IAB Reveals ‘What Works and Why’ in Digital Marketing Around the World in 2016 Insights Report

Posted by Christian Manie On September 28, 2016 Media Releases

Case Studies from 24 Award-Winning Campaigns from Across the Globe Provide Insights into Digital’s Power to Break Boundaries

NEW YORK, NY (September 28, 2016) — The Interactive Advertising Bureau (IAB) today released the “What Works & Why: IAB Global Insights Report 2016,” showcasing case studies exploring two dozen award-winning campaigns from around the world, and featuring perspectives from 28 leaders across the international digital marketing and media landscape. The report focuses on boundary breaking campaigns in interactive advertising, curated from the international IAB MIXX Awards programs and other similar honors.

These award-winning campaigns spotlight three emergent topics within the industry:

  • Digital on the Streets: Local executions expanding far beyond their physical limitations
  • Super-Powered Advertising: Shattering expectations through innovative use of cutting-edge technologies
  • The Video Effect: Leveraging the power of video to connect with consumers

Among the many senior executives interviewed, four who participated in Q&As to investigate nascent trends and opportunities were:

  • Alexander Greif, General Marketing Manager, Advertising and Digital, CITROËN, based in Brazil
  • Ian Haworth, Executive Creative Director UK & EMEA, Wunderman, based in the United Kingdom
  • SY Lau, Senior Executive Vice President, Tencent and President, Tencent Online Media Group, based in China
  • Nicole Sheffield, CEO, NewsLifeMedia, based in Australia

A veritable “who’s who” of digital leaders in the global interactive advertising industry provide additional expert perspectives and insight:

  • Aysen Akalın, Media Planning and Buying Manager, Eczacıbaşı, and Vice President, IAB Turkey
  • Gonzalo López Baliñas, Executive Creative Director, Ginkgo MullenLowe
  • Didier Beauclair, Director, Media, Agency Relations, and Corporate Communications, Union des Annonceurs
  • Mathias Beke, Managing Director Belgium, Arena Media
  • Miquel Daura, CEO, AC McGarryBowen
  • Matt Eastwood, Worldwide Chief Creative Officer, J. Walter Thompson
  • Pablo Gil, CEO, Coupe Buenos Aires
  • Anne Goodman, SVP Sales Enablement, Ad Technology and Operations, BBC Advertising
  • Camilla Grund, Managing Director, Vizeum Norway
  • 引述人Ji Hairong, Senior Vice President, Focus Media
  • Claudiu Jojatu, Chief Innovation Officer, Grapefruit
  • Michael Katzlberger, CEO, TUNNEL23 Werbeagentur GmbH
  • Felix Kessel, CEO, Owen Kessel, Leo Burnett
  • Cecilia Kocken, Associate Brand Director, Northern Europe, Procter & Gamble
  • Kamila Kownacka, Chief Digital Officer, OMD Group Poland
  • Matthias Maurer, CEO, RED GmbH
  • Friederike Müller-Wernhart, CEO, Mindshare Austria
  • Pascal Andrés Reymond, Digital Procurement, Philip Morris International
  • José María Roca de Viñals, Chief Creative Officer, DDB Spain
  • Jimmy Smith, Chairman, CEO, CCO, Amusement Park Entertainment
  • Suat Sözen, Head of Corporate Communications, Türkiye İş Bankası
  • Norman Tan, Chief Creative Officer, China Chairman, J. Walter Thompson North Asia
  • Jonny Watson, Digital Creative Director, VCCP Blue
  • Mike Zeederberg, Managing Director, Zuni

Each of the report’s case studies includes clear-cut metrics, digital video, and commentary that reveal the strategy and success of these award-winning campaigns, designed for a variety of brands and audiences including:

  • “Airmail for Volkswagen” –WIEN NORD Werbeagentur GmbH and Opel – Gold, Best Digital Campaign and Gold, Branded Content, Best in Show Creative, IAB Austria webAD 2015
  • “Connected Candles” #mittljus (#mylight) – Starcom MediaVest Group Sweden and The Church of Sweden – Sweden IAB MIXX Awards Best Campaign – Branding 2016 and Cristal Festival, 2015 Media Best Use of Cultural Campaign Sapphire (Silver)
  • “Feel Wimbledon” – Mindshare UK and Jaguar UK – Best Integrated Campaign, Most Creative Use of Data, Most Creative Use of an Emerging Technology, IAB UK Creative Showcase Awards 2015
  • “Das Große Osterhasen-Rasen” (“The Great Easter Bunny Race”) – Ogilvy Germany and Media Markt Management GmbH – Gold Cross Media Campaign, Deutsche Digital Award, Gold Global Festival of Media, Grand Prix Eurobest 2016 (Germany)
  • “Hologramas por la Libertad” (“Holograms for Freedom”) – DDB España and No Somos Delito/We Are Not Crime – IAB Spain Inspirational Festival Grand Prix, Gold – viral video, Gold – exterior digital, Gold – cross-media campaign
  • “Life is a Beautiful Sport” – BETC, Havas Media and Lacoste – Grand Prix Effie France 2015
  • “魔力变幻跑” (“Magic Night Run”) – Cheil Beijing, China and C’estbon/Mulene – Grand Prix Interactive, Online Advertising Creative Award, Great Wall of China Advertising Awards 2015
  • “Mistakes” – Clemenger BBDO, Wellington and the NZ Transport Agency – Grand Prix Ad Stars 2015 (New Zealand)
  • “My Heartbeats” – MullenLowe Profero and Orange – Best Interactive Experience and Best in Show Campaign, IAB Romania MIXX Awards
  • “去我不一样的” (“My Own Special Journey”) – BBDO and Visa – Gold, Media Marketing Award – Wireless, Great Wall of China Advertising Awards 2015
  • “Nike Font” – Publicis Impetu and Nike – Gold in Mobile Platforms and Silver in OOH, IAB Uruguay MIXX Awards
  • “Паша Логинов. МегаФон” (“Pasha Loginov. MegaFon”) – Re:evolution and MegaFon – Brand Strategies & Objectives, Product Launch, IAB Russia MIXX Awards 2016
  • “Peugeot TweetCar” – Voden and Peugeot – Gold, Experimental and Innovative, IAB Turkey MIXX Awards 2016
  • “Sessiz Vitrin” (“Silent Window”) – Manajans/JWT and Unilever/Axe Black – Gold – Branded Content, Gold – Out of Home, IAB Turkey MIXX Awards 2016
  • “Shark Dive” – Leo Burnett Australia and Samsung Gear VR – First place in IAB Australia’s Creative Showcase Round 9.5
  • “SingStar Taxi” – TBWA and Sony PlayStation Benelux – IAB Belgium MIXX Awards 2015
  • “Smutny Autobus” (“Sad Bus”) – K2 Internet S.A. and Poland Ministry of the Interior – Best in Show, IAB Poland MIXX Awards 2015
  • “Social Channels” – King James Group and the City of Cape Town – Gold, IAB South Africa Bookmark Awards
  • “Solo Goodie Bag” – TRY, with APT / Stream / Pravda / OMD / Yellow Banana and Solo – Gold in Mobile, 2016 Gulltaggen Awards (Norway)
  • “Social Trailers” – Circus, Mexico and Netflix – Best in Show, Gold for Content, Gold for Creative Inspired by Data, IAB Mexico MIXX Awards 2016; Bronze, Cannes Lions 2015
  • “True Wetsuits – TBWAHAKUHODO and Quicksilver Japan – Gold and Silver, Cannes Lions 2015
  • “Urban Adventures” #cuttypaizei – 4 Wise Monkeys and Cutty Sark – IAB Greece MIXX Awards Best In Show, Gold in Experimental & Innovative Campaign, Gold in Cross-Media Integration, Gold in Digital Channels Integration, and Gold in Native Advertising & PR Campaigns
  • “Videoclips” – Notable / Oriental Films and Claro – Idea of the Year, Gold for Online Campaign, IAB Uruguay MIXX Awards
  • “Wie-Ich-Will” (“How I Want It”/JUHU!) – MediaCom and T-Mobile – Best in Show/Gold, Best Crossmedia Campaign; Best in Show Media IAB Austria webAD 2015

“Digital marketing, a borderless medium, is transcending boundaries and connecting with people through experiences in increasingly innovative ways,” said David Doty, Executive Vice President and CMO, IAB, who also heads the organization’s international efforts. “As in prior years, the industry luminaries who provide insights confirm that digital is a bastion for creativity that continues to surprise and delight audiences around the world.”

To review the entire report, please visit iab.com/globalinsightsreport2016.

About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. There are 42 IABs licensed to operate in nations around the world and one regional IAB, in Europe. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.

IAB Media Contact
Laura Goldberg

Christian Manie