The award is described as IAB's response to the acceleration in brand-based online display advertising. The call for entries invited media owners and technology companies to showcase next-generation formats that could be adopted in 2012.
The judging panel comprised senior members of digital media and creative agencies, including Arabella Judd, integration director, ZenithOptimedia and Ben Lunt, head of multiplatform, Leo Burnett.
The Telegraph's Cascade was recognised out of 18 finalists because the judges felt it was a "genuinely new and innovative format bringing to life a very natural user experience that works across all devices and is enabled for both Flash and HTML5."
Cascade, powered by Doubleclick, expands section by section as consumers click, swipe or scroll. Based on the degree of interaction the panel "cascades" downwards to reveal additional panels, which can deliver content in formats ranging from video to RSS feeds.
Sophia Amin, IAB communications and marketing director, said: “We want to showcase the most cutting-edge formats and stimulate new ideas in this space. All entries pushed the boundaries, but judges were unanimous that Cascade is a truly refreshing format, which is packaged up in a very elegant user experience.”
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