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MOBILE MARKETING AWARDS

2016 CATEGORY LIST

Services
Most Effective Mobile-first Service
Most Effective Publisher Offering
Most Effective Internet of Things Solution

Products
Most Effective Mobile Payment Solution
Most Effective Consumer Smartphone App
Most Effective B2B Smartphone App
Most Effective Tablet App
Most Effective Smartwatch App
Most Effective In-car App

Sectors
Most Effective Retail Campaign or Solution
Most Effective Charity Campaign or Solution
Most Effective Financial Services Campaign or Solution
Most Effective Travel & Tourism Campaign or Solution
Most Effective Entertainment Campaign or Solution
Most Effective Fashion & Luxury Campaign or Solution
Most Effective Automotive Campaign or Solution
Most Effective Healthcare Campaign or Solution

Campaigns
Most Effective Integrated Campaign
Most Effective Rich Media Campaign
Most Effective App Install Campaign
Most Effective Proximity Marketing Campaign
Most Effective Native Advertising Campaign
Most Effective Programmatic Buying Campaign
Most Effective Brand Campaign
Most Effective Social Campaign
Most Effective Use of Video
Most Effective Sales Promotion Campaign
Most Effective Augmented Reality Campaign
Most Effective Virtual Reality Campaign
Most Effective In-store Initiative
Most Effective Search Campaign
Most Effective Loyalty and Rewards Campaign
Most Effective Tablet Advertising Campaign
Most Effective Mobile Affiliate Campaign
Most Effective Cross-screen Campaign

Grand Prix Award
Chosen by the Judges from the individual Category Winners

CATEGORY DETAIL

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
This is a new category for 2016, designed to reflect the rise of the Internet of Things. The entries in this category could be products or platforms that enable consumers or businesses to get value from the Internet of Things, from connected home appliances to more mundane solutions such as smart litter bins.

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 Consumer Smartphone App
This category rewards the most effective smartphone 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 Smartphone App
This category rewards the most effective smartphone 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 Tablet App
This category recognises the most effective tablet app targeting consumers or businesses on any platform. Judges will be looking for evidence of effectiveness in terms of download volumes, revenues generated for transactional apps, or other monetisation strategies.

Most Effective Smartwatch App
A new category for 2015, this recognizes the emergence of the smartwatch as the latest must-have accessory. This award is for the most effective smartwatch app that is best adapted to the smaller form factor of the smartwatch and which offers an engaging and user-friendly experience.

Most Effective In-car App
This is another new category for 2016, looking to reward the app that most successfully makes the transition from handset to auto. The judges will be looking for apps that recognise the environment in which the app is being used, including the fact that the driver cannot physically navigate the app via touch while driving, for example.

Campaigns

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 Proximity Marketing 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 Campaign
This category rewards the most effective use of Augmented Reality in a mobile 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.

Most Effective Virtual Reality Campaign
This category rewards the most effective use of Virtual Reality in a mobile 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.

Most Effective In-store Campaign
This award recognises the most effective use of mobile in store, embracing everything from on-shelf QR codes, to beacon campaigns targeting shoppers with information, or staff-focused deployments.

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 Tablet Advertising Campaign
Many brands and publishers have responded to the explosion in tablet ownership by designing dedicated tablet apps, but advertising here is often an afterthought. This category will reward the campaign that most effectively harnesses the unique attributes of the tablet format to engage consumers through advertising.

Most Effective Mobile Affiliate Campaign
This category reflects the growing importance of affiliate activity in the mobile channel. The judges will be looking for the most effective affiliate campaign delivered via the mobile channel, either in isolation or as part of an integrated affiliate strategy.

Most Effective Cross-screen Campaign
This category seeks to find the most effective campaign targeting users across more than one screen, such as mobile, tablet, smart TV and desktop. The judges will be looking for campaigns that are contextualised for the device they are being seen on, rather than a one size fits all approach.

Sectors

Most Effective Retail Campaign or Solution
In this category, the judges are looking for the mobile campaign or platform in the Retail 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 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 Healthcare Campaign or Solution
In this category, the judges are looking for the mobile campaign or platform in the Healthcare 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.

Grand Prix Award
This award will be presented by the judges to the company which they feel has made the most outstanding contribution to mobile marketing over the past 12 months, based on the entries received for the 2016 Awards.

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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