What’s the secret to effective marketing in the age of digital? That’s the question the Interactive Advertising Bureau (IAB) set out to answer in its “What Works & Why: IAB Global Insights Report 2016.”
According to the report, the best and most successful campaigns and programs today are the ones that break boundaries in interactive advertising.
The study examines two dozen award-winning campaigns from around the world, and features perspectives from 28 leaders across the international digital marketing and media landscape. These winning campaigns spotlight three emergent topics within the industry:
1. Digital On The Streets: Local executions expanding far beyond their physical limitations.
2. Super-Powered Advertising: Shattering expectations through innovative use of cutting-edge technologies.
3. The Video Effect: Leveraging the power of video to connect with consumers.
“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 of the IAB, in a statement. “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.”
In addition to the case studies, the IAB also conducted and published Q&As with industry luminaries around what works and why. “Emotional connection is still at the heart of everything,” said Ian Haworth, executive creative director at Wunderman UK & EMEA.
Nicole, Sheffield, CEO of NewsLifeMedia, talked to the IAB about users’ advertising expectations: “Users expect that any content is going to make their lives better,” she said. “It’s going to add to the experience.”
With that in mind, Sheffield also said that experiential advertising is the biggest growth opportunity for brands today.