ABSTRACT
This chapter explores digital and viral advertising in a globalised context. Digital advertising is intrinsically linked to word of mouth advertising, or 'buzz marketing', although a digital ad might not be a viral one. Viral advertising is particularly known for its exponential self-replicating speed of transmission and virus-like spread from consumer to consumer, person to person. However, as Lyngsfeldt points out, 'User generated content (UGC) from peers is on the rise and is the most effective marketing weapon in the marketing toolbox for brands who know how to use it effectively', so advertisers need to learn to play the viral advertising game. Most digital advertising aspires to be viral in nature. However, transmission of the ad, once it leaves the hands of the advertiser, is in the hands of the sharing audience, who will pass on the ad according to their own agenda and using whatever device is being accessed at the time.
