Feb 06, 2002
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What does it take to achieve online advertising greatness? (Or at least get a big gold star on your report card.)
When the producers of yesterday's Online Advertising Summit in NYC, announced their Top 10 Online Ads of 2001 contest winners, I badgered the three judges to find out how they decided which campaigns were the best.
Shawn Gold, President/CSO eUniverse:
"- Considerations of metrics/ROI
- Integrated media consideration, where applicable. How did it make the total communications work harder.
- How it uses the medium in the creative. Is it interactive, is it viral, does it initiate an ongoing relationship?
-I also looked at the qualitative issues around the creative execution. Does it affect you emotionally, embody the brand values, etc.?
Edward Kim at Unilever:
2) meeting brand goals/objectives
4) reaching the right audience in the right place"
Tim McHale of Tribal DDB:
"1. creative solution
2. sophistication of metrics/ROI
3. use of online in a rare business category
4. diversity of business application"
The winning ads were (in alpha order):
A.I. Web-marketing Campaign
Budweiser and O'Doul's Advertising Campaign
IBM Innovations Campaign
Kellogg's Corn Pops - Strange Animation
Microsoft Campaign: Windows XP Launch
Nexium - The New Purple Pill
Pepsi: Britney Spears-Oscar Campaign
Playboy.com/Jack Daniel's Hef Mega Ad Campaign
Taco Bell / Xbox Campaign
Volvo "Road to the S60" Campaign