Reaching Consumers during Awards Season

The Academy Awards has been referred to as the Super Bowl for women; however, Amobee’s analysis of digital engagement from past awards reveals that the Oscars conversation is more robust than that nickname would indicate. Audiences are consuming content around a variety of topics, ranging from diversity of the nominated actors and films, to fashion’s biggest hits and misses, and the accompanying celebrity gossip.

Brands that want to reach this highly engaged audience need to be a part of the Oscars conversation before the red carpet is rolled out, beginning with the nominations and ensuing reactions, continuing through the ceremony, and finishing with after parties, and post-show reviews.

By evaluating data from the web, social, mobile, and video Amobee Brand Intelligence analyzes audiences’ digital activity as it occurs, creating insights about relevant trends, fan reactions, and changes in sentiment. These key insights can be used for media targeting, creative development and campaign delivery strategy. Analyzing Brand Intelligence data from the 2016 ceremony, Amobee has the following suggestions for brands planning to activate campaigns around the 2017 Academy Awards:

  • Pre-Awards Strategy: Interest in the Awards increases leading up to the nominations announcement in mid-January – start your campaigns then!
  • Include the SAG Awards: The SAG Awards are surrounded by Oscars buzz, as they often predict who will take home a gold statue. Use Amobee Brand Intelligence to monitor interest in winners, and shift audience targeting accordingly.
  • Don’t Miss the After Party: Conversation around the Awards stays high as online readers analyze the winners, losers, and what they all wore. Keep campaigns running for a few days after the final envelope is opened!
  • Use Premium Formats to Capture the Glamour of the Ceremony: Interactive executions including product galleries, 3D imagery, and video are designed to appeal to users looking for custom, highly stylized content.

For more information about how to reach the 2017 Academy Awards audience, please contact: