Call for Entries Information Pack

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CONTENTS

Page3. Overview3. Entry 3. Eligibility3. Entry Process 4. Judging

The Categories

Individual Categories 5. Sales Awards – Mobile/Display/Search6. Sales Award – Video 7. Ad-Operations Award – Junior 8. Ad-Operations Award – Senior

Creative Categories 9. Creative Award – Best Use of Mobile10. Creative Award – Best Use of Data11. Creative Award – Best Use of Native12. Creative Award – Best Use of Video (NEW)

Other Categories 13. Digital Product of the Year Award 14. Digital Agency of the Year Award (NEW)14. Trading Desk of the Year Award (NEW)15. Rising Star Award (NEW)15. Council Member of the Year Award (NEW)15. Service to the Industry Award 16. Grand Prix Award

Open to individuals from Media and Vendor organisations only

Open to individuals from Media organisations only

Open to Vendors (stand-alone), Media Companies (stand-alone), Vendors partnering with: Media Companies, Creative Agencies, Media Agencies, Advertisers. These categories are not open to Agency/Advertisers stand alone.

- Open to Products developed in New Zealand Only- Open to Digital Agencies, Creative Agencies, Media Agencies, Performance Marketing Agencies

- Open to Trading Desks at Digital Agencies, Media Agencies, Programmatic Agencies- Open to Individuals from Publisher Organisations with Digital Led roles

- Open to Members of IABNZ Councils

- As judged & presented by the IABNZ Mobile Advertising Council

OVERVIEW

The IABNZ Awards celebrate the achievements of digital advertising in New Zealand.

The spectacular Aviation Hall at MOTAT in Auckland will play host to recognise the exceptional work of Digital Ad Sales, Ad-Operations and the Creative people within our industry.

Alongside celebrating the successes of past 12 months, the Awards provides an opportunity for IABNZ Members and those who have been instrumental in shaping the industry, to come together and connect over an evening of exceptional food and drink, fun, laughter and entertainment in the backdrop of the Aviation Hall and the ‘Flying High’ theme.

ENTRY

Entries are open to IABNZ Members – Publishers (Media Companies), Agencies, Ad-Tech Suppliers and Advertisers.

Where stated, entry to some categories are specifically for individuals of publisher organisations or vendor/adtechsuppliers. Please refer to each award to determine the appropriate ‘Open to’ status.

ELIGIBILITY

Submissions should relate to activity within New Zealand and the eligibility period of 1st January 2017 – 31st December 2017 by an IABNZ Member.

You may nominate yourself or you can be nominated by a colleague such as a team leader/manager or client.

ENTRY PROCESS

All nominations must be submitted through our portal by 5.00pm Friday 29 June 2018. At IABNZ’s discretion, late entries may be accepted up to 5.00pm Friday 6 July 2018. All late entries will incur a $250+GST entry fee.

You can attach supporting documentation via the portal entry form. There is a file size limit of 50MB on attached files. If you need to send files bigger than 50MB please get in contact with us by emailing admin@iab.org.nz and we will organise a Dropbox folder for you.

Entry's will be assessed by an independent panel of industry experts.

The judging panel will assess each entry according to the criteria and merits, taking into account all information provided – the more information provided the better your chances of succeeding. The judging panel will then select finalists and winners for each category. The entry fee per category is $150.00 +GST and is non-refundable.

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Note: there is no entry fee for nominations to the ‘Council Member of the Year Award’ and ‘Service to Industry Award’.

Commercial Confidence

For your entry to be fully assessed it is extremely important that you provide as much detail about your performance as possible. In particular, figures relating to the ROI of your activity / campaign. Greater transparency with the judges will enable them to score you fairly.All judges sign an NDA before participating and judges will not be involved in any categories where a commercial conflict could arise.

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AWARD CATEGORIES

Sales Categories

• Mobile • Display• Video • Search

Ad-Operations Categories

• Junior Ad-Ops• Senior Ad-Ops

Creative Categories

• Best use of Mobile• Best use of Data • Best use of Native• Best use of Video

Other Categories

• Digital Product of the Year • Digital Agency of the Year• Trading Desk of the Year • Rising Star Award• Council Member of the Year Award • Service to Industry Award• Grand Prix Award

JUDGING

Our panel of seasoned digital experts will carefully review each nomination against the judging criteria. Scores are collated and discussed with groups of judges moderated by our content team at our Judging Day, which takes place in August.

After careful deliberation a winner is chosen for each category.

The Grand Prix winner (the stand-out nominee from the Sales or Ad-Operations categories) is also decided after consideration by the judges

The Grand Prix Winner will receive a trip New York to attend ad:tech 2018 in November¹

This document contains all the information you need when entering - the categories and what the judges will expect to see in a well crafted entry. Please note that special emphasis will be placed on measureable results throughout most of the award categories so it will pay to show how your work delivered results.

To enter visit www.iabawards.co.nz/enter

Deadline for entries is 5.00pm Friday 29 June with judging taking place throughout July and August. Finalists will be announced in the second week of August and the Awards event will take place on Thursday 30th August 2018 at MOTAT, Auckland.

¹ Grand Prix Winner Prize covers - Flights, Accommodation for 4 nights and Entry Fee to ad:tech NY 2018

AWARD CRITERIA

Sales Categories - Mobile/Display/Search

Open to – Sales Professionals (Individuals) within

Publisher/Media and Vendor/Adtech organisations only.

No joint entries.

The Judges will be awarding a Sales Professional that has truly innovated and excelled with their channel strategy.

Entrants should demonstrate how they have embraced or assisted in the development of the channel within the digital ecosystem by following the category criteria.This could be at a campaign level, by using the channel to increase customer engagement, influence, purchase behaviour and drive the customers ROI.

• Demonstrates thorough understanding of client business objectives including performing competitive analysis

• Demonstrates ability to align products with clients business objectives

• Produces clear and concise proposals in response to briefs and/or RFP’s

• Uses research and insights to base recommendations• Demonstrates thorough understanding of client raw

data points for incorporating into campaign briefs and recommendations

• Can accurately calculate digital metrics• Demonstrates trust, ethics and integrity in all dealings• Looks for opportunities to Upsell• Conducts unbiased debrief at end of the campaign• Delivers ROI in-line with customer objectives 5

ENTRY TIPS

Here are some Judge’s comments from last year’s

entries in these categories:

Negative Feedback

‘This entry is very light on detail. The entry should provide an example of how xxx has responded to a client opportunity to be able to judge this entry’.

‘This reads like an entry for the agency rather than the individual. How much of the planning and proposal to the client was handled directly by the entrant vs other members of the client team? It's an important distinction given this is a "Sales Excellence" award’.

Positive Feedback

‘Identified need to move spend to where the audience is i.e. mobile’

‘Concise actions implemented based on actual hard data’

‘Solid month on month change towards new bid strategy’

‘Excellent reduction in overall CPA delivered against previous quarter’

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AWARD CRITERIA

Sales Categories – Video

Open to – Sales Professionals (Individuals) within Publisher/Media and Vendor/Adtech organisations only. No joint entries.

The Judges will be awarding a Sales Professional that has truly innovated and excelled with their Video strategy.

Entrants should demonstrate how they have embraced or assisted in the development of Video advertising within the digital ecosystem by following the category criteria.This could be at a campaign level, by using Video to increase customer engagement, influence, purchase behaviour and drive the customers ROI.

• Demonstrates ability to align the different video formats with clients business objectives

• Demonstrates understanding the nuances of the various video formats and being able to guide and educate their clients to clearly understand the possibilities as well as any limitations

• Can accurately calculate Video metrics and demonstrates an understanding of the technical aspects of video and how these may impact metrics

• Can clearly articulate the buying model i.e. CPM, CPV, CPCV etc.

• Demonstrates trust, ethics and integrity in all dealings• Looks for opportunities to Upsell• Conducts unbiased debrief at end of the campaign• Delivers ROI in-line with customer objectives

ENTRY TIPS

Here are some Judge’s comments from last year’s entries in these categories:

‘This entry reads like an entry for xxx product rather than the individual. The entrant should have supplied information about the role that they played in the sale to be able to judge this under the "Sales Excellence" category’

‘We need an example of an actual proposal to be able to judge this entry. Otherwise all it is is just a general endorsement’

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AWARD CRITERIA -

Ad-Ops Categories – Junior Ad-Ops Person of the Year

Open to – Junior Ad-Ops Professionals (Individuals) within Publisher/Media organisations only

Judges will be awarding an Ad-Ops Junior that has truly excelled in their role.

Entrants should demonstrate how they have embraced and owned their role within their company by meeting and exceeding all the judging criteria.

• Less than 3 years experience in Ad-Ops• Demonstrates a basic understanding of the Digital

Advertising Ecosystem• Demonstrates sound understanding of Campaign Goals• Demonstrates sound communication skills• Demonstrates opportunities to implement solutions

that increase the effectiveness and efficiencies of the Ad Ops department, including the development of tools, process and reports related to job responsibilities

• Demonstrates the ability to accommodate evolving responsibilities and last minute changes

• Demonstrates a keen interest in developing ad-ops skills• Demonstrates a flexible, personable attitude• Demonstrates attention to detail• Demonstrates the ability to deliver campaigns on time• Handles troubleshooting and discrepancies

professionally

ENTRY TIPS

Here are some Judge’s comments from last year’s entries in this category:

Positive Feedback

‘Lists platforms, certifications - Adwords, MediaMath, BrightRoll’

‘Lists experience with range of campaign objectives - CPM, CPC, CPA,

Completion, viewability - search, native, social, audio, hyper local’

‘Excellent examples showing optimisation to improve several campaigns’

‘Excellent examples across several campaigns’

Negative Feedback

‘Missing a list of ad tech platforms certified and proficient in’

‘No mention of the number of campaigns managed’

‘Demonstrates a keen interest in developing ad-ops skills – too little info

given’

‘Handles troubleshooting and discrepancies professionally – too little info

given’

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AWARD CRITERIA -

Ad-Ops Categories – Senior Ad-Ops Person of the Year

Open to – Senior Ad-Ops Professionals (Individuals) within Publisher/Media organisations only

Judges will be awarding an Ad-Ops Senior that has truly excelled in their role.

Entrants should demonstrate how they have embraced and owned their role within their company by meeting and exceeding all the judging criteria.

• More than 3 Years experience in Ad-Ops• Demonstrates an advanced understanding of the Digital

Advertising Ecosystem• Demonstrates sound communication skills• Manages start to finish of the campaign process,

tracking pixels, troubleshooting tags, targeting, optimization, and reporting

• Analyses performance metrics for all online ad campaigns, measuring dozens of variables across multiple dimensions

• Identifies trends in data and deciphers underlying causes. Proactively make changes based on given data to increase in performance and margins

• Utilizes multivariate testing and other analytics tools to improve insights

• Stays abreast of trends in online advertising, product development, and yield optimization best practices

• Can manage and mentor a team of Campaign Managers if required

ENTRY TIPS

Here are some Judge’s comments from last year’s entries in this category:

‘No mention of programmatic but all other areas of publisher side ad ops

covered in great detail’

‘2000+ line items per year with outstanding feedback from his team

(references provided)’

‘credit given for being the lead testing and rolling out new ad units like

Native ads and tracking pixels’

‘Appears there is education he provides to the team but no mention of a

team that he manages. Technical knowledge is important, but there are

other traits used in management’

‘Credit given for forecasting supply in New Zealand where quality supply is

scarce in some areas - massive detail provided about targeting down to a

device level, browser level, context level to understand the supply patterns

at a micro level’

‘Evidence in abundance - his presentations to industry, involvement with the

leading platforms and experience with their advanced features, best

practices in achieving success for clients on an ever increasing and complex

ecosystem of ad tech - including viewability and fraud, and other

performance metrics’

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AWARD CRITERIA

Creative Award – Best Use of Mobile (As judged and presented by the IABNZ Mobile Advertising Council)

Open to: Vendors (stand-alone), Media Companies (stand-alone), Vendors partnering with: Media Companies, Creative Agencies, Media Agencies, Advertisers. These categories are not open to Agency/Advertisers stand alone.

Judges will be rewarding a Mobile Campaign that has truly innovated and excelled with in its creative strategy. Entries must be specifically developed for mobile display in New Zealand. Any entries for Social or Paid-search campaigns for mobile (e.g. Facebook, Instagram or Google) are not permitted and will be disqualified from this Award category

• Demonstrates thorough understanding of client business objectives

• The entry MUST provide details of how unique and innovative the creative execution was and the outcomes it delivered

• Include research and insights as basis for creative recommendation

• Include post-campaign digital metrics• Delivers ROI in-line with campaign objectives

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AWARD CRITERIA

Creative Award – Best Use of Data

Open to - Vendors (stand-alone), Media Companies (stand-alone), Vendors partnering with: Media Companies, Creative Agencies, Media Agencies, Advertisers. These categories are not open to Agency/Advertisers stand alone.

Judges will be rewarding a campaign’s Best Use of Data that has truly innovated and excelled with in the category.

• Entrants should demonstrate how they have used intelligent use of internal or external data to bring a competitive advantage. Success could be defined as new customer acquisition, retention, engagement or anything else displaying a competitive advantage.

• You should also demonstrate how the use of data has driven client or campaign success, with a clear line to connect implementation and results (ROI).

ENTRY TIPS

Here are some Judges comments from last year’s entries in this category:

Positive

‘nice comm’s arc: identified an issue, determined the impact and developed a scalable and long-running solution’

‘can't argue with a sales uplift. I'd have scored this higher but I don't necessarily see the connection of 'relevant' impressions. Relevant to the xxx, yes. Relevant to a xxx audience? Can't tell’

‘This entry has clearly demonstrated the linkage between the activity and sales. The fact that the xxx offers were not new at all adds credence to the means by which data was used to identify and segment new audiences for existing inventory’.

‘it's great that how they’ve been able to attribute multiple revenue centre’sto this activity. What will be interesting to see is the lag revenue that you can attribute back to to this activity over a longer period’.

Negative

‘there's no detail at all on how the study worked, what it asked, where they initiated it, etc.’

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AWARD CRITERIA

Creative Award – Best Use of Native

Open to - Vendors (stand-alone), Media Companies (stand-alone), Vendors partnering with: Media Companies, Creative Agencies, Media Agencies, Advertisers. These categories are not open to Agency/Advertisers stand alone.

Judges will be rewarding a campaign’s Best Use of Native Advertising that has truly innovated and excelled with in the category.

• Entrants should demonstrate how they have developed your native advertising or sponsored content strategy including creative and innovative production to the execution, distribution and promotion of the Content.

• You should demonstrate how your native advertising or sponsored content, across multiple platforms –engaged, informed and promoted a brand, product or service to customers.

• You should demonstrate how your native advertising or sponsored content achieved success, with a clear line to connect implementation and results (ROI).

ENTRY TIPS

Here are some Judges comments from last year’s entries in this category:

Positive Feedback

‘Beat the numbers, beat usage benchmarks, positive audience feedback, positive client feedback’

‘The execution was very well delivered. It didn't shy away from being sponsored content, which is important but it justified this through relevance and utility. I'm impressed with the process that was undertaken to arrive at the execution. Very thorough, logical and easy to interpret’

‘Really important insight that the native placements were enhanced with other high-impact ad executions. I feel it is important to consider the impact of multiple aspects of the strategy’

Negative Feedback

‘It comes across as a sponsorship more than native content. It would be helpful if the entry distinguished between the two.’

‘Unfortunately there's no comparative data on this. XXX PVs compared to a target of what? Is that more or less PVs than the section has received without sponsored content. I'm disappointed that the info doesn't give a suitable determination of ROI’

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AWARD CRITERIA

Creative Award – Best Use of Video - NEW

Open to - Vendors (stand-alone), Media Companies (stand-alone), Vendors partnering with: Media Companies, Creative Agencies, Media Agencies, Advertisers. These categories are not open to Agency/Advertisers stand alone.

Judges will be rewarding a campaign’s Best Use of Video which has truly innovated and excelled with in the category.

• Entrants should demonstrate how they have developed their Video advertising strategy including creative and innovative production to the execution, distribution and promotion of the Content.

• You should demonstrate how your Video advertising engaged, informed and promoted a brand, product or service to customers.

• You should demonstrate how your Video advertising achieved success, with a clear line to connect implementation and results (ROI).

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AWARD CRITERIA

Digital Product of the Year Award

This award will be presented to a New Zealand publisher that can demonstrate innovation in developing a product that has delivered advertisers with demonstrably successful digital advertising campaigns and ROI.

Open to New Zealand publishers with a product or products developed in New Zealand Only

• Demonstrate how and why the Product was developed in New Zealand i.e. internal or partnered dev, built specifically for the NZ market, unique challenges etc.

• Entrants should include how their product has been innovative over the last year, and – from the perspective of advertisers – what makes them stand out from the crowd.

• Demonstrate reach by size and type• Demonstrate Audit Method• Demonstrates Relevant revenue / profit figures• Demonstrates Growth statistics• Other performance statistics and results / evidence of

success• Website data: page impressions (monthly / yearly),

monthly unique users• Any additional online data

ENTRY TIPS

Here are some Judge’s comments from last year’s entries in this category:

Positive Feedback

‘Impressive reach by size and type – over 60% on mobile device in hard to reach demographics’

‘relevant revenue/profit figures – displays strong revenue growth vs. campaign growth’

‘Strong case study in support of performance statistics and results’

‘Strong media pack, clear product description, features and benefits’

Negative Feedback

‘the audit method is unclear and not demonstrated’

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AWARD CRITERIA

Digital Agency of the Year Award - NEW

Open to – Digital Agencies, Creative Agencies, Media Agencies, Performance Marketing Agencies

This award will be presented to a Digital Agency that can demonstrate innovation in developing and implementing digital executions that have delivered advertisers with successful campaigns and ROI.

• Entrants must derive at least 30% of their revenue from Digital channels

• Entrants should show how their executions have been innovative and successful and – from the perspective of advertisers – what makes them stand out from the crowd.

• Entrants should provide a case study which includes: reach by size and type, Audit Method, Relevant revenue / profit figures / ROI, Growth statistics, Other performance statistics and results / evidence of success

• Website data: impressions (monthly / yearly), monthly unique users

• Any additional online data

AWARD CRITERIA

Trading Desk of the Year Award - NEW

Open to – Trading Desks at Digital Agencies, Media Agencies, Programmatic Agencies

This award will be presented to a Trading Desk that has delivered the highest level of service and innovation in programmatic performance over the previous year.

• Entrants should profile the trading desk team, their capabilities and how they focus their energies on strategy, analytics, trading, products and supply

• Entrants should demonstrate the number of campaigns/clients managed and how these accounts have grown over the last year

• Entrants should demonstrate what technologies are used on their trading desk, how you use them & why they help you deliver results

• Entrants should demonstrate how data is used in buying strategies

• Entrants should provide a case study on how metrics are used in programmatic buying/selling to increase client ROI

• Entrants should show how the team has innovated or added value to a client campaign over the year

• Entrants should explain how the trading desk performance is reviewed and optimized as well as how buying improvement is assessed against other digital channels

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AWARD CRITERIA

Rising Star Award - NEW

Open to – Individuals from Publisher/Media Organisations with Digital Led roles

This award is for a ‘Rising Star’ in the industry i.e. those with less than 3-years experience, who have displayed commitment, motivation, a willingness to learn, courage under pressure, self confidence, organisational skills and a readiness to go the extra distance for both internal and external customers.

• Less than 3-years involvement in the industry• Excelled in performance reviews• Demonstrates a basic understanding of the Digital

Advertising Ecosystem• Demonstrates sound understanding of Campaign Goals

(if applicable) • Demonstrates sound communication skills• Demonstrates opportunities to suggest solutions that

increase the effectiveness and efficiencies digital campaigns including tools, process and reports related to job responsibilities (if applicable)

• Demonstrates the ability to accommodate evolving responsibilities and last minute changes

• Demonstrates a keen interest in developing their digital skills through training and/or certification

• Demonstrates a flexible, personable attitude• Demonstrates attention to detail• Demonstrates the ability to deliver accountabilities on

time• Handles troubleshooting and discrepancies

professionally

AWARD CRITERIA

Council Member of the Year Award - NEW

Open to – Members of IABNZ Councils

This award celebrates the commitment and contribution of a member to help grow and shape the industry by participating in one or more of the IABNZ Councils.

This category is community sourced and we are keen to hear your nominations for dedicated council members. Members can also nominate themselves.

• Material contributions to tiger team outputs - on time and on brief

• At least 80% attendance of council meetings throughout the year - 70% if belongs to more than one council

AWARD CRITERIA

Service to the Industry Award

This award celebrates a long-standing individual who has helped to grow and shape the industry over the last ten years.

This category is community sourced and we are keen to hear your nominations for extraordinary industry leaders.

• 10+ Years involvement in the Industry• Highly credible• Demonstrates strong & consistent leadership• Demonstrates thought leadership• Demonstrates the ability to Innovate• Demonstrates the ability to take risks

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AWARD CRITERIA

Grand Prix Award

Are you the best of the best? The Grand Prix award will be selected by the judges after debate and deliberation at the judging day.

The Grand Prix winner will, in the judge’s opinion, be the star entry from the Sales or Ad-Ops categories that encompasses the very best of digital advertising over the last year.

The Grand Prix Winner will receive a trip to Barcelona to attend theMobile World Congress in February 2019¹.

¹ Grand Prix Winner Prize covers - Flights, Accommodation for 4 nights and Entry Fee to the ‘Mobile World Congress 2019’.

‘Winning the Grand Prix felt good! Being recognised by the industry for the year’s hard work only fuelled my passion for digital. I got the opportunity to meet and exchange ideas with some of the world’s best marketers at ad:tech NYC – the experience was ‘Progra-Magical!’ – Zane Furtado, Winner Grand Prix Award 2017