This contributed article by Matt Cutler, Visible Measures Vice President of Marketing and Analytics, was written for Ad Age

Consuming internet video is a full-contact sport — the initial viewing experience is just a gateway to the commenting, rating, sharing and even remixing or mashing up the original video content. And what brand doesn’t want to tap into this new class of consumer behavior, making their ads “go viral” (cough) and picking up millions of “free” (cough, cough) impressions?

But our experience shows there’s a world of difference between building a video campaign intended to go viral and actually having the target consumer embrace and extend it. The interest gap between embraced and stalled viral video ad campaigns is massive: as much as 20 times in terms of total campaign reach.

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