Media

Targeted Marketing

Media Categories

1. Best in Television

The medium is television.

2. Best in Radio

The medium is radio.

3. Best in Newspaper

The medium is newspaper.

4. Best in Magazine

The medium is magazine.

5. Best Use of Out-of-Home (Traditional)

Includes but not limited to: billboards, mall posters, backlit posters, bus and transit posters and wall murals. Innovation can be equated to the use of non-technical or technical means.

6. Ambient/Place-Based Media – Large Scale (Traditional)

Includes but not limited to: supersize sites, 3D and non-standard shaped sites, ticket barriers, floor media and other adaptations of exterior or interior locations, signage, buildings or street furniture.
Note: Judged on the scale of media and not the distribution

7. Ambient/Place-Based Media – Small Scale (Traditional)

Includes but not limited to: bars and restaurants, glasses, beer mats and ashtrays, gas station pumps, flyers, stickers, signage.
Note: Judged on the scale of media and not the distribution

8. Best Use of Digital OOH and/or Digital-Place-Based Media

Indoor and outdoor digital executions. Includes but not limited to: airports, subway stations, cinemas, arenas, washrooms, or fitness centres.

9. Innovation in Experiential/Special Event/Stunts

Any activity or special event aimed at generating word-of-mouth, product adoption and increased sales that do not rely on a traditional medium as its primary communications tool. May include but it not limited to retail installation, guerrilla activities or street theatre.

10. Best Use of Online Advertising/Experience

Including but not limited to websites, microsites, search engines, banner ads, video, e-mail marketing.

11. Best in Social Media

Including but not limited to viral advertising, blogs, social networking sites, consumer generated content, and applications.

12. Best use of other digital media including mobile devices

Including but not limited to bluetooth, SMS, MMS, WAP, QR codes, augmented reality, games, virtual worlds, downloadable applications including screensavers, widgets.

13. Best in Integrated/Multichannel

Entries in this category must show that at least three different types of media were used in the campaign. Entrants will be judged on how successfully they have integrated the chosen media throughout the campaign, with emphasis placed on how well the different types complement and build on each other.

14. Best Use of Content Integration and Branded Content

Promotion of a brand’s value and position by going beyond traditional advertising channels and using non-advertising content.

Targeted Marketing Categories

15. Media Spend under $250,000

Any media program that does not exceed a media spend of $250,000. This category is aimed at small budget entries.

16. Niche Target and multicultural

Any media program that specifically targets a distinct group of consumers. Including but not limited to: visible minorities, LGBT, new mothers, pet owners, or sports fans. Successful entries will do more than simply target appropriate media space (e.g., targeting business audiences by running ads in business magazines), but will have found new ways to reach a very clearly defined group.

17. Best Localisation Campaign

Relevance to regional brand platform with a message that resonates with the local consumer and connects with local culture. For example: a global campaign adapted for the Canadian market or even a Canadian campaign adapted for Quebec, or other region(s).

18. Best in Media Research

Entrants should demonstrate how research and its creative application has led to a deeper understanding of consumer behaviour and delivered value to the client as a result.

Products and Services categories

19. Best in Fast Moving Consumer Goods

Includes but not limited to: beer, wine, spirits, coffee, tea, juices, carbonated drinks, waters, chocolate, candy, potato chips, snacks, nuts, milk, yoghurt, ice cream, cheese, eggs, cookies, desserts, bread, flour, baking ingredients, breakfast cereals, meats, fish, seafood, soups, fruits and vegetables, rice, pasta, sauces, oils, spices, herbs, pre-cooked and prepared meals, baby foods, detergents, cleaning products, air fresheners, food packaging, light bulbs, batteries, paint, adhesives, tools, garden tools, pet care products, soap, deodorants, body sprays, skin care products, oral hygiene, toilet paper, tissues, shaving products, diet products, skin remedies, condoms, pregnancy tests, contact lenses, vitamins, alternative therapies and medicines.

20. Best in Cars and Automotive Services

All cars and vehicles as well as auto products and services, spare parts, accessories, gas stations, breakdown and repair companies, car dealerships, car finance and leasing.

21. Best in Financial Products and Services

Banks, building societies, credit cards, mortgages and loans, investment companies, health and building insurance, car insurance, pension and retirement plans, real estate investment.

22. Best in Commercial Public Service

Consumer telecommunications services, Internet service providers, wireless providers, cable and satellite TV providers, directories, mail delivery and courier services, electricity, gas, power and water companies, private education

23. Best in Travel, Entertainment and Leisure

Transport, travel and tourism, airlines, train and bus companies, ferry and cruise lines, travel agencies, tourist boards, hotels, resorts, car rental, leisure and theme parks, gyms, health and diet clubs, sporting events, music festivals, orchestras, exhibitions and shows, nightclubs, bars, etc. museums, art galleries, cinemas and theatres, lotteries, gambling, sex toys.

24. Best in Retail and E-commerce

Retail stores, including but not limited to home and online shopping, restaurants, fast food, department, specialty stores (including, for example, clothing, sportswear, footwear, etc.), supermarkets, DIY stores, drugstores, opticians, hairdressers, beauty salons, real estate agents, TV, video and other rental stores. This category also includes fashion brands, whether they have retail or otherwise.

25. Best in Publications and Media

Any media outlet including but not limited to newspapers, magazines and supplements, TV and radio stations, networks and programs, websites and portals as well as books, records, CD’s, DVDs .

26. Best in Business Products and Services and Corporate Information

Including but not limited to business phone and computer equipment, office supplies, accountancy, conference and events services, courier services, employment agencies, agricultural and manufacturing equipment, as well as non-product-based company image, competition and event sponsorship, holiday messages, company mergers, website development, marketing, media and advertising services, and investor relations.

27. Best in Charities, Health Care and Safety, Public Awareness Messages

Including but not limited to anti-smoking, anti-drugs, anti-drunk-driving, road safety, health, hygiene, AIDS awareness, political and religious messages, unions, associations, environmental awareness, education, racial, ethnic and disability awareness, sex equality, charities as well as private health care and clinics, including optical, medical and dental services, prescription drugs, hearing aids, psychiatrists, sex therapists, plastic surgeons.

28. Media Player of the Year
Best in Collaboration

The MIAs jury will recognize the media suppliers that drive media creativity and innovation through ideas and programs implemented during the September 2009 to August 2010 period. Each supplier must identify their top three cases that best illustrate their ability to go “above and beyond” to collaborate with advertiser/agency partners to deliver media innovation. The development of a new case is not required if the case(s) has been submitted into the 2010 MIAs by the supplier, the agency partner or the client. Be sure to identify client, agency and category for all submitted cases so they can be identified. Otherwise, three new entries should be submitted.