Presentation and opening of the congress.

Rebeca Passos, Responsable OMExpo Latino de Eventos OME S.L.
Marcelo Prais, VP de Agências do IAB Brasil

Do Zero à 10 bilhões em 10 anos. A Historia do eCommerce no Brasil.

Romero Rodrigues, Co-Fundador e Presidente da BuscaPé.com Inc.
IAB Brasil invited speaker

Apresentaremos um panorama da evolução do e-commerce no mundo e como o comércio eletrônico no Brasil tem evoluído. Tendências e expectativas.

Long Tail Economics

Chris Anderson, Editor-in-chief de Wired Magazine. Autor, Free! y The Long Tail.

When content is digitized, how does that change how it is consumed? Nearly a decade of analysis on "long tail" demand curve has given us the beginning of an answer.

People are all different, and niche demand is often the most valuable. Making everything available is the start, but making it findable is the key.

Fortunately long tail analytical techniques can show how close you are to achieving that. Meanwhile, the same market segmentation offers the opportunity to introduce a host of new "freemium" business models that are only possible with digital content.

In this talk, Anderson will describe these new analytical techniques and pricing strategies.

Las 7Cs del Marketing Digital

David Castiglioni, Gerente General de la División de Servicios Online, Microsoft Hispanoamérica

Hablar de Internet como un nuevo medio es un tema del pasado. La Web 2.0 ya es algo cotidiano, las redes sociales, blogs y diferentes aplicaciones se han convertido en moneda corriente entre usuarios experimentados –y no tanto- de Internet. El gran desafío que presenta el escenario actual es migrar del lenguaje unidireccional mediático tradicional a un lenguaje bidireccional, donde el usuario tiene el control y espera de medios, anunciantes, periodistas, creativos, publicistas o comunicadores tener una experiencia nueva y que sea relevante para su vida actual, personalizada y hasta que lo haga parte de la misma.

Trends in Search and Display Advertising

Ettore Leale, General Manager, Yahoo! Search Marketing in Emerging Markets

During this presentation you will know how the search market is evolving either on the search algorithmic and also in the paid search advertising segment – focused specifically on the various advertising solutions, Ettore Leale, Yahoo! Search Marketing General Manager for the Emerging Markets, will speak about its integration with display advertising and its trends. Ettore will also speak about the many developments in the User Interface to search results and the impact of the Yahoo! Microsoft search alliance.

The Big Ditigal Picture and Future of Digital Advertising.

Michael Kleindl, Presidente European Interactive Advertising Association (EIAA)

The digital landscape is changing at an ever growing speed. In the crisis year 2009 Internet has been in most of the countries of this world the only media with growth. How does all this effect consumers, the media and the advertisers and their agencies ? What big megatrends do we see for digital marketing ?

Mobile Advertising: Today and Tomorrow

Federico Pisani Massamormile, Global Chairman, Interim CEO, MMA

Mobile is on track to be the most pervasive media channel in the world. With more than one billion mobile devices sold annually, ubiquitous consumer usage will soon make mobile the primary screen worldwide. Always on and always connected – even more than the TV and web – the mobile channel provides brands with the unique ability to connect with their consumer like never before, building a meaningful dialogue of engagement between the brand and the consumer.

Major retailers and brands like The Coca Cola Company, Procter & Gamble, Univision and Visa all leverage the mobile channel as part of their overall marketing strategies. How are the world’s leading brands engaging in mobile marketing and maximizing this “anywhere, anytime” channel? How are they gauging their success? How can mobile technologies become more standardized and accessible when incorporating them in the marketing mix?

Hear about how mobile marketing is rapidly progressing today and what’s on the horizon for tomorrow’s mobile marketing innovators. The Mobile Marketing Association (MMA)’s Global Board Chair and Interim CEO, Federico Pisani Massamormile (CEO of HANZO) will address these questions and share examples from the leading global advertisers. As the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies, the MMA and its more than 700 member companies, representing over 40 countries around the globe, are establishing mobile advertising guidelines and best practices for sustainable growth.

Use data for a higher ROI on Advertising Dollars

Heleen Dura – van Oord, Founder of DQ&A International

Discussing the opportunities and challenges that data represents for marketers and publishers.

• What are the current technological advances?
• What role does data have on how advertisers invest?
• How do you measure and interpret the impact of your campaigns?
• Future trends
• Case: Telco in the Netherlands

The discussion focuses on getting the right data to improve your results and value your online investments.

The Finch and the Fox

Joseph Crump, Head of Strategy & Planning / Latin America, Razorfish

Latin Americans are among the heaviest users of digital media on the planet. But Latin American digital marketing budgets are among the world’s lowest.

Ever wonder why? We blame the fox. An examination of the causes and cures for the greatest digital disconnect in the world.