Over 60% of viral ads initiated by advertisers are videos, according to a new study by Competitrack. This does not include user-generated spoofs, spin-offs or homages.
The number of viral videos climbs even higher when TV ads uploaded by fans are included.
Videos that are produced specifically as online virals tend to be longer, much more narrowly targeted and more outrageous than those shown on TV. The study's archive of 3,000 advertiser-initiated online virals listed 8% as not safe for work (NSFW).
The definition of viral advertising varies. The study used a variant of the Word of Mouth Marketing Association's definition: entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by e-mail.
Besides video, noted viral ad types include microsites, games, social networks and multimedia viral campaigns.