Rubber Republic launches one-stop viral seeding shop

by Darren Davidson, Brand Republic 30-Jan-08, 08:40

LONDON - Rubber Republic, the independently owned viral agency, has launched a specialist ad distribution network with a combined reach of 14m people, in an attempt to create a one-stop shop for viral seeding.

The initiative, called Viral Ad Network, will seed video and gaming viral ads across more than 2,400 websites, based on a cost-per-view payment model.

The network places particular emphasis on sites offering sport, automotive, entertainment and technology content. It includes video sharing websites, portals, social networks and blogs, as well as conventional websites.

Existing partners include among others Kewego.com and Pigsback.com.

Chris Quigley, Rubber Republic founder, said: "Viral campaigns have grown in the last 12 months, and have become an integral part of most ad campaigns.

"The Viral Ad Network is designed to ensure these campaigns get as much exposure as possible and reach their target audience."

The initiative has been in the beta testing phase for the last six months, running campaigns for advertisers such as Nokia, O2, HP, McCain and the BBC.

At present, the network is running in the UK and Europe, but plans are afoot to expand its reach to the US.

Ian Ochiltree, Viral Ad Network product manager, said: "Advertisers want their films, games and interactive sites to be seen by as many people as possible.

"Website owners want entertaining, relevant and fresh content for their viewers; the Viral Ad Network helps match up great viral content with the people who want to view it, and pays them to do so. It's a win-win situation."

Rubber Republic is one of the UK's leading viral marketing companies; its clients include Sony, Warner Music International, Polaroid, Triumph, EasyJet, the BBC and the COI.

Comments

Elliot Messenger - 30/01/2008

A big win for clients and brands no doubt. But does this not undermine the whole ethos of a "Viral Campaign" VIRAL - should it not be something we in the business aspire to due the the quality of our work RATHER something that we try and manufacture / force feed Are we in danger of killing off a fantastic marketing channel?

Hugh Munro - 30/01/2008

here here

Darren Davidson - 31/01/2008

The Viral Ad Network is purely a delivery mechanism enabling viral campaigns to reach their intended audience. I don't see how it will affect the quality of the creative. If big advertisers are to get behind viral marketing they will demand measurable results. The Rubber Republic initiative offers accountability so if anything it can only encourage viral marketing to thrive rather than die as you suggest.

rory ahern - 02/02/2008

think Darren is spot on with his note. The viral ad network's about distribution, and making sure virals reach the right audiences. Brands will always want to create branded content / virals, and the viral ad network is an easy and effective way of making the viral work + get the content to the right audience. Whether the content then goes 100% viral is dependent on the creative. However, at least the viral ad network can guarantee reach + maximise the opportunity of a campaign to go properly viral . . .

Mark Smith - 04/02/2008

I get what Elliot is saying. Brilliant viral campaigns are spontaneous and almost organic in their origins. There is a danger that if you try to exert control you risk forcing the momentum and changing the direction of the campaign. Consumers should provide the push. But it is never going to remain like this. This sounds like a viral version of Google's AdSense. Great move fellas and nice to see it has come from a small independent. Keep up the good work!