The ICMA Innovation Award is a joint collaboration between the ICMA and Helsinki-based consulting and portfolio development company, Vaibmu Ltd. The award was created to identify true innovations and innovation champions within the classified advertising industry worldwide and encourage ICMA members to support innovation and creativity in their organizations. Award submissions came from 13 countries worldwide, including the USA, United Kingdom, Turkey, India, Belgium, and Russia.
Applications were judged in the categories of novelty, creativity, sustainability, and results by the ICMA Board of Directors. Due to the high quality of the applications received, 8 applicants were short-listed and four awards presented on April 29, 2011 at the ICMA Spring Conference in Nice, France.
Kalaydo was the 2011 Classified Media Innovation Award winner for their Fraudulent Ad Identification System. While having previously manually checked and sorted the ads in generally fraudulent categories, Kalaydo has established an automated system in order to identify fraud potential in ads. Common characteristics of fraudulent ads have been listed, rated with a multiplier and classified in risk categories. The ads are automatically evaluated and scored according to defined criteria. Depending on the score, an ad is pre-sorted and either published or rechecked manually or automatically.
Since changing the vetting process in February 2011, ~350.000 ads have been checked and sorted automatically. With the help of the defined scoring, the vast majority of ads were published without manual checks and others identified as fraud and thus eliminated correctly. Now, only ads with high fraud potential are checked and the efforts of manual control and personnel costs have been reduced ~90%.
Delovoy Mir was the 2011 Show me the Money Award winner for their Status PRO in Realty.Dmir.ru real estate website. This is a web-service to promote both a professional and individual classifieds, which includes a realtor’s personal page (experience, achievements, transactions, feedbacks etc.), a realtor’s ads on the pages of Realty.dmir.ru and in Yandex.ru search engine (Russia’s #1 search engine). The Status PRO system places the realtor’s classifieds into the contextual ads system of the biggest local search engine in a completely automated manner.
PRO ads are viewed 15-20 times more than non-PRO ads (depending on region and type of property). Over 20,000 real estate professionals registered on the site over a 1.5 year period. At a cost of EUR 110 per month, Status PRO sales are growing rapidly, thus, the site gets an audience which is paid for by realtors. The current monthly audience is over half a million unique visitors (it has increased ~10 times since its May 2009 launch). Realty.dmir.ru has become a Top 5 real estate site in Russia.
Friday-Ad was the 2011 Quick Implementation Award winner for utilizing Google Analytics to create bespoke customer reports. The goal is to provide Friday-Ad business customers with clear and accurate reporting on their website’s content performance (s), from initial interest to actual response/conversion. By injecting Friday-Ad specific data into Google Analytics and incorporating it with advanced Event Tracking features, reports can be generated at the customer level within Google Analytics from one global account.
Using the Google Analytics API this data can then be extracted and imported into a Friday-Ad branded template and emailed via an automated process directly to the customer and internal sales representative every week.
Concept Multimedia was the 2011 Technology Award winner for their LOGIC-IMMO.com iPhone Application. This is a full service application that gives access to all Logic-Immo listings all over France and is a pioneer and leader mobile application worldwide (now also available on Android, Nokia Ovi…). The service complements both print and web versions of the real estate service and brings an astonishing growth potential. It is a new source of business through a tariff increase on the web package and via new display advertising revenues (EUR 85,000 in 2010).
The product is a Facebook-like homepage giving access to all Logic-Immo services, including search, search history, favorite properties, results pages, detail pages, editorial content and videos of experts. First launched March 2009, it was the first-ever real estate iPhone app on the European market. It is now on 510,000 unique downloads and 800,000 sessions per / month, 18 million page views (23 page views per/ visit) and is a top 25 free “Lifestyle apps” on iTunes. It has been chosen by Apple for its TV campaign in France and generates 100,000 push notifications for users daily.
Vaibmu provides strategy consulting and new business development capacity, including M&A scouting and market entry assessment. Vaibmu’s Customers are mid-sized and large media companies, technology companies, financial institutions and industrial investors. Vaibmu’s Customer-base is located worldwide, namely in Europe, North America, Russia & CIS, CEE, the Middle East and Turkey.