Brands Are Wasting Their Money Hiring High-Priced Celebrities To Appear In Ads
The video technology firm Unruly tracks how and why people share video ads online. It found that just one of the game's five most-shared ads featured a big name endorsing a product. The finding was not limited to Super Bowl ads. Users are generally less likely to share ads in which big stars appear, Unruly found.
That ad was Bud Light's star-studded "Up For Whatever" ad, which was the game's third most-shared ad, and featured appearances from A-listers Arnold Schwarzenegger, Don Cheadle, and Minka Kelly.
Here's Unruly's chart of the top 12 most-shared ads from the Super Bowl. Just three included celebrities:
Unruly
The report found that the trend was not limited only to the Super Bowl. In looking at its list of the 100 most-shared video ads of all time, Unruly discovered that only 13 featured celebrities.
The highest-ranking celebrity ad was Jean-Claude Van Damme's "Epic Split" video for Volvo Trucks, which checked in at No. 10.
In general, Unruly advises that big brands should save their celebrity budgets for the halftime show and instead invest in creating high-quality content that people will want to share with their friends.
"Celebrity presence can amplify the sharing effects of an intrinsically shareable online video," the report concluded. "However, celebrity presence alone is not enough to trigger sharing activity."
- Thailand is now welcoming Indians with open arms, but are its drought-hit islands really prepared for a tourism influx?
- Thoughtful gift ideas to make Mother's Day extra special
- Muslims up, Hindus down: What’s the larger picture behind India’s religious population trends?
- Scooch over magic mushrooms, toad venom could be the next big psychedelic for depression and anxiety!
- TBO Tek IPO allotment – How to check allotment, GMP, listing date and more
- Nothing Phone (2a) blue edition launched
- JNK India IPO allotment date
- JioCinema New Plans
- Realme Narzo 70 Launched
- Apple Let Loose event
- Elon Musk Apology
- RIL cash flows
- Charlie Munger
- Feedbank IPO allotment
- Tata IPO allotment
- Most generous retirement plans
- Broadcom lays off
- Cibil Score vs Cibil Report
- Birla and Bajaj in top Richest
- Nestle Sept 2023 report
- India Equity Market