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8:00 AM

Registration Opens

Sponsored by

8:00 AM - 9:00 AM

Networking Breakfast

Sponsored by
Microsoft Advertising

9:00 AM - 9:20 AM

Opening Remarks

Anna Bager, Vice President and General Manager, IAB Mobile Marketing Center of Excellence, unveils exclusive IAB research that identifies challenges and opportunities within the mobile buying landscape as perceived by the 300+ major marketers surveyed. These insights frame the day’s discussion and debate.

Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, Interactive Advertising Bureau

9:20 AM - 9:50 AM

Keynote Presentation
Mobile Marketing as the Center of Your Business Strategy

Discover what traditional brands can learn from a digital native company to increase sales, build brand awareness, and engage consumers through mobile’s unique attributes. Capitalizing on the intersection of local, mobile, and social, Gilt City integrates these key elements into an overall business strategy to reach consumers on a personalized level.

Heather Hopkins Freeland 
Heather Hopkins Freeland
Chief Marketing Officer,
Gilt City
10:00 AM - 10:45 AM WORKSHOPS


Television’s Tipping Point
Room 402, 4th Floor

Social media, on-demand technology, and mobile are taking television to places it has never been before. The implications for TV networks, advertisers, and platform developers are overwhelming and portends a great new shift in the media world. This emerging viewer ecosystem, fed by social media interaction, is altering the TV viewing experience completely. How does this impact how you use and watch TV and what are the opportunities? In this workshop, NBCUniversal brings you through some of the best-of-breed offerings in Social TV from leading networks such as NBC, Bravo, USA, and Oxygen.

Jesse Redness, Vice President, Digital, USA Network
Paul Thenstedt, Vice President, Digital Media Sales, NBCUniversal

NBCUniversal Digital Media

Mobile Advertising—The Big Bets
Room 404, 4th Floor

Discover where the biggest, most powerful, and far reaching opportunities exist within the next three years during this in-depth discussion on what the future holds for mobile web and in-app, mobile video, rich media, display, m-commerce, and mobile payments.

Maria Mandel, Vice President, Marketing and Media Innovation, AT&T Adworks

AT&T AdWorks

Mobile Apps vs. Mobile Web
Room 405, 4th Floor

With the proliferation of the iPhone and iPad, Android platform, and new Blackberry services, there has been an explosion of growth of mobile apps of all kinds. Join Univision to discuss engaging the U.S. Hispanic market on their mobile devices.

Charlie Echeverry, Executive Vice President, Interactive Media Sales, Univision


Mobile Vertical Research—Part 1: Automotive
Room 502, 5th Floor

Jumptap’s Todd Anderman reveals breakthrough research on the role of mobile phones in the auto-buying process. The session includes 3rd party research findings, Jumptap network insights, and how advertisers and marketers can leverage data and targeting to capitalize on auto-buying in mobile.

Todd Anderman, Chief Media and Revenue Officer, Jumptap


10:45 AM - 11:15 AM Networking Refreshment Break

Sponsored by

11:15 AM - 11:45 AM

What Works and Why—A Series of Mobile Success Stories

What I Measure…and Why

You have the consumer’s attention—or at least you think you do. How can you effectively measure mobile campaigns against engagement, intent, and ROI? Two case studies from major brands share insight into which metrics matter and how they can be interpreted to impact future mobile buying decisions.

Case Study 1: TD Ameritrade Making Sense of Mobile Investments
TD Ameritrade is making big bets in mobile and making sense of those investments by analyzing content consumption and engagements metrics. This analysis has resulted in a better understanding of their target consumer and how the brand can best interact with them. Discover how this campaign led to double-digit growth in consumer adoption and acquisition.

Michael Lacorazza, Director, Advertising and Brand Management, TD Ameritrade

Case Study 2: Sprint Measuring Engagement
Sprint partnered with for the launch of Slate’s tablet and touch screen optimized web app. This first-of-its-kind user experience required the brand to analyze and measure engagement in a new light. Learn how Sprint deciphered mobile metrics to ensure the success of future campaigns.

Craig Weinberg, Director, Mobile, Mindshare

11:45 AM - 12:30 PM

Who’s Buying…Who’s Not…And Why? The Buyer’s Side of the Story

Agency executives reveal exactly what they need from publishers and technology providers to make bigger and better mobile buys. This session positions sellers to better meet the needs of the buying community, and buyers to better understand the opportunities.

Simon Bond, Chief Marketing Officer, BBDO & Proximity Worldwide
Michael Collins, Chief Executive Officer, Joule
Mark Emery, Mobile Practice Lead, Definition 6
Paul Gelb, Vice President, Mobile Practice Lead, Razorfish

Moderator: Jeffrey Sass, Vice President, Marketing, Chief Evangelist, Myxer

12:30 PM - 1:30 PM

Networking Luncheon
Times Square Ballroom, Lobby Level

Sponsored by
AT&T AdWorks

1:30 PM - 2:00 PM

What Works and Why—A Series of Mobile Success Stories

Multiscreen Integration and Innovation

Brands must be as agile and on-the-go as their consumers. Learn from campaign creators that took mobile out of the vacuum and integrated it across platforms, devices, and operating systems to reach consumers on every screen they touch.

Case Study 3: Red Bull’s Augmented Mobile Reality and Red Bull pushed the boundaries of mobile augmented reality, social gaming, and product integration. Leveraging advanced sensor fusion made it possible for fans to create their own racetrack using Red Bull cans and their iPhones—marrying the physical world with the digital universe. Get an inside look at how a brand can excite consumers with cutting-edge technology while bolstering product sales.

Adam Broitman, Partner,

Case Study 4 : From One to Many
See how Kraft elevated and scaled its mobile strategy from a single application to truly integrating mobile across all channels, turning the platform into a powerful consumer touch point.

Derek Handley, Chief Executive Officer and Co-Founder, The Hyperfactory

2:10 PM - 3:30 PM

Mobile Marketplace: Learn From the Solutions Experts

The mobile marketplace is overflowing with opportunities—and choices. Cut through the clutter by meeting experts in the space to see who’s changing the game and to determine which options are best for your business.

  4th Floor
5th Floor
Room 402

Room 404

Room 405

Room 502

Room 510
2:15 PM – 2:30 PM Admeld
Microsoft Advertising
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2:35 PM – 2:50 PM Admeld
Microsoft Advertising
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2:55 PM – 3:10 PM Admeld
Microsoft Advertising
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3:15 PM – 3:30 PM Admeld
Microsoft Advertising

3:30 PM - 4:00 PM

Networking Refreshment Break

Sponsored by

4:00 PM - 4:30 PM

Keynote Presentation
Real Rewards for Virtual Achievements

The smartphone is the most personal computing device in existence, requiring brands to build the classic emotional engagements that have long been the underpinning of the world’s most successful advertising motifs. Emotions have roots in moments—this new business model capitalizes on how connections in these moments can help brands build affinity, awareness, and retention with users in an organic fashion.

Brian Wong
Brian Wong
4:30 PM - 4:45 PM

Mobile Privacy and Government Regulation
Caught in the Cross Hairs

Mobile advertising is the next big front on the privacy war being fought in Washington, D.C. Mike Zaneis, IAB Senior Vice President and General Counsel, gives a beltway insider’s perspective on legislative developments and what we as an industry can do to protect our business and our consumers.

Mike Zaneis, Senior Vice President and General Counsel, Interactive Advertising Bureau

4:45 PM - 5:00 PM

Mobile and the M&A Landscape

Mobile technologies, platforms, devices, and operating systems have exploded on the marketplace, making mobile ripe for consolidation. This session will explore what the mobile M&A landscape looks like over the next 8 to 12 to 16 to 24 months and how this activity will make it easier for buyers and sellers alike to best leverage the platform.

Linda Gridley, President and Chief Executive Officer, Gridley & Company

5:00 PM - 5:30 PM

What Works and Why—A Series of Mobile Success Stories

Precision and Personalization
The New Trifecta of Local, Mobile, and Social

Good advertising has always been about reaching the right person with the right message at the right time. The proliferation of IP-infused handheld devices takes this opportunity to a whole new level. Two brands share how the trifecta of local, mobile, and social allows them to precisely, personally, and immediately reach consumers.

Case Study 5: Universal Pictures—Fast Five Racing to Reach the Hispanic Mobile Consumer

Hispanic Americans love their smartphones. Find out how Universal Pictures used this passion to drive awareness, social sharing, and 33 percent Hispanic opening weekend attendance for Fast Five.

Saurabh Bhatia, Co-Founder and Chief Business Officer, Vdopia
Jessenia Enriquez-Garcia, Digital Strategy Supervisor, Lopez Negrete Communications

Case Study 6: Mobile Moms

CafeMom expanded beyond conversation and into commerce by launching, a daily deals site that delivers on the things moms and their families like to buy, eat, and do locally. With the increasing number of moms on smartphones, extended the reach of their launch plan by adding mobile app advertising to the digital mix. People registered to hear from the site via signup ads served within mobile apps and provided with their preferences—enabling the site to send them relevant daily deals. In addition, continued the conversation on Facebook and Twitter to further personalize and enable the sharing of deals, growing membership by over 50,000 moms.

Kristina Tipton, Vice President, Marketing,

5:30 PM - 6:00 PM

Consumers—Up Close, Personal, and Live

A demographically-diverse group of consumers take questions that uncover their mobile likes, dislikes, wants, and needs. Industry experts will then translate the responses into relevant, actionable ideas, tying the answers into the just-released IAB research results. Take advantage of an exclusive opportunity to get real-time insights from this mobile-savvy focus group and immediately implement the feedback into campaign strategies. Tweet your mobile questions for young professionals, teens, moms, and baby boomers to #IABCFG.

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6:00 PM

Closing Remarks

Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, Interactive Advertising Bureau

6:00 PM - 7:00 PM

Networking Reception

Sponsored by