B. Channel/Media Strategy

B1. Cross Media Integration

Campaigns where mobile marketing was integrated as a core strategy with a minimum of 3 other media and communication channels. For example, TV, Print, Radio, Outdoor, PR, Direct marketing, etc.

B2. In-App Advertising

This sub-category deals with the use of various forms of mobile advertising like banners, push ads, videos, full-page ads, etc., in-app.

B3. Mobile Applications

Any mobile app that was created as part of an integrated mobile marketing strategy to provide information, entertainment, productivity, or utility as part of the customer experience.

B4. Mobile Website

This sub-category deals with the use of various forms of mobile advertising like banners, push ads, videos, full-page ads, etc., in any mobile website (not an app) developed to provide an enhanced mobile experience to showcase a company, product, brand, or service.

B5. Use of Social Media

Social can include networks (think Facebook, Snapchat, Instagram, etc.), person-to-person (i.e. Skype, Facebook Messenger, WhatsApp, etc.). Of course, all work must be focused on mobile.

B6. Best Emerging Technology Campaign: Mobile TV/Video, Bluetooth/WiFi, Voice, RBT, etc.

This award recognizes campaigns that have resulted in great brand engagement through the effective use of technology via Mobile TV/Video, Bluetooth/WiFi, Voice, RBT, etc. In particular, judges will be looking for applications of technology that are genuinely innovative.

B7. Best Multi Mobile Channel Campaign

This sub-category deals with campaigns that span two or more mobile channels.

B8. Location-Based Services or Targeting

This sub-category deals with the use of GPS, geolocation, and/or proximity technologies. It could be a targeted campaign for a location-specific audience (based on proximity) or contextual targeting based on history and customer behavior. Campaigns can include one-off executions or longer-term campaigns but must include specifics on impact against your marketing goals.

B9. Most Effective Chatbot Solution

In this sub-category, we are looking for solutions that offer a high level of contextuality while self-serving and seamlessly looping in live agents to achieve faster resolution. We are also looking at the range of customizations that the chatbots can perform to increase customer satisfaction.

B10. Most Effective Augmented Reality/Virtual Reality Campaign

This category rewards the most effective use of Augmented Reality or Virtual Reality campaigns. Judges will be looking for evidence of effectiveness in terms of metrics such as the number of interactions, dwell time, and revenues generated by the campaign. They will also be looking beyond gimmickry at the most effective use of Augmented or Virtual Reality to achieve a business objective.

B11. Best Consumer Experience O2O

This award recognizes new online-to-offline products that deliver new and compelling consumer experiences using mobile as the core strategy. Nominees must have demonstrated a new or innovative approach to consumer shopping experiences.

B12. Most Effective Retail Commerce Campaign

Entries from omnichannel retail brands that stand out in a time of unprecedented innovation and excel in areas including marketing, user experience, and sustainability. The DTCAs will accept entries from direct-to-consumer brands working in industries such as Fashion, Fintech, Health & Wellness, Beauty, Apparel, Food & Drink, Travel & Tourism, Home & Garden, and other B2C verticals.

C. Enabling Technologies

C1. Innovation

Campaigns featuring new or groundbreaking techniques and/or technologies to market a service or product or using existing technology in a new or unconventional way to promote a product/service, engage customers, or increase sales.

C2. Use of Integrated Payment / Mobile Wallet Solutions

This sub-category includes marketing campaigns with a key strategy focused on driving transactions via Integrated Payment Solutions (IPS) / Mobile Wallets. Campaigns where online payment is promoted via IPS / Wallets. Judges will look at the cohesiveness of the use of wallet/payment solutions in the overall campaign construct, results achieved concerning cost incurred, and the effectiveness of the campaign.

C3. Use of Rich Media / Video / Interactive Content

Campaigns that enhance customer experience and engagement with the brand using rich media technologies, video advertising, interactive content, or a mix of them in a mobile environment. Judges will look for creativity in campaign creation centered around content, innovative use of content, results, and the impact of the ad in terms of design, copywriting, use of the medium, and memorability of the ad.

C4. Data/Insights

This sub-category deals with the use of customer data that played an integral role in the development and execution of a campaign to target, engage, or develop a meaningful relationship with a specific audience or community. Detail the role that data had within the campaign strategy in achieving the brand and business goals.

C5. Most Engaging Mobile Creative

This category awards a mobile creative based on its post-click performance. It measures the engagement levels of the user after the first point of interaction and how engaged a person remained as the ad progressed. It considers how long the user stayed on the ad and whether they shared the experience on social media.

C6. Best Use of UGC

User-generated content (UGC) consists of any form of content created by users & consumers about a brand or product. UGC enables authenticity and makes the user the brand ambassador. If you have creatively enabled UGC & crowdsourcing to build consumer collaborative ads, yielding great results and metrics, this category is for you!

C7. Best Data-Driven Display Creative

This sub-category deals with the intelligent use of data insights for scaled personalization of creative to drive campaign and business objectives. Data insights could be based on audiences, context, or offline input (e.g., pollution API).

C8. Most Effective Voice Assistant App

Voice assistant apps that can engage efficiently and deliver a high-quality customer experience are what we will be judging. We will also look at features like customization, linguistic diversity, and overall customer satisfaction.

C9. Most Effective App Install Campaign

In this category, the judges seek to recognize the campaign which performed best in driving app downloads. In addition to download numbers, the judges will look at the amount spent on the campaign to assess how well it performed in terms of return on investment.

C10. Most Effective Anti-Fraud Solution

Fraud is one of the biggest issues plaguing the digital advertising world, costing advertisers hundreds of millions of pounds every year. This category will reward the most effective solution in stamping out fraud and helping to clean up the digital ad industry.

C11. Most Effective Tech Platform

We are looking for tech platforms that have a clean, no-frills interface, are easy to navigate, and are friendly to users who might not be the most tech-savvy. The affordability of the platform and the scale of its functionality are also factors that will be considered during the judging process.

C12. Best Use of Mobile – Fashion

This category recognizes the best use of mobile and/or web apps for a fashion, apparel, and/or accessories brand to increase brand proposition, subscription, and customer engagement. Judges will look for engaging content and user-friendly interfaces that can achieve the above-mentioned results.

C13. Programmatic Learning

Any campaign that demonstrates how the use of a programmatic or RTB platform improved the targeting and increased efficiency or effectiveness in buying, selling, or creating a mobile advertising solution. This sub-category also calls for campaigns that used creative applications of mobile-based intelligent technology, such as chatbots, facial recognition, etc.

C14. AI & Machine Learning

Any campaign that demonstrates how the use of AI or machine learning platforms improved the targeting and increased efficiency or effectiveness in buying, selling, or creating a mobile advertising solution. This includes campaigns that used creative applications of mobile-based intelligent technology.

C15. Connected Devices / The Internet of Things

This sub-category deals with any technology, device, or wearable that sends and receives data via mobile-driven internet to engage customers or enhance the experience. This could include hardware, software, wearables, smartwatches, digital health products, smart TVs, appliances, etc. The products could be on the market, exist as prototypes, or be in an incubator stage.

D. Hall Of Fame Awards

D1. Mobile Marketer of the Year * (Entries not invited)

Mobile Marketer of the Year is selected by the esteemed Judges from the maximum metals won in above categories.

D2. Agency of the Year * (Entries not invited)

The mobile/ creative agency/ organisation that won the maximum metals in above categories.

E. Short Form Video

E1. Best Use of Regional Creators

Recognizing the innovative use of regional creators to engage local audiences and drive impactful campaigns via short form video.

E2. Topical Campaign of the Year

Celebrating the most timely and relevant short form video campaigns that successfully tapped into current trends or events.

E3. Best Use of In-app Features

Honoring campaigns that creatively leverage in-app tools and features to enhance user engagement and drive results.