As Oscar season approaches, advertising for the telecast won't be just on TV. Oscar ads have primarily been seen on the ABC network, but this year,the Academy of Motion Picture Arts & Sciences is looking to extend the effort beyond TV.

The upcoming campaign will involve various media opportunities, including mobile, interactive and internet advertising, cccording to Beth Harris, director of marketing at the Academy. She also suggested an expansion of marketing efforts to include more outdoor advertising, according to Adweek (via MediaBuyerPlanner). The Academy is also evaluating proposals for co-branded consumer promotions.

Omnicom Group's TBWA/Chiat/Day was hired last week to promote ABC's telecast of the Academy Awards. The agency has promised a "disruptive campaign" from director Spike Lee, who will take charge of the TV effort. In the past, Oscar marketing was handled mainly in-house.

Last year, the Academy spent more than $1 million advertising the show, per TNS Media Intelligence.