Use of email in a marketing campaign or to acheive campaign success. Think Obama 2008 ... Mobile advertising that pushes
BOOKMARKS 2016
MAIN CATEGORY 1. Platforms 1.1
1.2
1.3
SUB-CATEGORY
ENTRY DESCRIPTION
All websites, either desktop or responsive, for any commercial purpose. Entrants may want to consider whether their entry is more appropriate in Brand, Commercial & Retail Websites and E-Commerce or Microsites but the category is open to ANY commercial or Responsive Sites retail website. Think IBM.com. Any microsite built to promote a particular product or service in the commercial space. Typically has a lmited lifespan, and should not be the primary website for a brand which would then be entered into the Brand, Commercial & Retail Websites category. Think the site for the new VW Microsites Polo. Any website for a public or Not for Profit organisation or cause. Think the Public Service, NPO or Cause sites Western Cape Government Website.
1.4 Web Applications 1.5 E-Commerce Sites
A rich web-based application designed to run in a browser - will be judged by its utility, functionality and technical strength. Think Google Docs. Any site offering e-commerce and sale of items as its primary function. Think amazon.com.
1.6 Mobile App 1.7 Mobile Site
Any application installed on a mobile device - phone or tablet. Think Uber. Any site specifically designed for browing on a mobile phone, including feature phones. Think vodacom.mobi
1.8
Games and Gamification
Original games designed for phone, web or console; use of game thinking to 'gamify' other properties such as websites, apps or intranets. Think FarmVille.
1.9 Internal Sites 1.1 Software
Sites such as intranets which are not open to the public and are designed for internal business purposes. Think the Nedbank Intranet. Any software application sitting behind a digital execution be it mobile, web or any other. Will be judged by a jury of coders. Think the code sitting behind Google Search.
2. Community 2.1 Existing Social Communities 2.2 New Social Communities
Onging permanent homes for brands or publishers on social media - think Wrigley's Facebook page or Deloitte's Linked-in page. Newly launched social media homes for brands or publishers - think CNN on Snapchat
2.3 Innovative Use of Social Media 2.4 Use of User Generated Content
Use of social media in a particularly clever, new or innovative way to achieve results. Think Mercedes Benz GLA designer on instagram. Best use of user-generated content to achieve a marketing or publishing goal. Think Wendy's Bacon Pretzel Cheeseburger.
2.5
2.6 2.7
Social Media Campaigns Online PR Online Video Channel
3. Channels 3.1 3.2
Paid Search Marketing
Best campaigns where social media is at the core to the campaign strategy and mechanic. Think #VolvoContest at the Superbowl Use of PR to achieve marketing results in the online space. Online video property with dedicated fans or followers. Think JennaMarbles.
Organic Search Marketing
PPC or other use of search marketing to achieve campaign goals. SEO and other organic search marketing techniques to acheive campaign goals
Display Advertising
Banners, page take-overs and any similar mechanics in the bought-media space. Think any banner on any homepage near you.
3.3
3.4 Native Advertising 3.5 Branded Content 3.6 Social Paid Advertising 3.7 Innovative use of Media 3.8 Use of an IAB Rising Stars Ad Unit 3.9 Email 3.1 Rich Media Advertising for Mobile 4. Emerging Digital Technologies and Channels 4.1
Advertiser-sponsored publisher-carried content designed to market a product or service through content development. Think Vice Media. Content developed or supported by a brand to advertise a product or service where the content remains the hero. Think Aston Martin in James Bond. Campaign run through bought media on social media platforms. Think your favourite clever Facebook campaign. Demonstrable innovation in digital media placement or buying. Think Bud Light on Tinder. Specific use of an IAB Rising Stars ad unit to achieve greater engagement with an audience. Use of email in a marketing campaign or to acheive campaign success. Think Obama 2008. Mobile advertising that pushes the boundaries beyond the illegible banner ad.
Ad Network & Programmatic Technology
Use of digital technology to engage audiences typically in an out-of-home or events setting. Think BA's #lookup billboard. Excellence in offering, technological innovation and results in ad networks and media technology, including elements of the programmatic ecosystem. Think Cadreon or Xasis.
Customer Experience Design
Excellence in the digital customer experience, including point of sale or online service channels. Think Amazon.com's service offering.
Digital Installations and Activations 4.2
4.3
5. Publishing 5.1 Publisher Trade Marketing Campaign 5.2 Mobile Publication
Trade marketing campaign conducted within the publishing space. Publication intended for consumption primarily on mobile phones, including feature phones.
5.3 Email Publication 5.4 5.5
Publisher sites (mass appeal) Specialist Publisher sites (smaller, niche audiences)
Non-campaign publication distributed via email. Think Daily Maverick First Thing. News or feature publishing sites intended to distribute information to a mass audience. Think CNN.com News or feature publishing sites intended to distribute information to a niche audience. Think Gawker.
5.6 Newswire 5.7 Special Features 6. Campaign 6.1 Digital Strategy 6.2 Content Strategy 6.3 6.4 6.5
Digital Campaign Mobile Campaign Data-driven campaign
6.6 Integrated Multi-platform Campaign 7. Craft Awards for Teams and Individuals 7.1 Excellence in Marketing Copywriting 7.2 Excellence in News or Feature Writing 7.3 Excellence in Research 7.4 Excellence in Interface Design
Newswire service syndicating content to publishers. Think Reuters. Specific feature around a specific story or event. Think World Cup microsite Excellence in digital strategic thinking and planning. The winner will demonstrate the ingenuity of the strategy (NOT the work) and how it led to success. Excellence in the strategy behind a content execution - not the content itself. Excellence in digital marketing campaign using one primary digital channel (not multi-channel). Campaign run primarily through mobile channels. Marketing campaign which has used data in an interesting, groundbreaking way in achieving its success. Campaign that uses 3+ digital channels to achieve a marketing goal. Think Be The Coach.
Individual or team award for an excellent piece or body of copywriting work on a marketing campaign. Individual or team award for excellence in journalism in an online publication. Individual or team award for excellent research that enhanced a campaign or publication Individual or team award for excellence in graphic and UI design, as distinct from UX design
7.5 Excellence In Coding & Tech. Innovation
Individual or team award for demonstrable innovation in coding or use of technology
7.6
Excellence in Online Video Production
Individual or team award for demonstrable excellence in strategic thinking Individual or team award for excellent UX design Individual or team award for excellent online video - production, editing, post-production, cinematography etc.
Excellence in Client Service Excellence in Ad Ops Excellence in Social Media Community Management
Individual award for demonstrably excellent account management work Individual or team award for excellent ad ops work Individual or team award for excellent community management or social media engagement with demonstrable results
Editorial Excellence Excellence in Paid Search Marketing
Individual or team award for excellent editing of an online publication Individual or team award for best skills in paid search marketing
7.14 8. Special Honours
Excellence in Organic Search Marketing
Individual or team award for best skills in organic search marketing
8.1
Best Digital Student
Best student studying a digital course at an institution, including marketing and related disciplines such as UX. Think AAA or UJ.
8.2
Best Digital Youngster
Best person under 28 who has made a significant contribution to digital this year through their work - can be agency, publisher or other.
8.3
Brand of the Year
Company most supportive or innovative in the digital marketing space.
8.4
Best Marketer
8.5
Best Publisher
8.6
Best Digital Agency
7.7 7.8
Excellence in Strategy Excellence in UX Design
7.9 7.1 7.11 7.12 7.13
Individual in a brand who most supports, encourages and succeeds using digital channels. What more is there to say. Based on performance in the 2016 Bookmarks and does NOT require a Publisher to enter. What more is there to say. Based on performance in the 2016 Bookmarks and does NOT require an agency to enter.
8.7
Best Individual Contribution to Digital
Person who has made the greatest contribution to the digital industry in SA, agency, publisher or other. IAB Chairperson and CEO not eligible.
Overall criteria: 1. Work entered must have been developed for an African or South African audience OR by a South African Business for an international audience 2. Campaigns must have flighted between October 2014 - 15 November 2015 3. Platforms and apps may be re-entered, irrespective of launch date. The judges are allowed to look at growth or enhancements of previous entrants in judging 4. All entrants must produce a "one pager" PDF that sets out the essence of the entry. Judges are entitled to base their judging in the filter round on this one-pager 5. Categories with fewer than 4 entries may be cancelled (and entry fees refunded) 6. Please read the full ENTRY GUIDE for all entry rules and guidelines
