1. Paid Search Marketing
The use of Search Engine Marketing to achieve campaign goals. It's important to show key objectives and performance metrics against the objectives. ROI should be clearly stated.
Think your favourite low CPA campaign on Google.
2. Organic Search Marketing
SEO and other organic search marketing techniques to achieve campaign goals.
i.e. The insurance brand that appears first when you search "insurance".
3. Display Advertising
Banners, page take-overs and any other premium bought-media advertising.
Think any banner on any homepage, mobile or desktop, near you.
4. Native Advertising
Advertiser-sponsored, publisher-carried content designed to market a product or service through content development.
5. Online Video Series
Non-branded online video content.
Think Jo'burg Ballet
6. Social Paid Advertising
Campaign run through bought media on social media platforms, leveraging these platforms to deliver exceptional results.
Think Netflorist #LoveEveryone
7. Innovative Use of Media
Demonstrable innovation in digital media placement or buying.
Winners must show real creativity in how unusual channels were used or conventional channels were used in new ways.
Think Bud Light on Tinder.
8. Email, Direct & Inbound Marketing
Use of email, SMS, direct digital marketing and other inbound techniques to achieve campaign success.
Winners will show exceptional return on investment.
9. Use of Programmatic Media
Use of programmatic media buying techniques to deliver exceptional results for brands. Entries should show new, clever and effective ways of programmatic buying that makes use of data sources and re-targeting. Programmatic buying extends beyond banner display, and can include social channels.
Think American Swiss "Drop the Hint"
10. Campaign / Microsites
Any microsite built to promote a particular product or service in the commercial space. Should relate to a specific campaign objective.
Typically has a limited lifespan and should not be the primary website for a brand which would then be entered into the Brand, Commercial & Retail Websites category.
Think Sanlam 100 Year Microsite, Absa L'Atelier
11. Digital Installations and Activations
Use of digital technology to engage audiences typically in an out-of-home or events setting.
Think BA's #lookup billboard or Roger Waters' The Wall Concert
12. Online Video
Use of online video to further marketing goals.
13. Use of CRM, Loyalty Programs, & Gamification
Excellence in the use of customer data and targeting to achieve digital marketing results, including online loyalty programs and gamification.
14. Bots, Messaging and Dark Social
Use of chat, chat bots and messaging platforms (dark social) to achieve a marketing or communication result.
Think Facebook Messenger.
15. Channel Innovation
The winner of this category must demonstrate a truly original, new to the world, use or manipulation of the channel or media, and serve as a strategic tool to meet the campaign objective or the business objective of their client.
May include media innovation in paid or organic search marketing, display advertising, native advertising, video content, media buying, email, direct and inbound marketing, programmatic media, digital installations & activations, or use of CRM, loyalty programs and gamification.
JUDGING CRITERIA: CHANNEL
Please also see the Categories & Criteria PDF for more detail on each sub-category
Creative Excellence: 30%
Innovation & Technical Accomplishment: 30%
Results Achieved: 40%