The majority of marketers believe pay per click services offer a good way of promoting viral campaigns, according to MarketingSherpa.
Its latest survey revealed that 63 per cent of marketing professionals thought pay per click services had a good effect on viral video promotion, while 13 per cent said paid search was "great" for this purpose.
According to MarketingSherpa, it is significant that free marketing channels, such as social media and house email, were ranked as less effective than paid-for methods.
"Viral advertisers tend to be niche marketers who have trouble reaching their audience with mass media. And, paid search is a proven method for reaching hyper-specific audiences," it said.
Google recently announced the launch of a new sponsored video advertising service for YouTube, which allows marketers to advertise their clips by bidding for placements alongside relevant search results on the popular video-sharing site.
The program is currently only available in the US, but will rolled out to other countries in the future.