The 15 digital campaigns the biggest names in advertising wish they had created

With the click-through rate for a digital display ad averaging at just 0.06%, it's fair to say most digital marketing goes over-looked.

But every now and then, digital marketing can be so brilliant that users don't see it as advertising. Some campaigns have even transgressed the "advertising" and "marketing" banners to become cultural moments in their own right.

To celebrate the best of digital marketing, each year internet advertising trade body the IAB releases its "Mixx Awards Insights" report to showcase the winning work from its annual awards. The IAB also asked agency and marketing leaders to share what worked and why, commenting on campaigns from brands as diverse as Taco Bell to Nike to a train station and an animal rescue shelter.

Check out 15 of the best digital marketing campaigns from the report and the ad industry's view on what made them stand out.