Entering work into the Cannes Lions show is not cheap, but there is yet another award to be had this year, so start saving your pennies. Mobile has arrived on the shores of the Mediterranean.

“Mobile has been part of the Lions for some years, within other sections such as cyber and film; and a large number of winning campaigns in sections like media, design, direct and outdoor have made significant use of mobile technology,” said Cannes Lions CEO Philip Thomas in a statement. “By carving it out of the other sections, we are simply reflecting the importance of mobile in the media mix.”

Cannes organizers said the new category will reward the best work housed on or activated by a mobile device, app or mobile web. That can include mobile websites, rich-media mobile advertising, games or web, mobile or tablet apps. Judging criteria will center on creativity, the idea, the execution (usability, user experience, craft and design), relevance to the mobile platform and results (level of user engagement and any quantifiable outcomes).

So who’s equipped to judge mobile advertising? The Festival said the jury will cull experts in mobile and app development primarily from digital agencies and its chair will be Tom Eslinger, digital creative director at Saatchi & Saatchi Worldwide. He has created mobile games and augmented reality executions for Toyota, Coca-Cola, T-Mobile and Visa, among others. He also has previously served on the Cyber, Titanium and Integrated juries in Cannes.

The latest category follows the debut of an effectiveness category and a holding company award at Cannes 2011.

Too much or about time? Is mobile a welcome addition to Cannes Lions? Post your thoughts in our comment section.

To read the original story in Advertising Age, click here.