Around the Net
'Telegraph' Takes First In IAB's Future Format
- MediaWeek, Friday, March 2, 2012 3 AM
A multiplatform format called Cascade in which readers engage with content physically as the page’s sections expand is behind The Telegraph’s first-place showing in the IAB’s Future Format contest.
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.
