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CASIE Honors Advertisers, Agencies

CASIE, the Coalition for Advertising Supported Information and Entertainment, handed out honors recently at the Association of National Advertisers Annual Conference, in Naples, FL.

Top awards went to advertisers and their agencies in four categories:

Best interactive product ads: Procter & Gamble (Scope) and Blue Marble ACG.

Best interactive service ads: John Hancock Variable Life Insurance Co and ModemMedia.Poppe Tyson.

Best packaged goods Web site: Avon Products Inc. and Think New Ideas.

Best corporate Web site: Dell Computer and Grey Interactive.

"Each successive year's CASIE Awards recognize greater achievement in delivering measurable results," said Robin Webster, co-executive director of CASIE and a senior vice president of the ANA. "This year is the high-water mark to date."

CASIE's panel of judges evaluated each entry on two main criteria -- effectiveness and creativity -- with an emphasis on the former. Effectiveness was judged against the advertiser's stated objectives such as generating sales leads or building brand awareness, using many different types of measurements. Thesse include clicks, pre/post brand awareness, Web site visits, length of visit, cost per visit, e-commerce revenues, new customers, revenues per transaction and realized cost savings. Judges were not permitted to score any entry submitted by their own agency, company or Web publisher.

"The banner ads submitted this year were particularly rich," said Mike Donahue, co-executive director of CASIE and executive vice president of the American Association of Advertising Agencies (AAAA). "They used more animation and more interactivity, going far beyond just driving traffic to providing real information and involvement."

CASIE was formed in 1994 by the Association of National Advertisers, Inc. (ANA) and the American Association of Advertising Agencies (AAAA). Its mission is to create an environment where consumers have the broadest possible array of high-quality media options at the lowest possible cost.