IAB revamps awards to focus on marketing outcomes

Tim Burrowes

March 23, 2009 2:19

The Interactive Advertising Bureau has unveiled a radical revamp of its awards aimed at making the results more relevant for marketers from every discipline.

The IAB Awards will move away from its previous format which broadly split the competition into media and creative and then divided those into industry sectors.

Instead, the IAB’s competition will focus on demonstrating to marketers the different outcomes that online can achieve. And there will be several new categories including for social media, widgets and integration with non-digital media.

There will be four “primary” categories:

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.