Media Planning and Buying Categories
Brand Response Campaign
Campaign that demonstrates the most innovative and effective use of the interactive channel where the primary goal was brand awareness, message association, purchase intent or moving the needle on specific brand attributes. Entry should include details of the program goals, objectives, target, tactics, and results. Effectiveness will be measured by comparing results to initial goals or industry standards along with program impact on the brand.
Creative Use of Paid Social Media
Campaign that demonstrates the most creative and innovative use of paid social media. Paid social media includes; Self-serve ads on Facebook, Homepage ads on Facebook, Promoted accounts on Twitter and Promoted Tweets. Entries should include samples of the works and results (estimates) on the campaigns.
Cross Media Campaign
Campaign that seamlessly integrates a message across multiple channels, including offline/online channel mixes or a mix of purely interactive channels. This category will strongly consider how interactive plays an integral role in the program and measurement of its impact on the overall campaign. Entry should include samples of work across media and overall campaign effectiveness.
Direct Response
Awarded to the agency/marketer that demonstrates the most innovative and effective use of the interactive channel where the primary goal was defined by a “hard” metric, including the acquisition of new customer: lead generation: download, registration, or information capture, etc. Entry should include details of the program goals, objectives, tactics, and results. Effectiveness will be measured by comparing results to previous efforts, industry standards or initial goals along with customer acquisition costs (directional/percentage results accepted).
Integration of Mobile
Campaign that demonstrates the strongest integration of mobile advertising. This category will consider how mobile advertising played an integral role in the impact on the overall campaign. Entries should include samples of the works and results of the campaigns.
Search
Campaign that demonstrates the most effective and innovative search program. Entries can be submitted across various search efforts, including paid and organic search, and highlighting any innovations around strategy, targeting, buying, and/or tracking. Entries should include campaign volume (estimates) as well as key results.
Targeting
Media program that succeeds in effectively targeting a specific audience. Entry should include: specific strategic information, an outline of how specific business intelligence information was utilized to change or implement strategies and a compelling story about the use of the data and the results of this implementation.