BRUSSELS: Projects ranging from cross-channel measurement to optimising cross-media execution have been recognised by the 2017 IAB Europe Research Awards, which has honoured winners in eight categories.
Publicis Media came away with trophies in two categories (Advertising Solutions and Research & Data Innovation) for a paper outlining the benefits of X-Cross, a cross-media execution system that combines TV and online to maximise reach and increase media efficiency for multiscreen campaigns.
Not only was this able to target TV viewers and push display messages to optimise the conversion, it also delivered a cost saving of €480k to Dutch savings bank RaboDirect compared to a normal TV and online campaign.
French audience measurement company Médiamétrie was a winner in the Consumer Devices category as it devised a four-screen measurement system – TV, computers, smartphones and tablets – capable of showing the average number of viewers per screen and per mode of consumption (live, time-shifted or catch-up) for each programme.
The actual Audience Measurement category was won by research and tech company Gemius for its AdReal product which recognises ads and produces data reports estimating 'Real Users' while allowing clients to compare their campaigns to those of competitors or to average industry results.
Warc subscribers can read the winning papers in full here.
A study into consumer attitudes and awareness across Europe of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA) won in the Best Use of Research Budget category.
Facebook featured in two categories. The social media giant itself was a winner in Digital Advertising Formats, for a study commissioned by Facebook IQ into the global rise of online video viewing, and the implications for marketers.
In the Consumer Attitudes & Behaviour category, OMD Spain won with a paper outlining how it measured emotional engagement with advertising and brand recall on Facebook and found that users did not differentiate advertising from content and that device was a more important discriminatory factor.
The final category, Brand Advertising Effectiveness was won by Kantar Millward Brown for its work with AOL and Cadbury Buttons.
Data sourced from IAB Europe; additional content by WARC staff