The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Was Ellen's Oscar selfie REALLY worth a billion to Samsung?

Author

By Noel Young, Correspondent

April 14, 2014 | 3 min read

So what was the Ellen de Generes “selfie” during the Oscars worth to Samsung?

Ellen: Billion-dollar smile?

Publicis Groupe CEO Maurice Levy valued it at a staggering $1 selfie during an interview in Cannes.

.

Ad Age points out , “He also immodestly took credit for it, which is a stretch because while Publicis buying arm Starcom Mediavest did broker Samsung's sponsorship of the Oscars, the tweet itself was spontaneous, according to two sources with knowledge of Samsung's marketing.”

If not for the $20 million Oscars sponsorship, DeGeneres would probably have used her personal iPhone, so the magazine conceded ,"Levy can indeed take some credit for setting the stage."

But was it worth a billion?

The selfie so far has had nearly 3.5 million retweets, the most ever. It scored 32.8 million impressions in its first 24 hours.

Yet little credit went to Samsung.

Run a Google search for "Oscar," "Ellen" and "selfie," and nearly 45 million links appear.

Include "Samsung," and the results fall below one million, says AdAge. A similar patterns emerges in news coverage: less than 30% of articles on the event had Samsung in the headline.

"Is there value? Yes. Is it a straight impressions-equals-dollar value? No," said Matt Wurst, VP at 360i.

"Any attempt to put a media value on that is arbitrary," Ian Schafer, CEO of Deep Focus, a digital agency told the US mag. "Case closed."

The selfie is now a painting at Twitter headquarters – and shows just how far the Korean electronics company has come, and rival Apple has fallen, says AdAge.

“ Samsung is telling better stories and just plain out-innovating its arch-rival in Cupertino. Another datapoint: Samsung racked up 453.3 million video views for its ads over the past year, according to Visible Measures. That's four Super Bowls.”

Apple has this week added four new digital agencies to its roster.

Trending

Industry insights

View all
Add your own content +