Category 1: Mobile Entertainment Awards
1c) Best Mobile Advertising Service
About this category:
Mobile phones are the new frontier for the advertising industry, and some of the world’s leading consumer brands are leading the way. Given that there are more than 3 billion connections to the mobile medium, it is not surprising that advertisers view mobiles as a unique opportunity to engage with prime audiences in innovative and valuable ways.
The mobile medium offers remarkable potential in terms of reach, immediacy and personalization. Mobile Advertising today spans a broad range of different formats (e.g. text, picture, video) and includes a number of different types of inventory (e.g. text messages, search, TV programming).
The aim of the Best Mobile Advertising award is to recognise leadership in developing this potential and showcase campaigns that are out in front in this new industry sector. This could include advertising supported mobile content models, video clips, or promotional campaigns using MMS, SMS or video.
The judges will shortlist five entries in this category, with one winner announced at the GSMA's Global Mobile Awards Gala Dinner at the Mobile World Congress in Barcelona on the evening of 17th February 2009.
Eligibility:
The category is open to mobile operators, advertising agencies, brand owners and advertisers and promotional agencies across the world. Joint entries from brand owners or advertising agencies with mobile operators are welcome. Trial campaigns to test the concept are welcome as entries, providing they involve more than 1000 user participants, and evidence of campaign effectiveness can be demonstrated.
Judging criteria:
The judges will be looking at how well entries meet the key criteria, as follows:
- How well has the entry met the stated objectives
- How the entry demonstrates artistic, dramatic and production qualities relative to the small screen format
- How the entry leverages the unique characteristics of the mobile medium, and/or integrates mobile with other media, to achieve its objectives
- Innovative conveyance of the key advertising message
- Key product, service or brand appeal
- Responsible approaches to protecting users from unwanted, obtrusive or offensive content
- Interactive response rates achieved as part of the trial or campaign
- Evidence of sales impact
Entry forms & Formats:
In order to ensure a consistent approach for our judges, entries must be submitted using the Mobile Advertising Award entry form. Entries not using the web based entry form will not be considered. For entry format and process for submission of commercials, see below. All entries must be submitted by 28th November 2008 (5pm GMT).
Entrants are expected to submit on line supporting materials illustrating their specific advertising campaign. These can be either a .jpeg (for pictures), .mpeg (for video) or .ppt for powerpoint.
An additional upload facility will be provided via a link in your confirmation email once your entry has been submitted. You will have the ability to upload 3 additional files to accompany your entry up to a maximum file size of 10MB each.
Other formats will be considered upon request to upload@globalmobileawards.com If using sound, entries should be submitted with English language voice-overs or if not possible, they MUST be supported an English translation of the script.
Specific Entry Form Questions:
On the entry form, in addition to submitting contact and company information, you will be asked to answer the following questions (maximum text/character length for your answers also shown in brackets below):
- What is the brand name of your trial/campaign? (100 characters = approx 20 words)
- Is this a joint entry? If so. Who are the partnering organisations? (100 characters = approx 20 words)
- Is the entry a trial/pilot or is it a commercially available service? When was it launched, and is it intended to be scaleable, if so to what extent? (1000 characters = Approx 170 words)
- What is the size of trial/campaign scale in terms of mobile user reach? (1000 characters = approx 170 words)
- What is the basic business model? What is new, innovative or unique about this service? (1000 characters = approx 170 words)
- Please describe how this campaign was delivered in an unobtrusive, and responsible manner (1000 characters = approx 170 words)
- Please provide evidence of sales impact during the period of the trial or campaign? What interactive response rates were achieved as part of the trial or campaign (1000 characters = approx 170 words)
- What are/were the objectives of the campaign? (1000 characters = approx 170 words) Please provide specific impact evidence to demonstrate the success of the campaign against these objectives, such as increased awareness or downloading behaviour. (1000 characters = approx 170 words)
- How does the entry leverage the unique characteristics of the mobile medium, and/or integrates mobile with other media, to achieve its objectives? (1000 characters = approx 170 words)
Please note: Use URLs when they are specific/ relevant to the category and will help judges further understand your entry, but due to the number of entries received, judges will not have time to surf company websites looking for further information on the entered product/service or initiative.