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.
