Celebrity Ads Miss the Mark
New research from Ace Metrix may finally dispel the myth that celebrity ad endorsements enhance persuasion and improve advertising effectiveness. According to the 2010 Celebrity Advertisements study, in 2009 celebrity ads either performed below average or merely equaled it. On average, celebrity ads resulted in a -1.4 percent lift, while non-celebrity ads generated an 8 percent lift. Those topping the list of worse ads included Tiger Woods for Nike in “Did You Learn Anything?”and Lance Armstrong for Radio Shack in “No Emoticons.”
Why the lack of love for these hot shots? Participants reported that many celebrity ads lacked information and relevancy. It is not surprising consumers do not appreciate celebrities pushing messages at them. Today, consumers control the flow of information. They pull what they need from a variety of sources – most importantly, their social networks. Celebrities are not part of these networks, so push as they might, it is unlikely consumers will budge.
In fairness, 12 percent of celebrity ads did achieve a 10 percent or greater lift. These included spots from Progressive featuring Oprah Winfrey and Snickers featuring Betty White and Aretha Franklin.
CBS Gives “Green”
Advertisers Stamp of Approval Beginning next week, CBS will include an EcoAd visual “digital” leaf on TV commercials for green advertisers. These advertisers are participating in the network’s sustainable media program, managed by EcoMedia. By purchasing these value-add spots, a portion of the advertisers’ dollars go toward urban reforestation projects, solar installations and affordable housing projects in cities nationwide. Sponsors include Chevrolet, Safeway, O Organics and Boston Scientific, among others.
EcoMedia launched in 2002; however, this is the first time we've heard about the EcoAd program. With EcoAd sponsors set to receive primetime attention, we are curious to see how CBS grows this program.
Working Out with “The Captain”
According to Captain Morgan, pirates are famous for three things: looting, pillaging and developing high-intensity, low-impact resistance training programs. What better way to market the latter of these skills than with a workout video? This three-minute web video produced by Pereira & O’Dell features The Captain in an infomercial about his life-changing workout routine. You do not want to miss the testimonials.
Captain Morgan was not the only adult-beverage company hitting the web with a film short this week. Heineken debuted a 90-second video entitled “The Entrance.” Produced by Weiden & Kennedy, the spot features a man with perfect party-entrance timing. Both brands pumped significant marketing dollars into the production of these web-only videos, strengthening the argument that marketers are placing greater importance on the web.
Marcom This Week: From A to Zinc is compiled by the Vitamin IMC editorial team. They can be reached at vitaminimc@gmail.com. Miss your vitamins last week? View January 7th's “Marcom This Week."
