Risks of Advertising around Viral Videos

Risks of Advertising around Viral Videos

Promoting your event on social media, it seems obvious. But advertising around viral videos does not work out well for every advertiser, according to a study by MAGNA Media trials and Channel Factory.


The research shows that ads around popular videos can have a negative impact on your brand if they don't align with the content. The purchase intention drops by 8%, a negative image of the brand arises at 9% and confidence in the brand decreases at 6%. So the negative association causes your target audience to remember your ad for the wrong reasons.



Remembered for all the wrong reasons

What is striking from the research results is that the advertisements that previously achieved high scores received a negative association due to the link with the viral videos. In addition to declining purchase intent and confidence, the ad caused the brand's impact to drop by 10% in the current context. And by 7% of those surveyed, the brand was now seen as a lot less customer-unfriendly. Respondents remembered the ad well (41%), albeit for the wrong reason.


The majority of respondents believed that brands that advertise around mismatched content leave a bad impression.



Quality over quantity

Nick Beentjes, Managing Director Channel Factory Benelux: "The fact that a video is popular does not automatically mean that it is also suitable for a brand. Advertisers are therefore wise to opt for a strategy that is more focused on finding suitable content and channels than selecting on popularity. This not only benefits brand suitability and brand safety, but also performance."

Source: Emerce, Adformatie, Fonk

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