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From shopping habits to content consumption preferences, the pandemic caused rapid shifts in behavior. Brands, marketers and tech providers have had to stay on their toes to keep up. 

This year’s Digiday Video and TV Awards finalists leveraged first-party data, innovative partnerships and outside-the-box channel selection to reach their target audiences where they were.   

To get noticed in a crowded, multi-channel landscape, these finalists had to make bold moves that, in the past, may have seemed shocking or even controversial. But these were the plays required to make a lasting impression in 2021, and the contenders on this year’s shortlist certainly didn’t shy away from them.

Google, for example, decided to partner with ViacomCBS to integrate its 2020 ‘Year In Search’ campaign into The Daily Show with Trevor Noah. To make the campaign’s inclusion feel like an organic part of the show rather than a forced brand integration, Google and ViacomCBS took a chance by letting the show’s comedian host choose the topics and provide the commentary that resonated most with him. The resulting social engagement with the campaign showed the risk paid off and earned it a spot on the shortlist for Best Multi-Platform Video Campaign.    

Beauty and skincare brand EOS also made bets in this vein, resulting in a finalist position for Best Use of TikTok. After TikiTok influencer Carly Joy organically made a viral video asserting the brand’s shaving cream as the best for shaving intimate areas and declaring viewers to “bless your f*ing cooch” and use it, the company jumped on the viral moment. In just three days, EOS created the limited-edition Bless Your F*ing Cooch line of shave creams. Partnering with Carly Joy and other TikTok creators helped spread the word about the product while also breaking taboos and normalizing a touchy conversation that clearly resonated with young audiences. 

And finally, there are finalists like Atmosphere, an audio-optional streaming platform designed for businesses with high dwell times, like bars and restaurants, that helped partners reach audiences reemerging from their homes. After months of lockdowns and restrictions, Atmosphere helped companies like DraftKings reach target audiences as they returned to public venues. Leveraging the data Atmosphere has available about the viewers of its screens, DraftKings was able to target regionally, contextually and behaviorally without needing to spend big dollars on a linear TV campaign, landing it a spot on the shortlist for Best Connected TV Platform. 

Stay tuned to find out who the judges will select as this year’s winners. In the meantime, check out the complete list of finalists below. 

Best Ad

Known

MogoSME

Reddit

Velocity, ViacomCBS

ViacomCBS

ViacomCBS

Best Ad Tech Innovation

Genero

KCSA

Magnite

Sharethrough

Smart Adserver

TripleLift

Best Advertiser in TV or Video

360i

BIC

LiveXLive

MogoSME

Best Brand Film – Series

AMC Networks

Barkley

Convey Communications

LADbible Group

Roku

VICE Media Group

Best Brand Film – Single

AMC Networks

Dotdash

Haymarket Automotive Studio

LADbible Group

Passion Point Collective

SimplePractice

Best Brand Studio

Roku

Tastemade

Best Connected TV Platform

Atmosphere

Crenshaw Communications

Digital Remedy

Foxxum GmbH

Premion

Publica

Best Digital Video Monetization Program

Crenshaw Communications

Maestro Interactive

STN Video

VDO.AI

Best Digital Video Platform

Atmosphere

Ellen Digital Network

JW Player

Minute Media

Verizon Media

video intelligence AG

Best Distribution Strategy

Insider

pocket.watch

VGTV

Best Facebook Watch Show

Insider

SCMP

SCMP

Best FAST Channel – NEW

Tastemade

Best FAST Service – NEW

BECK Media & Marketing

KCSA

rlaxx TV

Best Live Moment

Essence China

G4

LiveXLive

Milk & Honey PR

NVE Experience Agency

ViacomCBS

Best Multi-Platform Video Campaign

5WPR

Freeform

ITV

LADbible Group

ViacomCBS

ViacomCBS

Best Original Programming – NEW

Essence China

LiveXLive

SCMP

SCMP

Tastemade

Verizon Media

Best Production Strategy

SCMP

SCMP

VGTV

Best Snapchat Discover Publisher

PinkNews

ViacomCBS

WAVE.tv

Best Snapchat Show

dentsu

Jungle Creations

PinkNews

Verizon Media

ViacomCBS

Best Social Video Campaign

D?MES

Medium Rare

Sunshine Sachs

Team Whistle

ViacomCBS

ViacomCBS

Best Streaming Service

Atmosphere

CBS Interactive

Crackle Plus

Discovery, Inc.

fuboTV

rlaxx TV

Best TV/Streaming Ad Sales Program or Product

Ampersand

Broadsheet Communications

Matter

MiQ

The Right Now | Public Relations

Vevo

Best Use of IGTV

Group Nine Media

ViacomCBS

Best Use of Instagram Reels – NEW

Freeform

Insider

Narcity Media

ViacomCBS

ViacomCBS

Best Use of Instagram Stories

ITV

ViacomCBS

ViacomCBS

Best Use of TikTok

Insider

JSA Strategies

N/A

The Right Now | Public Relations

ViacomCBS

ViacomCBS

Best Use of YouTube

Complex Networks

Essence China

ITV

Milk & Honey PR

SCMP

ViacomCBS

Digital Studio of the Year

Complex Networks

Jungle Creations

LADbible Group

pocket.watch

TV Executive of the Year

5WPR

Matter

Discovery, Inc.

Video Executive of the Year

Complex Networks

Crenshaw Communications

Matter

Roku

SCMP

SCMP

The post Google, ViacomCBS, EOS, Atmosphere and DraftKings among this year’s Digiday Video and TV Awards shortlist nominees appeared first on Digiday.