The IAB SA Bookmark Awards, set
to take place on 16 March 2017,
are renowned for recognising top talent in the digital industry. This
year, we have expanded the definition of digital advertising,
including all new categories that reflect the evolving media
landscape.
The awards’ global relevance, combined
with the extensive representation of all facets of the industry, make
it a prestigious opportunity for brands, agencies, publishers and
digital leaders to be recognised for great work. On 18 October, the
IAB SA held an intensive workshop to share more information about the
new categories, and how the judging process will work.
New industry sub-categories launched
The awards will now recognise new sub
categories in the Channels, Emerging and Digital Technologies,
Publishing and some new Special Honours.
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Channels category will now include online video series and innovative use of mobile media
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Emerging and Digital Technologies category has introduced chat, messaging and dark social categories
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Publishing sub-categories include publisher apps, online photography, online news videos, live event coverage and streaming services.
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New Special Honours have been added for best CTO, Best Contribution to Transformation in the Digital Industry and Pixel for Purpose, an award for socially-minded digital campaigns.
Each new sub-category reflects emerging
trends that are of critical importance to the industry. More
information and descriptions of the new categories are available on
the Bookmarks
website.
Full workshops reflect widespread
interest
The workshop itself was well attended,
with a highly engaged audience. IAB SA CEO, Josephine Buys said, “The
full house turnout showed a keen interest from the industry to
understand more about the new and evolved categories, as well as
learning key tips and tactics offered by our Jury Chairs and Jury
President. It confirms that the industry are driven to enter their
best work into the awards, and see the Bookmark Awards as an
important industry event.”
Jury President, John Dixon, informed the
attendees that judging will take place in two rounds, with judges
first reviewing the ‘one-pagers’ via an online system and then
meeting in person for two days of intense judging to score all the
finalists. Scoring is secret and only the Jury President will know at
the end of the judging who the winners are. Multiple steps have been
taken to ensure neutrality, fairness and equal application of the
entry criteria and competition rules.
It’s all about crafting a winning
entry
Kerry Friend and Felix Kessel presented
winning entries, emphasising that an entry should be just like any
great ad, “a good idea, simply told that talks to your identified
audience proven by meaningful results becomes undeniable gold.”
This can be achieved by clearly stating your claim upfront, and
telling the story of your campaign in concise language, supported by
engaging visuals and video and relevant numbers.
Get to the point through concise writing
that is easy to read and makes use of clear headings. “Don’t be
scared to tell us why your idea is so damn clever. If there is one
place to brag a little, it’s at awards. We’re also an audience,
so keep it short and entertaining,” they added.
If campaigns are being entered into
multiple categories, take the time to please tailor each entry and
state the relevance and brilliance per category. Or, if this is a
campaign that has evolved from last year, clearly state how the
idea/campaign has grown and how it is different.
It’s important to support your entry
with the relevant media if you have it at your disposal. This
includes live links to the actual creative, video and storyboards,
or, if a physical piece of hardware or interactive installation, a
clear explanation on how the technology works. Though a case study
video is not compulsory, if you do include a video, keep it simple,
well produced and focused on the success of the campaign.
Numbers, of course, tell a clear success
story. The art of good results is to only include quantified and
referenced results that actually mean something. This refers to
numbers that show success directly related to campaign, that are
contextualised to illustrate why they matter. If you are illustrating
an improvement over a previous effort, use a base number to show
growth and state the claim you are making upfront.
For every entry, it is important to
ensure and emphasise its relevance for the category you are entering.
Enter now
Entries close 11 November 2016. Let your
hard work be counted in South Africa’s largest digital industry
awards and gain world recognition. More information on the entry
categories, rules and entry tips visit thebookmarks.co.za
Download the presentations here:
About
the IAB South Africa:
The
Interactive Advertising Bureau (IAB) South Africa, formerly the DMMA,
is an independent, voluntary, non-profit association focussed on
growing and sustaining a vibrant and profitable digital industry in
South Africa. The IAB South Africa represents the digital industry
across all sectors including the media, the marketing community,
government, and the public, and also acts as the channel through
which international bodies can enter the South African digital
market. The IAB South Africa currently represents over 200 members
including online publishers, creative, media and digital agencies,
brands, and educators, between them accounting for more than 39
million local unique browsers. The IAB South Africa strives to
provide members with a platform through which they can engage,
interact, and address digital issues of common interest, thereby
stimulating learning and commerce within the South African digital
space. To find out more about the IAB South Africa, visit its
website, like its Facebook
page and follow @iab_sa on
Twitter.
Issued
on behalf of the IAB South Africa (Interactive Advertising Bureau
South Africa) by
Janice Wilson Janice@iabsa.net
on (011) 555 3800
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