Entertainment fans are a particularly passionate bunch, and nothing gets them revved up like major award shows. While the Oscars, Golden Globes and Grammys are still a few months away, savvy brands and marketers are finalizing plans and placing media buys now so they can leverage these shows and reach the millions of fans who love them.
If you're looking to do the same, your plans should definitely include online advertising. Television may broadcast the shows, but more fans go online for award-show news before, during and after the event (62%) than runner-up TV (46%).1 And Yahoo! dominates online coverage of all the major award shows.
"For brands, it doesn't get much sexier or more exciting than being involved with the big events of the entertainment world," says Scott Robson, editor-in-chief, Yahoo! Entertainment. "If they want to partner with powerful entertainment content that offers the ultimate scale and bang for your buck, Yahoo! is the place to be. We're going all out for 2013."
Numbers don't lie; Yahoo! owns online award-show audiences
"You like us, you really like us!" Okay, we're misquoting Sally Field from her epic, overboard acceptance speech at the 1985 Oscars, but the sentiment applies to Yahoo!'s top-ranked award-show coverage. Check out our numbers for last year:
- 2012 Golden Globes: 9.7 million UUs, 84% of the online audience
- 2012 Oscars: 13.6 million UUs; 68% of the online audience
- 2012 Grammys: 13.8 UUs, 86% of the online audience2
- 2011 Emmys: 8 million unique users, 80% of the online audience
Why should these showy stats matter to marketers? Because research shows that online consumers are especially receptive to advertising when it accompanies content they're passionate about. Putting your messages on Yahoo!'s quality, comprehensive award-show content provides a great opportunity to connect loudly and clearly with deeply engaged consumers.
Building fan engagement and advertiser opportunity
Yahoo! builds fan interest and engagement by beginning coverage when nominations are announced weeks before the actual shows, providing news, blogs, photo galleries and videos produced by Yahoo!'s editorial staff and leading content partners such as ABC News, Rolling Stone, ET Online and more.
For the 2013 Globes, Grammys and Oscars, Yahoo! is focused on expanding its video and social offerings, which will provide new opportunities for brands and advertisers to get into the award show action. Some highlights include:
- New original video series with unique inside views of the events, such as watching stars prepare for a trip down the red carpet, or hearing experts and celebs judge the best and worst looks. Sponsorship opportunities include product placements, logo insertions and branded segments.
- Social Brackets, where fans can get together to predict award winners or vote for best-dressed celebs; brackets at the 2012 Grammys and Oscars proved highly engaging among Facebook users.
- Social Brand Bars, featured at the top of Yahoo! pages, allow brands to interact with fans by sharing entertainment content that they choose or create.
So when the stars strut their stuff and the statuettes are handed out, make sure your campaigns have their time to shine in the spotlight. Contact a Yahoo! representative to learn more.
1—Yahoo!, "Oscars 2012, How Yahoo! Users Engage with the Oscars"
2 —comScore Mediabuilder Jan-Feb 2012