AMI.cl changed the name to IAB Chile with a flawless event
Posted in Digital Marketing, Congresses and events, IAB, Digital Creativity, Events
Yesterday from 9am to 7pm in the Sheraton in Santiago the 3rd International Online Advertising Seminar took place, organized by Interactive Media Association (AMI), now renamed IAB.cl
There were approximately 400 people that attended the conference from the excellent program that AMI prepared this year.
Sponsors, congratulations to all news media.
Unfortunately I was unable to attend to all the presentations because I was looking after the Directa Network, Performa and inZearch stands. This year’s news was the amount of stands compared to that of the event AMI organized in 2006. I counted more than 15 stands: Buscape, Mercadolibre, Salo, Google, MSN, Rockandpop, Amarillas.cl, Terra, Mixplay and I was surprised to see coverage from almost all the digital news media networks, EMOL, Canal13, LaNación, among others. This is still unusual in Argentina and did not take place in such massive manner in the Adtech, where big players like Google, MSN, Yahoo and all the adnetworks dominate the place.
Notes about what I saw at the presentations
It is worth mentioning the closing of Joakim Borgstrom form Wieden + Kennedy with a memorable presentation about online creativity that was very useful to think about creating advertising that can involve the consumer in an emotional way. Joakim left concepts such as KANSEI or the art of incorporation emotion and feelings to the designing process.
Some interesting things from the creativity panel such the mea culpa of Santiago Puigari from Grey who assumed that “we the agencies, contribute to the delay of Internet growth” like Martin Osorio stated at the same event last year “we, the central media, don’t understand the Internet… we welcome these type of events and we welcome cases of success”. We welcome the mea culpa!
From the presentation of IAB Spain I wrote down some stats:
45% of Spanish investment is bought under the pricing per click mode (144m of 310m annual euros)
40% of Internet penetration (like Chile and the double of the average in Latin America)
12 hours per week connected to Internet compared to 18 to TV (we have little to go)
In UK 58% of online investment goes to search engine and online represents 12% of the pie! (vs. 4,5% in Spain, vs. 2% Latam)
There are 22 IABs in Europe with 2500 members, more than 100 per country.
Well, the attendees seemed to be happy, who I could notice were from agencies and media and direct advertisers in a much smaller amount. There was room for networking and recruiting in the coffee breaks, a flawless lunch and great facilities… congratulation Yerka and team!
MORE INFO: I heard great reviews about this Juan Camus presentation that I couldn’t attend
