I-COM Conference Blog

I-COM Global Summit: Breakout Session - Engagement Revisited

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 - Engagement Revisited are:

1) Engagement -> Experience (GRP)

2) Passive vs. Active Exposure -> Engagement

3) Media have attributes that permit different kinds of Engagement - need empirical data / test hypothesis / functional relationships

I-COM Global Summit: Engagement Revisited - Anita Caras, Microsoft Advertising

Anita Caras, Head of Research EMEA, Microsoft Advertising, UK spoke on the panel, Engagement Revisited. Download Presentation

I-COM Global Summit: Engagement Revisited - Mike Hess, Carat

Mike Hess, EVP Research, Marketing Science, Consumer Insights, Carat, USA conducting a symphony of Engagement. He moderated and spoke on the panel, Engagement Revisited. Download Presentation

I-COM Global Summit: Three Screen Measurement, Part III: The Engagement / Efficiency Angle - Dr. Lucas Hulsebos, metrixLAB

Dr. Lucas Hulsebos, Global Business Unit Director Media & Advertising, metrixLAB, Netherlands was a speaker in Part III of Three Screen Measurement, The Engagement / Efficiency Angle. Download Presentation

I-COM Global Summit: Three Screen Measurement, Part III: The Engagement / Efficiency Angle - Dr. Benedikt von Walter, MTV Networks

Dr. Benedikt von Walter, Manager Digital Media Research, MTV Networks, Germany was a speaker in Part III of Three Screen Measurement, The Engagement / Efficiency Angle. Download Presentation

I-COM Global Summit: Three Screen Measurement, Part III: The Engagement / Efficiency Angle - Nuno Silva, Unilever

Nuno Silva, Marketing Director, Unilever, Portugal moderated Part III of Three Screen Measurement, The Engagement / Efficiency Angle. Download Presentation

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

Panel: Is Engagement redefining advertising success?

Engagement Panel
Originally uploaded by andreas888

The first panel of the I-COM was titled 'Is Engagement redefining advertising success?'. Panelists were as follows:
- Michael Karg, SVP, Digitas, USA (Moderator)
- Laurence Bird, VP, Head of Planning & Research, IAB UK
- Anita Caras, Market Insight Lead EMEA, Microsoft, UK
- Nate Elliott, Senior Analyst, JupiterResearch, Germany
- Mike Hess, Director of Global Research and Communication Insights, OMD, USA
- Michael Plate, Product Manager, InteractiveMedia, Germany

Keynote Speech: Mike Hess - What is Engagement?

  Mike Keynote 
  Originally uploaded by andreas888

The I-COM Barcelona was opened with the Keynote Speech: 'What is Engagement?' held by Mike Hess, Director of Global Research and Communication Insights, OMD, USA. Download Presentation