I've been impressed recently by new web ads that don't just treat viewers as passive demographic targets, but as active partners who spread the word about the ads to their family, friends and colleagues. A friend forwarded me J.C. Penney's very clever "Beware the Doghouse." (Background news release). It is posted easily to a viewer's Facebook profile. One of the most successful viral ads I've seen was StrideGum's "Where the Hell is Matt?" which at this moment has had 17.6 million views on Youtube.com. Other interesting web ads can be found at http://great-ads.blogspot.com.
For advertisers and publishers interested in going beyond traditional video limits, check out http://www.innovid.com. Another video tool for online advertisers is videoegg.com.
Facebook has also moved speedily into interactive advertising and viral marketing. It not only displays ads and brands to click through, it offers fan “pages” for brands and products. For example, when a movie ad appears on your Facebook page, you have the opportunity to learn more or to become a fan. When you click to become a fan, that action appears on your friends’ news feeds, which marketeers hope will pique their curiosity and cause them to click on the link or ad as well. Pretty soon there can be a bandwagon effect. "Why are so many of my friends interested in this movie / product? I'd better click to find out."
