This year’s winner rewards true innovation and endeavour, providing a fresh approach to digital marketing. The winner created a very original online method for the delivery of their clever idea – Eircom Spiders
Mindshare have won the category for “Innovative use of Technology in Digital Marketing” at last night’s Eircom Spider Awards for their Lyon’s “on-pause Ad”.
Unilever Ireland for Lyons Tea, RTÉ Digital and Mindshare Ireland partnered to create the first ever “On-Pause” advertising campaign. A media market first, this new ad format highlighed the innovative approach taken by Unilever Ireland, Mindshare Ireland and RTÉ in adopting new and creative ways of engaging audiences.
The “On-Pause” ad launched on www.rte.ie/player with Lyons Tea, highlighting the natural connection between pausing and having a tea break. The “format” broke new ground in VOD advertising, and paved the way for RTÉ to roll out more original and inventive ways to reach both new and existing audiences.
The new ad-format also demonstrated what can be delivered by working collaboratively with industry partners, and was the result of significant investment in new technology by RTÉ to enable the ad’s deployment. Forrester predicts that over 70% of digital revenues will be derived from Rich Media
and video by 2016.