The 86th Academy Awards on Sunday will feature big-name advertisers seeking to associate with the glitz and glamour of the red carpet. Pepsi, GM, JC Penny and American Express are just a few of the brands that will pay up to $1.9 million per 30-second spot to reach the approximately 40 million viewers who tune in to the program on ABC.
We’re pleased to report that all of GumGum’s 2014 Oscar-targeted in-image advertising inventory has sold out! As movie fans read about the nominated films and peruse celebrity photos across sites like The Hollywood Reporter, Hollywood.com, OK Magazine and Wetpaint, the in-image campaigns of those enterprising brands will capture the attention of entertainment fans and create a unique brand association with Oscar like no other form of advertising can.
No longer does a brand’s sponsorship need to remain limited to a fixed broadcast window on the single night of an awards telecast. From the moment morning nominations are announced to when the after parties are over, millions of photos are generated as a result of Oscar, and create a valuable advertising opportunity through the use of in-image advertising.
Brands with limited budgets can use in-image advertising as a proxy for sponsorship of all kinds, most notably televised sporting events and award programs. Those that are television sponsors have used in-image ads to extend their broadcast buy, creating deeper engagement as fans pour over and share images in the days preceding and following a televised event.
Just as search volume for the nominated films and actors increase in the days leading up to an awards program, in-image advertising extends the “event horizon” beyond the broadcast itself to the days, and sometimes weeks, surrounding any major television event.
Deploying an in-image advertising campaign in the days surrounding an awards broadcast can be achieved for a fraction of the cost of television, with comparable scale and higher frequency than would be feasible during a single broadcast. And with the highest amount of image engagement occurring on the day after the show, in-image advertising gives brands a new opportunity to have the last impression long after the statues have been handed out in Hollywood.
An analysis of image traffic across the GumGum platform in the days before and after the Oscars in recent years shows both impressions and click-through rates rose steadily in the days prior to the broadcast and spiked on the day immediately following each event. The pattern was also consistent for the Golden Globes and the Grammys.