Telegraph wins IAB's first Future Format award

Telegraph Media Group, working with Google's DoubleClick, has beaten AOL and Microsoft to win the Internet Advertising Bureau's inaugural Future Format award, for a new display ad product.

The IAB launched the award off the back of the accelerated growth it was seeing in display advertising, in a bid to generate more creative opportunities for digital advertisers.

According to the IAB's most recent adspend figures from last year, new ad formats were one of the key factors which led to a 13.5% growth in digital spend.

The Telegraph won the award with Cascade, a multiplatform format that expands section by section down the page, as the user engages with the content by clicking or swiping.

The ads contain additional panels to deliver content such as video, images and RSS feeds. It is also enabled for both Flash and HTML5, and is powered by Google's DoubleClick.

There were 18 entries in total for the award. Other companies to be shortlisted were AOL for Project Devil; Google DoubleClick for Page Move; Media Mind for Sidekick; Microsoft for Film Strip, and YouTube for Masthead.

The award is supported by the IPA and the judging panel was made up from its members in digital and creative agencies.

Follow Sarah Shearman on Twitter @Shearmans

 


Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

MOST READ

BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Just published