Start-ups and small businesses are being presented with an opportunity to collaborate with advertising’s finest by participating in a digital innovation competition run by IC tomorrow, part of the UK’s innovation agency, the Technology Strategy Board.
The competition, which is titled ‘Digital Innovation Contest – Advertising’, is being steered in association with the Institute of Practitioners in Advertising (IPA), with the ultimate award being an equal share of the £100,000 between four winners.
The competition involves the development of a service or application in each of the following categories:
- next-generation social media analytics tools
- enhanced TV advertising
- innovation in hyperlocal advertising
- smart mobile advertising.
The contest is now open for applications until the set deadline of 12pm on 6 January 2014, with a briefing event scheduled in London on 4 December 2013, where applicants will receive advice on the application and assessment process, challenges comprising the competition and an opportunity to raise their own questions. The final contest itself has been arranged on 12 February 2014.
Matt Sansam, Programme Manager at IC tomorrow stated: “The advertising sector has always been shaped by innovation. We’re looking for talented entrepreneurs and start-ups to uncover the next generation of solutions that will keep the sector at the top of its game.”
Winners of the competition will have the pleasure of working with big names in the advertising industry as well as leaders in the field of innovation, including MediaCom and Mars Chocolate UK; innovation charity, Nesta; media agency, Vizeum; and renowned digital advertising trade body, the Internet Advertising Bureau UK (IAB).
In totality, the reward for successful candidates sums up to £25,000 of funding, retention of all IP, and a working partnership with one of the aforementioned show runners in order to trial their innovative solutions.
A breakdown of challenges shows that the IAB will be working in coalition with its winning partner on ‘Next-Generation Social Media Analytics Tools’, Vizeum on ‘Enhanced TV Advertising’, Nesta on ‘Innovation in Hyper-local Advertising’ and Mars Chocolate UK and MediaCom on ‘Smart Mobile Advertising’.
Janet Hull, Director of Marketing and Reputation Management at the IPA, said: “This contest provides a fantastic opportunity for individuals looking to see their ideas come to life. It’s a win-win for all parties and by working together we will accelerate the opportunity for new technology to make its mark.”
Registration and further information is available at https://bit.ly/digiadvertising
