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The New Science ofViral AdsHBR articte by Thales Teixeira, March zorz

It's the hoty grait of digital mar-keting: commercials that peopteshare. To untockthe secrets ofviral advertising, HBS profes-sor Teixeira tracked viewers' eyemovements and facial expres-sions while they watched ads byCoca-Cola, Bud Light, and others.Using the data, he determinedsotutions to marketers' biggestcha[lenges in the viral ad space.

I applaud the author's attempt to explain

the "science" of viral ads, but it isn't a sci-

ence. It is simpty a combination of knowing

your audience, understanding the medium,

and having the talent to create something

wonderfu[. People wi[[ watch and share

great videos. And peopte recognize great-

ness when they see it. this is what the

advertising business struggles with every

single day in alt media. when it succeeds,

everyone knows about it.Marc Lichtenstein, director of strategy,The Weinstein Organization

I completely agree with the author thatpeople share these ads because they tove

to give surprises to others.Ankit Kedia, senior manager of marketing and

operations, SPS Group

| find your point-that peopte share viral

ads because they want to show off, not be-

cause they're generous-entirely convinc-

ing. Sharing makes the sharer look coo[.

David Barnes, e-learning product manager,Packt Publishing

The results say one thing: lt's about narcis-

sism. Zero patience. Zero tolerance. I wantwhat I want when and how I want it. Shar-

ing to gain sociat capital. Narcissism.Jay lzso, psychologica[ business consultant

These findings overtook two importantfactors in ad effectiveness: branded recatl

and conversion. If an ad is tiked and

passed atong but the brand is forgottenor no further action is taken by the viewer,

the ad may generate buzz but witt do

littte to buitd the brand or thebusiness.Denise Lee Yohn, president and consuttingpartner, Denise Lee Yohn

I strongty betieve that there are no formu-

las for creating successful viral ads. - -Pramil cupta, serior consultan,

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