Online advertising award entries – what to include?
September 14, 2008 1 Comment
In the second round of LIA judging, there were still 50 online ads (banner ads) that needed to be judged. Most online ads are extremely self-explanatory and easy to judge, but some of the entries did need some explaining (for me, it was usually those that weren’t in English).
There were only a few entries that had personalised their entries and created a specific entry landing page. Only a handful created a video showing the details of the banner including the interaction. These made it so much easier.
They don’t need to include much detail, just a brief overview. Below are a few of the good examples of award entries.
Something that bugged me as a judge was seeing that agencies hadn’t bothered changing the award entry pages for the different awards. An example of this was RMG with their Huggies entry. Rather than putting your award entries to specific sites, put them on a general site. It will help to minimise the preparation and work required in entry time.
Even though banner advertising can be easy and self-explanatory, they still need the same level of attention given to their award entries. The banner category was the most competitive, but there weren’t many entries that stood out. There were a lot of great executions, but not too much explaining.
The key learnings are
- Dedicate the same amount of time to the entries
- Think about the judge – what do they need to see? what will help the entry stand out? why should it deserve to win?
- Make a simple video of the key elements/animations.