Category 2: Mobile Marketing & Advertising
2b. Innovation in Mobile Advertising
Mobile advertising is widely recognised as a significant opportunity for brands, advertisers and publishers to engage consumers in a targeted, responsible and contextual manner improving responses to campaigns and extending audiences to new territories. The mobile advertising sector is growing and evolving so rapidly that recent forecasts by leading mobile analysts suggest that worldwide revenues in 2011 could reach over $3Bn - double that of 2010.
This category is designed to showcase latest innovation in the sector, whether it be underlying technologies or software that enables sophisticated new techniques, or the pioneering of new formats that are driving mobile ad spend and understanding of the medium. These could include, for example, use of mobile search, location, augmented reality, the exploitation of new rich media and interactive formats, crowd sourcing, in-app and mobile Web (in-browser) placements, or sophisticated use of measurement or analytics to reflect or understand evolving consumer usage, or tools and products to plan, manage and build effective tailored campaigns. It could be great examples of innovation that protect consumers’ privacy, and highlight how advertising need not be intrusive. All designed of course to empower greater creativity, delivery and measurement of compelling campaigns.
The judges will shortlist five entries in this category, with one winner announced at Mobile World Congress in Barcelona on Tuesday 28th February 2012.
Eligibility:
The category is open to advertising or marketing agencies, mobile operators and brand owners, content aggregators, and traditional media outlets that spearhead the innovative use of mobile advertising. Joint entries from brand owners/ advertising agencies/mobile operators are welcome.
This category is for products/ services/ solutions that that have been launched or are in market trials before the awards entry deadline of Wednesday 07th December 2011 at 5pm (GMT).
Judging criteria:
The judges are primarily looking for entries that:
- Are genuinely innovative, in catalysing new or unique techniques in mobile advertising
- Drive sophistication in targeting, measurement, user protection, or ‘stickiness’
- Empower creative campaigns and drive responses
- Enable reach to wider, targeted, audiences and generate greater ROI
- Are game changers in the evolution of mobile advertising
