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This year’s Digiday Content Marketing Awards finalists are creating interactive experiences and leaning on immersive storytelling to foster loyal audiences and build deeper connections. Dedicated channels and content ecosystems are enabling brands to better service niche audiences, while localization and multilingual content are helping brands connect with consumers worldwide. Finally, cross-platform strategies allow advertisers to maximize reach and reinforce brand messages.

For instance, in the Best Branded Content Site – B2C category, nominee Ford partnered with Google Maps and Outside to bring the 5,900-mile TransAmerica Trail to Street View for the first time, creating a branded content experience that combined adventure storytelling with practical utility. The campaign followed an expedition powered by Ford Bronco, Expedition and Ranger vehicles, documenting the journey through hero videos, local talent and Google Maps experts. An interactive destination allowed audiences to explore the trail through Street View while learning about the vehicles, technology and people behind the project. Distributed across Outside Online, Outside TV, social media and premium display placements, the campaign successfully connected with outdoor and adventure audiences. 

In the Most Impactful Campaign category, Amazon Prime Video is a finalist for its strategy to build anticipation for the final season of “The Summer I Turned Pretty.” Prime Video and Little Dot Studios transformed YouTube into a communal viewing destination, releasing full episodes from the first two seasons as scheduled “Watch Party” events, leveraging live chat, community posts and cross-platform promotion. The strategy generated record-breaking results for the channel, driving a 164% increase in organic watch time and attracting 73,000 new subscribers. The campaign also delivered 28 million views, the majority from non-subscribers, while generating more than 67,000 clicks back to Prime Video.

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This year’s Digiday Media Buying and Planning Awards winners reflect a media landscape increasingly shaped by artificial intelligence, data-driven decision making and integrated audience strategies. Across categories, organizations used AI to identify and engage high-value audiences, while adapting campaigns in real time to improve performance. Successful programs also embraced omnichannel planning, coordinating activity across platforms to maximize reach and effectiveness. Strategic partnerships with publishers, platforms and creators played a central role, helping brands extend their influence through trusted voices and targeted collaborations. Together, the winners demonstrated how technology, data and partnerships are reshaping modern media strategy.

Kepler spent 2025 expanding beyond its roots as a media agency, positioning itself as an intelligence-led growth consultancy built around artificial intelligence, earning the Most Innovative Media Agency award. Central to that effort was Kip, its proprietary platform that combines audience data, media buying, creative production and measurement in one system. The agency introduced Kip AIR to help brands understand their visibility in generative AI environments such as ChatGPT and Gemini, while deepening partnerships with Amazon and Google. The strategy helped Kepler win new business across multiple sectors while maintaining strong client retention and long-term relationships.

Samsung Ads and media agency Havas partnered with Domino’s to launch the first European campaign using GameBreaks, an interactive CTV format designed to make ad breaks part of the entertainment. Viewers used their TV remotes to answer pizza-themed trivia before seeing a message promoting Domino’s Ultimate Gunpowder Chicken pizza. Running on Samsung TV Plus, the campaign turned passive viewing into active participation and tested whether interactive television could deliver stronger engagement and brand impact than traditional CTV advertising. The initiative exceeded industry benchmarks, helped establish a new model for audience interaction on streaming television and secured Samsung Ads the award for Best Connected/Streaming TV Campaign.

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