We’ve won recognition for our search capabilities, we sense our social media capabilities are much talked about and now we’ve bagged an award for display advertising.

Perhaps that ‘integreatness’ mantra is being lived up to, after all.

Yesterday, our campaign for CNN was awarded the Gold at the first Digital Media Awards, for online banner advertising using rich media.

For all who asked, here’s the campaign:

At first glance, you’ll see this ad and say “What’s so rich media about it?” But look a little closer and you’ll see this is not a regular banner ad.

This campaign emphasised that the CNN web site always has the very latest world news and videos on it – and we did so by importing, in real-time, the news images, videos and headlines into our ads – which ran on non-CNN news sites.

How did we do it? We used a very clever piece of technology to pull top stories from CNN.com in real time. Our proprietary technology enabled us to meet the brief effectively and showcase the very latest from the CNN web site in these banner ad executions.

Rich Media doesn’t just have to be rich in audio and video – it can be rich in interactivity and surprise. The click through rates on this campaign – significantly higher than industry standards – proved us right – we engaged and delighted!

Follow this link for a demo. Click on the ad you will see, to go to the right story on the live CNN website.

Read the full story on the IDMA 2010 awards on exchange4media.com