Here, for the first time, online researcher Dynamic Logic revealed the secrets to getting viral videos passed around. The answer, apparently, is the same concept that works in Hollywood. â€oeThe video has to have legs,†said Michelle Eule, VP-research at Dynamic Logic, during a presentation Thursday afternoon at OMMA Video. By legs, though, Eule didn’t necessarily mean the traditional show biz term, though if you have the kind of viral video legs Eule means, you’ll probably get the other kind too: the kind that keep your video popular and highly viewed. Legs, as it turns out, stands for …

Michelle Eule summed up the recent research Dynamic Logic had done on digital video -- specifically, what makes viral video successful -- with four words: "Viral videos need LEGS" The most viewed viral videos consistently had: L - Laugh out loud humor E - Edginess ... G - Gripping content S - Sexiness ... You heard it here, folks. If you want your video to go viral, you have to be willing to make your clients step out of their comfort zone.

More from Millward Brown What people do while watching episodes. Those watching online are most likely to watch a full ad. Those on DVR most likely to skip. 82% who saw it online were likely to remember the ad. The highest of all. 44% who saw in online context were also favorable to the brand.

Millward Brown did some research on what videos go viral and discovered they share these factors: Laugh (have to be laugh-out-loud funny) Edgy (make you a little uncomfortable) Gripping (you can't stop watching) Sexual Content (surprised?) Michelle Eule recommends IKEA's Pig Chase if you want to get the idea.

At first glance, a Web TV upfront seems like another example of new media types following the dead-end path of their old media piers. A second glance, too. What’s remarkable, though, is the shier volume of quality video content being produced for super-niche audiences. As Troy Young, VideoEgg’s CMO, said earlier in the day: â€oeAs the model changes, relevancy is far more important than scale.†What’s clear moving forward is that four big broadcast networks--or five-hundred cable channels--don’t have the breadth or the resources to please every U.S. consumer. It’s going to take thousands--of not hundreds of thousands--of …

Technical difficulties are the norm at virtually any industry conference dealing with, well, technology, but the number of gaffs occurring throughout OMMA Video were worthy of a viral forwarding. Feel free to do so once the conference videos are posted later today. In the meantime, let me tell you that they ranged from Next New Networks CEO Herb Scannell’s montage running with video, but without sound to a creative panel in which the sound from one presenter’s video just wouldn’t go away, and overlaid onto the video of the presenter following him. But the most ironic snafu likely was …

In fact, the Paris office of Draftfcb’s virtual office on Second Life is now one of the top five videos of the week on YouTube for the week of June 18, and it’s rising with a bullet. According to Nielsen BuzzMetrics, the Draftfcb video already has been viewed more than 150,000 times. Why? To find out, check it out yourself at http://www.youtube.com/watch?v=flkgNn50k14 The video, which features Draftfcb employees as avatars, takes a light-hearted, self-deprecating approach to agency life. Well, virtual, Parisian agency life, anyway.

More than 450 people pre-registered for OMMA Video and it was standing room only all morning. We're just back from lunch getting a "Web upfront" pitch and the majority of seats are again full.

So far, a number of thoughts have been sparked in my head from the keynotes and panels. Here are a few. 1. Online specific video content. The ad agencies seem to be ahead of content publishers on this one. I've seen some very cool things being done with expanding rich media for ads, but for traditional content being created specifically for the web, we're definitely thinking "inside the box." Literally.

ABC's Rick Mandler says the reasons are all over the place for why so many advertisers run :30 pre-rolls on a full-length show. 1. We didn't have time.