Jun Group On Earned Media: Brands Receive 30% More Value Than They Spend On Viral Video
A new study from Jun Group finally puts a value on earned media and reveals that, indeed, brands that run viral campaigns in which they pay for views actually do see post-view action worth up to 30.1 percent more than what they spend on their campaigns.
There’s been a lot of controversy around the practice of buying views for viral video campaigns. Molly Sugarman of Horizon Media said in a Beet.TV interview last year, “Something that marketers don’t talk about too much…is that many of the top viral videos that are on the Ad Age video chart…are paid for. You can pay for social action online.” Opponents of paying for views have brought up the question of whether paying for views is really worth it—after all, when you reward viewers to watch your ads are they truly engaging with your brand or are they just in it for the reward?
A new study from Jun Group finally puts a value on earned media and reveals that, indeed, brands that run viral campaigns in which they pay for views actually do see post-view action worth up to 30.1
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