Adobe, Nasdaq, and Samsung Lead 2026 Digiday Video and TV Awards Finalists

The announcement of the 2026 Digiday Video and TV Awards finalists marks a definitive turning point in how global brands approach video content. While traditional metrics like reach and impressions have long dominated the conversation, this year’s shortlist—headlined by Adobe, Nasdaq, and Samsung—suggests that the industry has moved into an era where participation is the primary currency. This shift is not merely a change in terminology; it represents a fundamental restructuring of the relationship between brands, publishers, and their audiences.

In the current landscape, the distinction between a commercial and content has blurred to the point of invisibility. Brands are no longer content with 30-second interruptions; they are becoming creators of premium, original programming. Adobe’s presence on the list underscores the importance of the creator economy tools in professional marketing, while Samsung’s inclusion highlights the growing power of hardware-integrated content distribution. Samsung, in particular, has leveraged its massive smart TV footprint to turn its devices into a proprietary media ecosystem, moving beyond a hardware manufacturer to a dominant player in the FAST (Free Ad-Supported Streaming TV) space.

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While traditional metrics like reach and impressions have long dominated the conversation, this year’s shortlist—headlined by Adobe, Nasdaq, and Samsung—suggests that the industry has moved into an era where participation is the primary currency.

Nasdaq’s inclusion is perhaps the most telling of the 2026 trends. Traditionally viewed as a B2B financial entity, Nasdaq has successfully pivoted toward high-end video storytelling that humanizes the financial markets. By treating financial data and corporate milestones as entertainment-first narratives, they have demonstrated that even the most technical sectors can achieve sustained engagement through premium video. This entertainment-first approach is a common thread among all finalists, reflecting a market where consumers have infinite choices and zero patience for non-value-added advertising.

The strategic shift toward omnichannel amplification is another critical takeaway from this year's finalists. The most successful campaigns are no longer siloed to a single platform like YouTube or linear TV. Instead, they are designed as multi-layered experiences where a premium video piece serves as the anchor for a broader ecosystem of social snippets, interactive elements, and community-driven participation. This approach ensures that a single creative investment can drive engagement across the entire funnel, from top-of-mind awareness to bottom-of-the-funnel conversion.