IAB MIXX Awards winners have been demonstrating what works and why for more than a decade now. It goes without saying that much has changed in that time. Perhaps the most notable advancement is that digital media are no longer just complements to dominant TV ad buys, as it was when the awards started in 2004. Rather, digital is now the centerpiece of marketing, the constant, and only ever-present connective tissue between consumers and brands.
The work recognized at the MIXX Awards embodies this structural shift. The talented individuals behind these executions found marketing solutions that communicate continually and organically, not by sporadic bursts or through other limitations dictated by traditional media technologies. The best digital work holistically reflects the brand, in form as much as in messaging.
We are fortunate to have our elite panel of judges decode for us the insights resulting from this intensely creative and undeniably effective work. These luminaries and thought leaders do this not only by identifying the “winners,” but also by explaining what works and why—here in the second annual IAB MIXX Insights Report.
This report highlights just a handful of the inspirational breakthroughs identified and examined at the MIXX Awards: how long-form video is taking root where broadcast cannot go; the newest achievements in the long-prophesied era of mobile marketing; and how success increasingly depends on choosing the right elements from the breadth of options available.
I hope this report will inspire you, as it has me. I, too, am eager to see the work that we’ll be debating and applauding in 2015. Our industry has come so far, and its future—our future—is certain to be brilliant.
President & CEO
Interactive Advertising Bureau