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Web video can help create warmth towards brand  Placing an advert online that people enjoy watching is a good way of reaching out to an audience.
The benefits of viral advertising have been highlighted by the BBC.
In an article discussing corporate sponsorship of musicians, Kirk Hullis, an account director with viral agency Rubber Republic, claimed that video was a good way of advertising.
"Advertising on Facebook is pretty minimal, but if you can get people watching your film on Facebook and sharing it with each other then you'll get thousands of views," he said.
To get the most positive effect from people, he added that it was important to do something that meant the public felt "warmth towards your brand".
Joanne Babbage, writing for the BBC, noted that the 90-second Cadbury's advert with a gorilla playing the drums was a good example of a successful viral campaign.
Although the advert started on television, it quickly gained cult status on YouTube and has been parodied by both Wonderbra and Children In Need.
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