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Young Entrepreneurs Create a Formula to Give Ads a Viral Boost

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This story appears in the September 2013 issue of Entrepreneur. Subscribe »

In Jan. 8, 2010, the infamous "Double Rainbow" clip appeared on YouTube, documenting a hysterical reaction to a natural phenomenon. For about seven months it languished, barely seen--until Jimmy Kimmel tweeted a link to his followers, proclaiming it the "funniest video in the world." Views today sit at well over 37 million.

Targeted-network exposure (i.e., telling the right things to the right people) can help any video go viral. And Alex Debelov, 25, and Vladimir Gurgov, 26, founders of San Francisco-based Virool, have latched on to this concept as a way to help brands. They have developed a self-serve, social video advertising platform with campaigns starting at $10, depending on the reach and medium selected.

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