Digital Media Categories
Best Brand Campaign
Awarded to the agency/marketer that demonstrates the most innovative and effective use of the interactive channel where the primary goal was branding. Examples could include: sponsorship, rich media/pre-roll, and content/game integration. 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.
Best Cross Media Campaign
Awards to the agency/marketer who 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.
Best Direct Response Campaign
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).
Best Use of Analytics and Targeting
Awarded to the agency/marketer that best leverages analytics to better and more effectively target a specific demographic, behavioral, or geographic segment. 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.
Best Use of Mobile
Awarded to the agency/marketer that demonstrates the most innovative and effective use of mobile advertising, including mobile display advertising, paid SMS and/or MMS. Entry should include details of the program goals, objectives, tactics and results. (Note: mobile applications or sites should be submitted into the Mobile category under the Creative Categories.)
Best Use of Search
Awarded to the agency/marketer demonstrating 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.