Viral Ad Network

Many people believe that the best way to spread your viral to niche interest groups in to manually target users within the niche themselves. But is this the best way to truly spread your [viral] content?

It’s a very controversial suggestion, as it goes against the perceived wisdom – but it’s not a new suggestion.

The concept was very heavily covered a few years ago in the business press (e.g. D.Watts – Harvard Business Review ’07), although it’s been known of for far longer.

There are a couple of simplified examples in the video below:

So why do these examples work?

A social grouping consists of people who are connected to each other – assuming that your viral really appeals to that group, the task at hand isn’t being spread inside a social grouping – it’s reaching as many social groupings as possible.

You can only reach one social grouping by contacting someone inside it (if they are connected to another grouping then it’s all one grouping) – by elimination, the only option left is to target people outside of that grouping.

The great news here is that it’s cheaper to target those people – you don’t need the overhead of all the time spent searching for “the perfect seed”, you just show your viral to people.

Not only is it cheaper per viewer, but it’s almost always the case that there are more people closely connected to the grouping than there are inside it – so you’ve got a larger target to aim for with your seeding efforts.

Of course you can narrow down who you’re contacting – people are more likely to be connected to the target market if they’re in the same country, or speak the same language for example.

Other targeting methods can be used to help narrow down the target to people close to these groupings too – targeting broad categories of interests can be a very cost effective way of targeting this wider subset of people, rather than hand-picking site lists, which puts you firmly back towards only reaching the groupings around the sites you’re placed on.

That’s just about the scope of this blog post – hopefully you’ve found it interesting, feel free to comment below.

This entry was posted on Wednesday, May 19th, 2010 at 5:42 pm and is filed under Advertisers, Viral Ad Theory. 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.