In a news item from Ad-land’s commercial archive they note a joint venture between London based viral video pioneers DMC and viral tracking service BoldMouth. This will be an interesting mix of both the creative and the metrics.
“The JV was in part demand driven particularly from the US, where clients are wanting to join the dots and go beyond the simple viral distribution of branded content by integrating these activities as part of their word of mouth marketing initiatives rather than use them as stand alone tactical executions.” said Justin Kirby President and CEO of DMC London.
Kind of a sign that viral is becoming, dare I say it, more of an accepted business practice, or marketing strategy.
It seems that the Europeans seem to be a bit ahead of the game on the formalization of viral marketing, which I find rather unusual, as Americans are the consummate marketers. Here’s another full service viral firm that includes creative, seeding, and metrics: GoViral
