Members of the ad and marketing industries gathered for the ad:tech Awards in San Francisco Wednesday evening, when a number of campaigns were honored for excellence.

Three people also received Industry Achievement Awards for the first time in the history of the show, according to iMedia Connection.

The event was hosted by ad:tech Chair Emeritus Susan Bratton and CEO Geoff Ramsey of eMarketer, who were introduced onto the stage by ad:tech Vice President Don Knox after a performance by Cirque de Soleil.

Ticking off winners in rapid succession, Bratton and Ramsey announced 23 LimeLight Awards, 10 People's Choice Awards and three Industry Achievement Awards.

Agencies honored did not receive an opportunity to take the podium, a move critiqued by some. "After all, everyone in advertising needs their ego stroked from time to time," reads the official ad:tech blog, which also listed a number of improvements the show could consider for next year.

GSD&M walked away with four awards total, including Best Display for their Ace First Responder ad and Best Campaign for a recent Air Force campaign.

The show also included categories reflecting non-traditional forms of media.

AKQA's ESPN X Games 12 reel "Mirra" was awarded for Best Use of Rich Media. Marriott and iProspect shared the honor for Best Search Optimization/Strategy for their work done on the Marriott.com Natural Search Campaign.

Industry Achievement recipients were Scot McLernon, senior vice president of sales at CBS Digital Media; Sarah Fay, president at Isobar USA; and David Smith, CEO at MediaSmith. The award highlighted long-term dedication and consistent outstanding service to online marketing.

A complete list of the award show winners:

Interactive Ads

BEST DISPLAY ADVERTISEMENT:
ACE First Responder, GSD&M

BEST INTERACTIVE BROADCAST AD:
Ronaldinho Spoof, SP3 Denmark

BEST LARGE FORMAT AD:
Universal Shrek Character Ad, T3 (The Think Tank)

BEST NEXT GENERATION AD:
Leo Burnett Detroit/Campfire

BEST OVERLAY AD:
Air Force Humanitarian, GSD&M

BEST USE OF RICH MEDIA:
ESPN X Games 12: Video Reel "Mirra," AKQA Optimization/Search Strategy

BEST CAMPAIGN OPTIMIZATION:
The Weather Channel - NOTIFY! page optimization, Widemile

BEST SEARCH ENGINE OPTIMIZATION/STRATEGY CAMPAIGN:
Marriott.com Natural Search Campaign, Marriott & iProspect

BEST SEARCH MARKETING STRATEGY/CAMPAIGN:
Lids & iProspect Interactive Campaigns

BEST AFFILIATE MARKETING CAMPAIGN:
Advaliant

BEST BRANDING CAMPAIGN:
Air Force Campaign, GSD&M

BEST BUSINESS-TO-BUSINESS CAMPAIGN:
DHL-AirMAX Banner Campaign

BEST CONSUMER CAMPAIGN:
Body by Milk, Weber Shandwick

BEST DIRECT RESPONSE CAMPAIGN:
eBay Holiday, Agency.com

BEST EMAIL MARKETING CAMPAIGN:
Talladega Raceday Scanner Weekend, Turner Sports New Media carried by Datran Media

BEST INTEGRATED CAMPAIGN:
adidas MLS Mashups Campaign, EVB

BEST MOBILE CAMPAIGN:
Nike Basketball Mobile, R/GA

BEST SOCIAL MEDIA MARKETING CAMPAIGN:
Leo Burnett Detroit/Campfire

BEST WORD OF MOUTH MARKETING CAMPAIGN:
Regiftable.com - Really, You Shouldn't Have, Money Management International

Websites

BEST BUSINESS-TO-BUSINESS MARKETING WEBSITE:
Cisco- No More Webisodes, Ogilvy

BEST BUSINESS-TO-BUSINESS TRANSACTION WEBSITE:
BlueTie's Featuretisements, BlueTie, Inc.

BEST BUSINESS-TO-CONSUMER MARKETING WEBSITE:
Maddenoliday, Freestyle Interactive

BEST BUSINESS-TO-CONSUMER TRANSACTION WEBSITE:
Lenovo- Think Duo, Ogilvy

People's Choice

BEST DISPLAY ADVERTISEMENT:
Tony Hawk's Project 8, Client: Activision, Agency: 65 Media, Rich Media Vendor: EyeWonder

BEST INTERACTIVE BROADCAST AD:
Nerf Herder (I don't wanna be no) for Ziddio.com, AKQA

BEST LARGE FORMAT AD:
Mercedes-Benz USA GL Teaser, Critical Mass Inc.

BEST NEXT GENERATION AD:
Nissan ABC Ad Pod, Schematic

BEST OVERLAY AD:
Air Force Humanitarian, GSD&M

BEST USE OF RICH MEDIA:
ESPN X Games 12: Video Reel "Mirra," AKQA

BEST BUSINESS-TO-BUSINESS MARKETING WEBSITE:
Cisco-No More Webisodes, Ogilvy

BEST BUSINESS-TO-BUSINESS TRANSACTION WEBSITE:
Coke Solutions, Avenue A | Razorfish

BEST BUSINESS-TO-CONSUMER MARKETING WEBSITE:
Range Rover Microsite 2007, Wunderman, Irvine

BEST BUSINESS-TO-CONSUMER TRANSACTION WEBSITE:
Target Custom Stationery, AKQA