I-COM Conference Blog

I-COM Ibero-American Summit: Town Hall Meeting on Future Expectations & Goals for Ibero-America

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. I-COM Ibero-American Summit decided to modify the planned Town Hall Meeting to have more of a Breakout Session design canme up with the following Main Takeaways for I-COM Ibero-American Summit.

We have learned and given huge steps with the Global  I-Com Summit. We have seen and heard many topics from around the world and it is clear that in Ibero America have a reality which is different to the rest of the world.  We are behind the curve, in some cases 2 to 5 years, therefore we now have to overcome the curve faster, we are in a good path, we have noticed it, we now have to act in order to elevate the standards and keep advancing to a better digital future in our region.

Therefore we have to keep with cooperating, the conversation and collaboration and focus in the key and most important topics

1. The first one is Education for all; we have to spread the word to advertisers, agencies and publisher.  Why digital is important and close the gap from reality.                                           -   - Define what to educate on: Digital media in general, Social media, Search, Tools, Among others
2. Standardization and formalization of digital measurement: Define norms, benchmarks, audit and certification of methodologies. Starting with Adserving in LATAM
3. Clarity & transparency among all vendors: comScore & Netratings are key, Define their plans & “real” pricing, Public places online access (Internet cafés, universities, etc), Understand Hybrid measurements
4. Have more transparent publishers

We think the solution is to create and formalize regional consensus to be able to connect with Global initiatives as well as help solve important local issues based on learning’s of other countries.  Therefore an IAB LATAM might make sense and the creation of local tripartite committees which should include advertisers, agencies and publishers and all work together.

We´ll be in touch!

Feliz regreso.

Memo

I-COM Ibero-American Summit: Breakout Session - Benchmarking: Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing

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 - Benchmarking: Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing are:

1) There is consensus on the need for common planning currencies

2) There is consensus on the need for 3rd party auditing for Audience Measurement and Web Analytics

3) For Audience Measurement, there was NO consensus on whether one industry agreed supplier consortium for a limited period or the free competition between multiple suppliers was best practice

 

I-COM Ibero-American Summit Panel - Benchmarking: Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing: Eusebio Serrano, OJD

Eusebio Serrano, Managing Director, OJD (ABC), Spain spoke on the panel, Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing, focusing on the situation in the Spain. Download Presentation

I-COM Ibero-American Summit Panel - Benchmarking: Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing: James Smythe, UKOM

James Smythe, Operations Manager, UKOM, UK spoke on the panel, Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing, focusing on the situation in the UK. Download Presentation

I-COM Ibero-American Summit Panel: Benchmarking: Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing: Thomas Jacobsen, FDIM / IAB Denmark

Thomas Jacobsen, Senior Analyst, FDIM / IAB Denmark spoke on the panel, Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing, focusing on the situation in the Denmark. Download Presentation

I-COM Ibero-American Summit Panel: Benchmarking: Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing: Dr. Kai Kuhlmann & Dirk Wippern

Dr. Kai Kuhlmann, Head of Online, IVW (ABC), Germany and Dirk Wippern, Managing Director, INFOnline GmbH, Germany spoke on the panel, Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing, focusing on the situation in the Germany.

I-COM Ibero-American Summit Panel: Benchmarking: Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing: Joe Laszlo, IAB US

Joe Laszlo, Director of Research, IAB, USA spoke on the panel, Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing, focusing on the situation in the US. Download Presentation

I-COM Ibero-American Summit Panel: Benchmarking: Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing

Andreas Cohen, Chairman, I-COM, Switzerland (far left) moderated the Panel, Benchmarking: Choosing the right market approach to structure Audience Measurement, Web Analytics & Auditing. Speakers included (from left to right) Eusebio Serrano, Managing Director, OJD (ABC), Spain - Pedro Silva, Managing Director, IVC (ABC), Brazil - Dr. Kai Kuhlmann, Head of Online, IVW (ABC), Germany - Dirk Wippern, Managing Director, INFOnline GmbH, Germany - Thomas Jacobsen, Senior Analyst, FDIM / IAB Denmark - Joe Laszlo, Director of Research, IAB, USA - James Smythe, Operations Manager, UKOM, UK