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Effective Mobile Marketing Awards

2017 Categories

Here's a full list of the 36 categories in this year's Awards, with a brief description of each. In addition to the Awards listed below, there are two special Awards. The Grand Prix Award goes to the best entry overall from all those submitted across all categories. The Chairman's Award is chosen by Chair of Judges David Murphy and goes to what he feels was the best entry overall.

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Services

Most Effective Mobile-first Service
This category recognises the most effective mobile-first service, designed specifically with the needs of the mobile user in mind and optimised for delivery to, and use on, a mobile device.

Most Effective Publisher Offering
In this category, the judges are looking for the publisher – which could be a traditional media publisher or an app developer – that offers advertisers the best and most innovative choice of ways to engage with readers/app users on its publishing platform.

Most Effective Internet of Things Solution
New for 2016, this category seeks to recognise the most effective Internet of Things device, solution or platform. It could be an individual product with connectivity to a wider ecosystem, or a platform driving a series of connected devices to create an intelligent, connected service.

Products

Most Effective Mobile Payment Solution
Mobile payments is a huge battleground, with dozens of companies seeking to establish their solution as the de facto one. It's also a diverse space, embracing mCommerce retail payments both in store and online; app store payments; and peer-to-peer payments. The judges will be looking for evidence of effectiveness in terms of user numbers and the amount of revenues transacted over the platform.

Most Effective B2C App
This category rewards the most effective app targeting consumers on any platform. As brands and developers launch apps for different reasons, the judges will select the winner based on how well the app meets the entrant's stated objectives. Judges will be looking for evidence of effectiveness in terms of download volumes, revenues generated for transactional apps, or other monetisation strategies.

Most Effective B2B App
This category rewards the most effective app targeting business users on any platform. As brands and developers launch apps for different reasons, the judges will select the winner based on how well the app meets the entrant's stated objectives. Judges will look for evidence of effectiveness in terms of things like the app's impact on efficiency, productivity, costs and other KPIs.

Most Effective Personal Assistant App
Personal Assistants like Amazon Echo and Google Home are set to revolutionise the way we interact with the digital world. This category will reward the most effective app designed for these new and emerging platforms.

Campaigns

Most Effective Launch Campaign
In this category, we are looking for the most effective use of mobile to launch a new product or service, whether used in isolation, or in conjunction with other channels.

Most Effective CRM Campaign
In this category, we are looking for the most effective use of mobile as part of an ongoing CRM campaign to engage with customers, engender their loyalty and increase their lifetime value to the brand.

Most Effective In-app Advertising Campaign
In this category, we are looking for the most effective in-app advertising campaign to promote another app, or any other product or service.

Most Effective Integrated Campaign
In this category, we are looking for the most effective use of mobile as part of an integrated campaign. It could be campaign targeting people using a mobile device in front of the TV, or enabling people to use their mobile to interact with other media such as TV, print or outdoor.

Most Effective Rich Media Campaign
The judges will be looking for the most effective use of rich media in mobile advertising, including creative executions using images, video or 3D. Effectiveness will be high on the judge's agenda but they will also be looking for the most innovative and engaging execution.

Most Effective App Install Campaign
In this category, the judges are seeking to recognise 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.

Most Effective Location Campaign
In this category, we are looking for the most effective use of proximity in a mobile campaign. It could be a campaign leveraging the user's location to target them with a marketing message to drive them into a physical retail outlet, or a campaign using beacons to serve up relevant messaging to shoppers inside a store, or any other instance of proximity being used to engage intelligently with consumers on their phones.

Most Effective Native Advertising Campaign
This category recognises the most effective use of native advertising. Native has been one of mobile advertising's biggest success stories over the past couple of years. In this category, the judges are looking to reward the campaign that deploys the most effective native creative that delivers the best results.

Most Effective Programmatic Buying Campaign
This category recognises the most effective use of programmatic buying in mobile advertising. Given the technology's growing promise in enabling advertisers to bid on a per-impression basis in real-time, the judges will be looking for the campaign that best meets this promise. It should demonstrate maximisation of ad spend and delivery of the optimum ROI.

Most Effective Brand Campaign
In its short history, mobile advertising has largely been seen as a direct response medium, but brands are increasingly exploring how it can be used in their businesses. Here, the judges are looking for the most effective mobile advertising campaign designed to improve brand metrics.

Most Effective Social Campaign
This category will reward the most effective campaign that uses social media as part of its execution, either via a straight social advertising campaign, or by tapping into social media in other ways to give the campaign a viral kick and tap into the power of social networks.

Most Effective Use of Video
In this category, the judges will be looking for the most effective use of video in mobile advertising campaign. Key criteria here will be the volume and length of views and the results of any call to action at the end of the video.

Most Effective Sales Promotion Campaign
In this category, the judges are looking for a campaign that uses mobile to drive a sale or charitable donation, retail footfall, or further the engagement with the consumer. The campaign should demonstrate mobile's ability to reach everyone and change buying behaviour.

Most Effective Augmented Reality/Virtual Reality Campaign
This category rewards the most effective use of Augmented Reality or Virtual Reality campaign. Judges will be looking for evidence of effectiveness in terms of metrics such as 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.

Most Effective Search Campaign
This category rewards the campaign that best harnesses the power of mobile search. Judges are looking closely at the results but also at the campaign's content and context – are searchers seeing what they want when they want it?

Most Effective Loyalty and Rewards Campaign
Here, the judges are looking for the best use of mobile for managing a long-term loyalty campaign with a brand's customers. Judges will be looking at metrics such as increases in lifetime value, as well as brand metrics like propensity to buy.

Most Effective Cross-screen Campaign
Second-screening is part of modern life, but until recently, few brands had given much thought to exploiting its potential. That's starting to change, however, as advertisers realise that they can catch viewers' attention on their phones, even if they're not paying attention to the TV. This category will reward the most effective campaign targeting consumers across two or more screens.

Most Effective Messaging Campaign
In this category, we are looking for the most effective use of messaging in a marketing campaign, either for a one-off promotion, or as part of an ongoing communications programme.

Most Innovative Campaign
In this category, the key to success is innovation. We are looking for the campaign that uses mobile in the most innovative way possible to engage with consumers, perhaps by harnessing some of a device's lesser-used native features, or using them in ways not thought-of before.

Most Creative Campaign
This category salutes the most creative campaign on mobile. With a smaller canvas to play with, the judges will be looking for work that sidesteps this issue and uses mobile to its full potential.

Most Effective Use of Data
Data has been the key word of recent years. Many companies are overflowing with data, but are sinking, rather than swimming, in it. In this category, the judges will be looking for campaigns that use data to deliver real, meaningful insights, which are then brought to bear on the campaign.

Sectors

Most Effective Retail/FMCG Campaign or Solution
In this category, the judges are looking for the mobile campaign or platform in the Retail/FMCG sector. It could be an app, a mobile site, a mobile marketing campaign, or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

Most Effective Charity Campaign or Solution
In this category, the judges are looking for the mobile campaign or platform in the Charity sector. It could be an app, a mobile site, a mobile marketing campaign, or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

Most Effective Financial Services Campaign or Solution
In this category, the judges are looking for the mobile campaign or platform in the Financial Services sector. It could be an app, a mobile site, a mobile marketing campaign, or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

Most Effective Travel & Tourism Campaign or Solution
In this category, the judges are looking for the mobile campaign or platform in the Travel & Tourism sector. It could be an app, a mobile site, a mobile marketing campaign, or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

Most Effective Entertainment Campaign or Solution
In this category, the judges are looking for the mobile campaign or platform in the Entertainment sector. It could be an app, a mobile site, a mobile marketing campaign, or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

Most Effective Fashion & Luxury Campaign or Solution
In this category, the judges are looking for the mobile campaign or platform in the Fashion & Luxury sector. It could be an app, a mobile site, a mobile marketing campaign or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

Most Effective Automotive Campaign or Solution
In this category, the judges are looking for the most effective mobile campaign or platform in the Automotive sector. It could be an app, a mobile site, a mobile marketing campaign, or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

Most Effective Health & Fitness Campaign or Solution
In this category, the judges are looking for the most effective mobile campaign or platform in the Health & Firtness sector. It could be an app, a mobile site, a mobile marketing campaign, or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

There are 36 categories in which to enter this year, with several new categories, including Most Effective Internet of Things Solution; Most Effective In-car app; and Most Effective Healthcare Campaign or Solution.

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