Media Post DOOH awards: And the winners are …

May 14, 2010 by Dave Haynes

I don’t know if this is indicative of much, but I nonetheless find it interesting that virtually all of the winners of last night’s MediaPost Digital Out Of Home Awards are companies that would be considered part of the digital signage and DOOH sector, as in companies that show up at trade shows and conferences and participate in the discussion.

Locamoda, Captivate and SapientNitro (because of the Coke/Samsung vending machine thing) are the exceptions.

I think the most obvious reason is the majority of these campaigns represent big budget efforts that win awards. Some of it likely has to do with these awards being more about the agency business, as MediaPost covers that trade and pays attention to but doesn’t get very deep into DOOH week to week.

I also think it speaks again to the need for this industry to raise its game in terms of content. Big budgets are great, but great creative doesn’t have to correlate with lots of dollar signs.

This list from MediaPost:

Digital Out of Home Awards Categories ? Best Campaign: National or Local

Agency: InStadium

Client: BP

Campaign: BP Invigorate

Digital Out of Home Awards Categories ? Best integration of content and short-form advertising (most effective: 15-or-less ad)

Agency: captivate network

Client: St. Petersburg/Clearwater Tourism

Campaign: Where the beach takes you

Digital Out of Home Awards Categories ? Best integration with a mobile device

Agency: R/GA

Client: Verizon Wireless

Campaign: DROID Does Times Square

Digital Out of Home Awards Categories ? Best integration with experiential/activity

Agency: Schematic

Client: Cannes Lions 56th International Advertising Festival

Campaign: Cannes Lions Touchwall 2009

Digital Out of Home Awards Categories ? Best integration with online Media

Agency: R/GA

Client: Nokia

Campaign: Rihanna Live

Digital Out of Home Awards Categories ? Best integration with original content

Agency: Inwindow Outdoor

Client: Sprint

Campaign: Sprint interactive Storescape Campaign

Digital Out of Home Awards Categories ? Best integration with traditional media e.g., print, TV, radio, static out-of-home

Agency: LocaModa, Inc.

Client: VH1

Campaign: The Great Debate

Digital Out of Home Awards Categories ? Best pairing of advertising and venue

Agency: R/GA

Client: American Eagle Outfitters

Campaign: Times Square 15 Seconds Of Fame

Digital Out of Home Awards Categories ? Best use of interactive technology

Agency: Monster Media, MacDonald Media and Wieden & Kennedy

Client: ESPN/Monday Night Football

Campaign: ESPN Monday Night Football Interactive Storefronts

Digital Out of Home Awards Categories ? Most Innovative Content/Advertising Integration

Agency: Brand New School

Client: Nelson Mandela Foundation/Ralph Appelbaum Associates Incorporated /Mandela Day

Campaign: Mandela Day

Digital Out of Home Awards Categories ? Most Innovative Technology/Platform

Agency: SapientNitro

Client: Unilever – Wall’s Ice Cream

Campaign: Smile Activated Vending Machine

Digital Out of Home Awards Categories ? Most Innovative Use Of A Digital Out-of-Home Platform

Agency: SapientNitro

Client: The Coca-Cola Company

Campaign: Coca-Cola Interactive Vending Machine

Best In Show

Agency: R/GA

Client: Nokia

Campaign: Rihanna Live

From what I read and saw it was a really good event. They streamed the whole thing online so I watched quite a bit of it. If you go here the streams are recorded and available on demand. Small plus: my Preset colleague David Weinfeld did a great job on his two panels. That feller is smart, which naturally makes one wonder why’s hanging around with us.