Channels

Work in this category should demonstrate how relevant digital channels were used as a marketing initiative, delivering business results and maximising return on marketing investment.

 

CHN01: Paid Search Marketing
The use of Paid Search Engine Marketing to achieve marketing goals. It is important to show key objectives and performance metrics against the objectives. Media investment and ROI should be clearly stated.

Think Tears Animal Rescue, American Swiss “Drop the Hint”

Jury Panel: Performance Marketing Panel

 

 

CHN02: Organic Search Marketing
SEO and other organic search marketing techniques to achieve marketing goals. It is important to show key objectives and performance metrics against the objectives.

Think the top-ranking organic result for the “insurance” search or “daily deals” search term.

Jury Panel: Performance Marketing Panel

 

 

CHN03: Display Advertising
Banners, page take-overs and any other premium bought-media advertising. It is important to show key objectives and performance metrics against the objectives. Media investment and ROI should be clearly stated.

Think any banner on any homepage, mobile or desktop.

Jury Panel: Performance Marketing Panel

 

 

CHN04: Native Advertising
Advertiser-sponsored, publisher-carried content designed to market a product or service through content development.

Think Netflix and National Geographic content and ads.

Jury Panel: Performance Marketing Panel

 

 

CHN05: Online Video Series
Non-branded online video content as part of a short-term campaign or series. Entrants need to show how this channel help achieve marketing objectives.

Think Mercedes Benz “stories of speed”, CANSA “don’t fear the finger”

Jury Panel: Builders Panel

 

 

CHN06: Content Marketing Strategy
Excellence in Digital Content Marketing strategic thinking and planning. The winner must demonstrate and prove through results the ingenuity of the strategy through its holistic approach (strategy, execution and outcomes) and how it led to attract & retain and grow a clearly defined audience/community that were then demonstrably engaged in the content marketing.

Think Knorr What’s For Dinner, Sanlam Reality Wealth Sense portal, Mediclinic #HereForYou, Unilever All Things Hair

Jury Panel: Marketers Panel

 

 

CHN07: Social Paid Advertising
Paid media campaigns run on social media platforms, leveraging these platforms to deliver exceptional results. Entrants must show the critical role that paid social media played in the campaign and results. Media investment and ROI should be clearly stated.

Think Maybelline, Knorr “What’s for dinner”

 Jury Panel: Performance Marketing Panel

 

 

CHN08: 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 to achieve digital marketing objectives.

Think Datsun Go (Twitter tug-of-war), Joburg Ballet, Castle Lager’s Heartbeat of the Nation

 Jury Panel: Performance Marketing Panel

 

 

CHN09: Email, Direct & Inbound Marketing
Use of email, SMS, direct digital marketing and other inbound techniques to achieve digital marketing objectives. Media investment and ROI should be clearly stated.

Think Showmax personalised emails

 Jury Panel: Performance Marketing Panel

 

 

CHN10: Use of Programmatic Media
Use of programmatic media buying techniques to deliver exceptional marketing 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 and other formats bought programmatically.

Think American Swiss "Drop the Hint"

 Jury Panel: Performance Marketing Panel

 

 

CHN11: Digital Installation and Activations

Use of digital technology to engage audiences in a typically out of home or events setting, can include digital-out-of-home media.

Think BA’s Look Up billboard or Roger Waters “The Wall” concert or Tractor’s Brutal Fruit  #YouBelongToCelebrate

 Jury Panel: Innovative Engineers Panel

 

 

CHN12: Online Video
Creative use of Online Video and digital footage, with technical skill involved, to achieve digital marketing goals. It is important to show key objectives and performance metrics against the objectives. Media investment and ROI should be clearly stated. Including 360 and interactive video.

Think CANSA’s don’t fear the finger, Corona Street Surfers

Jury Panel: Performance Marketing Panel

 

 

CHN13: 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. It is important to show key objectives and performance metrics against the objectives. Media investment and ROI should be clearly stated.

Think Discovery Vitality, Vodacom Shake

Jury Panel: Innovative Engineers Panel

 

 

CHN14: 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 or use of CRM, loyalty programs and gamification.

Think Hollard’s InstaStory Books

Jury Panel: Performance Marketing Panel

 

 

CHN15: Campaign / Microsites
Any microsite built to market 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

 Jury Panel: Marketers Panel

 

 

CHN16: Bots, Messaging and Dark Social
Use of chat, chat bots and messaging platforms (dark social) to achieve a marketing or communication result.

Jury Panel: Social, Community and Influencer Marketing Panel

 

 

CHN17: Podcasts and Audio Streaming
The use of a Podcast, Podcast series or audio streaming to achieve a marketing or campaign goal. Content may be published on any platform. This includes advertising campaigns on audio channels.

Jury Panel: Marketers Panel

 

 

CHN18: Interactive Mixed Media
This category was formally in Emerging Technology, and has been moved to channel.
Use of digital and non-digital channels in an integrated manner to achieve marketing objectives. Entrants should demonstrate how they bridged the digital divide in retail environments, digital out of home or offline conversion mapping. This could include syncing or real-time augmentation to create the effect of interactive print etc.

Entrants will be judged on how successfully they have integrated the chosen media throughout the campaign and must demonstrate how well the different mediums complement and build on each other to communicate the brand’s message.

Entries in this category must show that multiple types of media were used in the campaign (e.g. Screens, Social, Outdoor).

Think British Airways' #lookup billboard or Fortnite’s Travis Scott concert.

Jury Panel: Marketers Panel

CATEGORY CRITERIA: CHANNELS
Please also see the Categories & Criteria PDF for more detail on each sub-category
Creative Excellence: 30%
Innovation & Technical Accomplishment: 30%
Meeting or exceeding business goals and results: 40%


Previous entrants:
Please specify the updates and provide meaningful evidence of what has changed and improved across the above criteria.

Points awarded:
Yes. Please refer to the ranking methodology once the entries are open on 1 March 2021.