Eat your lunch with leading professors and gain actionable insights based on peer-reviewed scientific studies.
The Hidden Secrets of Creating a Viral YouTube Ad
Presenter: Gerry Tellis, University of Southern California
YouTube is a key platform for advertisers. Brands value YouTube because it reaches more than one billion unique users who watch more than one billion hours of video daily and because of its low cost, engagement tools, and wide viewership if an ad goes viral through sharing. Using results from the videos from 109 top brands, measures of emotion, and over 60 ad characteristics, this webinar will offer insight into which ads go viral and why.
The Common Wisdom About Marketing Cocreated Innovations Is Wrong
Presenters: Charlie Noble, University of Tennessee and Helen Wang, University of Hong Kong, China
Is the customer cocreation model a legitimate strategy to drive innovation and adoption of resulting products or is it flawed by design? While adopted by nearly 78% of companies, cocreation has yielded disappointing results to date. The bankruptcy of the much-heralded firm Quirky is one case in point. This webinar will offer insights into why some cocreated products succeed and others fail – focusing on marketing communications as a lever that can help drive success. Specific communication strategies will be offered.