Assignment 5: Viral advertising

The term viral advertising carries with it a strong negative connotation, certainly because of the term viral, as explained in the article by Matt Golding. However, one must understand that this type of advertising simply uses what is probably the oldest and most effective way to communicate about something and to be sure that lots of people become aware of it: the word of mouth process. Moreover, as explained by Golding, this type of advertising is called viral because it passes from one person to another as they talk, and exchange information, which reminds us of viruses, but is definitely less harmful, if not at all.

Viral advertising also lies on the idea that most internet users end up eventually seeking for entertainment at some point; and provides that entertainment during few minutes. Therefore, even the busiest people might end up having a little break in front of their screen watching one of these ads.

Another strength that viral advertisements have is that they generally are extremely creative. Indeed, to attract an internet user’s attraction, the ads must be creative, entertaining, and appealing; otherwise, the person won’t bother watching it, and worse, won’t lose time sharing it with others on the web. The internet is a platform were everything is so fast, and where each and every one of us find what is most appropriate to what seeken for. An ad that would stop our clicking for a minute or more must be good.

The result: ads that travel fast and can be seen by millions of people, if and only if they are appealing, entertaining, and creative; and the internet becomes the platform for real creativity, knowing that some ads might be so innovative in their very own way that they cannot be broadcasted in the traditional mainstream media.

As long as Morocco is concerned, there is a great inexploited potential: if Moroccan advertisers decided to start doing some viral ads, both the customers and the advertiser could gain from the practice. Three major reasons support the decision of engaging in viral advertising. First, there is an important proportion of the Moroccan population who does not watch Moroccan television anymore since they had access to foreign channels and they started believing that the quality offered in American, European, or Middle-Eastern television is better, as a result these people won't be reached by the ads on Moroccan television. Then, Moroccans are also heavy internet users and most of them are addicted to networking websites such as Facebook. Finally, starting to use viral ads will undoubtedly foster the crestivity of advertisers, who, to my mind still didn't have the opportunity to explore all what they are able to do.