Asked about the threshhold for viral video or other content, Feed's Josh Warner declared that "Viral is a myth. What we like to do is dig deep and work hard to get quality engagement." He said
agencies and brands use viral as an excuse to underbudget for campaigns. "You have to go out and earn it whether it's earned or paid media," he said, emphasizing that advertisers can't skimp on the
creative execution. "It really does come down to the creative," said Warner, who prophecied that in a year no one will even be talking about viral. It's a mirage chased by marketers.
