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Innovation Awards

The 2010 DMA Innovation Awards

Awards Deadline Extended to July 10, 2010

The Criteria: What Are We Looking For?

How do you measure innovation?

Ship Shapes

When is a solution the very newest approach? How do you decide what's progressive
– and what's absolutely radical? How do you benchmark pure unadulterated craziness?

To meet this conceptual challenge, the DMA has formulated 3 questions that get to the heart of the matter:

  1. How innovative is your product or service? 
    • Is it completely new?
    • Is it an exciting advance on a previous technology?
    • Or is it even a fresh way of looking at an existing solution?
  2. How does your product or service impact the end user?
    • Who is the "end user" - a marketer or a supplier?
    • Has it helped the end user improve his/her efficiency?
    • Are any data available to quantify this impact?
  3. How has your product or service made a difference in the community at large?
    • Has it influenced the way the marketing industry thinks?
    • Has it made the marketing industry more effective?
    • Can it strengthen the future of marketing for the long-term?

The Criteria: Categories and Platforms

The DMA Innovation Award recognizes outstanding advances in direct and digital marketing technology of a new product or service introduced between November 1, 2009 and June 1, 2010.

The DMA honors Innovators in 6 categories and 20 platforms:

  1. Market Segmentation and Optimization
    • Data/Digital Data
    • Database Management/Hygiene
    • Analytics/Trigger Marketing
    • Web Analytics
  2. Digital Media
    • Search
    • Mobile
    • Email
    • Social
    • Display (Ad Exchanges, Retargeting Platforms, Video/Rich Media, etc.)
    • Site Optimization/PURLs
    • Online Lead Generation
  3. Marketing Management
    • Campaign Management
    • MRM
    • MAM/Content Management
  4. Broadcast Media
    • DRTV
    • Addressable TV
    • Digital Out-of-Home
  5. Loyalty
    • Loyalty
  6. Direct Mail/Fulfillment
    • Web-to-Print/Variable Data Printing
    • Print-on-Demand
    • Postal Optimization

Download the entry form.

Rules of Entry


Please provide a clear, concise and logical response to each and every question that is applicable to your entry. You must use the official entry form. Please use as much space as needed.

The DMA Innovation Awards Committee reserves the right to reassign entry categories for submissions that are deemed incorrectly entered. Please retain a copy of your entry form for your files.

Innovative advances must consist of a new marketing technology product or service introduced between November 1, 2009 and June 1, 2010.

Entry Fees & Deadlines

Entry Fee:    
$59.00   -  DMA2010 Booth Exhibitors
$59.00   -  Virtual Exhibitor Solution Participants*
$149.00 -  All Others*

*Please note that all finalists’ entry products or services must be available for viewing. DMA2010 Exhibitors must display their entry at their DMA2010 booth. For those not exhibiting, access to your entry must be made available by either participating in the Virtual Exhibitor Solution ( or by supplying a URL or DVD which will be shown in the DMA 2010 Exhibition Innovations Pavilion.

Entry Deadline:   July 10, 2010

Where to Send Your Entry and Payment

Entries should be emailed to the DMA Innovations Awards as follows:

If making a payment by check and/or sending a DVD, please mail to:
DMA Innovation Awards Committee
c/o Barbara Parker
1120 Avenue of the Americas, 13th Floor
New York, NY 10036-6700
Telephone: 212-790-1450
Fax: 212-302-7643

Terms & Conditions of Entry/Usage

The DMA Innovation Awards assumes all entries are original and the entrant either owns the work or has permission from the owner’s approved agent to enter the work, with all rights granted therein. The DMA Innovation Awards shall not be liable for any trademark or copyright infringement on the part of the entrant.

Submission of any entry acknowledges the right of the DMA Innovation Awards to use it for exhibition, promotion and publication purposes in any medium.

Timely submission of an entry meeting the eligibility requirements and payment of the entry fee as stated herein ensures that an entrant’s work will be reviewed and considered for recognition. No other representation or warranty is made by the Innovation Awards concerning entries, and all implied warranties are hereby expressly disclaimed.

If an entry receives an award, the manner and details of announcing such nomination and award is strictly within the discretion of the DMA Innovation Awards. Entrant understands that all awards may not be presented to awardees or publicized in the same manner and some may be presented in a ceremony and others may not at the discretion of the DMA.

Download entry form now.