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 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 Panel: Audience Measurement developments: Hybrids 2.0

Laura Chaibi, Director of Research EMEA, Yahoo!, UK (far left) moderated the Panel, Audience Measurement developments: Hybrids 2.0. Speakers included (from left to right) Pat Pellegrini, VP International Research, comScore, Canada - René Lamsfuss, Senior Director Product & Methodology EMEA, Nielsen, Germany & Filip Pieczynski, Vice President, Gemius, Poland. Download Presentation

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

The Panel on the MIA (Measurement of Interactive Audience) Project - Global Review of Audience and Traffic Measurement included: Anita Caras, Head of Research EMEA, Microsoft Advertising, UK - Alison Fennah, Executive Director, EIAA, UK (below) - Richard Foan, Managing Director at ABC ELECTRONIC, UK, Alain Heureux, President at IAB Europe and Belgium, Belgium, Andrzej Garapich, President, PBI, Poland.  Download Presentation

   

I-COM Ibero-American Summit: Breakout Session - The Future of Online Audience Measurement in 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.

The 3 Main Takeaways for the Breakout Session - The Future of Online Audience Measurement in Ibero-America are:

1) We should have tri-partite (Advertisers, Agencies, Media) measurement committees where we work together looking for the best practices in measurement and research

2) Necessity to measure the complete internet audience including socio-demographics and users' behavior

3) Progress development of measuring new applications and different devices

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 Knowledge Centre: Marta Klepka, Gemius

Marta Klepka, Deputy Director of International Operations, Gemius, Poland gave the presentation titled "Keeping track wherever they go - learn more about your Client online" at the I-COM Knowledge Centre, the place to find out the latest perspectives and product updates from the leading Research Suppliers and Digital Marketing Services firms. Download Presentation

I-COM Knowledge Centre: Josh Chasin, comScore

Josh Chasin, Chief Research Officer, comScore, USA gave the presentation titled "Unified Digital Measurement: The Media Metrix 360 Approach to Holistic Audience Measurement" at the I-COM Knowledge Centre, the place to find out the latest perspectives and product updates from the leading Research Suppliers and Digital Marketing Services firms. Download Presentation

I-COM Knowledge Centre: Wayne Lin, Google

Wayne Lin, Business Product Manager, Google, USA gave the presentation titled "Technology Platforms to Provide Insights from Media Planning to Campaign Measurement" at the I-COM Knowledge Centre, the place to find out the latest perspectives and product updates from the leading Research Suppliers and Digital Marketing Services firms. Download Presentation

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