Five start-ups have been selected to help develop the next generation of digital innovations in the advertising industry, after winning a competition run by IC tomorrow.

A digital programme of the UK’s innovation agency, the Technology Strategy Board - in association with the Institute of Practitioners in Advertising (IPA).

Analytics SEO, Pebble Code, Twizoo, Tradebox Media and InDestinate will each receive up to £25,000 to cover their project costs and gain the opportunity to trial their solutions with some of the biggest names in advertising, while retaining their IP. The industry partners, who helped to set the four contest challenges, are the Internet Advertising Bureau UK (IAB), Vizeum, Nesta, and Mars Chocolate UK / MediaCom.

The IC tomorrow programme was created to discover, encourage and nurture digital innovation by linking start-ups and new businesses with leading industry partners.

The four challenges and the winning companies are:

  • Challenge One: Next-Generation Social Media Analytics Tools — Internet Advertising Bureau UK (IAB)

Winner: Analytics SEO

  • Challenge Two: Enhanced TV Advertising — Vizeum

Winner: Pebble Code

  • Challenge Three: Innovation in Hyperlocal Advertising — Nesta

Winners: Twizoo and Tradebox Media

  • Challenge Four: Smart mobile advertising by Mars Chocolate UK and MediaCom

Winner: InDestinate

Matt Sansam, programme manager at IC tomorrow, said: “We were delighted by the response we had to this competition. The calibre of ideas and innovation that came through was inspiring and it was a tremendous challenge to whittle the applicants down to the winning five. We’d like to thank all of the entrepreneurs who submitted their solutions, and congratulate each of our winners.”

Janet Hull OBE, Executive Director Creative Pioneers Challenge & IPA Director of Marketing, added:

“The quality of the pitches throughout was consistently high. The breadth of fascinating ideas and sound business planning highlighted again why the UK is at the forefront of worldwide innovation with the worthy winners leading the charge.”

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