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What is Interactive Advertising Bureau (IAB) Hungary

Chapter 12
Handbook of Research on Global Perspectives on International Advertising
The Hungarian department of IAB that is the European industry body for digital marketing and advertising,
Published in Chapter:
The Hungarian Advertising Market and an Award-Winning Effie Case Study as Good Practice
Árpád Ferenc Papp-Váry (Budapest Metropolitan University, Hungary) and Réka Kerti (Budapest Metropolitan University, Hungary)
Copyright: © 2022 |Pages: 20
DOI: 10.4018/978-1-7998-9672-2.ch012
Abstract
The advertising industry is an essential part of the Hungarian economy, which had an important role in rebuilding it after the COVID-19 pandemic. The industry is quick to adopt online and technological innovations. Digital media spend was the highest in 2020, and global partners such as Google and Facebook took the biggest slice. The case study introduces a recent EFFIE Hungary award-winning campaign with an unusual consumer review driving idea that relied on digital channels. The chapter fills gaps in the literature as well as provides essential information for global advertising teams.
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