Celebrities are more and more appearing in online video. Advertisers who are seeing the success of video campaigns on YouTube and around the Web are turning to known quantities to connect with customers and inspire action. These celebrities are slowly displacing Web-celebs like iJustine and other paid Web-based pitchmen now that the medium is proven and effective.
While I believe that Web-celebs will continue to get commissioned endorsement work-after all, they create a much different type of brand interaction-celebrities will more and more become a fixture in online video.
via Advertising – Known Faces Displace Amateurs in Online Videos – NYTimes.com:
Online video, in its initial phases, was populated mostly by unknowns because many stars were reluctant to lend their prestige to an untried medium. Now, though, the ability of celebrities to cut through the clutter means that familiar actors, athletes, comedians, models and singers are being cast for webisodes.
