Both USA Today and Reuters, reporting from the Cannes Lions awards, sing hosannas for viral advertising. The latter emphasizes that some big players in advertising, from Microsoft to Anheuser-Busch to Burger King and Volvo, are turning to viral as an inexpensive, provocative and entertaining way to reach new customers; the former points to consumers' picking and choosing what advertising messages they want to be exposed to, with marketers aiming to please.

The growing use of viral ads comes as mainstream advertisers are beginning to shift adspend to the internet and away from television - and apparently combines the best of both worlds. Marketers, though, still have to let go of their fears about giving up some control of the brand as viral videos make their way to customers via email and chat rooms.