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USC Marshall

To Share or Not to Share? Or: How to Make your Video Ad Go Viral

Budweiser’s “Puppy Love” is one of the most viewed video ads ever (50 million in a year) because it was virally shared. The question that has baffled advertisers and analysts is, what drives sharing of digital content? New research from @USCMarshall and @UHouston researchers could guide marketers looking for more online ad shares. USC Marshall professors, Gerard J. Tellis and Deborah MacInnis, with colleagues Seshadri Tirunillai and Wayne Zhang, conducted the most comprehensive analysis to date on what types of ads are…