I-COM Conference Blog

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Breakout Session: The MIA Project

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Originally uploaded by andreas888

Each presentation / panel had a corresponding Breakout Session at the end of the day. Every participant filled out an Attendee Input Card with the 3 main Takeaways from the Breakout Session. The group's moderator also agreed the 3 main Takeaways for the whole group. These are as follows:

The 3 Main Takeaways for the Breakout Session: The MIA Project

1) Glossary: Great starting point. Technology/Media can be agnostic as long as the terminology is defined. E.G. Geography
2) Back to Basics: Online is working in a silo. Look towards other media and what they have learnt to identify the appropriate metrics
3) Move Beyond: Look to the future and what are the definitions required in the digital space

Breakout Session: Buzz / Social Media Measurement

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Originally uploaded by andreas888

Each presentation / panel had a corresponding Breakout Session at the end of the day. Every participant filled out an Attendee Input Card with the 3 main Takeaways from the Breakout Session. The group's moderator also agreed the 3 main Takeaways for the whole group. These are as follows:

The 3 Main Takeaways for the Breakout Session: Buzz / Social Media Measurement

1) Social Media is important to all parts of an organization

2) Social Media and buzz has more consequence / importance in some categories more than others

3) While buzz measurement tends to start focusing on the negative, it can end up focusing on the positive

Breakout Session: Behavioral Targeting - The Planning Revolution

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Originally uploaded by andreas888

Each presentation / panel had a corresponding Breakout Session at the end of the day. Every participant filled out an Attendee Input Card with the 3 main Takeaways from the Breakout Session. The group's moderator also agreed the 3 main Takeaways for the whole group. These are as follows:

The 3 Main Takeaways for the Breakout Session: The MIA Project
1) Needs to be used in conjunction with other advertising
2) Adds more value to remnant inventory
3) Many different definitions for behavorial targeting

Breakout Session: The Ad Centric Perspective

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Originally uploaded by andreas888

Each presentation / panel had a corresponding Breakout Session at the end of the day. Every participant filled out an Attendee Input Card with the 3 main Takeaways from the Breakout Session. The group's moderator also agreed the 3 main Takeaways for the whole group. These are as follows:

The 3 Main Takeaways for the Breakout Session: The Ad Centric Perspective

1) Paradigm shift in 3-5 years

2) "Last Click" Model is dying....quickly

3) Industry support needed

Breakout Session: Agency Planning Needs

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Originally uploaded by andreas888

Each presentation / panel had a corresponding Breakout Session at the end of the day. Every participant filled out an Attendee Input Card with the 3 main Takeaways from the Breakout Session. The group's moderator also agreed the 3 main Takeaways for the whole group. These are as follows:

The 3 Main Takeaways for the Breakout Session: Agency Planning Needs

1) Planning: Link online and offline, site centric, user centric. Both for planning and reporting.
2) Transparency, consistency, intra-country and cross-country.
3) Audience measurement not the exclusive domain of companies such as comScore and Nielsen….

Breakout Session on Engagement

  Breakout Engagement 5 
  Originally uploaded by andreas888

Each presentation / panel had a corresponding Breakout Session at the end of the day. Every participant filled out an Attendee Input Card with the 3 main Takeaways from the Breakout Session. The group's moderator also agreed the 3 main Takeaways for the whole group. These are as follows:

The 3 Main Takeaways for the Breakout Session - Engagement

1) It is important to separate Media Engagement: standardization and a single metric  is within reach

2) However, Advertising and Brand Engagement may require an industry-level standardization- a single metric may be more difficult

3) In the online space future research should investigate Engagement with Professionals versus User-Generated content

Coffee break (sponsored by Wunderloop)