The Best of Free Viral Video Metrics


by Andrew DiFiore

So, you just can’t get enough of the Cadbury’s eyebrow dance? Especially if you live in the UK… maybe not so much since Kraft bought them up.

You love those talking baby commercials from E-Trade? And now that Lindsay Lohan is suing E-Trade for $100 million for besmirching her (first) name with “milk” addiction, you really love them.

And who can resist cute dogs at 1000 FPS?

But before launching your own YouTube sensation, consider only 15% of all video ads actually go viral according to a new study from Millward Brown (this actually sounds pretty good to me considering users now upload over 24 hours of video to YouTube every minute). The marketing research company just announced their Creative Viral Potential (CVP) metric for predicting viral success of video ads (you can view the press release here). After analyzing behavioral data from YouTube for 102 video commercials along with survey-based data, they’ve come up with four essential components to viral success:

  • Awareness Index – a measure of branded engagement that has long been used by advertisers to predict the success of their TV advertising
  • Buzz – which identifies whether an ad is likely to generate pass-along
  • Celebrity – the profile of a celebrity when used in an ad
  • Distinctiveness – a measure of originality

However you prefer to break down viral success, these free online services can help you research, measure, and manage your video campaigns.

  1. YouTube Insight – YouTube’s analytics and reporting product that enables anyone with an account to view detailed statistics about their videos.
  2. Viral Video Chart – offers at-a-glance basic statistics on all videos. Good to see how competing videos compare.
  3. TubeMogul – the first online video analytics and distribution company serving publishers large and small who need independent information about video performance.
  4. Visible Measures – an independent measurement firm for Internet video publishers, advertisers, and viral marketers. Currently offering a free public beta.

I’m sure there are other free video metrics so if you have found something worth sharing, leave a comment.

  • RSS
  • email
  • Google Bookmarks
  • Yahoo! Buzz
  • Mixx
  • StumbleUpon
  • Digg
  • del.icio.us
  • Reddit
  • Technorati
  • LinkedIn
  • Facebook
  • Twitter
  • FriendFeed

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This entry was posted on Thursday, April 1st, 2010 at 8:27 amand is filed under Marketing Trends, ROI, Social Media, Viral Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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