Fifty percent of MediaPost readers say the viral medium is a fad, while only 24 percent rank it as something that constitutes an option for all, according to a recent survey by Dynamic Logic.
"What it means is a lot of people are asking for viral campaigns because they see a lot of free reach and the creators getting a lot of PR. There's a lot of desire to do it, but viral is dependent on something big, outrageous or new," said Dynamic Logic founder Nick Nyhan.
This ties in with another finding of the survey: Agencies still matter. In a world of automated content and spot creation, with user-generated content gone wild, nearly 40 percent of survey respondents said agencies are more relevant than ever.
"Budgets are getting bigger and people are getting excited about [online advertising]," Nyhan said. "Creative agencies are playing a more important role in online."
