Advertisers Link With Oscar Site, ABC App

by , Jan 25, 2013, 5:41 PM
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The Oscars may be a month away, but advertisers are starting to digitally link with ABC’s coverage. A pair of advertisers -- University of Phoenix and Hyundai -- have top-line roles on Oscar.com and a related ABC app.
 
The University of Phoenix is the presenting sponsor of a “My Picks” section on both properties, while Hyundai has the position for the “Nominees” area. Both are also running video spots online and on the app, which are sold by ABC.
 
On the site, the University of Phoenix has an Oscar-themed display ad saying: “And the award goes to … you. For taking the next step in your career.”
 
A third marketer, Samsung, has a presence on Oscar.com plugging its Galaxy line with a banner ad that clicks through to a Facebook entry point.
 
Both Hyundai -- which is promoting a new crossover SUV -- and Samsung were advertisers in both the Super Bowl and ABC’s Oscar coverage in 2012. The awards ceremony this year takes place Feb. 24 and will be hosted by Seth MacFarlane.
 
Studios with award nominees are also benefiting from Oscar.com, as their trailers can be viewed.
 
Last year, reports had ad prices for the Oscar-cast at around $1.7 million a spot. Ad Age reports that this year ABC has been landing deals for up to $1.8 million.

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