Are there implications for a brand and/or media buy if an ad goes viral? The answer is yes! There is a point at which an ad runs the risk of higher and faster wear-out, defined as the point when use of that creative is no longer justified vs introducing a more effective alternative.
 
In this Interview With An Expert, Tara Beard-Knowland, Ipsos ASI Director, shares research-backed tips and insight to optimize your media buy.