The Drum Digital Advertising Awards Europe 2019 judging has been and gone and we can now reveal the shortlisted hopefuls.
Submissions that really made an impact were those who focused on the results, implemented the creative seamlessly with the data and used programmatic as a way to solve brand safety issues.
According to judge and digital consultant, Julia Smith, entrants were finally focusing on the results. Any of the awards entries that didn't include results were marked down. She said: “We're in a time in which it's all about performance and being able to clearly demonstrate that the innovation, the strategy and the creative worked and truly performed.”
For Smith, the Most Effective Use of Creativity category stood out because of the sheer amount of strong entries that came from it. “We were finally seeing data and creativity coming through in those awards,” she explained. “It was more innovative than anything I saw in the other categories and normally you don't put data and innovation hand in hand. But this year we saw strong entries that have done just that.”
The finalists for Most effective Use of Creativity are: Cheq and Captify, MediaCom Global, for Bose.
Another area of interest for judges was brands safety. Jessica Barrett, global head of programmatic at the Financial Times expressed that one of the biggest trends that she saw across the entries was how agencies are using programmatic as a way to solve brand safety issues for clients. “This has been a big thing in the industry, what with YouTube, Facebook and all these scandals. It’s great to see how agencies are responding to that by incorporating new technologies and round about ways to solve brand safety.”
Of all the entries she saw, those from the Most Effective Programmatic Media Partnership category presented a lot of collaboration between the different companies within this industry. Barret said: “We're seeing a lot of collaboration between agencies, publishers and ad tech vendors across most of those entries. As publisher that very interesting to see.”
Shortlisted for Most Effective Programmatic Media Partnership are: Adloox for Infectious Media, Broadsign for John Lewis and Partners, Google Uk for Immediate Media, OMD for Betaway, Omnicom Media Group Programmatic and Sizmek for Kaspersky Lab.
Many entrants showcased effective use of DCO, effective new creatives and even solutions on how to better work as an agency to drive more successes, says Danielle Darko, global programmatic associate director at MediaCom.
Some categories also looked at how to fuel existing data, including real-time data to have the best campaign for their clients. “At the same time they were that were focusing on what the key objectives are as well as looking at test and learn scenarios to learn something new another campaign in the future.”
The finalists for Most Effective Use of Data for Creativity are: Capitfy for Bose, Fetch Media Ltd for The Telegraph and Sizmek for Clear Score.
A full list of the finalists can be found here.
The Drum Digital Trading Award winners will be announced at a ceremony on May 1 at The Marriot Grosvenour Square Hotel in London. Tables can be purchased for the event now.
Sponsor of these awards are The Trade Desk.