PDFClick here to download the MIXX Awards 2012 Judging Handbook.
Password to open: mixxjudge2013
 
Questions? Contact Gina Imperato, IAB MIXX Awards Executive Producer at 917-696-6370 or [email protected].
DEADLINE, FRIDAY, AUGUST 16 AT 11:59 PM ET
 
I. Scoring Responsibilities and Timeframe
  1. All information contained within the entries is confidential. Submitting organizations and their clients go through great hurdles to secure approval to enter awards competitions. Many entries contain behind-the-scenes details that shed light on competitive secrets. Per the IAB confidentiality agreement that you signed and submitted, you agree that you will not use or share any of the information contained in these entries. If you have not submitted your signed confidentiality agreement, your login credentials will not work. We appreciate your cooperation.
     
  2. Each judge has 132 entries to score across 31 categories. Each judge is expected to score all the entries by the judging deadline – 11:59 p.m. Eastern, Friday, August 16. It is critical that you complete the review by the deadline so that we can have a productive dialogue and debate when we meet on August 22. You can begin your review of the entries on Friday, August 2, at 3:00 p.m. Eastern.
     
  3. You may review and score all the entries at once, but we don’t recommend it. Instead, we suggest that you score them over several login sessions during the online review period – between Friday, August 2 and Friday, August 16. We recommend doing 2-3 categories per day over this time period. After you review several entries and get a feel for the process, you may decide to go back and change some of your scores. You can do this at any time until you complete your review and finalize your results.

II. Scoring Procedures and Guidelines

  1. Please be sure to review the entry in the context of the category in which it has been entered.
  2. Each entry is scored on four components – and each constitutes 25 percent of the total score, except entries submitted into the Search Marketing category.
    • Creative (25%) [Search marketing does not require creative and will not be scored on this component.]
    • Strategy (25%)
    • Execution & Use of Media (25%)
    • Results and Return on Investment (25%)
       
  3. As you review each entry’s four components, you should note the extent to which each component meets the requirements as outlined in the written case study components (see below). Review the creative samples before reading the case study components of the entry. All creative will be accessible via URLs provided by the submitting firm; some entries will require a username and/or password. This information will be included in the entry form that you are reviewing.
     
  4. Each component – Strategy, Use of Media, Results, and ROI, Creative – is scored on a scale of “0” to “5.” If any component fails to meet any of the requirements, then it should receive a “0.” If the URLs submitted for the creative are not working, use the "report a problem" link to alert us of the issue.

    Below is further guidance for the points on the rating scale.
    • 0 = doesn’t meet requirements of scoring guidelines by any means
    • 1 = below average in meeting scoring guidelines
    • 2 = average in meeting scoring guidelines
    • 3 = slightly above average in meeting scoring guidelines
    • 4 = above average in meeting scoring guidelines
    • 5 = hit a home run in meeting scoring guidelines

III. Guidelines for Evaluating Written Case Study Components

  1. Strategy – Key Criteria:
    1. How clearly was the strategic business and marketing challenge stated?
    2. Were there clear brand and business goals, objectives, and target audiences?
    3. Were the creative and media strategies articulated well?
    4. Was research incorporated into the strategy?
    5. What were the overall campaign objectives based on the situation outlined? For example: Increase market share? Increase unaided or aided brand awareness? Improve prospect engagement (e.g. time engaged with branded content)? Generate $x from the campaign (unit sales, revenue, etc.)? Improve cost of acquisition (cost/response, cost/customer generated, etc.)? Improve overall perception?
    6. Was historical context provided (e.g., benchmarks vs. years prior and/or competitive landscape)?
       
  2. Execution & Use of Media – Key Criteria:
    1. Is there anything unique, noteworthy, or interesting about how the brand and/or business goals and objectives outlined above were executed?
    2. Was there effective execution of interactive technologies to accomplish the goals and objectives outlined in the strategy?
    3. Were multiple tactics integrated successfully?
    4. How effective was the link to non-interactive tactics (if applicable)?
    5. What was the share of the budget for interactive versus offline (if applicable)? Was it significant?
    6. Was the use of media appropriate and effective at reaching the target audience?
    7. How sophisticated and effective was the technology deployment?
       
  3. Results and ROI – Key Criteria:
    1. How did the results tie back to the brand and/or business goals and objectives – whether sales, conversions, brand awareness, trials perceptual shifts, etc.?
    2. Were there credible sources and dates of data or research – either third party, client’s, or own – to prove effectiveness AND ROI?
    3. Was there evidence of a tangible effect of the work on the client’s brand and business?
       
  4. Creative – Key Criteria:
    1. How engaging were the creative examples?
    2. Was there a unique use of media?
    3. How good was the art direction and copywriting?
    4. How well did the online creative integrate with other media, if applicable?
    5. Were technologies used in creative ways?
    6. Did the creative resonate with the brand and/or business strategy?

IV. Reviewing and Scoring Entries

  1. Log into MIXX Awards Screening website at:

    http://www.iab.net/mixxsubmissions/users/login

    If you are logging in for the first time, click the “Start Judging” button on the right hand side. All entries in the final running will appear.

    We suggest you score all the entries in the same category at the same time in order to grade entries comparatively.
    1. Your personal user name is: see “IAB MIXX Awards Judging Instructions” email
    2. Your password is: see “IAB MIXX Awards Judging Instructions” email
       
  2. Conflict of interest:
    1. If you have a conflict of interest (your company is a finalist or you have some association with any entry you are asked to review), click the “conflict of interest” link. A dialog box will appear.
    2. Enter a brief description explaining the conflict of interest and click “Submit and Skip This Category”. If you were viewing an entry, you will be brought back to the Submission list.
       
  3. Scoring an entry:
    1. Click on the entry you wish to review. The full entry will appear.
    2. From there you can review each section of the entry. The URLs for the supporting creative are at the top of each entry and will open in a popup window when clicked. If you have trouble viewing them in the popup window, you can use the external link [->] icon to launch the URL in a new window. Some creative will require a username and password. This information is provided in the entry form.
    3. After you review each section and the creative, please record your scores (0-5) in the “Score” section at the bottom of each entry form.
    4. Enter any useful notes pertaining to your review in the “Scoring Notes” text box.
    5. Once you’ve designated a score for each of the four sections, click the “Save” button at the bottom.
    6. You will be brought to back to the Submission list.
       
  4. Problems with creative:
    1. If you have trouble accessing Creative URLs or viewing Written Case Studies, click the “report a problem” link, located to the right of each section. A dialog box will appear.
    2. Enter a description of the problem, and press “Submit Problem Report.”
       
  5. Logging out and taking a break:
    1. You can log out then continue judging at any time. To do this, click the “Logout” button at the top right hand corner of your screen. Your progress will be saved.
    2. To resume judging, simply log in again.
       
  6. Reviewing and editing scores:
    1. To view the Submission list at any time, click on the “review” link located in the right hand sidebar, next to the progress indicator.
    2. To edit your scores for any entry, click on the entry title.
    3. Adjust the scores for the entry as needed, then press “Save.” You will be returned to the Submission list.
       
  7. Finalizing your scores:
    1. When you have reviewed each of the finalists’ entries, reviewed your scores, and are certain that you are finished, you must click “Finalize Scores” in the right hand side bar (the Finalize Scores button will only appear when you have completed scoring all required entries). Your scores will be finalized and submitted to the central MIXX Awards database. After finalizing your scores, you will be locked out and will no longer be able to access the system.
    2. Your online review of the finalists is not considered complete until you finalize your scores.


If you have questions, please contact Gina Imperato, the IAB MIXX Awards Executive Producer ASAP at 917-696-6370 or [email protected].