Technology media company TechTarget, Inc. (NASDAQ: TTGT) today announced it has been awarded winner of Best of B-to-B Video Campaign in the annual Digiday Video Awards for its “Embracing Mobile Chaos” campaign designed for its client BlackBerry®-maker Research In Motion. The Digiday Video Awards, held December 13 th in New York City by Digiday Media, honor overall excellence and breakthrough achievement in video media, marketing and advertising. Other finalists in the category were Motorola and Casale Media.
"We are proud to be recognized by Digiday as a leader in producing impactful and innovative video for our clients and the technology buyers that they target," said Greg Strakosch, CEO of TechTarget. "The BlackBerry campaign is another example of how TechTarget continues to build and develop custom solutions that drive exceptional results for our advertisers," continued Strakosch.
The “Embracing Mobile Chaos” program was developed and executed by TechTarget Custom Media to elevate awareness of mobile device management and consumerization of IT (BYOD) challenges, while simultaneously highlighting how the BlackBerry portfolio solves those challenges. Produced in conjunction with in-house technology guru, Brian Madden, TechTarget Custom Media delivered an ongoing series of over 20 video vignettes featured within a custom branded microsite, Embracing Mobile Chaos, and via Custom Brand Engage TM rich media ad units across relevant sites in the TechTarget network. Leveraging unique and humorous video content that highlights user and IT pain points paired with in-depth content on BlackBerry mobile device management solutions, allowed TechTarget to drive a significant increase in both awareness and consideration for BlackBerry.
TechTarget also indicated that program performance was very strong. “This was a results-driven program designed to maximize engagement with the audience,” stated Andrew Briney, SVP of Custom Media and Brand, TechTarget, pointing to key elements. “Social shares, videos plays, dwell time and banner click-through rates all exceeded TechTarget and industry benchmarks by at least 2x,” continued Briney.