chasing of viral propagation."
Dave Henry, iFilm Productions
Tuesday, August 31, 2010
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