The IAB launched the award off the back of the accelerated growth it was seeing in display advertising, in a bid to generate more creative opportunities for digital advertisers.
According to the IAB's most recent adspend figures from last year, new ad formats were one of the key factors which led to a 13.5% growth in digital spend.
The Telegraph won the award with Cascade, a multiplatform format that expands section by section down the page, as the user engages with the content by clicking or swiping.
The ads contain additional panels to deliver content such as video, images and RSS feeds. It is also enabled for both Flash and HTML5, and is powered by Google's DoubleClick.
There were 18 entries in total for the award. Other companies to be shortlisted were AOL for Project Devil; Google DoubleClick for Page Move; Media Mind for Sidekick; Microsoft for Film Strip, and YouTube for Masthead.
The award is supported by the IPA and the judging panel was made up from its members in digital and creative agencies.
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