{"id":18925,"date":"2014-06-05T10:58:53","date_gmt":"2014-06-05T14:58:53","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=18925"},"modified":"2014-06-05T10:58:53","modified_gmt":"2014-06-05T14:58:53","slug":"portadalat-the-online-video-forum-has-started-1-panel-tv-will-turn-into-digital-media","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/digital-media\/portadalat-the-online-video-forum-has-started-1-panel-tv-will-turn-into-digital-media\/","title":{"rendered":"<b>#PortadaLat:<\/b> The Online Video Forum has started! 1\u00b0 panel &#8220;TV will turn into digital media&#8221;"},"content":{"rendered":"<p class=\"notice three\"><strong>#PortadaLat<\/strong> has now begun, with the Online Video Forum and a presentation by Portada\u2019s publisher, <strong>Marcos Baer<\/strong>, on central points that will be addressed during the LatAm Summit: programmatic buying, online video, the relationship between technology and marketing, as well as content marketing, among other topics.<\/p>\n<p>Baer introduced the panel with the question, &#8220;What should we think about the reliability of online video metrics today?&#8221; In this field, he said, we are \u201cin something like the Wild West.&#8221;<\/p>\n<p>After Marcos Baer\u2019s presentation, the panel began with an introduction by moderator <strong>Cynthia Evans, managing director of Group M Latin America<\/strong>, and initial remarks on &#8220;What is content video&#8221; from each of the panelists: <strong>Artie Bulgrin, SVP global research &amp; analytics, ESPN; Josh Chasin, chief research officer, comScore; and Marilyn Aldir, digital director of Editorial Televisa.<\/strong><\/p>\n<p><img decoding=\"async\" class=\"alignleft  wp-image-20273\" src=\"https:\/\/www.portada-online.com\/files\/2014\/06\/196187f.jpg\" alt=\"196187f\" width=\"96\" height=\"96\" \/><strong>Artie Bulgrin\u00a0<\/strong>(photo), <strong>SVP global research &amp; analytics,<\/strong> <strong>ESPN<\/strong>, noted that what ESPN seeks is to offer content through a range of different platforms, so they will be available to viewers all the time. That means it is &#8220;very hard to measure this, it\u2019s very hard to measure chaos,&#8221; he pointed out. Bulgrin added that &#8220;we\u2019re used to a digital world where we measure everything.&#8221;<\/p>\n<p>&#8220;What we need to measure is \u2018how many, how often, how long\u2019 on the different screens,&#8221; Bulgrin stated. &#8220;What is our situation now? I think we\u2019re close to a way of measuring this in multiple platforms.&#8221;<\/p>\n<p>Bulgrin noted out that &#8220;50% of our sales are multi-platform.&#8221;<\/p>\n<p><a href=\"https:\/\/www.portada-online.com\/files\/2014\/06\/jc.jpg\"><img decoding=\"async\" class=\"alignleft  wp-image-20272\" src=\"https:\/\/www.portada-online.com\/files\/2014\/06\/jc.jpg\" alt=\"jc\" width=\"102\" height=\"128\" \/><\/a>For his part, <strong>Josh Chasin<\/strong> (photo), chief research officer, <strong>comScore<\/strong>, stated that comScore is working to &#8220;be the best in the class&#8221; and to be able to measure outcomes in the different multi-platforms. He also observed that &#8220;TV is becoming a digital medium, if it isn\u2019t already \u2013 that is what we\u2019re going to see and what we have to work with in terms of metrics.&#8221;<\/p>\n<p>The third panelist, <strong>Marilyn Aldir<\/strong>, digital director of <strong>Editorial Televisa<\/strong>, said that today it is no longer possible to think in terms of TV audience alone, given the interaction occurring with digital media at the same time. &#8220;These days the challenge is to sell multi-platform advertising; we need to be able to measure interactions and engagement,&#8221; Aldir stated.<\/p>\n<p>In response to Cynthia Evans\u2019 question about how to measure frequency during a campaign, all of the panelists agreed that this is the core of the problem. The panel ended with questions from the audience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><strong>#PortadaLat<\/strong> has now begun, with the Online Video Forum and a presentation by Portada\u2019s publisher, <strong>Marcos Baer<\/strong>, on central points that will be addressed during the LatAm Summit: programmatic buying, online video, the relationship between technology and marketing, as well as content marketing, among other topics.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[174,4,129],"tags":[2967,216,2969,381,3370,2968,956,3368,3372,3369,3371,383],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.7 (Yoast SEO v22.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>#PortadaLat: The Online Video Forum has started! 1\u00b0 panel &quot;TV will turn into digital media&quot;<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.portada-online.com\/digital-media\/portadalat-the-online-video-forum-has-started-1-panel-tv-will-turn-into-digital-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#PortadaLat: The Online Video Forum has started! 1\u00b0 panel &quot;TV will turn into digital media&quot;\" \/>\n<meta property=\"og:description\" content=\"#PortadaLat has now begun, with the Online Video Forum and a presentation by Portada\u2019s publisher, Marcos Baer, on central points that will be addressed during the LatAm Summit: programmatic buying, online video, the relationship between technology and marketing, as well as content marketing, among other topics.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.portada-online.com\/digital-media\/portadalat-the-online-video-forum-has-started-1-panel-tv-will-turn-into-digital-media\/\" \/>\n<meta property=\"og:site_name\" content=\"Portada\" \/>\n<meta property=\"article:published_time\" content=\"2014-06-05T14:58:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.portada-online.com\/files\/2014\/06\/196187f.jpg\" \/>\n<meta name=\"author\" content=\"Editorial Staff @portada_online\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Editorial Staff @portada_online\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.portada-online.com\/digital-media\/portadalat-the-online-video-forum-has-started-1-panel-tv-will-turn-into-digital-media\/\",\"url\":\"https:\/\/www.portada-online.com\/digital-media\/portadalat-the-online-video-forum-has-started-1-panel-tv-will-turn-into-digital-media\/\",\"name\":\"#PortadaLat: The Online Video Forum has started! 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