when it comes to TV ad space, annual award shows like the Oscars and the Grammys are also very attractive to advertisers. For the recent Grammy Awards, 30-second commercials went for $1 million apiece, while half-minute ads for this year’s Oscar telecast are selling for $1.9 million.But it’s not just the content of the ads that’s unique, it’s the very nature of the ad experience as a whole. Advertisers have become very clever and have gone native with their ads, seamlessly blending their commercials into the content of the program. Case in point is Target’s ingenious Imagine Dragons’ live performance on the night of this year’s Grammys. If you were watching the telecast and blinked, you probably couldn’t tell that the live performance by the band wasn’t part of the awards show but was really a commercial, it was so seamless.The term
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