Agenda
Expert insights, deep-dive track sessions, and interactive town-hall discussions clearly define the state of mobile marketing. Learn how to navigate and leverage the opportunities—and overcome the challenges. Network with brand marketers, agency executives, and publishers who are already doing mobile right.

8:00 AM

Registration Opens

8:00 AM - 9:00 AM

Networking Breakfast

Sponsored by
Google

9:00 AM - 9:15 AM

Opening Remarks

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

9:15 AM - 9:45 AM

The Mobile Virus
A State of the State Address on the Mobile Marketplace

Thomas Fellger  
Thomas Fellger
Founding Partner and
Group Chief Executive Officer,
iconmobile
 

9:45 AM - 10:15 AM

Great Creative Always Wins
Building Rich Brand Experiences for Mobile

Renowned creatives and technologists critique real-world mobile executions, sharing insights about how great work can be ideated, created, and executed.

What does “mobile first” and responsive design really mean? What about “native formats?” Can standardization ever be a platform for greater creativity, not less? This session addresses these questions head on, showcasing best-in-class mobile brand experiences and inspiring everyone in the room.

Emcee: Peter Minnium, Head, Brand Initiatives, IAB

Sia Ea, Creative Director, Ansible
David Levin, Founder and Chief Executive Officer, zurvu
Richard Ting, Executive Vice President, Global Executive Creative Director, Mobile and Social Platforms, R/GA

10:15 AM - 10:30 AM

Consumer First > Mobile First
How Rovio Created One of the World’s Largest Distribution Channels

Michele Tobin, Vice President, Brand Ad Partnerships and Advertising, Americas, Rovio

10:30 AM - 11:00 AM

Networking Refreshment Break

11:00 AM - 12:30 PM

Track Topics

Deep-Dive Track Sessions

Dig into the topics that matter most to your business objectives.

Mobile Video
Room 402, 4th floor
Mobile Monetization
Room 406, 4th floor
Mobile Measurement
Room 404, 4th floor

The promise of mobile is content on any screen at any time—and this has huge implications for video consumption. Though in its infancy, mobile video is poised to skyrocket. This track takes a deep dive into the space, highlighting the opportunities for brands and publishers.

There has been a historic pattern of ad spend lagging behind time spent on all types of media—but it can narrow substantially over time. It’s commom wisdom that many in the industry and trade press say that mobile may not follow that same trajectory—that it’s inherently too complicated. Are mobile pennies inevitable? This track takes a deep dive into what the industry must do to accelerate the rate of growth of mobile ad revenue.

 

Reliable, consistent mobile metric standards are key to attracting greater marketing investment in the platform. What are the drivers and inhibitors of better measurement? This track takes a deep dive into the current state of mobile measurement and explores the debate over future standards.

Sponsored by
Flurry
Sponsored by
Yahoo!
Sponsored by
InMobi

11:00 AM - 11:30 AM

Defining the Opportunity: Research, Data, and Insights

Who’s Watching?
Sizing the Mobile Video Opportunity

Advertising on smartphones and tablets have continued to gain momentum over the last 18 months, with spending shifting from experimental to larger proportions of ad budgets. No part of mobile advertising has shown more early promise than video, which can deliver sound, motion and interaction that take over the entire screen to deliver a strong impression to highly attending consumers. This session focuses on sizing the mobile video opportunity for brands, agencies and marketers. Flurry leverages its analytics and advertising data sets that have visibility into consumer behavior on more than 1 billion smartphones and tablets around the world each month.

Sean Galligan, Vice President, Sales and Business Development, Flurry

What & Why?
The Mobile Consumer Portrait

In this session, InsightExpress shares data about what people actually do on their phones and tablets. Hear insights drawn from the data that reveal how to create optimal content and brand experiences that respond to consumer behaviors.

Molly Elmore, Vice President, Insights and Analytics, InsightExpress

Where & How?
Measuring Across Mobile Web & Apps

In-app advertising is a critical platform of the mobile media landscape. However, tracking, analyzing, and measuring the impact of brand experiences across disparate platforms is challenging. The recently released “IAB Mobile Application Advertising Measurement Guidelines” clearly define principles for measuring both mobile web and in-app ads. Learn about the guidelines from their creators and understand how they will allow for in-app advertising to evolve and mature.

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

Eric Litman, Chairman and Chief Executive Officer, Medialets

11:35 AM - 12:00 PM

Real World Examples

Mobile Video Use Cases: Today & Tomorrow

A senior agency executive shares real-world examples of how brands are leveraging mobile video.

Robert John Davis, Executive Director, Content Marketing Practice/Advanced Video Practice, OgilvyOne

The Publisher’s POV : Building Engaging Experiences for Mobile Devices

As mobile enters maturity, advancements in creative capabilities, data to target users, and measure what’s working are propelling the industry forward. Join leaders from Condé Nast and Yahoo! in a conversation about how major publishers are adapting to these changes and driving mobile marketing into the future.

Patrick Albano, Vice President, Sales, Mobile, Social, and Innovation, Yahoo!

Pat Connolly, Vice President, Marketing Solutions, Condé Nast

Measuring What Matters

Mobile rich media is a top influencer of mobile ad buys today—and advertisers are increasingly challenged to measure the impact of their campaigns. Due to the myriad of ways to interact with mobile ads on smart devices—shake, tilt, play, share, tap—gathering the right insight is difficult. How do advertisers navigate through gestural options to determine the interactions that matter? What is the correlation between interaction and ROI, such as brand lift or sales? Get to the bottom of these questions through real-world case study examples.

Anne Frisbie, Vice President and General Manager, Global Supply, InMobi

12:05 PM - 12:30 PM

Tying it All Together

A Look at the Mobile Video Ecosystem

Players from across the Mobile Video value chain come together to talk about where the opportunities lie for advertisers.

Robert John Davis, Executive Director, Content Marketing Practice/Advanced Video Practice, OgilvyOne

Sean Galligan, Vice President, Sales and Business Development, Flurry

Matevz Klanjsek, Co-Founder and Chief Product Officer, Celtra

Creativity and Innovation v. Standards and Scale
Unlocking Mobile Budgets

Custom executions may be conducive to rich brand experiences on mobile devices but can one-offs ever offer true scale? This debate unpacks what kind of balance is required to ultimately close the gap between time and dollars spent on mobile platforms.

Chris Cunningham, Co-Founder and Chief Executive Officer, appssavvy

Eric Franchi, Co-Founder, Undertone

Peter Minnium, Head, Brand Initiatives, IAB

Life Beyond the Cookie
Reach and Recognize Audiences on Every Device

Mobile audience recognition requires new technology to replace the cookie as the industry standard for audience recognition. Learn how one universal solution, built to scale, enables marketers to target and track for increased campaign performance.

Mike Downey, Vice President, Mobile Solutions, OpenX

Howie Schwartz, Founder and Chief Executive Officer, Human Demand

David Wyler, Vice President, Business Development, AdTruth

12:30 PM - 1:30 PM

Networking Luncheon

Sponsored by
Tapjoy

1:30 PM - 2:00 PM

WORKSHOPS

A Consumer, Developer, and Brand Marketer Discuss What Works in Mobile Advertising
Room 402, 4th floor

How does each the mobile ecosystem benefit from a streamlined value exchange? Consumers gain access to premium content without pulling out their credit card. Advertisers get 1:1 time with engaged consumers. Developers monetize engagement with valuable consumers at a higher rate than inserting banner ads in app. Ask the questions you have always wanted to ask.

Aaron Isaksen, President and Chief Executive Officer, AppAbove
Dave Rosner, Executive Vice President, Innovations, Initiative Ad Agency
Tom Sipple, Vice President, Sales, Tapjoy

Tapjoy
 

Understanding Audiences: The New Standard in Cross-Platform Measurement
Room 404, 4th floor

Media consumption is increasingly fragmented across multiple devices—with mobile apps adding yet another dimension to the data needed for buy and sell sides to gain a complete understanding of complex audience behavior. In response, cross-platform measurement technologies have been developed to give publishers a more holistic understanding of campaign reach and engagement and to give advertisers an accurate view of insights across multiplatform publishers. Learn how to understand and access the existing and growing audience of mobile app consumers in this revealing discussion.

Matt Clark, Head, Publisher Sales and Business Development, Quantcast

Quantcast
 

Winning with Mobile in a Multiscreen World
Room 406, 4th floor

With millions of active smart devices around the world, the mobile platform has reached an undeniably attractive scale for advertisers to reach consumers. What opportunities lie ahead for mobile advertising in 2013? How can advertisers understand the different customer paths happening on mobile and set themselves up for success in an increasingly multiscreen world? Learn how to measure and assign value to all mobile conversions and understand how mobile holistically impacts your business.

Tim Reis, Head, Mobile and Social Solutions, Americas, Google

Google

2:15 PM - 2:45 PM

Strategy’s New Normal: An Advertiser, Media Exec, and Creative Walk into a Bar…

How can and should media, creative, technology, and brand play together to leverage the power of a disruptive platform like mobile? Is the proliferation of this new channel an opportunity to rethink and restructure the teams that build and execute strategy?

Case studies go behind-the-scenes to reveal how a group of partners work together to develop and deploy successful mobile marketing.

Case Study 1:

American Express – A Case Study in Mobile (and Partnership!) Innovation

American Express has moved beyond the banner to create meaningful and personally rewarding consumer experiences on mobile. Working in partnership with their agency Mindshare and Zumobi they were able to capture the attention of attractive prospects resulting in increased brand awareness and strong consumer engagement. Learn how the team successfully collaborated to enable a customized mobile ad innovation that presented a unique app within an app experience by incorporating high-quality video, user generated content and social media integration to educate the consumer about the Membership Effect from American Express.

Terryn Giampietro, Senior Manager, U.S. Media and Sponsorship, American Express
Christina Polk, Associate Director, American Express, Mindshare
John SanGiovanni, Co-Founder and Vice President, Design, Zumobi

 

Case Study 2:

Zyrtec: At the Intersection of Art, Science, and Sneezes

A combination of great technology, great content and great creative allowed Zyrtec to become #1 allergy App on iOS and Android, the #1 trafficked mobile allergy site and the #1 brand in customer loyalty. It’s taken a village to get there, but it’s been a great ride. During this talk JWT share takeaways for brands looking to maximize their mobile presence.

Moey Santos, Group Partner, Integrated Planning, J3
Jeff Suhy, President and Partner, Modus Operandi
Eric Weisberg, Executive Creative Director, JWT New York

2:45 PM - 3:30 PM

Measuring Mobile ROI: How Do I Know It’s Working?

Real-world case studies uncover what mobile effectiveness looks like by marrying specific client objectives with the metrics used to evaluate success. See how big brands are making real decisions about mobile.

Case Study 1:

If the goal is to drive in-store visits, then brand lift in intent to visit is the metric that matters.

Scoring on Two Screens to Drive In-Store Visits: Buffalo Wild Wings
Football season is an important time of year for Buffalo Wild Wings. To drive in-store visits throughout the season, they teamed up space150 to create an interactive campaign entitled, “Protect the Football,” a retro-inspired online and mobile platform game. The goal is to avoid a series of game-day distractions in order to get to the nearest Buffalo Wild Wings restaurant. By using brand lift metrics to evaluate success, Buffalo Wild Wings and space150 were able to understand how effective the game was in impacting intent to visit.

Craig Key, Associate Media Director, space150
Ryan Richardson, Manager, Digital Media, Buffalo Wild Wings
Jeff Smith, Senior Vice President, Product Leadership for Advertising Effectiveness, Nielsen

 

Case Study 2:

If your objective is to influence “in market” consumers then share of voice is the metric that matters.

Caesars Entertainment challenged their digital AOR Neo@Ogilvy to deliver an impactful campaign to drive their business in the Las Vegas market. The challenge was to do so with only $5,000 media spend. Neo chose the 4th of July weekend to capture all mobile share of voice in paid search channels. The success of that campaign with a flight of only five days has turned into a radical shift in mobile investment for Caesars entertainment. Today Neo runs an evergreen campaign in multiple markets for Caesars with the goal of influencing the decision making process for consumers “in market.”

Lars Feely, Group Planning Director, Neo@Ogilvy New York

3:30 PM - 4:00 PM

Networking Refreshment Break

4:00 PM - 5:00 PM

Marketplace Conversations—A Town Hall Experience
Pose Questions. Share Experiences. Exchange Insights.
Walk away with new ideas and new connections.

The best conversations at conferences often happen in hallways and over cocktails when attendees engage one another in spirited discussion and debate. IAB Marketplace Conversations tap into this energy by creating interactive town halls focused on hot topics in digital marketing and media.

Facilitated by an industry leader, each session is an open forum to share challenges, collaborate on solutions, find inspiration and ideas, and make contacts that translate into business solutions.

Drinks will be served.

Scaling the Mobile Marketplace—Can Programmatic Help?
Room 402, 4th floor
Unlocking the Value of Local
Room 404, 4th floor
Exploring the IAB Mobile Measurement Guidelines
Room 406, 4th floor
Sponsored by
Rubicon Project
Sponsored by
YP
Sponsored by
IAB

5:00 PM - 5:30 PM

Closing Keynote Conversation: Where We Are & Where We’re Going

American Express takes an innovative approach to mobile marketing, resulting in award-winning, integrated campaigns that engage a variety of audiences. Lars Albright sits down with Lou Paskalis, Vice President, Global Media, Content Development, and Mobile Marketing, for American Express, to explore what’s next for the venerable brand as they push mobile even farther forward in the media mix.

Lou Paskalis Lars Albright
Lou Paskalis
Vice President,
Global Media Content Development and
Mobile Marketing,
American Express
Lars Albright
Co-Founder and
Chief Executive Officer,
SessionM

5:30 PM - 5:45 PM

Marketplace Conversation Report-Backs & Town Hall

5:45 PM - 6:45 PM

Networking Cocktail Reception

Sponsored by
Quantcast