Media Innovation Awards ★ Categories ★

Media Leader of the Year

Media Agency Innovation *NEW*

Media Collaboration: Best Partnering *NEW*

Best Use of Media

Best Use of Local Media *NEW*

Entries should demonstrate use of local media channels (e.g., newspapers, radio, community websites, local TV, OOH) to reach and engage a specific geographic audience.

Best in Audio Platforms

Entries should showcase a relevant and compelling use of the platform to reach a target audience and achieve brand goals. Includes, but is not limited to executions in radio, podcasts, and streaming audio services.

Best in Experiential/Stunts - Budget Under $100,000

Entries should showcase a relevant and compelling use of experiential and stunts to reach a target audience and achieve brand goals. This is any activity aimed at generating product adoption and increased sales that does not rely on a traditional medium as its primary channel. This Includes, but is not limited to, activations, live events, shows, concerts and festivals, etc. The budget for the event should not exceed $100,000. Please provide a ballpark estimate of total costs to the jury. See details of budget elements here.

Best in Experiential/Stunts - Budget Over $100,000

Entries should showcase a relevant and compelling use of experiential and stunts to reach a target audience and achieve brand goals. This is any activity aimed at generating product adoption and increased sales that does not rely on a traditional medium as its primary channel. This Includes, but is not limited to, activations, live events, shows, concerts and festivals, etc. Any plans executed on a budget under $100,000 should be entered into Best in Experiential/Stunts - Budget Under $100,000. Please provide a ballpark estimate of total costs to the jury. See details of budget elements here.

Best Integrated Campaign - Budget Under $250,000

Entries should showcase a relevant and compelling use of three channels to reach a target audience and achieve brand goals. 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. The campaign may include both digital and traditional media elements. Please provide a ballpark estimate of total costs to the jury. See details of budget elements here.

Best Integrated Campaign - Budget Over $250,000

Entries should showcase a relevant and compelling use of three channels to reach a target audience and achieve brand goals. 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. The campaign may include both digital and traditional media elements. Please provide a ballpark estimate of total costs to the jury. See details of budget elements here.

Best in Print Platforms

Entries should showcase a relevant and compelling use of the platform to reach a target audience and achieve brand goals. Content must have been published in print (including newspapers, magazines), but may also have additionally been published in a digital format.

Best in OOH Platforms - Budget Under $100,000

Entries should showcase a relevant and compelling use of OOH platforms to reach a target audience and achieve brand goals. Indoor, outdoor, digital, traditional, small scale and place based executions may be entered into this category. This includes, but is not limited to: billboards, airports, public transit stations/systems, arenas, washrooms, in-store executions, fitness centers, bars and restaurants, gas stations, flyers, etc. Please provide a ballpark estimate of total costs to the jury. See details of budget elements here.

Best in OOH Platforms - Budget Over $100,000

Entries should showcase a relevant and compelling use of OOH platforms to reach a target audience and achieve brand goals. Indoor, outdoor, digital, traditional, small scale and place based executions may be entered into this category. This includes, but is not limited to: billboards, airports, public transit stations/systems, arenas, washrooms, in-store executions, fitness centers, bars and restaurants, gas stations, flyers, etc. Any entries executed within a budget of $100,000 should be entered into Best in OOH Platforms - Budget Under $100,000. Please provide a ballpark estimate of total costs to the jury. See details of budget elements here.

Best in Video Platforms

Entries should showcase a relevant and compelling use of the platform to reach a target audience and achieve brand goals. Includes, but is not limited to executions in television, cinema and online.

Best Use of Digital

Best Use of Content

Niche Marketing

Products and Services

These categories will be judged for their innovation and clever use of media within a particular vertical. Cases should explain how the campaign utilizes media uniquely for the product, service or brand, and include any "first uses" of media within the category.

It is recommended that entrants submit an updated version of any case studies entered into the previously listed categories for the categories noted below.

Best in Automotive

Influencing one of the bigger ticket purchases consumers make requires a range of precision targeting and timing, reaching some ultra niche targets, and also delivering broad reach. The jury will look to award planning that effectively brought consumers into the brand fold, or achieved goals such as innovatively addressed the purchase funnel. Entries may include advertising for vehicles as well as auto parts, products and services.

Best in Consumer Goods

This category has evolved from tried and true formulas to one of the most innovative areas of advertising. Engaging the right consumers at the right time is therefore one of the toughest planning challenges now. Jury will award entries that cleverly targeted and successfully stood out from the pack. Entries may include, but are not limited to, media plans for the advertising of food and beverages, personal care, pet care, home maintenance products, etc. Please note – alcoholic beverages should be entered into the regulated products category.

Best in Durable Goods

Positioning is everything, so media plans for occasional purchases that run the gamut from fashion to cell phones must not only reach the right target, they need to be delivered in a way that bolsters brand goals such as sparking aspiration, conveying quality and inspiring trust. Jury will assess elements such as interesting partnerships, smart targeting and other relevant factors that enhance badge preference. Entries may include, but are not limited to, media plans for the advertising of appliances and electronics, sports equipment, clothing, homeware, etc.

Best in Finance and Services

The stakes are high in this category, with the goal of establishing and maintaining long-term relationships. Jury will look for plans that cleverly reach new consumers and/or engage existing clients, using insights, situational and targeting intel to achieve this goal. Entries to this category may include advertising for banking institutions, investment companies, the insurance and real estate industries, telecommunications, utilities and other consumer-facing services.

Best in Regulated Products

From regulatory parameters to niche targets, this category presents unique media challenges – and the opportunity for effective solutions. The jury will look to award entries that find inventive ways of using media to reach consumers within this vertical. Entries to this category include media programs for Alcoholic Beverages, Cannabis, OTC and prescription products and health services.

Best in Retail and QSR

The retail experience is more diverse than ever, with shoppers seeking deals and convenience both online and in stores. As the retail brand landscape expands, consumers are inundated with choice - and messaging - creating a media challenge to find ways to stand out. The jury will look to award clever ways to get the attention of shoppers and engage consumers along the path to purchase. Entries to this category may include media programs for any type of retailer, both brick and mortar and online.

Best in Travel and Tourism

Disruption in the travel biz – new challenges (like pandemic pivots) and new opportunities (like local focused travel) – makes the category a tough, yet exciting media challenge. The jury will look to award new and ingenious ways of targeting consumers for both international and domestic travel. Entries may include advertising for tourism organizations, airlines and other transportation companies, the hotel and resort industry, and tourist destinations (including theme parks, exhibitions, etc.)

Best Media Insights

In these categories, entries will be judged on the caliber of strategic media thinking - the blend of ideas, use of data and creativity that took the media plan in a new direction. Cases should explain how the ideas were arrived at, how they were acted upon and how they worked for the brand.

Best Cultural Insights

Using core human truths uncovered by identifying unique consumer behaviour. Entries should outline the underlying unique local market characteristics and/or distinct conventions, habits and ethos of the target group and how that was used to formulate the plan.

Best Data Insight

This category recognizes the use of data insights to drive the success of a campaign. Entries should showcase how the discovery of valuable insights through data analysis led to increased effectiveness of the campaign. This could include the use of data to inform campaign strategy, target audiences, personalize messaging, optimize media placements, or improve overall performance. The focus should be on the unique insights gleaned from the data and how they were applied to achieve the campaign objectives.

Best Disruption

Moving past reach and frequency, the new grail is a media strategy that earns attention through mixing out-of-the-category-box insights with unexpected connection ideas. A truly disruptive media plan can impact a whole category, but a MIAs-winning one should also tie back to business objectives.

Best Launch/Relaunch

The media strategy, ideas and insights behind a successful launch or re-launch. How did your campaign use media to generate awareness and connect with an audience for a new brand, product, or service, or breathe new life into an existing one?

Best New Metrics

Beyond the typical CPM/ROI measurement tools, how did you find new ways to prove the efficacy of a media investment and evaluate its contribution towards achieving KPIs? Judges will be looking for evidence of how the new metrics helped to demonstrate the value of the media investment and its contribution towards achieving campaign objectives.

Planning with Purpose

Marketers more than ever recognize the impact of their planning. We're seeing brands' ESG focus influence more of their marketing decisions, and in particular media. There is growing support for BIPOC owned media, as well as local media. In addition to a focus on inclusivity, brands are also concerned with sustainability and looking to reduce the environmental impact of their investment. Entries should demonstrate how media programs embodied these principles while achieving business objectives.

Public Service

All Public Service (i.e. paid for by governments, institutions or corporations to promote a public service message, or created on behalf of registered not-for-profit organizations) must be entered into the Public Service categories and cannot be entered into any other categories.

Public Service - Best Media Insights

In these categories, entries will be judged on the caliber of strategic media thinking - the blend of ideas, use of data and creativity that took the media plan in a new direction. Cases should explain how the ideas were arrived at, how they were acted upon and how they worked for the brand.

Best Data Insight

This category recognizes the use of data insights to drive the success of a campaign. Entries should showcase how the discovery of valuable insights through data analysis led to increased effectiveness of the campaign. This could include the use of data to inform campaign strategy, target audiences, personalize messaging, optimize media placements, or improve overall performance. The focus should be on the unique insights gleaned from the data and how they were applied to achieve the campaign objectives.

Best Disruption

Moving past reach and frequency, the new grail is a media strategy that earns attention through mixing out-of-the-category-box insights with unexpected connection ideas. A truly disruptive media plan can impact a whole category, but a MIAs-winning one should also tie back to business objectives.

Best Launch/Relaunch

The media strategy, ideas and insights behind a successful launch or re-launch. How did your campaign use media to generate awareness and connect with an audience for a new brand, product, or service, or breathe new life into an existing one?

Public Service - Best Use of Content

Best in Brand Integration

The effective promotion of a brand's values and position by integrating the brand within existing media properties, content or events. The jury will pay particular attention to the content strategy at play.

Best in Branded Content

The creation of original content for any medium, including television, radio, print, online, etc. by or for a brand. The jury will consider how the content enhances the brand's values and positioning.

Best in Consumer Engagement

Brand-based campaigns that produce strong engagement with the consumer, either through individual participation, new technology or the use of a personalized communication strategy that engages the target audience. Judges will look for proof of engagement metrics, including "time spent with brand," "number of interactions," "number of downloads," etc.

Public Service - Best Use of Digital

Best in Emerging Technology *NEW*

Awarded to work that has used digital technology in a new or innovative way. This may include new interactive online tools, downloadable content, or digital technology used in a brand activation or event, but may also include a technological first in a particular vertical or industry.

Best in Data *NEW*

Entrants should demonstrate a unique way of using data to meet a campaign's objectives through, for example, improved targeting or conversion. Entries may also include programmatic ad buying.

Best in Search

Entrants should demonstrate a unique way of using search to meet a campaign's objective, and may include targeting or converting a searcher’s intent to communicate a brand message.

Best in Social

Inventive use of one or more social media platforms to further a brand’s reach in an online community. May also include the building of a new or existing brand community online.

Best in Websites and Microsites

Interesting use of a website or microsite to tell a brand’s story or further the reach of a campaign.

Best Use of Digital Platforms

Any campaign using paid online media space. Includes static inventory (banners, big boxes, skyscrapers, etc.) and dynamic or rich media inventory (pop-ups, interstitials, expanding banners and boxes, etc.).

Any campaign using social properties as the primary media (Facebook, Twitter, LinkedIn) must register in the Best in Social Media category.

Public Service - Best Use of Media

Best in Audio Platforms

Entries should showcase a relevant and compelling use of the platform to reach a target audience and achieve brand goals. Includes, but is not limited to executions in radio, podcasts, and streaming audio services.

Best in Experiential/Stunts

Entries should showcase a relevant and compelling use of experiential and stunts to reach a target audience and achieve brand goals. This is any activity aimed at generating product adoption and increased sales that does not rely on a traditional medium as its primary channel. This Includes, but is not limited to, activations, live events, shows, concerts and festivals, etc.

Best in OOH Platforms

Entries should showcase a relevant and compelling use of OOH platforms to reach a target audience and achieve brand goals. Indoor, outdoor, digital, traditional, small scale and place based executions may be entered into this category. This includes, but is not limited to: billboards, airports, public transit stations/systems, arenas, washrooms, in-store executions, fitness centers, bars and restaurants, gas stations, flyers, etc.

Best in Print Platforms

Entries should showcase a relevant and compelling use of the platform to reach a target audience and achieve brand goals. Content must have been published in print (including newspapers, magazines), but may also have additionally been published in a digital format.

Best in Video Platforms

Entries should showcase a relevant and compelling use of the platform to reach a target audience and achieve brand goals. Includes, but is not limited to executions in television, cinema and online.

Best Integrated Campaign

Entries should showcase a relevant and compelling use of three channels to reach a target audience and achieve brand goals. 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. The campaign may include both digital and traditional media elements.

Public Service - Niche Marketing

Best in Niche Targeting

Nailing the niche. This category recognizes media programs that effectively targeted a distinct group of consumers or community with a tailored media strategy. Successful entries will showcase how the media strategy engaged and influenced the audience, and achieved increased engagement, brand awareness, lead generation, or conversion rates. The focus should be on the uniqueness of the target audience and how the media plan found new ways to reach the desired community. Niche audiences include, but are not limited to pet owners, new mothers, sports enthusiasts, gamers etc.

Best Use of Influencers

Beyond the typical #influencer campaign this category looks to recognize how the use of an influencer effectively captured the attention of the target audience for a brand and drove significant outcomes. The jury is looking for examples of how the influencer strategy was implemented, what channels were leveraged, and if the use of the medium achieved brand goals.