Adzact B2B Ad Awards July 2024
Hosts
Joaquin Dominguez and Flora McPhail were joined by marketing experts to discuss the topic.
Judging Panellists
Aisling Roberts, Senior Marketing Manager at NICE
Desiree Cornet, Managing Director & Founder at DC Edited
Daniel Houghton, Marketing Campaign Manager at HMS Networks
Elena Shevchenko, Senior Industry Marketing Manager at Uipath
Gabrielle Sarpong, Product Marketing Lead at the Association for Project Management
Tom Rivers, Head of Brand at Speechmatics
Nominees
GoDaddy
GoDaddy’s ad featured high production values and an aspirational tone, aimed at inspiring entrepreneurs. However, the specific services offered, particularly the role of AI, were not clearly conveyed. Elena Shevchenko noted that while the ad was visually appealing, it needed more concrete information to help viewers understand what GoDaddy offers. Desiree Cornet recommended including a clearer call to action or more specific product details to enhance comprehension and impact.
WIX
The WIX ad effectively communicated its platform’s security features, using a dynamic format that captured the urgency of online security. Dan Houghton praised the ad’s engaging start but suggested maintaining focus to avoid information overload. Aisling Roberts emphasized the strong messaging and clear targeting of an enterprise audience, noting that the ad successfully conveyed key aspects from the outset. However, she mentioned that the ad felt overloaded towards the end, which could lead to viewer fatigue. Simplifying the presentation and pacing could enhance the ad's effectiveness, ensuring the crucial information is conveyed without overwhelming the audience.
Mural
Mural’s ad was characterized by a calm and inviting tone, showcasing collaborative features through soothing visuals. Tom Rivers felt that the ad resembled a product demo more than a traditional advertisement, suggesting that adding narration or on-screen text could clarify the product’s benefits. Gabrielle Sarpong agreed, noting that these additions would help make the ad more informative and engaging for viewers unfamiliar with Mural.
AppsFlyer
AppsFlyer’s ad used a humorous and relatable approach, depicting common misconceptions about digital marketing. Tom Rivers appreciated the creative use of a meme format but recommended highlighting key product benefits earlier in the ad to retain viewer attention. Desiree Cornet noted that while the ad was engaging, it could benefit from a clearer explanation of what AppsFlyer does, ensuring viewers understand its value. Aisling Roberts liked the ad’s top-of-the-funnel execution, noting that it effectively hooked viewers, particularly marketers, by addressing a relatable truth. She indicated that this approach likely encouraged viewers to continue watching and potentially visit the website to learn more. This strategy of engaging viewers on a human level, rather than merely pushing the product, was seen as a strong point. Ensuring that the ad's appeal extends to the core product message could further enhance its effectiveness.
Cato Networks
Cato Networks creatively linked their cybersecurity services with Formula E racing, aiming to convey speed and efficiency. Tom Rivers suggested that the connection between the two could be made more explicit to enhance viewer understanding. Dan Houghton commented on the pacing, noting that while the ad moved at a good pace, the connection between cybersecurity and Formula E felt somewhat forced. Gabrielle Sarpong mentioned that while the Formula E partnership added a unique element, the ad could benefit from more relatable messaging that directly ties into the audience’s everyday experiences.
Namogo
Namogoo’s ad showcased its ability to personalize e-commerce experiences and prevent customer diversion. Gabrielle Sarpong found the ad informative, particularly appreciating its detailed feature presentation. However, Joaquin Dominguez suggested that simplifying the message and focusing on the most compelling benefits would make the ad more effective and distinctive, enhancing viewer retention and brand recall.
Papaya Global
Papaya Global’s ad was engaging and humorous, clearly explaining the benefits of its payroll and payments platform. Desiree Cornet praised the ad’s clarity and effective use of humor. Tom Rivers highlighted the ad’s subtle yet impactful details, such as the repetition of the brand name and the playful depiction of office life, which made it memorable. The use of subtitles was also noted by Joaquin Dominguez as a positive aspect, ensuring accessibility and clarity.
And the winner is…
Papaya Global
Papaya Global emerged as the overall winner, receiving high marks for engaging content, clear messaging, and strong emotional impact. The ad's effective communication of its product’s benefits, combined with its humorous and relatable approach, made it a standout in this month’s awards.
Runner-Up: AppsFlyer
AppsFlyer was recognized for its creativity and audience engagement, using humor and a relatable scenario to communicate its message effectively.
