B1. Cross Media Integration

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

B2. In-App Advertising

Use of various forms of mobile advertising like banner, 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 either provide information, entertainment, productivity or utility as part of the customer experience

B4. Mobile Website

Use of various forms of mobile advertising like banner, push ads, videos, full page ads , etc In-aAny 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 the 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 an application of technology that is genuinely innovative.

B7. Best Multi Mobile Channel Campaign

Campaigns that span two or more mobile channels.

B8. Location Based Services or Targeting

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. Campaign can include one-off executions or longer term campaigns but must include specifics on impact against your marketing goals.

B9. Most Effective Chatbot Solution

We are looking for solutions that offer a high level of contextually while self serving and seamlessly looping-in Live Agents to achieve faster resolution. We are also looking at the range of customizations that the chat bots 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

Nominations from omnichannel retail brands who are standing out in a time of unprecedented innovation and are excelling in areas including marketing, user experience, and sustainability. The DTCAs will accept Nominations 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.

C1. Innovation

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

C2. Use of Integrated Payment / Mobile Wallet Solutions

Marketing Campaigns with 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 cohesiveness of use of Wallet / Payment solutions in overall campaign construct, Results achieved w.r.t cost incurred and effectiveness of campaign.

C3. Use of Rich Media / Video / Interactive Content

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

C4. Data/Insights

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 is a category that awards a mobile creative 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 takes into consideration how long the user remained on the ad and whether they shared the experience forward on social media.

C6. Best Use of UGC

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

C7. Best Data Driven Display Creative

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 from 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 the ones we will be judging. We will also be looking at features like customisation, linguistic diversity and overall customer satisfaction.

C9. Most Effective App Install Campaign

In this category, the judges are seeking to recognize the campaign which performed best in driving app downloads. In addition to download numbers, the judges will be looking at the amount spent on the campaign in order 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 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 we will look at.

C12. Best Use of Mobile – Fashion

This category recognises 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 be looking for engaging content and user-friendly interfaces that can achieve the above-mention

C.13 . 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. Also the campaigns that used creative applications of mobile-based intelligent technology. This could include : chat-bots, facial recognition, etc.

C.14 . AI & Machine Learning

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

C.15 . Connected Devices / The Internet of Things

Any technology or 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, smart watches, digital health products, smart TV’s, appliances, etc. Please note that the products could be in the market or exist as a prototype or could be in an incubator stage.

D1. Best Quick Commerce Campaign

Recognises campaigns that have successfully leveraged quick commerce platforms to drive awareness, engagement or sales. Entries should demonstrate innovative use of platform capabilities and measurable business outcomes.

D2. Best Commerce Discovery Strategy

Recognises initiatives that have enhanced product discovery across commerce platforms and consumer touchpoints. Entries should demonstrate effectiveness in influencing consideration and purchase decisions.

D3. Best Retail Media Activation on Quick Commerce Platforms

Recognises campaigns that have effectively utilised retail media inventory within quick commerce ecosystems. Entries should demonstrate audience targeting, media effectiveness and commercial impact.

D4. Best Omnichannel Commerce Campaign

Recognises campaigns that have seamlessly connected online and offline touchpoints throughout the consumer purchase journey. Entries should demonstrate integrated planning and measurable business results.

D5. Best Use of Commerce Media

Recognises campaigns that have strategically used commerce media channels to influence consumer behaviour and drive transactions. Entries should demonstrate innovation, effectiveness and return on investment.

E1. Best Conversational Marketing Campaign

Recognises campaigns that have leveraged conversational channels to build engagement, improve customer interactions or drive business outcomes. Entries should demonstrate innovation and measurable effectiveness.

E2. Best WhatsApp Business Campaign

Recognises campaigns that have effectively used WhatsApp as a platform for customer engagement, communication or commerce. Entries should demonstrate strategic execution and measurable business impact.

E3. Best RCS Marketing Campaign

Recognises campaigns that have successfully utilised Rich Communication Services (RCS) to create richer and more interactive customer experiences. Entries should demonstrate engagement, innovation and results.

E4. Best Chat Commerce Initiative

Recognises initiatives that have enabled product discovery, engagement or transactions through chat-based interfaces. Entries should demonstrate convenience, customer value and measurable outcomes.

E5. Best Conversational Customer Experience

Recognises organisations that have delivered exceptional customer experiences through messaging platforms and conversational interfaces. Entries should demonstrate responsiveness, personalisation and effectiveness.

F1. Best Creator Commerce Campaign

Recognises campaigns that have successfully combined creator partnerships with commerce objectives to drive engagement and sales. Entries should demonstrate authentic collaboration and measurable business outcomes.

F2. Best Influencer-Led Conversion Campaign

Recognises campaigns that have effectively utilised influencers to drive measurable consumer actions, including purchases, leads or app installs. Entries should demonstrate performance and effectiveness.

F3. Best Social Commerce Strategy

Recognises campaigns that have effectively integrated commerce within social media environments. Entries should demonstrate seamless consumer journeys and measurable business impact.

F4. Best Live Commerce Initiative

Recognises initiatives that have leveraged live content experiences to drive consumer engagement and transactions. Entries should demonstrate innovation, audience participation and commercial success.

F5. Best Long-Term Creator Partnership

Recognises sustained collaborations between brands and creators that have delivered meaningful business and brand outcomes over time. Entries should demonstrate consistency, authenticity and effectiveness.

G1. Best Retail Media Campaign

Recognises campaigns that have effectively leveraged retail media networks to reach consumers closer to the point of purchase. Entries should demonstrate strategic targeting and measurable outcomes.

G2. Best Commerce Media Innovation

Recognises innovative approaches to media planning and activation within commerce environments. Entries should demonstrate creativity, effectiveness and business impact.

G3. Best Marketplace Media Strategy

Recognises campaigns that have successfully utilised marketplace advertising platforms to drive visibility, engagement and sales. Entries should demonstrate strategic execution and measurable results.

G4. Best Use of Retail Media Data

Recognises initiatives that have effectively leveraged retailer or commerce platform data to improve targeting, personalisation or campaign performance. Entries should demonstrate insight-led decision making and outcomes.

G5. Best Commerce Audience Strategy

Recognises audience strategies that have successfully identified, segmented and engaged consumers within commerce ecosystems. Entries should demonstrate relevance, precision and effectiveness.

H1. Best AI-Powered Customer Experience

Recognises initiatives that have leveraged artificial intelligence to improve customer interactions, satisfaction and engagement. Entries should demonstrate innovation and measurable impact.

H2. Best AI-Led Personalisation Initiative

Recognises campaigns that have utilised AI to deliver highly personalised experiences, content or recommendations. Entries should demonstrate relevance, scalability and effectiveness.

H3. Best Use of AI for Customer Engagement

Recognises campaigns that have successfully deployed AI to enhance communication, engagement or customer relationships. Entries should demonstrate strategic implementation and business outcomes.

H4. Best AI-Driven Customer Journey

Recognises initiatives that have used AI to optimise or automate customer journeys across multiple touchpoints. Entries should demonstrate seamless experiences and measurable improvements.

H5. Best AI-Powered Loyalty Initiative

Recognises programmes that have leveraged AI to improve customer retention, loyalty or lifetime value. Entries should demonstrate innovation and measurable business results.

I1. Best First-Party Data Strategy

Recognises organisations that have successfully leveraged first-party data to improve audience understanding, targeting and marketing effectiveness. Entries should demonstrate strategic implementation and measurable results.

I2. Best Attribution & Measurement Initiative

Recognises initiatives that have advanced marketing measurement and attribution capabilities. Entries should demonstrate improved visibility into performance and business impact.

I3. Best Use of Customer Intelligence

Recognises campaigns that have effectively leveraged customer insights to inform strategy, engagement and decision-making. Entries should demonstrate relevance, personalisation and measurable outcomes.

I4. Best Audience Analytics Innovation

Recognises innovative approaches to audience analysis, segmentation and performance evaluation. Entries should demonstrate strategic value and marketing effectiveness.

I5. Best Privacy-First Marketing Initiative

Recognises organisations that have successfully balanced marketing effectiveness with consumer privacy and data responsibility. Entries should demonstrate innovation, compliance and business outcomes.

J1. Best Brand Integration in Microdrama Series

Campaigns that effectively integrated brands, products or advertising within microdrama content and environments.

J2. Best Regional & Cultural Marketing Campaign

Best use of hyperlocal voices, cultural moments and local nuances to connect brands with audiences.

K1. Mobile Marketer of the Year * (Nominations not invited)

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

K2. Agency of the Year * (Nominations not invited)

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