Teads, Edelman, VICE Media Group and Imagination are among this year’s Digiday Awards finalists

Innovation and inclusivity emerged as significant themes in this year’s Digiday Awards shortlist. With a cookieless environment on the horizon, companies are experimenting with new ways to interact with their customers as well as serve communities often left behind.

Teads received a nomination for Most Innovative Technology Platform. The company enables brands to connect directly with exclusive audiences through its partnerships with more than 3,100 premium content providers in sports, news and entertainment — including The Washington Post, The Guardian, BBC, Condé Nast and ESPN — across every screen, reaching nearly 2 billion monthly unique audiences. According to research from Jounce Media, Teads Ad Manager is the most efficient and transparent DSP, and the buying platform’s Teads Cookieless Translator allows advertisers to seamlessly translate existing cookie-based audiences into the most relevant cookieless signals. Teads continues to enrich its contextual data solution and advance attention as the optimal metric to predict business outcomes.

In a new category in this year’s awards, Best Experiential Campaign, Paramount+ and ‘Halo The Series’ earned a nomination for their drone activation at SXSW. Ahead of the series premiere of the video game adaption, more than 400 drones flew in synchronized formation depicting iconic imagery from the Halo universe, stretching 600 feet across the night sky above Austin as part of a partnership with the SXSW festival. The drone light show culminated in a QR code, allowing viewers an illuminating way to watch the show’s trailer. Upon its release, ‘Halo The Series’ broke the previous record for new series premiere viewership on Paramount+.

Edelman earned nominations in several categories, including Best Use of Social for its Vaseline ‘See My Skin’ campaign. To build the database designed to search for skin conditions among people of color, thousands of images of Black and Brown skin were aggregated and independently evaluated by a board of certified dermatologists. Using VisualDX, a software that enhances diagnostic accuracy in skin of color, the effort allowed people of color to see themselves in search and connect with culturally competent providers with the HUED platform. The campaign addressed a systemic barrier that prevents proper diagnosis and treatment in people of color, with 59% of organic views coming from users searching for a specific skin image or skin-related concern. Nearly half (48%) of those who searched on the site were empowered to advocate for themselves and take action, representing an increase of 1,430% in people seeking dermatological care.

For Best Collaboration, VICE Media Group secured a nomination for its ‘Running While Black’ video series developed with Adidas, MediaCom and Religion of Sports. The three-part series highlighted how for the Black community, the act of running is marked by a history of profiling and violence that makes the otherwise healthy and empowering sport a source of fear. The partnership brought stories of Black runners to audiences with a video-neutral platform approach (including social, CTV and linear). It delivered more than 128 million impressions and more than 38 million video views.

Creative agency Imagination received a nomination in the Best …read more

Source:: Digiday