I-COM Conference Blog

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: Laurent Geffroy, Orange

Laurent Geffroy, Digital Marketing Director, Orange, France held a presentation titled "Mobile applications audience measurement" during the panel, Mobile Media Measurement Revisited: From hype to reality - will measurement drive the evolution of mobile? Download Presentation

I-COM Global Summit: Henry Stevens, GSMA

Henry Stevens, Director of Media & Entertainment, GSMA, UK held a presentation on the GSMA Mobile Media Measurement Programme in the UK during the panel, Mobile Media Measurement Revisited: From hype to reality - will measurement drive the evolution of mobile?

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I-COM Global Summit Panel: Mobile Media Measurement Revisited

Peter Johnson, VP Research & Strategy, MMA, USA (below) moderated the Panel, Mobile Media Measurement Revisited: From hype to reality - will measurement drive the evolution of mobile? 

Speakers included (from left to right, below) Henry Stevens, Director of Media & Entertainment, GSMA, UK - Laurent Geffroy, Digital Marketing Director, Orange, France & Marcus Föbus, Managing Director, AGOF Services GmbH, Germany

I-COM Knowledge Centre: Edward Kershaw, Nielsen

Edward Kershaw, VP Mobile Media EMEA, Nielsen, UK gave the presentation titled "Measuring Mobile: methodology and myths" 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

Presentation Catherine Le Drogo

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  Originally uploaded by andreascohen

As part of the Mobile TV / Video Measurement, Catherine Le Drogo, Director Mobile Multimedia Offerings, Orange, France held a presentation. 

Download presentation.

Presentation Lars Knutsen

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Originally uploaded by andreascohen

As part of the Mobile TV / Video Measurement, Lars Knutsen, Product Group Manager - Mobile Data Services, TDC, Denmark held a presentation. Download presentation.

Panel: Mobile TV / Video Measurement

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Originally uploaded by andreascohen

The Panel: Mobile TV / Video Measurement was moderated by Frank Giersberg, Head of Market Dev., VPRT, Germany. Other panelists included:
- Catherine Le Drogo, Director Mobile Multimedia Offerings, Orange, France
- Lars Knutsen, Product Group Manager - Mobile Data Services, TDC, Denmark

Breakout Session: Mobile Media Measurement

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Originally uploaded by andreascohen

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 - Mobile Media Measurement

1) Education needed
2) Census data makes mobile unique
3) Build efficiencies, planning, buying, reporting, to build market opportunity

Presentation Jeff Herrmann

  Jeff Herrmann 
  Originally uploaded by andreascohen

As part of the Sponsor Panel: Mobile Media Measurement - Why is mobile measurement unique?, Jeff Herrmann , VP Mobile Media, Nielsen Mobile, USA, held a presentation. Download presentation.