Category Definitions

If you are unsure of which category or categories to select for your entry, consult the complete category definitions below.

Banner Campaigns Includes banners, buttons, pop-ups/unders, etc. Does not include rich media. Campaigns must include at least 3 banners.

Banner Singles Includes banners, buttons, pop-ups/unders, etc. Does not include rich media. Must be only 1 banner.

Best Integrated Media Plan Integrated Media Plan entries must include media buys and placements over 3 different media types, one of which must be online. In addition to online, other media types can include print, outdoor, TV, guerilla or radio.

Best Use of Online Media Best, most innovative and effective or creative use of a website or associated online tools -- applications, games, microsites, online ads, social media, wallpaper, icons, etc. -- in a media/marketing strategy.

Best Use of Social Media Best, most creative, innovative or highly effective use of online social media -- websites, applications, APIs, plug-ins, etc -- within an advertising or marketing campaign.

Branded Content Short films, commercials and video that premiered on the Internet and promote brands, products or services for commercial purposes i.e. advertising.

Email Marketing A form of direct marketing utilzing electronic mail as a means of communicating to an audience.

Game or Application A Web-based or downloadable game or application made on behalf of a client to specifically market a good, service or event.

Integrated Campaigns Integrated Campaigns must include at least 3 different media types, one of which must be online. In addition to online, other media types can include print, outdoor, TV, guerilla or radio.

Mobile & Experience Marketing The use of mobile, interactive or online components to create real-world brand immersion. This can consist of q-codes integration, interactive kiosks, GPS technology, outdoor interactive signage and other environmental marketing that prompts the user to interact with the Web via computer or mobile device.

Online Campaigns Online campaigns must consist of at least 3 different components, all of which must have been done online. This includes email, banners, Websites, online guerilla marketing, online commercials, and mobile advertising.

Online Commercials Original Web commercials premiering online to advertise a product or service, adapting the traditional television format for the Web.

Online Guerilla & Innovation Consists of un-conventional and innovative online promotional techniques, done with a small marketing budget and with technological advancement as motivation. By nature, guerilla marketing is subtle, often deceptive; sometimes called "stealth" marketing. All components of the entry must be online.

Rich Media: B to C Includes rich media created as a communications and marketing tool between businesses and consumers.

Rich Media: Non-Profit/Educational Includes rich media created on behalf of a non-profit, governmental, educational or political body. Includes foundations, museums, NGOs, universities, etc.

Rich Media: Promotional Includes rich media created to promote special sales, new products, seasonal goods or to increase sales of a specific product or service.

Viral Marketing An advertising and marketing phenomenon that facilitates and encourages people to pass along a marketing message. Can be graphic, text or video-based advertising.

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Category Definitions

If you are unsure of which category or categories to select for your entry, consult the complete category definitions below.

Animation Original cartoons, motion graphics, illustrations or digitally animated images premiered on the Internet. Individual episodes or entire series may be entered.

Best Editing This category considers the craft of editing independent of genre. Technical ability, creative execution and adherence to the standards of the craft will all be considered.

Best Individual Performance Best individual performance by a person or thing (puppet, animal, flying lawnmower, etc.) in a video series or episode. Can consist of a particularly poignant dramatic performance, a breathtaking stunt, a painstakingly executed dance routine, or any performance that captures viewers attention and cannot be easily replicated.

Best Reality/Variety Host Best performance by a male or female host of any reality or variety series or episode.

Best Use of Interactive Video Only the interactive components of a video will be judged. Geared toward narrative and graphical elements that include selectable plotlines, choose-your-own-adventure type stories, and puts the action squarely in the hands of the user.

Best Writing This category considers the craft of writing for online film & video, independent of genre. Technical ability, creative execution and adherence to the standards of the craft will all be considered.

Comedy: Individual Short or Episode Content under five minutes running time, created as a single short or one-time episode, and dedicated to comedy or the art of laughter.

Comedy: Long Form or Series Serial content dedicated to comedy or the art of laughter premiered on the Internet. Entries must consist of more than one or more episodes over 5 minutes in total to qualify for this category (or see Comedy: Individual Short or Episode for shorter episodes).

Documentary: Individual Episode Single, one-time documentary films (of any length) should be entered, which premiered only online.

Documentary: Series Series or shows of documentary content that premiered only online.

Drama Narrative content, as a single or series, of a dramatic, turbulent or highly emotional nature that premiered on the Internet. Content must be original and fictional in nature. For non-fiction, news or documentary entries please see the Documentary and News & Politics categories.

Events & Live Webcasts Original content promoting specific events and Webcasts including concerts, fairs, festivals, sporting events, tours, or other events premiered on the Internet. Individual episodes or entire series may be entered.

Experimental & Weird Online film & video that shuns narrative, incorporates groundbreaking technology, reflects a fresh perspective and basically avoids conventional description. Individual episodes or entire series may be entered.

How-To and DIY Individual episodes, and/or series/shows of original content may be entered, focused on how-to instructional topics, or do-it-yourself programming in all subject areas--home and lifestyle, family and parenting, fashion and beauty etc...

Music Original online film and video dedicated to the presentation or documentation of music content: including music videos, performances, etc... Individual episodes or entire series may be entered.

News & Politics: Individual Episode Original online content, as an individual episode, documenting informational news topics, political happenings and recent updates and headlines.

News & Politics: Series Original online content, as a serial or show, documenting informational news topics, political happenings and recent updates and headlines.

Public Service and Activism Original online content documenting public service issues, activism and societal concerns. Individual episodes or entire series may be entered.

Reality Original online programming of a generally unscripted nature, documenting actual events over fiction, and featuring "ordinary" people over professional actors. Individual episodes or entire series may be entered.

Sports Original online content for sports news, sporting culture, sports teams, sporting events, and sports history. Individual episodes or entire series may be entered.

Student For students who have created online film & video for academic purposes or as part of developing a portfolio. Category limited to works of students.

Technology Original online content for technology reviews, information, learning, news, and updates. Including computers, hardware and software, telecommunications, networking equipment, business or consumer products and services, and all other technology information. Individual episodes or entire series may be entered.

Travel & Adventure Original online content that providing travel information. This includes travel agent content, hotel and airline promotional videos, travel reviews, video travel guides, and travel tools. Individual episodes or entire series may be entered.

Variety Original online film and video dedicated to the presentation or documentation of variety show content: including online talk shows, interviews, special editions, etc... Individual episodes or entire series may be entered.

Video Remixes/Mashups Repurposed or re-imagined use of previously created video content. Can include unauthorized music videos, re-edited film trailers, and other creatively produced material that incorporates pre-existing footage.

Viral Low-budget, home-made or accidental Web phenomenon premiered on the Internet. These must be unpaid, non-commercial content.

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Category Definitions

If you are unsure of which category or categories to select for your entry, consult the complete category definitions below.

Activism Sites facilitating political change, social movement, human rights, public education and reform, or revolution.

Art Sites primarily to display or promote art of any medium, art galleries, art auctions or content focused on art criticism or the art world.

Associations Sites for industry or trade associations or groups.

Automotive Sites providing information or commerce for the automotive industry, including sites for auto makers, current car models, auto dealers (new or used), new cars for sale, used cars, car parts or accessories, car culture or car customizing.

Banking/Bill paying Sites providing online consumer banking and bill paying services or other consumer related saving and lending services.

Beauty and Cosmetics Sites promoting beauty and cosmetic-related products, health and beauty aids, hair and makeup products, skincare, and commentary or content related to any of the above.

Best Copy/Writing Only copy and writing judged.

Best Home/Welcome Page Only home or welcome page judged.

Best Navigation/Structure Only information architecture judged.

Best Practices Best Practices sites serve as an industry benchmark for the most current, innovative, and advanced practices in Web development. Sites demonstrating unparalleled excellence across The Academy's six criteria: content, structure & navigation, visual design, interactivity, functionality, and overall experience.

Best Use of Animation or Motion Graphics Only animation and motion graphics judged.

Best Use of Photography Only photography as it's used throughout the site is judged. Geared toward sites that rely heavily on photographic imagery as a critical part of the user experience.

Best Use of Video or Moving Image Only video or moving image judged.

Best Visual Design - Aesthetic Only visual design judged. Geared toward sites and experiences where visual design is intended to be beautiful, emotional, and appeal to the senses.

Best Visual Design - Function Only visual design judged. Geared toward sites that rely on visual design as a critical part of a functional user experience.

Blog - Business Sites that serve as weblogs or online journals for professional and business related topics.

Blog - Cultural Sites created by individuals or groups that serve as weblogs or online journals for cultural, lifestyle or entertainment topics.

Blog - Political Sites that serve as weblogs or online journals for political and civic oriented topics.

Broadband Sites fully integrating bandwidth-intensive interactive content. This content may include video, animation, and like dynamic elements that bring the computer, television, radio and film one step closer to convergence.

Celebrity/Fan Sites focused on celebrating, promoting or honoring celebrities, personalities, bands, athletes, movie actors, or other people of note.

Charitable Organizations/Non-Profit Sites for charities and charitable organizations whose primary purpose is helping people or other worthy causes.

Community Sites creating and facilitating online community, connectedness and/or communication around shared interests. These sites can target either a broad-based or niche audience.

Consumer Electronics Sites marketing or promoting items and services that would be classified as consumer electronics such as handheld devices, PDAs, personal computers, televisions, stereos, home audio/video equipment, home theater systems, video game platforms and consoles and other related electronic products.

Corporate Communications Sites that serve as online identities for corporations, organizations, businesses or professional individuals. These sites may promote, market or provide information and a point of contact for products, services, corporate individuals or companies involved in on or offline commerce.

Cultural Institutions Sites for museums, parks, zoos, gardens, aquariums, theatres, arenas and any other institutions of cultural significance.

Education Sites that are educational, promote education, or provide online curriculum or education services. This category includes educational content for children or adults, resources for educators, and "distance learning" courses. Does not include school sites, see School.

Employment Sites featuring job and employment listings, job and career search services, recruiting services, career advice, headhunting or other career or job related information.

Events Sites promoting specific events including concerts, fairs, festivals, sporting events, tours, or other events.

Family/Parenting Sites providing content related to family issues, child rearing, family activities, pregnancy, parenting tips and other information.

Fashion Sites promoting personal style, clothing, design, and accessories. These include sites selling fashion items or promoting designers, and editorial sites with fashion news and information.

Financial Services Sites providing financial services and/or information. These include online stock trading, financial news, mortgage information, credit cards, or investor relations and services. Does not include online banking sites. See Banking/Bill Paying.

Food and Beverage Sites promoting food and beverage products including snack foods, candy, confections, chewing gum, fresh and frozen food, soft drinks, juices, energy drinks and water. Also sites featuring content about food or beverages, including recipes or recommendations.

Games Sites featuring direct online gaming for individuals or multi-player. Includes games of any type including action, sports, fantasy, skill, or logic. Please enter branded or sponsored games in the Interactive Advertising Games/Applications category. Sites promoting, reviewing, and providing gaming resources should be entered in the Games-Related category.

Games-Related Sites devoted to the world and culture of computer gaming. This includes gaming news, gaming magazines, walkthroughs, FAQs and gaming resources. Sites that feature playable single- or multiplayer games should be entered in the Games category.

Government Sites providing information and services pertaining to government matters. These include sites that enable online citizen action, offer self-help information, publish government documents and forms, and provide access to services provided by government agencies.

Green Sites that focus on "green" issues including concerns for environmental conservation and improvement of the state of the environment. Specific examples include recycling or energy blogs, websites announcing "green" corporate initiatives, conservation-focused blogging or environmentally friendly computer recycling websites.

Guides/Ratings/Reviews Sites that provide reviews of products or services for either consumer or business audiences. These include restaurant reviews, travel reviews, business product or service reviews, buying guides, best-of resources, product and price comparison sites.

Health Sites providing information and resources to improve personal health and well-being. These may include medical news sites, health information, and online diagnosis. Health includes not only medicine but also includes alternative and mental health and fitness Web sites.

Humor Sites dedicated to comedy or the art of laughter.

IT Hardware/Software Sites providing information or commerce for information technology, hardware and software, including computers, servers, networking equipment, business or consumer software products and services, and all other technology and information services related to hardware or software.

Insurance Sites providing information, commerce or other services featuring insurance products and services for home, auto, liability, business or any other purposes.

Law Web sites for law firms, legal service providers, pro-bono legal services, litigation support, and self-help legal information. Sites that feature content on legal issues, trials, law and business issues, court decisions or legal advocacy.

Lifestyle Sites featuring commentary, commerce and advice on lifestyle and living topics such as gardening, home improvement, interior design, architecture, and like subjects. Sites touching on the personal side of life by providing information and resources that allow people to live on their own terms.

Magazine Sites that are online editions or companions to offline business or consumer magazines, or sites published only online ('zines).

Movie and Film Sites dedicated to promotion, celebration and presentation of films, movies and film culture. These include movie promotional sites, film news, film resources, film magazines and film archives. This does not include fan sites - See Celebrity/Fan.

Music Sites dedicated to the distribution and/or presentation of music or musical information. These sites may provide a direct listening experience, commerce, or promote musical awareness including musicians' or record labels' sites, sites that promote musical events, or those that teach music or about music.

NetArt Projects that integrate art and technology, exploring and expanding the distinctive capacity of the medium. Projects must include a Web-based component and may include an offline element.

News Sites developed for the distribution of recent happenings. These may be offshoots of established broadcast or other existing news operations, or developed specifically for online news.

Personal Blog/Website Sites and blogs about individuals. These personal sites are created by you about you, by you about someone else, or by someone else about you. Portfolio sites are not accepted in this category. They should be entered in Self Promo/Portfolio

Pharmaceuticals Sites promoting or marketing prescription or non-prescription drugs and medical treatment or sites providing information on pharmaceutical products.

Politics Sites providing political information. These may include campaign or candidate sites, political resources, or political news sites promoting a political cause or action.

Professional Services Sites for professional service firms including consultants of any type, accountants and other business service providers.

Radio/Podcasts Sites with ties to a radio network, station, or program, either on the air or on the Web. This category includes sites that relate to a specific musical or talk-radio show, segment, or station.

Real Estate Sites marketing or promoting the sale or rental of residential or commercial real estate, including real estate listings, brokers and brokerage services, real estate agents, and sites for developments, buildings or other real estate holdings.

Religion and Spirituality Sites focusing on the spirit or the soul, evangelizing spiritual practice, celebrating God(s) or any other divine power - traditional or otherwise. These include sites which provide information about the ritual, history and practice of all forms of spirituality, church and temple sites, online confessions, virtual prayer groups, and astrology sites as well as sites that provide a platform for direct online spiritual experience.

Restaurant Sites for restaurants, bars, restaurant chains, and other food and drink establishments. Does not include Review sites. See Guides/ Ratings/Reviews.

Retail Sites providing consumers online commerce and retail sales of any products or services.

School/University Sites for schools (high school, secondary school, elementary school), specialty school, technical school, colleges, universities and other schools.

Science Sites distributing information related to scientific exploration. These include science exhibits, science museums, science organizations, science laboratories, and academic institutions.

Self-Promotion/Portfolio An individual's creative work or collection of examples of prior projects, used to promote experience, qualifications, and skills. An online resume and demonstration of professional abilities on an individual basis. For companies, see Professional Services.

Social Networking Sites that facilitate the process of connecting individuals through the Internet. Their purpose may be business or pleasure. They may use friend-of-friend connections to form a social network or use technology to make the connection. Includes dating and matchmaking sites.

Sports Sites for sports news, sporting culture, sports teams, sports statistics, sports data, sporting events, and sports history. Includes fantasy sports sites.

Student For students who have designed web sites for academic purposes or as part of developing a portfolio. Category limited to works of students.

Telecommunications Sites for cellular or mobile phones, accessories, voice over IP, phone service, long distance service, ring tones, or any other mobile or land-line phone or phone service.

Television Sites which are online counterparts of television programs, promote television programs, television networks, or cable networks.

Tourism Sites that promote travel and tourism destinations, specific travel activities or promotional and informational tourism websites. Includes city, country or regional sites, tourist attractions, and chamber of commerce sites.

Travel Sites that provide travel services and information. These include online agents for purchasing tickets, hotel rooms, rental cars, vacation packages and other travel services. Includes online travel guides, travel writing, and travel tools.

Web Services & Applications Sites, Web applications, widgets and desktop apps allowing real world activities to be done online. These include agent or bot sites as well as application sites that help people find edit photos, create documents, find jobs, locate houses, make dates, or which otherwise facilitate typically offline activities from a keyboard.

Weird Sites that just seem strange, offbeat or odd. This category includes sites that reflect a fresh perspective in thought and action strong enough to start a revolution, change a behavior pattern, or advance old thinking lodged in bad habits, or that are just plain weird.

Youth Sites for those under 18: kids, youth, adolescents, teens and young adults.

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Category Definitions

If you are unsure of which category or categories to select for your entry, consult the complete category definitions below.

Best Use of GPS or Location Technology The mobile Website, application or experience making the most innovative, creative, useful and functional use of GPS, location technology, geo-tagging, etc. Only the GPS and Location Technology features will be judged.

Best Use of Mobile Video The mobile Website, application or experience making the most innovative, creative, useful and functional use of video or video on demand services. Only the video component will be judged.

Entertainment Mobile sites developed for the distribution of entertainment content, such as sports, games, news, gossip, humor and reviews. These may be offshoots of established broadcast or online news and entertainment operations, or developed specifically for the mobile device.

Experimental & Innovation The use and/or implementation of groundbreaking mobile technology or unconventional applications of mobile technology in mobile Websites, applications and environmental situations. Entries in this category may be theoretical, pre-production technologies pushing the boundaries and definitions of mobile.

Integrated Mobile Experience Integrated Mobile Experiences must include at least 2 different media types, one of which must be designed for a mobile device. Entries should highlight unique communication between the mobile device and the additional media. Other media types can include online, print, outdoor, TV, guerilla or radio.

Mobile Applications Applications written for any mobile device in any language. It is highly recommended that due to the high number of device profiles, Mobile Application entries are submitted as videos showing the application in use.

Mobile Marketplace & Services Sites which provide consumers with access to online commerce and retail sales of products or services.

News Mobile Websites developed for the distribution of news and recent headlines. These may be offshoots of established broadcast or other existing news operations, or developed specifically for mobile news.

Social Networking Mobile Websites that facilitate the process of connecting individuals through the mobile Internet. Their purpose may be business or pleasure. They may use friend-of-friend connections to form a social network or use technology to make the connection. Includes dating and matchmaking sites.

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