IAB Marketplace - Mobile


Making Sense of the New First Screen
Reach. Engage. Measure. Monetize.

A day of definitive conversations about how to make mobile make money.

8:00 AM

Registration Opens

Sponsored by

8:00 AM - 9:00 AM

Networking Breakfast

Sponsored by
AT&T AdWorks

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  
Russell Wallach
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.

  4th Floor 5th Floor
Room 404

Room 406

Room 502

Room 510
9:55 AM – 10:10 AM Tapjoy OpenX TRUSTe YP
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10:15 AM – 10:30 AM Tapjoy OpenX TRUSTe YP
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10:35 AM – 10:50 AM Tapjoy OpenX TRUSTe YP
5 minutes   Time's up! Next...    
10:55 AM – 11:10 AM Tapjoy OpenX TRUSTe YP

11:15 AM - 11:45 AM

Networking Refreshment Break

Sponsored by

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

Sponsored by
Millennial Media

12:45 PM - 1:45 PM

Networking Luncheon

Sponsored by
NBCUniversal Audience Platform

1:45 PM - 2:05 PM

A Fireside Chat with FCC Commissioner Robert McDowell

Robert McDowell  
Robert McDowell
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.

Case Study 1:

La Quinta Inn & Suites - Mobilizing the Hospitality Industry

La Quinta Inn & Suites is changing the paradigm of mobile travel bookings and breaking new ground in the hospitality industry by creating the best experience for core “road warrior” customers. This case study provides a critical view of the mobile landscape, debunks mobile myths, and reveals how marketers can take advantage of mobile technologies.

Mark Emery, Mobile Marketing Strategist, Definition 6

Ted Schweitzer, Senior Vice President, Ecommerce, La Quinta Inns & Suites


Case Study 2:

Dunkin’ Donuts - Driving Local Performance Through Mobile Search

Dunkin’ Donuts’ successfully leveraged mobile search to increase foot traffic to local stores. Top mobile search sites and apps were built to click through to localized landing pages—unique to each app and Dunkin’ Donuts location—providing quick access to maps and driving directions. Learn how to harness the power of mobile to reach local consumers with relevant information that drives them to a point of purchase.

Chad Hickey, Director, National Sales, xAd
Renee Robertson, Associate Media Director, Search, Hill Holliday


Case Study 3:

YP - Connecting Brands with Local Consumers

YP worked with leading national retailers to reach local consumers near store fronts through geo-fenced mobile ad campaigns. Learn how your brands or clients can quickly and easily deploy similar mobile display campaigns with dynamically created branded ads.

Emily Iverson, Director, Display, Booyah Online Advertising
David Kurtz, Vice President, Publisher Products, YP

2:40 PM - 3:10 PM



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

NBCUniversal Audience Platform

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

AT&T AdWorks

3:10 PM - 3:30 PM

Networking Refreshment Break

Sponsored by

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

Sponsored by
Sponsored by
Sponsored by
Rubicon Project

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.

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

Case Study 1:

How to Support All Mobile Content Channels

Jason Young, Chief Executive Officer, Crisp Media


Case Study 2:

How to Increase Mobile Engagement by Leveraging a Larger Canvas

Diaz Nesamoney, Founder, President and Chief Executive Officer, Jivox

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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