8:00 AM

Registration Opens

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8:00 AM - 9:00 AM

Networking Breakfast

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9:00 AM - 9:15 AM

Mobile and the Multiscreen Media Consumer

New research, revealed for the first time, dissects the role of mobile in Americans’ media lives as tied to three key attributes: time, location and device. Marketers and media companies should leverage these insights to reach consumers strategically and effectively.

Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB

9:15 AM - 9:45 AM

Going Mobile at Live Events

Hertz, Bacardi, Citi, and Starwood are using new technologies, social media, and mobile apps to engage fans at live events through co-viewing experiences. Hear their success stories and learn how to capture the hearts (and wallets) of consumers using mobile devices at concerts, sporting events, festivals, and more.

Russell Wallach President, Live Nation Network

9:45 AM - 11:15 AM

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.

11:15 AM - 11:45 AM

Networking Refreshment Break

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11:45 AM - 12:30 PM

What I Buy: Why and How
The Agency Perspective

Hear directly from agency executives on mobile planning and buying. Learn when mobile is considered in the overall planning process and the best way to sell mobile products. This session positions sellers to better meet the needs of the buying community—and buyers to better understand the opportunities.

Moderator: Eric Bader, Founder and Chief Executive Officer, MOBILIZE
Roy Chung, Director, Emerging Solutions, Audience on Demand, VivaKi
Brian Decker, Managing Director, Client Leadership, Mindshare
Jason Newport, Senior Vice President, Head, Mobile Practice, Carat
Rory O’Flaherty, Group Media Director, R/GA

12:30 PM - 12:45 PM

Building Brands with Mobile
Partner Presentation with Millennial Media

Carrie Seifer, Regional Vice President, Sales, Millennial Media

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12:45 PM - 1:45 PM

Networking Luncheon

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1:45 PM - 2:05 PM

A Fireside Chat with FCC Commissioner Robert McDowell

Robert McDowell Commissioner, Federal Communications Commission

Interviewed by: Kevin Conroy, President, Univision Interactive Media

2:05 PM - 2:35 PM

Mobile Success Stories: Leveraging Local

Real World Examples of What Works and Why

A series of case studies provide instantly actionable insights on how to create the best local mobile strategy for your brand.

Mobile Hot Spot: Your Living Room
Room 402, 4th Floor

Nielsen reports that 88% of tablet and 86% of smartphone owners use their devices while watching TV. Examining all possibilities to connect, engage and extend audience experiences is of the utmost importance for marketers today. Discuss best practices and cutting edge offerings that span participatory TV to trans-media on leading networks such as NBC, USA, Syfy, Bravo and Oxygen.

Jeffery Marshall, Sales Director, NBCUniversal Digital Media
Jesse Redniss, Senior Vice President, Digital, USA Network

Mobile Rich Media Mountaineering
Room 404, 4th Floor

Highly engaging creative distinguishes a mobile ad from an online ad. Full screen experiences drive higher engagement. Clearly, mobile rich media is the way to go, however it is anything but easy. This session takes you through the challenges and discusses ways to master mobile advertising. Hear insight and best practices, from measuring success, to converting desktop campaigns to mobile, and exploring platform agnostic tools. According to a recent Nielsen research study, tv campaigns can be nearly twice as effective when combined with a mobile campaign, and yet there is still hesitation. Why? Because mobile rich media is difficult to produce, and may require a guide to help you up the cumbersome path.

Paul DeGrote, Global Director Creative Services, InMobi

The Mobile Playbook – 5 Questions You Should be Asking to Win in Mobile
Room 406, 4th Floor

Advertisers are no longer asking “Why should I invest in mobile?” but instead they are asking “How should I invest in mobile?” Incorporating mobile into an organization's operations and marketing can be confusing. This workshop walks through the 5 questions every business should ask in order to win with mobile and share the right plays for a winning mobile strategy straight from The Mobile Playbook.

Jesse Haines, Head, Mobile Ads Marketing, Google

Understanding Mobile in the Media Mix
Room 502, 5th Floor

AT&T AdWorks is uniquely positioned to offer multi-screen insight on how mobile plays in the media mix.

Pablo Cohan, Director, Digital Product Marketing, AT&T AdWorks
Brent Pero, Director, Mobile Advertising Sales, AT&T AdWorks

3:10 PM - 3:30 PM

Networking Refreshment Break

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3:30 PM - 4:15 PM

Marketplace Conversations
Discuss. Debate. Learn.

IAB Marketplace Conversations encourage heated discussions and debates. Facilitated by an industry leader, these three breakout forums are structured to drive dialogue around hot topics in the mobile space. Later in the day, volunteers from each session take the stage to share the major ideas and points of contention from their conversations.

Mobile Monetization Room 402	Doing Local Right Room 404	Premium Mobile Formats Room 406
Managing Revenue Goals in a Multi-Screen World	Dissecting the Art and Science in Local-Mobile Marketing	Maximizing Mobile Revenue via Premium Formats
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4:20 PM - 4:50 PM

Size Matters – Mobile and the Creative Canvas: IAB Rising Stars

What formats and ad products produce optimal brand experiences that fit in the palm of consumers’ hands? Hear from creative and technologists on what works and why.

Introduction:
Peter Minnium, Head, Brand Initiatives, IAB
Darrell Whitelaw, Executive Creative Director, IPG Lab

4:50 PM - 5:00 PM

Innovation in Mobile Rich Media Advertising: MRAID 2.0

Joe Laszlo, Senior Director, Mobile Marketing Center of Excellence, IAB

5:00 PM - 5:20 PM

Marketplace Conversations Open Forum

Forum leaders report back on the major ideas and points of contention during the Marketplace Conversations breakout sessions.

5:20 PM - 5:45 PM

Mobile Games—Go Where Users Spend Time

Mobile Games represent one of the few opportunities to create an immersive advertising opportunity when you want not only a brief moment with your consumer—but rather to spend time with them. Learn how to leverage mobile games to reach and engage consumers when they are most immerged in content and not just glancing at their mobile device.

Julie Shumaker, Vice President, Brands in Play, Zynga

5:45 PM - 6:45 PM

Networking Reception

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