Inside the magic that made these 5 ads among the most effective digital campaigns

Spend on digital ads worldwide is forecast to rise 15.7% to $17.1 billion this year, according to media agency Carat's forecasts.

But how many did you remember? And how many of them encouraged you to buy a product, change your behavior, or have a different opinion about a brand?

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US trade body, the Interactive Advertising Bureau, asked a panel of marketing experts to take a closer look into the most successful online ad campaigns of 2014, dishing out "MIXX" awards to those which really captivated their audiences and drove business results for brands. Gold-winning brands included Coke, Chipotle, Nike, and some other lesser-known companies from across the globe.

While the ads succeeded for different reasons, a common theme tying them together was interactivity, and campaigns that sought to tackle huge issues, not just push product.