icomconfblog

Bernhard Glock: Advertisers pleased to see initiatives for standardization & KPIs

Bernhard Glock, VP of Global Media & Communications, P&G & President, WFA (World Federation of Advertisers), USA co-moderated the panel and applauded the initiatives for standardization and KPIs in Social Media Measurement. Bernhard also asked though provoking questions on regulation and the real difference between Social Media advertising & content.

Oliver Schiffers debuts new WAA standards for Social Media Measurement

Oliver Schiffers, Head of Marketing Strategy, Sapient & Regional Coordinator Central Europe, WAA (Web Analytics Association), Germany debuts new WAA standards for Social Media Measurement due to be released for public comment in the coming weeks. Download Presentation Oliver Schiffers

Joel Berger presents IAB Germany's status on Social Media Measurement standardization

Joel Berger, Managing Director GSA & Northern Europe at MySpace opens his presentation on what defines success in Social Media Marketing and its complexity. Following this, Joel presented the current status of IAB Germany's (BVDW) current status of its work to improve Social Media Measurement. Download Presentation Joel Berger

Linda Abraham shares latest research on Social Media

Building on Matthias overview, Linda Abraham, CMO at comScore shared some of the latest research on Social Media. "So: Have we cracked the code?
 Not yet, but we’re starting to…". Download Presentation Linda Abraham

Matthias Kurwig provided an insightful overview of the Social Media landscape

Kicking off of the I-COM Session @ dmexco, Matthias Kurwig, COO Worldwide at Neo@Ogilvy, USA held a presentation titled 'Social Media Measurement'. Download Presentation Matthias Kurwig

Conference Presentations from I-COM Session @ dmexco

Dear Attendees,

You can soon find the presentations & pictures from the I-COM Session @ dmexco in this conference blog.

My presentation can be downloaded from this post. Download Presentation Andreas Cohen

Kind Regards,
Andreas Cohen

I-COM Chairman

Conference Presentations

Dear Attendees,

On behalf of our Programme Committee, we'd like to thank you all for your active participation at the I-COM Global Summit in Barcelona. You can find the presentations & pictures from the conference by day or content category in this conference blog. If required, please contact Nadege for a user name & password.

Kind Regards,
Andreas Cohen
I-COM Chairman

Breakout Session - Search Measurement

IMG_7748
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: Search Measurement

1) Search has changing definitions - meaning different things to different people
2) Relevance drives enhanced engagement
3) There is integration that can support both branding & Direct Response

Breakout Session: Video Widget Measurement

IMG_7751
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: Video Widget Measurement

1) Huge opportunity
2) New distribution channel
3) Must be relevant & engaging

Breakout Session: Measuring Video Podcasts

  IMG_7771 
  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: Measuring Video Podcasts

1) Panel based measurement will be combined with census (site centric) for the near future
2) Client side reporting needed
3) Aligning with traditional media buyers may risk higher online CPMs and lessen long term research funding

Breakout Session: WebTV & IPTV Measurement

IMG_7758
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: WebTV & IPTV Measurement
1) Need for client side monitoring & demographic
2) Need to bring telcos & publishers on board to cooperate and pay for it
3) New measures should respect existing currency / maintain inventory value

Breakout Session: Digital Video Measurement

IMG_4717
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 - Digital Video Measurement

To be posted soon.

Coffee break - Feb 8th Afternoon

Panel: Search - Transaction vs Engagement, Web to Mobile

  IMG_7694 
  Originally uploaded by andreascohen

The Panel: Search - Transaction vs Engagement, was moderated by Jason Clement, Partner, Group Search Director, Neo@Ogilvy, USA. Other panelists included:
- Vivek Bhargava, Managing Director, communicate2, India
- Maura Lewis, Director Measurement Planning & Analytics, Grey SF, USA
- Meltem Ozcelebi, Head of Digital, Isobar & Member IAB Tech Committee, Turkey

Presentation Manuel Daehler

  IMG_4625 
  Originally uploaded by andreascohen

As part of the Panel: Planning metrics for cross-media campaigns, Manuel Daehler, CEO, Mediapulse (former SBC research Dept.) and CEO NET-Metrix, Switzerland held a presentation titled 'The holisitc approach: Media use or time use?' Download manuel_daehler.pdf

Presentation Simon Thomas

  IMG_4612 
  Originally uploaded by andreascohen

As part of the Panel: Planning metrics for cross-media campaigns, moderator, Simon Thomas, Strategic Systems Director EMEA, GroupM, UK held a presentation on the leading initiatives for Holistic Measurement. Download simon_thomas_holistic.pdf

Panel: Planning metrics for cross-media campaigns in the present and future

IMG_4648
Originally uploaded by andreascohen

Panel: Planning metrics for cross-media campaigns was moderated by Simon Thomas, Strategic Systems Director EMEA, GroupM, UK. Other panelists included:
- Carsten Andreasen, New Media Researcher, dr, Denmark
- Laura Chaibi, Media Research Manager, Orange, UK
- Manuel Daehler, CEO, Mediapulse (former SBC research Dept.) and CEO NET-Metrix, Switzerland
- Mark McCrery, Founder & CEO, Podtrac, USA
- David Smith, CEO, Mediasmith, Inc., USA

Presentation Catherine Le Drogo

  IMG_7568 
  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 catherine_le_drogo.pdf

Presentation Lars Knutsen

IMG_4600
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 lars_knutsen.pdf

Panel: Mobile TV / Video Measurement

IMG_7561
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

Presentation David Smith

  IMG_4547 
  Originally uploaded by andreascohen

The presentation on Video Widgets - What is it and how should we measure it? was made by David Smith, CEO, Mediasmith, Inc., USA. Download david_smith.pdf

Panel: Measuring Video Podcasts

  IMG_4532 
  Originally uploaded by andreascohen

The Panel: Measuring Video Podcasts was moderated by Mark McCrery, Founder & CEO, Podtrac, USA. Other panelists included:
- Duncan Perry, COO, Podcast.com, USA
- Risto Koski, Business Manager, Nokia Multimedia, Finland
- Manuel Daehler, CEO, Mediapulse (former SBC research Dept.) and CEO NET-Metrix, Switzerland

Panel: WebTV & IPTV - What is it and how should we measure it?

  IMG_4483 
  Originally uploaded by andreascohen

The Panel: WebTV & IPTV - What is it and how should we measure it? was moderated by Emmet Kelly, Managing Director, NetBehavior, Ireland. Other panelists included:
- Andy Flint, Head of Client Services, ABCe, UK
- Frank Giersberg, Head of Market Dev., VPRT (Association of Commercial Broadcasters), Germany
- TS Kelly, SVP, Director of Research & Insight, Havas Digital, Hong Kong
- Nick Tacchi, Customer & Publishing Services Director, Babelgum, Ireland
               - Dr. Benedikt von Walter, Manager Digital Media Research, MTV Networks, Germany

Coffee break (sponsored by NEDSTAT)

Presentation Maria Caraballo

  Maria Caraballo 
  Originally uploaded by andreascohen

As part of the Panel: Video on Web: Approaches to measurement, Maria Caraballo, Director Global Research & Planning, MTV Networks Int'l, USA held a presentation. Download maria_caraballo.pdf

Panel: Video on Web: Approaches to measurement

  IMG_7263 
  Originally uploaded by andreascohen

The Panel: Video on Web: Approaches to measurement was moderated by Simon Thomas, Strategic Systems Director EMEA, GroupM, UK. Other panelists included: 
- Maria Caraballo, Director Global Research & Planning, MTV Networks Int'l, USA
- George Ivie, Executive Director & CEO, MRC (Media Rating Council), USA
- Jürgen Sandhöfer, Strategic Research Director, SevenOne Media, Germany
- Robert Wagstaff, VP EU Sales Operations, Yahoo! Europe, UK

Presentation Simon Thomas

  IMG_0213.JPG 
  Originally uploaded by andreascohen

Simon Thomas, Strategic Systems Director EMEA, GroupM, UK, kicked off the third day of the I-COM with the Presentation: What is GRP & how does it work? This gave useful background information for the following panels. Download simon_thomas_grps.pdf

Dinner Hotel Arts

Cocktail (Sponsored by TNS)

Breakout Session: Advertising Effectiveness

IMG_7065
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 - Advertising Effectiveness

1) Cross media measurement is still problematic
2) Need to understand better relationship between brand and direct response
3) Need to understand and split the effect of media and creative