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.
-
LiveIntent, UTA, Starface, TRUFF and Sharethrough are nominated for the 2023 Future Leader Awards
The Future Leader Awards, presented by Digiday, Glossy, Modern Retail and WorkLife, recognize the next generation of leaders making significant impacts in their respective industries. This year’s nominees demonstrated the importance of creating engaging content and experiences to meet the needs of both consumers and employees. For example, Victoria Bishara de Leon, director of content […]
-
PlayStation and MOCEAN, PinkNews, TheSoul Publishing and INNOCEAN USA are 2023 Digiday Video and TV Award winners
This year’s Digiday Video and TV Awards winners focus on diversity and inclusion, with a greater emphasis on representing marginalized groups and more accurate and respectful depictions of diverse communities in television and film. This group of winners has also increased the production of original content — especially long- and short-form video — to reach […]
-
Barkley, MiQ & iProspect, PinkNews, Chewy and NBC News Custom Productions are among this year’s Digiday Video and TV Awards shortlist nominees
The interest in short-form video content across social media platforms has grown exponentially, with most companies now maximizing engagement through multi-channel means. This year’s Digiday Video and TV Awards finalists focused on diversity and representation, with efforts to accurately and respectfully depict diverse communities in media. They also showed heavy investment in ad tech innovations, […]
-
SponsoredHow advertisers are leveraging omnichannel attribution and measurement to power CTV
Sponsored by MNTN Connected TV advertising has joined and expanded the larger ecosystem of campaigns that advertisers deploy. As such, omnichannel marketing strategies now encompass television and mobile devices, tablets and other screens such as out-of-home. And as customers engage across these different touchpoints, brands are seeking and moving their measurement and analytics efforts to […]
-
Aveda, Consumer Reports and Harry’s are winners of the 2022 Greater Good Awards
The honorees of this year’s Greater Good Awards, presented by Digiday, Glossy, Modern Retail and WorkLife, recognized the importance of uplifting their local and global communities, wielding resources and platforms to address issues from sustainability to well-being and equality. Many of this year’s entrants and subsequent winners collaborated with other businesses, innovators, thought leaders and […]
-
McDonald’s, Spotify, Redefine Meat and Nissan are Digiday Marketing and Advertising Awards Europe winners
The list of winners of the 2022 Digiday Marketing and Advertising Awards Europe highlights how companies are leaning on social media and data-based content strategies to drive brand engagement. Sustainability and other meaningful practices remain top priorities for consumers and companies, with many of this year’s entrants and subsequent winners striving to show their commitment […]
