Award Season Strategies, Tips, and Tricks

The Academy Awards (Oscars): Feb 22nd, ABC


It’s awards season and with that in mind, it’s not just the music and film stars that need to prep for their big nights, respectively. Advertisers, too, can shake it off, and get ready for these culturally important (and well– watched) events. Here are MediaMath’s tips for advertisers wanting to effectively reach existing and prospective consumers around the awards shows.

1. Marry video ads with TV ad buys
Just like Reese Witherspoon and her backpack "The Monster" in the Oscar nominated film Wild, everything is better in pairs. With industry average click through rates for online video ads between 1-5%, the highest CTR for all ad formats according to Business Insider, allocate dollars to video advertising to gain additional reach for your for award season TV ad spots.

2. Make direct buys
Couple your award season advertising strategy with digital buys in private marketplaces to guarantee coverage on sites and apps that exclusively cover the award shows’ online content.

3. Contextually Target
This isn’t an imitation game: To reach the online award show audience, contextually target sites featuring movie, art, entertainment and music related content with messaging that speaks specifically to the audience with a relevant promotion for your product or service.

4. Go Native
For advertisers with products, services or goods to promote that are music, movie, entertainment or art specific, make sure to add native advertising to your digital strategy mix for award season campaigns. Running your movie ad content alongside a publisher featuring movie content makes for a more relevant placement and user experience.

5. Bundle Deals and Target
For advertisers with a handful of special deals and offers relevant to the award season, create a landing page to generate excitement around your offers. Drive awareness of your offers page with programmatic display advertising.

Deal Discovery


Reach the most appropriate audience for your performance during awards season by purchasing private marketplace and automated guaranteed deals through MediaMath's Deal Discovery app within TerminalOne™.

Launch the app and browse relevant categories such as entertainment, music, and lifestyle, and execute guaranteed deals with OPEN partners including Index by Casale, eBay, MSN, CBSi, IAC, Improve Digital, LiveRail, OpenX, Millennial Media, and more. Check back frequently as suppliers often publish great last-minute deals that you won’t want to pass up.

Take Top Honors in Targeting

Leverage MediaMath's OPEN Partners' audience and contextual targeting segments this award
season and be a star with your audiences.


Contextual Targeting Segments

Arts & Entertainment > Awards Shows

Includes content about popular American awards shows, including the Academy Awards, Screen Actors Guild Awards, MTV Video Music Awards, BET Hip Hop Awards, Teen Choice Awards, and more.

Powered by OPEN Partner Peer39 by Sizmek.
Audience Targeting Keywords
  • Awards Shows Enthusiasts
  • CBS
  • The Oscars
  • Award Shows
  • TV
  • ABC
  • The Academy Awards
  • Award Winners
  • Awards Events
  • Academy Awards (Oscars)
Powered by OPEN Partners: BlueKai, AddThis, Datalogix, Lotame, Exelate, iCumulus.


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