Industry fears that Google and Facebook are making a bigger claim for creative and content budgets have been stoked by this year’s Drum Content Awards nominations, which has seen internet behemoth Google nominated 12 times across nine categories in the content marketing space.
The Drum Content Awards, now in its second year, was born out of a recognition of the ever-increasing prominence of content marketing as a panacea to challenges facing the industry including adblocking, dwindling attention spans and fierce competition.
This is reflected in the popularity of the awards, which has attracted a raft of high quality talent to the judging panel including; Paul Mikhailoff, Forbes director of EMEA; Tiffanie Darke, News UK’s commercial content director; and Victoria White, commercial content director at Hearst Magazines UK, to name a few.
The prestigious judging panel, comprised of 20 industry experts, met last week to whittle down nearly 400 hundreds entries to a few lucky nominees. Attendees of the judging day agreed that the talent submitted was extremely impressive, making the job of the judges even tougher. Today (20 September) we can reveal which companies made it onto the shortlist.
Leading the nominations for 2016 is Mediacom group which has been shortlisted in 14 categories and Google which has been nominated across nine categories, with Adam&EveDDB following closely behind with nominations in seven categories.
Guardian News & Media was nominated for one award in the Best Branded Content Campaign category for Guardian Labs branded editorial ‘How to Solve a Murder’ in association with Bosch and Amazon Studios. Content agency Somethin’ Else received three nominations for its work for the Brits Awards and Topman TV.
Meanwhile in the Most Innovative Use of New Social Platforms category, Blue449 and IBM received nominations for Snapchat integration, while Copa90/ Bigballs media is nominated for its Euro 2016 Facebook chatbot.
A full list of this year’s nominations can be found on the Content Awards website.
The judging panel was headed up by chair Clare O’Brien, senior industry programmes manager of the Internet Advertising Bureau (IAB).
O’Brien commented: “It was fascinating to see the diversity and sheer quantity of entries this year, so many. But we saw a mix of really exciting creativity and innovation and – inevitably really – an increase in derivative concepts. Rightly, there was also a diversity of perspective among the judges, and so some of the nominees should be proud to have been fought over by such a class bunch of industry influencers.
“Many of us were looking for evidence of equal creativity being applied to media distribution which was refreshing. I was particularly looking for strong evidence that campaigns were being measured to test their brand effectiveness – feels basic, but it surprises me that this is so often eclipsed by reach data.”
The results will be revealed at the Marriott Grosvenor Square Hotel in early November.
The Drum Content Awards are sponsored by Yahoo. To find out more information visit the website.