
2012 will go down as the year global sporting events blew open the door for online video, making clear to advertisers in all categories that original Web video not only has an audience, but also potential beyond a pre-roll spot, according to Chris Pfaff, CEO of Chris Pfaff Tech Media and host of the Digiday Video Awards on November 13.
The much-maligned NBC effort to broadcast and stream the 2012 London Olympics racked up a record 159.3 million online video streams, blowing past online viewership of the Beijing Olympics in its first five days. Meanwhile, ESPN elected to livestream every match of the UEFA Euro 2012 tournament, a first for soccer fans worldwide.
Historically, online video channels have had trouble rising above niche status. But these events gave major advertisers the opportunity to create online video they knew undoubtedly reach a mass audience. Pfaff cited two winners in the online sports arena.
Nike created an interactive Web video, “My Time is Now,” that ran in-stream during the UEFA World Cup and linked to an original series. The video allowed viewers to find Easter eggs by dragging the mouse over various players, revealing quotes and Twitter handles. Fans that found the egg for Spanish soccer manager Pep Guardiola, were given an introduction to The Chance, an original series about young soccer players competing for a spot at Nike Academy.
Proctor and Gamble— “Proud Sponsor of Moms”—used its television spot “Best Job,” during broadcasts and online to springboard into the original series, “Raising an Olympian.” The series looked at the mothers behind the athletes competing for a variety of countries. Below, American runner Lolo Jones and her mother describe their hardscrabble beginning.
Think your online video can go toe-to-toe with the rest of the industry? Enter the Digiday Video Awards. Past winners include Mattel, Puma, Alloy Digital and Doremus.
More in Awards

ButcherBox, Macmillan Publishers and Hopper are among the 2025 Future Leader Awards winners
The Future Leader Awards, presented by Digiday, Glossy, Modern Retail and WorkLife, honor the next generation of leaders leaving their mark in their industry, with 10 years of experience or less. The winners demonstrated an ability to innovate and execute creative strategies that push their respective companies forward. They also have strong leadership qualities that […]

T Brand Studio, Dagne Dover and ShopMy are shortlisted for the 2025 Future Leader Awards
The Future Leader Awards, presented by Digiday, Glossy, Modern Retail and WorkLife, recognize the next generation of leaders making a big impact in their industry, with 10 years of experience or less. This year’s finalists stand out for their bold innovation, measurable impact and deep connection to the audiences they serve. Each has harnessed data […]

BBC Studios, NBCUniversal and Genius are 2025 Digiday Media Awards winners
This year’s Digiday Media Awards winners celebrate the power of partnerships and emerging technologies. Across the 2025 winners, themes include a continued embrace of short-form video, a rise in interactive storytelling through formats like VR and AR, and a focus on collaboration to drive engagement and innovation. BBC Studios’ StoryWorks and Brand USA took home […]