The Harvard Business Review recently used an eye-tracking and facial expressions study to determine what makes ads viral, which are two innovative strategies we've learned about in lecture with Professor Ball and with Andrew Danielson.
1) People are put off to logos - Do not spend time blatantly showing your logo, weave it into the ad without the viewer feeling like they're being targeted.
2) People get bored easily. People will continue to view your ad if they feel two emotions: Surprise or joy. Start off with something that will evoke those two feelings.
3) Keep people's attention with an emotional roller coaster. Use joy and surprise sporadically throughout the ad to keep people invested.