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Press Coverage 
June 29, 2007
Dynamic Logic in MediaPost Blog
Blog Coverage Following the OMMA Video Conference in NYC
Post-Roll
Posted June 28th, 2007 by Steve Smith
The Dynamic Logic metrics on best practices in viral video were among the most revealing I have seen. Also powerful was the insight that video advertising is extremely effective when it works well, but there is a big gulf in effect between the ones that succeed and the ones that don’t. In other words, the stakes in video ads are quite high. If you don’t inform or entertain the user, you tick him off. Online you can’t go to the fridge during a bad or boring ad. You have to sit through it.
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At Last, The Secrets Of Viral Video Revealed
Posted June 28th, 2007 by Joe Mandese
Here, for the first time, online researcher Dynamic Logic revealed the secrets to getting viral videos passed around. The answer, apparently, is the same concept that works in Hollywood. “The video has to have legs,” said Michelle Eule, VP-research at Dynamic Logic, during a presentation Thursday afternoon at OMMA Video.
By legs, though, Eule didn’t necessarily mean the traditional show biz term, though if you have the kind of viral video legs Eule means, you’ll probably get the other kind too: the kind that keep your video popular and highly viewed.
Legs, as it turns out, stands for four key elements that the most successful viral videos have in common: Laugh, Edgy, Gripping, Sexual – or the acronym LEGS.
The results were based on a study Dynamic Logic did analyzing consumer reactions to some of the most popular and some not-so-popular viral video ads. What the Big 5 – including Ikea’s “Pig Chase” – all had in common said, Eule, was that they made viewers laugh out loud, they contained edgy content, they were gripping, and they had sexual content.
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European Press more Bigger ad formats aren't always the ones that get the most attention - NMA Magazine., 17-SEP-09 Video Ad Engagement: Easily Distracted - NMA Magazine., 11-JUN-09 Online Video: Watch Closer - NMA Magazine., 21-MAY-09
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