Metric helps predict likely viral video viewing

Millward Brown has unveiled the Creative Viral Potential (CVP) metric, which is designed to help marketers predict the likely viral viewing of video advertising.

It is available immediately to customers of the company's Link pre-test research tool.

CVP was developed through research that analysed behavioural viewings data from Youtube for 102 video commercials alongside survey-based pre-test measures.

It uncovered four essential components to viral success: the Awareness Index - a measure of branded engagement that has long been used by advertisers to predict the success of their television advertising; Buzz - which identifies whether an ad is likely to generate pass-along; Celebrity - the profile of a celebrity when used in an ad; and Distinctiveness - a measure of originality.

To demonstrate the power of this predictive framework, Millward Brown conducted additional analysis of eight recently successful US viral videos.

The analysis confirms that a high Awareness Index is important to viral success.

It also highlights that the other measures of success: Buzz, Celebrity and Distinctiveness can generate viewings for some ads with more moderate Awareness Index scores.

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