I-COM Conference Blog

Gala Event - "Casino Royale" - Nightcap (sponsored by Spring)

Richard Foan wins poker tournement

Gala Event - "Casino Royale" - Dinner (sponsored by comScore)

   

Gala Event - "Casino Royale" - Cocktail (sponsored by Eyeblaster)

  

I-COM Global Summit: Breakout Session - The future, vision and integration of Online Measurement

Background: Each presentation / panel had a corresponding Breakout Session at the end of the day. The group's moderator agreed in consensus 3 main takeaways for the whole group.

The 3 Main Takeaways for the Breakout Session - The future, vision and integration of Online Measurement are:

• Just as search has been so successful because it captures consumers' intentions and serves up ads (in the form of search links) that are highly relevant to the individual, in the future we will be able to identify consumers' intentions regardless if they make a search. We will be able to infer intentions and serve up ads that relate to their entire digital footprint, including online surfing, email activity, videos viewed, etc. 
• In the future, Ad Agencies will build sophisticated attribution models that can attribute a specific weight to every digital touchpoint made with the consumer. This will enable us to properly optimize our ad campaigns.
• We will also be able to use real-time ad solutions solutions that take into account recent consumer surfing behavior and serve up ads on the fly that relate directly to the consumers' interests.

These developments are currently in process, but we are still a long way from making them a mainstream reality.

I-COM Global Summit: Breakout Session - Social Media Measurement

Background: Each presentation / panel had a corresponding Breakout Session at the end of the day. The group's moderator agreed in consensus 3 main takeaways for the whole group.

The 3 Main Takeaways for the Breakout Session - Social Media Measurement are:

• It's still very subjective - the tools are very different and human intervention is essential
• Similarly client expectations need to be set
• Influence is a huge area of interest, the influence of social media on people and the influence that people have on others

 

I-COM Global Summit: Breakout Session - Three Screen Measurement / Currency debate

Background: Each presentation / panel had a corresponding Breakout Session at the end of the day. The group's moderator agreed in consensus 3 main takeaways for the whole group.

The 3 Main Takeaways for the Breakout Session - Three Screen Measurement / Currency debate are:

• Dilemma - what is the economic model for building a research service that is 3 screen. It will favour the largest media owners
• Syndicated research (eg Comscore) is threatened (as a trading currency) by targeting data from publishers and ad networks
• TV measurement follows the TV content on all platforms

I-COM Global Summit: Breakout Session - Mobile Media Measurement

Background: Each presentation / panel had a corresponding Breakout Session at the end of the day. The group's moderator agreed in consensus 3 main takeaways for the whole group.

The 3 Main Takeaways for the Breakout Session - Mobile Media Measurement are:

• GSMA project means mobile now measurable by census of carrier network traffic sourced from carrier log files
• To deal with Wifi gap (not all traffic travels through carrier network) data is to be complemented with site centric data from publishers
• Hybrid process incorporates site centric data to generate anonymized permanent unique user ids for site measurement that is target-able and respectful of end user privacy

 

I-COM Global Summit: Breakout Session - The MIA (Measurement of Interactive Audience) Project

Background: Each presentation / panel had a corresponding Breakout Session at the end of the day. The group's moderator agreed in consensus 3 main takeaways for the whole group.

The 3 Main Takeaways for the Breakout Session - The MIA (Measurement of Interactive Audience) Project are:

• Roadshow the survey to the markets covered to get their feedback and to see if there are learnings from other markets
• Once there has been more feedback, discuss the idea of a progress check through another survey
• Bring in new markets / partner segments across the industry

 

I-COM Global Summit: Breakout Session - Multi Channel Attribution

Background: Each presentation / panel had a corresponding Breakout Session at the end of the day. The group's moderator agreed in consensus 3 main takeaways for the whole group.

The 3 Main Takeaways for the Breakout Session - Multi Channel Attribution are:

• Greater transparency needed
• CRM data mst be interwoven into the analysis, eg LTV, Segmentation
• Attribution models are not for everyone -- reality is that due to the complexities of the data and the nature of marketing activities should help you to assess whether it's appropriate

 
 
 

I-COM Global Summit: Breakout Session - The True Value of Search

Background: Each presentation / panel had a corresponding Breakout Session at the end of the day. The group's moderator agreed in consensus 3 main takeaways for the whole group.

The 3 Main Takeaways for the Breakout Session - The True Value of Search are:

• Search amplifies your advertising efforts -- needs to be planned and measured holistically
• Not all clicks and impressions have the same value. We need to analyse the user journey to understand it and the impact of online research in offline purchase
• There is an untapped value to search. Unless search engine suppliers share with advertisers the audience information pre-buy the click, search won't move up the game