Kepler, Samsung Ads and Kraft Heinz Are Among the 2026 Digiday Media Buying and Planning Awards Winners

Why It Matters

These wins validate AI‑powered platforms and interactive formats as competitive differentiators, prompting brands to invest in data‑rich, partnership‑driven media models that boost ROI and audience engagement.

Key Takeaways

• Kepler won Most Innovative Media Agency for AI-driven platform Kip
• Kip AIR measures brand visibility in generative AI environments like ChatGPT
• Samsung Ads and Havas launched GameBreaks CTV ad for Domino’s pizza
• Interactive CTV campaign exceeded benchmarks, proving higher engagement than traditional ads
• Awards signal AI, data, and partnerships reshaping media buying strategies

Pulse Analysis

The Digiday Media Buying and Planning Awards have become a barometer for the evolving media ecosystem, and this year’s roster underscores how artificial intelligence and granular data are no longer optional add‑ons but core pillars of strategy. Winners demonstrated the ability to fuse audience insights with real‑time optimization, delivering campaigns that fluidly move across social, search, and streaming channels. By rewarding agencies that excel at integrated audience planning, the awards signal to marketers that siloed media buys are giving way to holistic, technology‑first approaches.

Kepler’s triumph reflects a broader industry pivot toward AI‑driven consultancies. Its proprietary Kip platform consolidates audience data, media purchasing, creative production, and measurement, while the newly launched Kip AIR module extends visibility into generative AI environments such as ChatGPT and Gemini. This capability allows brands to gauge how their messages surface in AI‑generated content, a frontier that traditional media metrics overlook. Coupled with deepened alliances with Amazon and Google, Kepler’s model illustrates how AI can unlock new revenue streams and reinforce client retention in a competitive landscape.

Samsung Ads and Havas’s GameBreaks initiative with Domino’s showcases the next evolution of connected TV advertising. By turning ad breaks into interactive trivia sessions, the campaign captured viewer attention in a way static CTV spots cannot, delivering engagement rates that surpassed industry benchmarks. The success validates interactive formats as a scalable solution for brands seeking measurable impact on streaming platforms. As advertisers chase higher ROI, the blend of AI insights, partnership ecosystems, and immersive experiences highlighted by the awards will likely define media planning roadmaps for the coming years.