Showtime! The Oscars, Digital Media & Advertising

On February 26^th, Hollywood will roll out the red carpet to celebrate the 89^th Annual Academy Awards.

And while cameras will be glued firmly to this year’s A-listers, the keen-eyed viewer will spot the well-suited production and distribution reps shuffling into the Lionsgate. But this year, two new members join the club. Netflix, producers of 13^th, Extremis and White Helmets, will be hoping to scoop gongs for Best Feature Documentary and Best Short Documentary thanks to its ownership of the rights to both features. Meanwhile, Amazon will be crossing its fingers for Manchester By The Sea and The Salesman.

Viva la revolutión

The presence of these digital giants demonstrates how film and TV is changing. Certainly, it’s not just at award ceremonies that digital media is breaking industry barriers.

In one sense, the change is cultural. Online crowdfunding has provided filmmakers with a viable alternative to highly-selective film studios, and it is not unrealistic to imagine that the ‘next Spielberg’ is currently sat somewhere, building up funds for their next project. ’Seriesmania’ is another good example. Where TV was once seen as film’s uglier, less talented sibling, the success of Netflix and Amazon Originals have made it a prime target for high-profile performers and directors alike. Ten years ago, the likes of Jude Law and Colin Farrell would have shuddered at the thought of being known as ‘TV actors’. Today, the stars of Young Pope and True Detective wear the badge with honour.       

The digital upheaval is also a numbers game. 2016 saw Netflix and Amazon more than double their spending on new shows, putting both in a position to rival major networks in the immediate future. Meanwhile, of the 3% decline in American TV viewing last year, Netflix is estimated to be responsible for half. As these trends continue, we can expect a complete transformation in the way things are done in TV, film and advertising.

The world in their hands

We cannot separate the digital revolution from the technological revolution. As showbiz has ushered in the digital age, so have its audiences. 

Increasingly, viewers are using smartphones and tablets, rather than television, to consume their shows and films. Simultaneously, on demand and recording services are giving viewers 24/7 access to entertainment, removing the time constraints associated with live TV.

These developments should concern advertisers. By recording shows in advance, viewers no longer have to wait through ad breaks - indeed, they can and do - skip them entirely. Meanwhile, with fewer people watching television -  the traditional channel for consumer engagement - advertisers will increasingly have to identify alternative platforms and develop new tactics if it hopes to reach customers.

Adapt and thrive

This might seem alarming, but panic is unnecessary. If viewers are sick of adverts, tell that to John Lewis. Year after year, its festive pieces - which are in fact closer to short films -  are welcomed nationwide as a sign that Christmas has arrived.

And herein lies the key to advertising’s future. For global audiences hooked on the gritty dramas and quirky comedies fuelling the digital ascendancy, a good story isn’t just for Christmas. To overcome the seismic shift in film and TV marketing, marketers must play digital at its own game. Using campaigns to tell stories rather than palm off products, advertisers can ensure lasting engagement with the Netflix generation.

adam&eveDDB's 2016 Christmas campaign for John Lewis; Buster the Boxer.

Parting thoughts

But here is a final reminder- digital hasn’t killed the television star. TV audiences remain huge and older viewers continue to rely on traditional mediums to provide their entertainment. Nevertheless, with digital platforms booming and screen agnosticism growing, advertisers must think of ways to deliver holistic strategies which shine across all manner of channels and platforms.

So when watching the Oscars, remember this: the lights and camera can wait for next Sunday; the time for action is now.