BSkyB, CNN International, Microsoft Advertising and Orange were among the winners of the  inaugural IAB Europe Research Awards 2011.

BskyB and IAG UK too the Ad Effectiveness award for their Video Advertising Format Study. CNN International took the Social Media award for POWNAR: The Power of News & Recommendation. The Branding award went to Microsoft Advertising for its ‘Dwell on Branding’ project. The Consumer Attitudes & Behaviour award went to Google for its Consumer Commerce Barometer. And All Belgian editors took the Cross Media award for the Newsbrand Readership through different on and offline channels.

The Mobile award went to Orange Advertising for Orange Mobile Exposure 2010. Orange Mobile Exposure 2010 is an annual independent study conducted by TNS. 2010 represented the third year of research and covered four key markets – the UK, France, Spain and Poland. The study benchmarks consumer mobile media trends and generates intelligent data for the benefit of advertisers across a range of different sectors, including automotive, fashion, beauty, electronics, computers, gaming, mobile and Internet, food and beverages, travel and leisure and insurance.

“Mobile advertising offers tremendous opportunities, not just for brands and their advertising agencies, but for consumers too, who will reap the benefits of targeted promotions that they choose to receive,” says Orange Advertising vice president, Luc Tran Thang. “Today, Orange is a leading destination for advertisers – with our market-leading research and the largest advertising network in Europe, we are playing a key role in driving the adoption of mobile advertising. We are delighted that the IAB recognises the value of Mobile Exposure 2010 and its role in driving the growth of mobile advertising.”

Mobile Exposure 2011 will be launched later this year.