2026 Digiday Video and TV Awards finalists highlight a major industry shift toward interactive, audience-driven storytelling.

Key points

• Beyond passive viewing: Brands are moving away from traditional ads, instead creating immersive, "entertainment-first" content that encourages active audience participation.
• Sustained engagement: Successful campaigns now focus on long-term storytelling across multiple platforms rather than single, one-off marketing moments.
• Interactive innovation: Companies like Samsung are turning live broadcasts into two-way experiences, allowing viewers to influence content in real-time using their remote controls.
• Credibility through content: Organizations like Nasdaq are using original programming—such as interview series—to establish authority and reach specific professional audiences.
• Measurable results: Modern branded content is evolving into a core business driver, with campaigns like Adobe’s creator challenge proving that engaging storytelling can significantly outperform traditional social media benchmarks.

The advertising industry is moving toward a model where viewers are participants rather than just spectators. By prioritizing interactive and high-quality original content, brands are successfully building deeper, more loyal relationships with their audiences.