"We filled the vacancy the next day"
Digital media market changes as the industry goes viral
The rise of the viral advert is having a profound effect on the way the digital media landscape looks, with developers looking at audiences in a new light.
Traditionally video or broadcast adverts have aimed to capture as broad an audience as possible, catering for the largest possible demographic to try to get the message across.
However, with the internet enabling developers to target niche markets, it is often the quality of the connection with consumers, rather than the number of connections which is most important.
Ed Robinson, executive creative director and co-founder of The Viral Factory, said that digital media developers needed to think differently in the new era.
"You've got to embrace the possibility of being somewhat polarising," he explained.
"Most broadcast ads are as universal as possible, but with the internet the audience tends to go to places where they can find the type of content they like among a community of like minded people.
"You can talk to them in much more direct and human voice but we expect to have people tell us to get out of their space."
The use of viral adverts has become an important part of any digital media marketing campaign, with some of the most eye-catching adverts now appearing on the internet.
Traditionally video or broadcast adverts have aimed to capture as broad an audience as possible, catering for the largest possible demographic to try to get the message across.
However, with the internet enabling developers to target niche markets, it is often the quality of the connection with consumers, rather than the number of connections which is most important.
Ed Robinson, executive creative director and co-founder of The Viral Factory, said that digital media developers needed to think differently in the new era.
"You've got to embrace the possibility of being somewhat polarising," he explained.
"Most broadcast ads are as universal as possible, but with the internet the audience tends to go to places where they can find the type of content they like among a community of like minded people.
"You can talk to them in much more direct and human voice but we expect to have people tell us to get out of their space."
The use of viral adverts has become an important part of any digital media marketing campaign, with some of the most eye-catching adverts now appearing on the internet.