Unicast, was presented with an Interactive Advertising Bureau (IAB) Rising Star Award for its Sidekick rich media ad format, developed in collaboration with Microsoft Advertising. The first annual awards were presented at the IAB Leadership meeting in La Quinta, Calif., on Feb. 28, 2011.
The IAB Rising Stars competition was created by the IAB to encourage the development of new ad formats to enhance the existing list of IAB standard ad units, which're considered by many in the industry to be the foundation of modern digital marketing communications. The selection process was led by a cross-disciplinary group that includes agency creative directors, media executives and ad operations specialists, who judged the ad formats for their potential to drive brand equity at scale.
The ad unit submissions were evaluated on criteria including branding, user experience, functionality and page integration. Each year the IAB reviews and revises its "IAB Ad Unit Guidelines" however, this represents the first time in the organization's history that it has asked the community to join forces to innovate new ad formats for brand marketers.
View examples of Sidekick on Unicast's Online Showcase.