For those who are unaware, AdWords for Video follows in the footsteps of its counterpart on Google search, the only difference here being that you pay only when someone clicks to view your video and watches the entire ad (also known as True View Pricing). For example, if someone clicked ‘skip’ in the first thirty seconds, the advertisers doesn’t pay anything. But if the ad runs it’s full course (30 seconds), the advertiser will be charged a cost-per-view (just like cost-per-click).

Four types of True View ad formats have been made available for advertisers to choose from and determine exactly where they would want their ads to appear on YouTube and the Google Display Network (GDN). These ad formats are:

• In-stream – ads play like a TV-style ad before, during or after another video from a YouTube partner
• In-search – ad appears in a special promoted section of the video search results pages on YouTube and Google video results
• In-slate – ads show before YouTube partner videos that are 10 minutes or longer
• In-display – ads appear alongside other YouTube videos, or on websites on the Google Display Network that match your target audience

To keep things simple, Google is allowing advertisers to create and manage video campaigns from the very same platform as their search and display ads.

Advertisers with some experience in video advertising can now look forward to targetting their ads to the right audience of YouTube users because AdWords for Video gives an option to promote a video ad by specific keywords so that they appear in YouTube search results. Advertisers can also choose to show their ad against content their target market are most interested in. For example for a business selling sporting equipments, it would make sense to have their ads appear in sport-themed videos.

To sweeten the deal, Google is giving away a total of $50 million in free advertising credits worth $75 to the first 500,00 new Google Adwords account holders.

Here’s a quick look at how Google AdWords for Video works

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The Google AdWords for Video program was launched with a test group in September 2011 and now the platform has been open for all. Now, advertisers’ video ads based on keywords will appear during relevant video searches and the entire view/payment procedure works pretty much the same way as text ads. 

Now businesses can get the visual exposure at lesser costs than the huge budgets of TV ad campaigns. Google has integrated the in-depth approach of paid search advertising with the appeal of video content and video advertising as an option is available, cost effective and measurable for businesses. 

Improved Targeting on YouTube

The good news for advertisers is the sharper targeting option that is available for them on YouTube. Campaigns running on YouTube can now demographically target 10 times more users on the platform. 

Similar to text ads (pay per click), advertisers will only pay per-view of their video ad (irrespective of how many times the ad is flashed). There is also the TrueView pricing policy, which is in favor of the advertisers, as they only pay when a user watches their entire video ad. Now, advertisers can choose from the four types of TrueView ad formats to decide where on YouTube and the Google Display Network (GDN), they want their ads to be displayed:

• In-stream
• In-search
• In-slate 
• In-display

As is clear from the names, these formats decide if your ad will appear in the pre-roll, in search results, as post roll or in the related videos section.

To get started, advertisers will need a YouTube account and they can link it to AdWords.Google.com/Video. As a launching push, Google is also giving away a total of $50 million in free advertising credits worth $75 per account.

Advanced Features in AdWords for Video

Google has officially launched AdWords for video with a number of new features that will allow advertisers to target and study the impact of their video ads. 

TrueView Format Selector – You can choose the right type with the four TrueView ad formats. This means that if you opt out of in-search ads, then it means you will have somewhat opted in to the Google Display Network

Demographic Targeting – Thanks to Google’s new all-in-one privacy policy across all Google accounts, you can now target video ads by age and gender in every Google product. 

Interest/Topic Targeting – On YouTube the interest/topic targeting will have wider impact. You have no need for the separate YouTube Video Targeting Tool now as it has been merged with the AdWords for Video interface.

Downstream Video Analytics – There is a reporting feature that shows you what the users watched when they arrived on your channel through an ad. Now you can place and ad, get traffic and built viewership on your YouTube channel. 

Advanced Bidding –  This works around user engagement features like video shares and +1 button clicks.

YouTube has also plans of launching a playbook for advertisers, that will bring forth the strategies adopted by their most successful video advertisers. What do you think of the these new improved targeting features? Do share your views.

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Word-of-mouth is trusted by 92% of respondents when making a purchase. Yet, only 29% of those queried trust text ads on their mobile phones, which makes sense, considering the amount of spam, scams, phishing, or smishing, as it is called via text. 46% and 47% of those surveyed trust ads in newspapers and on television respectively. Coming in at 50% was online newsletters that consumers subscribed to, and 67% don’t trust display ads on mobile devices or banner ads on the web. In 2007, 73% didn’t trust online ads, pointing to only a slight rise internet ad credibility.

Interestingly, the study states that while consumers generally don’t trust more formal ad content online or via their mobile devices, they likewise trust friend recommendations the most, which is basically what Facebook and other social networks were made for. And, of course advertisers are savvy to this. Randall Beard, global head of advertiser solutions at Nielsen, states, “Many companies are already increasing their paid advertising activity on social networking sites, in part due to the high level of trust consumers place in friends’ recommendations and online opinions – Brands should be watching this emerging ad channel closely as it continues to grow.”

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• provide additional information about your product or company without using valuable character space in your ad copy
• they have often been shown to increase ad click-through rates (CTR)
• take up more space above the fold on the search engine results page (which is great if you’re trying to own as much “real estate” on the SERP as possible)
• usually no additional cost. For most of the ad extensions, if a user clicks on an extension you are charged the same as if they clicked on your ad headline.  The exception is call extensions, which I’ll explain more in a minute.

There are several different types of ad extensions, so let me jump right in:

Ad Sitelinks Ad Extensions

Ad Sitelinks are additional links underneath your ad. You can have up to ten different links, and Google is currently showing six links on average. These links provide users with additional places to go on your site other than your ad’s landing page. If users click on a sitelink instead of the headline of your ad, you are charged normally (as if they clicked on your ad).  Ad Sitelinks only show when your ad appears above the organic search results (usually spots 1-3 but not always) and you need to have a quality score of at least 7 out of 10.

Call Extensions with Call Metrics

Call extensions allow you to add a phone number on your ad. If users see your ad while on their mobile phone,  using the click-to-call feature they will be able to click your phone number and call you directly.

Call metrics assigns your company with a Google Voice number, which enables them to track more information about who actually calls the phone number that is on your ad.  Since call metrics uses a Google Voice number, you won’t actually see your business’ specific phone number on your ads, but the Google Voice number will redirect to your chosen number.  Using call metrics, you can see when users called, whether the call was missed or received, call duration, and the caller’s area code. When users call the phone number on your ad, you are normally charged $1 per call.  There is a new bid-per-call feature in limited release that will actually let you bid higher than $1 per call, but most accounts do not have this option available yet.  Additionally, if the calls are missed or if the duration was only a few seconds, Google will often not charge you for the call at all.

Location Extensions

Location extensions add location information to your PPC ads about your business. You can have one location or several locations, and you can include both your phone number and your address. Location extensions in
action actually look quite fancy since they are in the family of “plus box extensions” as you can see in the example below. Once the user expands the plus box extension, they can see exactly where your business is located on a Google Map, get directions, and more.

Interested in learning more about Google Ad Extensions?  Stay tuned for the second part of this blog post, where I’ll review social extensions, product extensions, seller rating extensions, and the rumored form extensions that Google is currently testing.
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The only way to find out is to try. But before you try, you might want to consider a few things:

• You are doubling your content costs. Every time the right content for that keyword changes, you have to change it in two places. That’s an expense that might not be paying off. Combining the landing pages makes it more likely that you’ll have the correct information on that single page and even though coordination costs money, it probably costs less than doing everything twice.
• Organic search needs conversions, too. Sometimes, we focus all the conversion attention on paid landing pages, because we are so mindful that we are paying for each click. We reason, “Unless I convert enough to pay for the clicks, I am losing money.” But we forget that organic search landing pages that don’t convert are losing money, too. Combining the landing pages means that everything you do to increase conversions will help with both kinds of searches.
• Paid search needs relevance. As paid search engines spend more and more time examining the quality of landing pages as part of their PPC ranking algorithm, SEO techniques are becoming more important for paid search. Using the right words on the page is starting to become just as important to PPC as it always has been for SEO, so combining the landing pages gives you a higher quality page in PPC with no extra work, because you already did more than was required for the SEO landing page.

There is no free lunch, however. As tempting as it is to combine the landing pages, it does require more work to coordinate the teams. It also requires compromise–with both teams sharing a page, each must consider the effects on the other before making a change.

Sometimes your situation is even worse–your organic and paid searches go to landing pages on completely different sites, with paid campaigns going to microsites. It’s easier, because the agency running the campaign can just build up a new site, but Nick Stamoulis explains how microsites can make hurt your organic search results.

Put the landing pages together and your organic pages convert better and your paid search pages have a higher quality score. I know it is harder, but will you shy away from hard work when it gets results?

Don’t take my word for it. Take a look at your campaigns. Check out a few pages where the landing pages are different and a few where they are combined and see the difference.

If you have no combined pages, then combine some and see what happens. Take a few of the most important pages and try to put together combined landing pages. It’s best to start with the SEO landing page as the base, because it is very easy (and risk-free) to change the URL of a PPC landing page in your ad, while getting the search engines used to a new SEO landing page can be fraught with short-term problems.

See if you can make some changes to the page to incorporate some of the nice conversion rate optimization you have done for PPC. Then check the results. See if you are converting higher for SEO. See of your quality score is improving for PPC. Then decide if it is worth the extra coordination and compromise to do this for more pages. You might be glad that you did.

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Facebook inched above Yahoo! to become the leading display ad-selling internet company in the US last year, and is expected to continue leading the market in 2012 with a revenue of $2.58 billion. Owing to its financial crisis, Yahoo! is loosing its place in the US online ad sales market and its market shares are expected to slide to 7.4% in 2012 from 9.5% in 2011.

Currently at number 2, Google is expected to maintain its position in US display ad market this year with revenue of $2.54 billion, however eMarketer predicts that Google’s display ad revenue in the US market will increase to $3.68 billion in 2013 (19.8% hold of the market share) leaving behind Facebook with a revenue of $3.29 billion (17.7% of the market share).

Google owes its display-ad growth and revenue primarily to the growing use of mobile phone and their YouTube video service, and with its existing tie ups with online search advertisers. With all these online ad businesses, Google has a strong hold over its market shares in the overall US online ad market that is projected to increase to 44.9% in 2012 from 41% last year. This is mainly thanks to the internet giant’s strong mobile, display and search revenue growth.

Although Facebook and Google are both relatively new comers to the display-ad market, these two names have become the frontrunners of the industry and are slowly pushing aside their established rivals. While Facebook fastened its hold in the display-ad market by integrating small ads into its social networking site, Google on the other hand entered the market by playing host to a variety of graphical advertising on websites, mobile phones and YouTube clips.

As eMarketer said in a statement:

Both companies are pulling away from other contenders in the display category. Combined, Google and Facebook’s display ad revenues will account for 33.3% of total display ad spending in 2012.

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• Abandoned their shopping cart
• Did not convert
• Signed up for an email newsletter
• Signed up for upcoming products information
• Made the sale, as in converted

Beginning with AdWords Remarketing

Identifying Target Groups:

The target groups when it comes to remarketing are created on simple basis- audience who you need to retarget, and the section of audience you don’t want to retarget. This means you need to set the pages that will be triggers to retarget users and on which pages the retargeting will be hidden. With Google AdWords, you can achieve this with custom combinations. Let us segregate audiences on their behavior pattern and custom combinations.

Target Group A-

This may include visitors who landed on a key page following an ad and then viewed product details. They added the item to their carts but did not make the purchase. Now using custom combination, your target audience is the one which stopped one step part of the purchase, as in “add to cart” users. The visitors who made the purchase, as in “bought the products” are excluded from your remarketing efforts. So your aim is to get the “add to cart” users back to your site with a further discount offer.

Target Group B-

This group includes visitors who signed up to information letters about upcoming products. So your ads need to target this group. Custom combination works here too. You can include the people who stopped at “add to cart” in this audience group too. However, those who “made a purchase” are excluded from here.

Target Group C-

This group includes people who submitted your contact form. This means they landed on your ‘Thank You’ page too. When you create a target group for this audience, its custom combination includes “viewed contact form” audience and the visitors who landed on your ‘Thank You’ page are excluded from the group.

Once you are clear with audience identification and combinations, you must use your analytics sales funnel to find key points to retarget users. Keep URLs finalized for tagging visitors and retargeting them, as well as pages that deactivate the targeting. It is advised to have a spreadsheet showing your audience and custom combination you have created and also the unique names you have given to the pages.

Creating Remarketing Lists

Remarketing lists refer to way you define your audience. To create remarketing lists, you need to get to the Audience tab within AdWords. Then select your retargeting campaign and the first ad group to begin with. Another way of doing it on the AdWords Interface is to go to Campaign View and then click on Shared Library and Audiences from the fly out on the left side. Choose ‘New Audience’ button and click on ‘Remarketing List.’ For every audience group defined by you, create a remarketing list and add a descriptive title to each list.

While filling in the details in ‘Membership duration’ you must enter a time duration based on how long you want the cookie to be active once the user is tagged. Decide the duration on the buying cycle length of your products as well as refraining from becoming an irritant for your audience.

The next concern are- Tags, the codes that have to be placed on your site. Choose ‘Create new remarketing tag” each time for a list (barring on the case of delayed remarketing). You must create a tag for each audience. To access the code, you need to click the list name under the “Tags/Rules” column.

Then you must place the codes on the particular pages as chosen by you for each tag. While doing this, be careful so that it is placed between the body tags. Also ensure that the code does not replace ant other AdWords/Analytics code on your site. Always remember to verify that the correct code was placed on each page. Doing this is important is you do not want to fall into the pitfalls of poor ad targeting.

Create Custom Combinations

Custom Combinations tool uses Boolean logic to filter out those who are not remarketing targets or filter the layers that you want to create. This is a great tool to retarget smartly and save your advertising money. Once you have the remarketing lists ready, you need to create these custom combinations.

Go to Remarekting Tabà Click on the first ad groupà Audiences tab (again)à Click “custom combinations”àClick on the link “new custom combination.”à Choose the link to create your combination of audiences. Enter the name and description of the custom combination and leave “all of these audiences” selected in the first drop down menu.

Then click on “Select audiences”à“Interest category”à“Remarketing lists.” Here you must add the remarketing list tagging the users. àClick on “add another” link and when you do this, remember to change the first drop down to “none of these audiences.” This step is to remove the cookie that was placed by the tag from the previously included remarketing list.

Creating Remarketing Ads

Now is the time to upload text ads and banner ads based on the goal of every target group. While writing these keep in mind that these are people who have ‘already’ seen your site. So you have to compose a different message this time, that was not used in your ad campaigns. Here are some ideas about writing them:

• For those who “abandoned cart”- offer free shipping or further discounts.
• For those who “made a purchase”- offer buyer benefits and a complementary product. Or to subscribe for new product information.
• For those who “visited your page”- tell them why you are ahead of your competition.
• For those who “viewed your product”- use images of the product in the ad.

Writing remarketing ads need to be really special and different from regular writing as you are retargeting a group who visited your site and did not perform the desired operation. You need to make sure they come back and do it. If they did make a purchase, your ad has to be in a way that it makes sure that the buyer keeps coming back.

Remarketing Landing Pages

Landing pages need to be changed too, if you are offering:

• Additional discounts
• Free Shipping

Also if you have changed the content of the ad drastically, then too, the landing page needs to change and become customized. With custom landing pages, you will have to give details on free shipping or a list of similar products for those who made the purchase.

If the above special cases are not there, you can direct users back to regular landing pages too.

Capping the Frequency of Ads

You need to then determine the number of times your ads are displayed to individual user in a 24-hour period. The standard accepted rate is between 7 to 12 impressions every day. However, you must experiment and determine which capping works better for you. Make frequency changes and compare data till you know what’s best for your remarketing campaign. Do not choose ‘no cap on frequency’ as too many impressions can irritate your users.

Optimizing the Remarketing Campaign

Test! Test! And Test again. To optimize your campaign best, you must test various ads and landing pages as well as different custom combinations. Keep trying till you reach the combination best for you to achieve your ROI goals. To accelerate the performance of certain combinations, you can increase the bid for that ad group so that you can generate additional sales at a profitable level. Keep an eye on the sites too that work for you and take decisions accordingly.

Advanced Tagging Techniques

Advanced targeting techniques can be really beneficial for a large website, and you can take it up once you have pioneered ‘creating remarketing lists’. For more advanced situations, you can choose delayed targeting by manipulating the duration settings of tags. You can opt for delayed targeting if :

• You sell time bound/seasonal products- Target users who bought Christmas Cards from you last year!
• You sell products that need regular replacement- Target users who bought a car from you and now need servicing.
• You sell related products- Target users that bought maternity clothes, with baby stuff a few months later.

Delayed targeting requires to remarketing lists with the same tag. But for the later stage tag, choose the option “Select from existing tags” while creating the remarketing page.

On A Closing Note

You can remarket better with defining custom audiences; only after you have mastered the basics and tested remarketing ads. Remember that remarketing is powerful strategy as you are enticing someone with an ad who has already taken the bait once. So the chances of conversion are far greater.

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Offering a number of vendors to choose from, Tealium is working to make vendor integration a much easier task for their clients, and the results are positive:

“Tealium makes the complex simple, by giving us complete control over our tag implementations,” said Jeremy Hermanns, vice president of performance marketing for Onestop Internet, which runs the e-commerce operations for several major apparel retailers, including Nicole Miller, Hudson Jeans, Reef and many more. “We can add any vendor in minutes, and then easily manage those tags on our own without requiring IT assistance. Tealium has saved us hundreds of man hours by simplifying the entire tag management process.”

In case you are unaware, tags are, in relation to Tealium’s service, snippets of code that identify a particular vendor, and their tag management service makes integrating these tags much, much easier:

“The speed at which Tealium was able to implement us put us in a wonderful position with the client,” said Charlie Holbech, co-founder of Visual Revenue, which provides predictive analytics solutions for the online media publications. “Tag management solutions are playing an increasingly important role in the digital marketing industry. We are pleased to integrate so quickly with one of the best.”

Seeing how web marketing is incredibly competitive, having advantages like those provided by Tealium’s tag management helps streamline the process, saving web marketers both time and money. Considering the list of responsibilities web marketers face, especially on an
enterprise level, access to tools that ease the process will only makes such marketing projects easier to accomplish.

It’s no wonder that mobile ad spending worldwide is predicted to top out at $3.3 billion by the end of 2011 and jump to $20.6 billion by 2015. Much of the advertising will be driven by search ads and local ads.

Given those statistics one can’t ignore the opportunity to tap that ‘connected’ community through mobile marketing. I’ve put together some of the trends we have seen and might seen in the coming year when it comes to this channel of opportunity.

Trend 1: Ad spending to reach the mobile segments will continue to rise. Google will likely continue to be the leader in ad revenue but look for other opportunities to present themselves with time. Bing could take a bigger share of the advertising pie as well with more and more search apps that use Bing being installed on phones and devices.

Trend 2: For the time being, M-Commerce (or mobile ecommerce) has been primarily an extension of a brands current online store. Look for this trend to shift a bit as it becomes even easier to make purchases through even more mobile friendly site versions (and possibly the use of ‘mobile only offers’.)

We are already starting to see bar code scanner apps evolve to not only provide additional ‘shopping related’ information (such as price, distance to store etc…) about those items scanned, but now beginning to include “buy it now” or “add to cart” functionality on the spot (this has just happend with a recent app Amazon has launched.)

Scan it, compare it, buy it at the best price, and pick it up at the store.

Trend 3: Look for those bar scanner type apps to evolve even further in the coming year. This could result in some very healthy competition among retailers not to mention the possible greater risk for losing a customer to a competitor that physically walked into your store first.

Imagine this. You walk into a local store, find the item you wanted, scan it with your smart phone bar code reader, find the same product less than a mile away at another store … and for a better price. You buy it by clicking a button on your mobile phone and entering your payment information. The store puts the item on hold for you to pickup. What happens next? You leave the store you originally walked into only to end up at their competitor down the road with the item in hand.

How’s that for ‘shopping cart abandonment’?

Expect to see this trend offset with more and more ‘price match guarantees’. Find it somewhere else and we’ll match or beat the price on the spot.

Trend 4: Location based mobile marketing gains steam. Imagine being able to automatically market to a potential consumer that is in the area (but not directly inside) of your brick and mortar store. It’s not only a reality to some degree, but is a primary driver of what occurs with apps such as Foursquare, and Facebook Places. Take it a step further and consider this. A potential customer performs a search from their mobile device for a product that you offer.

In return they get a listing of stores directly near them who have that very product in stock. The advertising is based on GPS position of the potential customer in relation to the location of your store at a specific in time (much like ‘checking in at a specific location’ using some of the social apps that have grown in popularity.)

Like the above trend, this type of search ability should grow and if you don’t take advantage of mobile marketing based on location, you’ll be left out only to see your competitors (who take advantage of it) see the rewards.

Trend 5: Consumers expect accessibility on all levels. We now live in a world where consumers no longer rely on a desktop computer (or even a laptop) to access the internet. It is becoming second nature (although still in its infancy) to browse the internet using mobile devices-and in the near future, it is said that accessing the internet via mobile devices will surpass accessing it using any other method.

Determining which way to go-a mobile app or simply a website that is ‘mobile friendly’-will be the real issue. But you must make your business accessible on all levels if you are going to compete in this day and age.

Trend 6: Smart phone users are on the rise and were projected to reach 73.3 million by the end of 2011. At that rate, the smart phone owners will account for approximately 23% of the mobile user population. It is estimated that by 2015 they could very well represent 43% or more. As a comparison, in 2010 smart phones accounted for 21.8 of all handsets shipped worldwide.

Look for potential customers to become more engaged in 2012 as the smart phone segment continues to grow. They are going to expect better, more intuitive mobile versions of websites that allow them to easily shop and find the items they seek.

Trend 7: Social networking continues its dominance among mobile users. More and more users are frequenting social networking apps such as Facebook, Twitter, and Foursquare.

In fact, a 2010 Keynote / Adobe survey of mobile users asked them what their favorite mobile activity was and approximately 76% of respondents listed Social Networking (second only to maps and directions.)

Nielsen listed mobile social networking is the fastest-growing consumer mobile app category in 2010 and that trend continues in 2011. Many of these social networking sites are becoming portals for users accessing the internet (much like search engines were when they arrived on the scene with the advent of the internet.) Mass amounts of messaging and e-mail traffic, videos, photos, games and commerce are exchanged with each minute using these tools.

If not already doing so, marketers need to begin to think about reaching out to this channel, increasing their exposure time at every possible opportunity.

Trend 8: Optimizing websites for mobile platforms is a reality. No longer is it good enough to consider a ‘well optimized’ (non-mobile site version) the end all, be all. With the demands mobile is presenting to everyone, consideration needs to be given to continual optimization of a mobile site that aims for increases to speed, image rendering and again, accessibility. As was with the ‘desktop only’ site versions of what seems now long ago, on site usability and traditional search engine optimization rules should apply.

What mobile has in store for us in the coming year is anyone’s guess. It is clear however that it’s shaping up for staggering-possible record breaking-growth once again that simply can’t be ignored if you are to stay competitive.

The 2011 Viral Video Chart as well as the Mashable Global Ads Chart have been powered by Unruly. The winner of the most viral video ad was picked on the basis of the number of shares on Twitter, Facebook, and the blogosphere. And not on the number of views. Viral factor is determined by the number of shares and not views.

Volkswagen’s record-breaking mini Darth Vader ad, The Force, came on top, by having a huge 4.71 million social media shares in its name. There were 46.05 million views since its release on February 2, and still counting!

The is the complete list of 2011′s most shared video ads:

1. Volkswagen: The Force: Volkswagen Commercial – 4,713,179 shares.
2. DC Shoes: Ken Block’s Gymkhana Four; The Hollywood Megamercial – 2,028,238 shares.
3. T-Mobile: Angry Birds Live – 1,783,607 shares.
4. T-Mobile: Royal Wedding – 1,733,419 shares.
5. Kia: Party Rock Anthem-Kia Soul Hamster Commercial – 1,424,110 shares.
6. Ape With Ak-47 – 1,132,201 shares.
7. David Cornfield Melanoma Fund: Dear 16 Year Old Me – 1,072,004 shares.
8. Call Of Duty: Modern Warfare 3 Reveal Trailer – 1,062,829 shares.
9. Nissan: Poneis Malditos – 956,661 shares.
10. Nestle: Contrex – Ma Contrexperience – 97s – 950,988 shares.
11. Official Call Of Duty: Modern Warfare 3 – The Vet Vs The Noob – 922,218 shares.
12. Carlsberg Stunt with Bikers in Cinema – 899,550 shares.
13. Official Ojai Valley Taxidermy TV Commercial – 830,036 shares.
14. Red Bull: The Art of FLIGHT – Snowboarding film trailer featuring Travis Rice – 810,453 shares.
15. McDonald’s Philippines New Commercial 2011 “BFGF” – 756,141 shares.
16. Channel 4: Danny MacAskill – Industrial Revolutions – 696,190 shares.
17. Trace Urban: The most amazing beat box video ever! – 687,528 shares.
18. Pepsi: Unbelievable David Beckham – 543,812 shares.
19. Samsung: Unleash Your Fingers – 542,851 shares.
20. Westfield Stratford City: 100 YEARS / STYLE / EAST LONDON – 529,832 shares.

This list is a proof that brand promoters are already capitalizing on the viral potential of the social web and have recognized a video’s potential for brand advocacy!

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