The Digital Marketing Blog

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
 

Video day, it’s been a long time since I’ve been to Youtube looking for web 2.0 videos, I once uploaded one in the old blog.

This video has been watched more than 2.5 m times and was commented on more than 5,500, I had seen it first in a presentation of Mariela Pol at IAB Argentina workshops together with CACEM.

Imagine a brand sponsoring this video, if I were Blackberry or any other thechnology brand I would run to sponsor it.

Is the machine using us or learning from us? Is it part of the masterplan?
RETHINK OURSELVES
Do you have time for more videos?
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The Agency Xaga, that  last January celebrated their 7th Anniversary and is led by Xavier Grant and Gaston Barcia, won the second edition foth the awards to the best campaign of the year given by IAB Argentina. The advertiser: Kopelco, owner of one of the most sold condom brand in Argentina, TULIPAN.

 As I told to Gaston last October, “with this one you will receive a lot of awards” and that award adds to the gold obtained in Diente06 and the final of OJO de Iberoamérica Interactivo.

 As I told you in a previous post, there were more than 100 pieces and this year jury, besides the 70 members of IAB, there were renowned people of the online creativity. The awards were given at  Radioset (thank you Laura of CIE!) in front of an audience close to 100 people and shows the growth of the Internet advertising Industry in Argentina and the maturity of the interactive creativity.

 Even though we are far from our Brazilian counterparts, which is reflected in the registration for  Cyberlions de Cannes (which this year represents Argentina in the jury Mariano De la Vega) and the historic award received, the Argentina creative people are looking forward to  advertisers investing more on the interactive fields. There are plenty of ideas and way to execute them.

 More:

 All winners
 Pictures
 

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You can start registering for IAB Argentina Awards until March 8^th inclusive. The ceremony will be held at Radioset in Puerto Madero on March 28^th.  IAB members, which are around 70, will vote counting a vote per member. A finalist and a winner per month will be selected. From those twelve winners and as a Grand Prix a honourable jury of creative of the offline world will vote the winner of the year. 

There already are 60 pieces registered and there are a lot of pieces to be registered form the main interactive agencies which are members and non member of IAB. For search marketing, due to the prize being given to creativity and not to results, at Inzearch we uploaded our institutional campaign of the end of the year greeting that invited people to look for their name at search engines and click to view the card.

This year promises to be the one of the best ideas and creativities and a greater amount of registered people.

Have you uploaded your campaign yet?
www.iabargentina.com.ar/mejorescampanas2006
Next time the winners list….