Mplatform and Innovid have won top honors at The Drum Digital Trading Awards 2018.
Along with the Best Digital Trading Team/Desk award, Mplatform and Tyson Foods took home the coveted Grand Prix award for the Hatchery Trading Desk. Hatchery was established in 2016 with the mission to solve the challenge of “limited first party data and no DMP." A bespoke tech stack and programmatic team was created to deliver on Tyson’s goals and serve as the engine to fuel their data strategy.
Priscilla Valls, vice president of agency, advertiser, and industry partnerships at Pandora and member of the judging panel, said: “The Hatchery Trading Desk campaign is exemplary of a team that challenged the status quo while placing strategic thought into addressing their client’s business challenges, ensuring they drove learnings and results.
"From the rigor around the partner and data set selection process, to the online and offline measurement which would provide time-sensitive, actionable insights for optimizations during the campaign to testing new platforms, technologies, and formats which ultimately better informed their media strategy, they delivered materially successful business outcomes for their client which resulted in increased investment.”
Johnsonville, together with Innovid and Compass Point Media, set out to get people excited about the 'grilling' season. By utilizing Innovid’s technology, they were able to develop more than 1,000 unique video creatives that used weather forecast data for a data-driven cross-screen digital video campaign.
Jakovljevic said: "This entry incorporated so many elements of a great campaign: it ran cross-platform, utilized deeply personalized creative video, incorporated real-time data from a user's location to create a relevant and useful message, all while remaining light-hearted and humorous. Most importantly, it achieved both the client's performance and branding KPIs."
Snapping up the Most Effective Use of Data award is Cadreon for its work with Dodge.
Cadreon built a proprietary, 100% in-house, agnostic cross-screen solution for carmaker Dodge that allowed for unified messaging across multiple mediums.
Judge and general manager of North America at Iponweb, Joe Meehan said: "Today's generation of multi-device users have given rise to the cross-device customer journey. It is imperative for advertisers to effectively coordinate and measure the contribution of touchpoints holistically.
"With no clear market solution available, the team at Cadreon demonstrated their ability to innovate through establishing credible cross-channel attribution and real ROI measurement for their client. Over time this unique solution for Dodge will be essential to their marketing strategy in the ever-developing media landscape."
Taking home the Best Video Campaign award is PMG for Beats By Dre and its Above the Noise campaign. The goal for Beats by Dre was to elevate the brand to mainstream consciousness despite not being a fight sponsor for the Conor McGregor vs. Floyd Mayweather match.
Pete Miles, judge and senior vice president of ad operations and platforms at Adspace Networks, said: "Beats By Dre clearly showed how a diversified strategy can creatively leverage talent, social channels, and storytelling to create a clear, strong voice for its campaign.
"It went beyond just the paid placement to deliver outstanding performance in an extremely cluttered media environment."
Sponsor of the awards and category, Brightcove were blown away by the campaigns entered. Britta Schellenberg, vice president of brand marketing at Brightcove, said: "It is a very competitive category with all four finalists delivering exceptional campaigns, and breaking through the noise for their clients to reach their intended audience. We want to extend our congratulations to Dell, Innovid, PMG, and Teads for making it to the finalist round. We can’t wait to see how you top these campaigns next year."
These awards are in association with MiQ and sponsored by Brightcove, Verve, and Parsec.