The partnership sees IAB UK sponsor the Media Excellence category for ‘Best Use of Digital Technology’; celebrating the best creative idea using tech, VR, AI, AR, web design, apps, widgets and games.
While digital advertising is often equated with functionality over creativity and rational over emotional, the potential for innovative campaigns and immersive storytelling in the digital space is huge. What’s more, as digital formats continue to grow, the importance of creative thinking is only increasing. This is highlighted by the fact that mobile advertising is now the dominant digital format - accounting for over half of digital ad spend - making the need for platform-specific creative essential.
In order to showcase the creative calibre of digital advertising among its members, IAB UK has recently started running Creative Mornings. If you’re a creative agency that would like to get involved or are interested in becoming a member, we’d love to hear from you.
“Creativity sits at the heart of great advertising. It’s the magic element that brings stories to life and, at its very best, stirs emotion,” explains Jane McNeill, Chief Operating Officer at IAB UK. “From VR to gaming, digital is pioneering new ways to reach consumers and new opportunities for advertisers to push creative boundaries. We’re delighted to be partnering with the Campaign Big Awards to shine a light on the trailblazing work from the past year.”
Find out more about the awards and enter here.