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Segala Sponsors The Second Interactive Marketing and Advertising Awards, Technology Section

View video of Paul Walsh presenting the award to the Profero team. (Opens in Quicktime format. Get quicktime player)
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About the Awards

A £1bn advertising medium, bigger than outdoor or radio. It would have seemed incredible even five years ago to think that online could grow so far so fast.

The truth, however, is that the medium is still under-used. It may account for 5.6% of total UK ad spend, but behind that figure are a few companies spending a lot more and a lot of companies spending much less. And while Internet pioneers might look at the recent growth of online advertising and see it as validation of their beliefs, more pragmatic types will see the amount still to be done.

Questions of metrics still need to be resolved, for example. A trading currency needs to be established. More than anything else, though, those companies that aren't using interactive media need to see evidence of the success that can be achieved.

That's why NMA and Marketing Week launched the IMA Awards in 2004, to celebrate the best interactive advertising and marketing campaigns, showing just how effective a medium online can be and giving clear evidence of what it can deliver.

And that's why the IMAAs concentrate on effectiveness and ROI. While they take creativity, technological innovation, channel integration and use of media into account, it's all in the service of delivering results.

Last year's awards attracted over 250 entrants, which the judges whittled down to the 17 winners; 17 examples of the best in interactive marketing and advertising in the UK.

Best Use of Technology Winner — Ask Jeeves By Profero

The butler may have had his day but Ask Jeeves is going from strength to strength. Profero was engaged to create three campaigns for the brand to drive trial of the service following its relaunch earlier this year.

Media placement included tactical sponsorship with The Sun, Virgin.net and Channel4.com, and the results of the campaign showed a 56% reach of the active online population with an average frequency of seven views per exposed user. There was a 10% uplift in site queries following the new and improved campaign.

The judges were impressed by the creative execution of the campaigns, the integration with other media, and the attractive results that were achieved.

Shortlisted

Entry	Client	Agency
The Ashes 2005	Cisco Systems	OgilvyOne Worldwide
Search Supremo	MSN UK	MRM Partners

Visit the awards Web site to find more information about the other winners

Full list of events