Heavily branding your online video ad has no any effect on its shareability. It’s a fact we talk about a lot at Unruly when speaking about some of the many myths around video virality.
We first spoke about it back in 2011, when Dr Karen Nelson-Field and her team at the Ehrenberg-Bass Institute for Marketing Science, based in Australia, carried out on some research on the ads topping the Unruly Viral Video Chart. There is also a chapter on it in her brilliant 2013 book, Viral Marketing: The Science of Sharing, which basically suggests that using poorly branded advertising is tantamount to throwing away your marketing budget
Yet for a lot of marketers the message is still not getting through. Afraid that by making the brand or product a prominent part of the ad it will somehow reduce the number of shares it attracts. These ‘soft sell’ ads may tell a story or make people laugh, but they won’t necessarily help your bottom line.