Agenda
 

8:00 AM

Registration Opens

8:00 AM - 9:00 AM

Networking Breakfast

9:00 AM - 9:15 AM

Opening Remarks
Mobile as the Key to Unlocking the Cross Screen Universe

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

9:15 AM - 9:45 AM

Media Strategies for the First Screen

Ben Phillips, Global Head, Mobile, MediaCom Worldwide

9:45 AM - 10:00 AM

The Future of Digital Behavior
Make Every Interaction with Mobile Customers Count

Microsoft partnered with IPG Mediabrands and The Future Laboratory to discover eight new consumer trends that tell a story of changing expectations and attitudes toward devices, platforms, services, and brands. Learn how marketers can better understand evolving consumer expectations in order to future-proof their mobile strategies.

Kelly Jones, Head, Global Thought Leadership Research Program, Microsoft

10:00 AM - 10:30 AM

The Brand Perspective

Lou Paskalis, Senior Vice President, Enterprise Media Executive, Bank of America

10:30 AM - 11:00 AM

Networking Refreshment Break

11:00 AM - 12:10 PM

 

11:00 AM - 11:05 AM

Deep-Dive Track Sessions

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

Programmatic Buying and
Selling in Mobile

Technology and the Future of Mobile Advertising
Room 406, 4th floor
Mobile Measurement
Finding the Metrics That Matter
Room 402, 4th floor
Building Brands with Mobile
Creativity, Technology, and the Consumer Experience
Room 404, 4th floor

Transacting programmatically on mobile creates incredible opportunities for buyers and sellers to leverage data-driven, targeted, and cost-effective inventory.  However, the programmatic mobile ad landscape is incredibly complicated. This track takes a deep-dive into how all parties in the value chain can use advertising technology to increase the efficiency and the impact of mobile marketing.

Reliable, consistent mobile measurement standards are key to attracting greater marketing investment in the platform. While there is still work to be done in this arena, current capabilities generate an incredible amount of intelligence around behavior and engagement when it comes to content, advertising, and real-world locations. This track takes a deep dive into the present opportunities for marketers and content companies to understand audience behavior and ad effectiveness.

 

Mobile was once considered a direct response mechanism, limited by its size.  Today, there is great potential for brands to create rich, engaging consumer experiences on mobile platforms. While there are definitely still challenges in developing and deploying cohesive creative across multiple screens, operating systems, and devices, the marketplace is rapidly maturing. This track takes a deep dive into how advertisers and their partners are marrying creativity and technology to build brands with mobile.

Sponsored by
Google
Sponsored by
YP
Sponsored by
Celtra

11:05 AM - 11:35 AM

Unlocking Mobile Advertising

Today, there are more end-users in HTML5-compatible environments than in flash-compatible ones. Even though smartphones and tablets are becoming the main devices for consumers, they still take second place in most digital campaigns. This session explores the challenges and opportunities facing programmatic mobile advertising, and what needs to happen to help marketers and publishers capture the mobile revolution.

Marc Theermann, Head, Mobile Platform Sales, Google

Mobile Measurement


Reliable, consistent mobile measurement metrics are critical for building brand comfort and investment in mobile advertising. There are capabilities using big data, real-world location and scientific method that generate an incredible amount of intelligence around behavior and engagement when it comes to advertising. A series of case studies illustrate the present opportunities for marketers to understand audience behavior and ad effectiveness.

Jarod Caporino, Managing Partner, Resolute Digital

Luke Edson, Vice President National Sales, YP

David Petersen, Vice President, Mobile, YP

The Future of Display Advertising is Mobile

Mobile has fundamentally changed how we explore, access, and interact with content—and is quickly transforming the advertising industry. Mobile devices, social media, and video create a far more complex eco-system for brand advertising than ever before. Last year we were looking at mobile to fill a role in the interactive ecosystem—and today we view mobile as the key to unlocking the cross screen universe.

Learn how brands create great ad experiences and transcend screens, how the evolution of video has made beautiful, engaging campaigns scalable, and how we can measure success that is meaningful and relevant to brands.

Miha Mikek, Co-Founder and Chief Executive Officer, Celtra

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

11:35 AM - 11:40 AM

Five Minute Walk Time

11:40 AM - 12:10 PM

Time & Weather Go Native

How the Fusion of Real-Time Bidding, Native, and Mobile are Changing Digital Advertising

The massive consumer shift to mobile devices is fundamentally—and rapidly—changing digital advertising.

Leading publishers will explore how the fusion of Real-Time Bidding, new Native ad formats and mobile are reshaping the multiscreen landscape.

Jeremy Hlavacek, Vice President, Programmatic, The Weather Company

Rob Kramer, General Manager, Mobile, OpenX


Liz White, Vice President, General Manager, People & Entertainment Weekly Digital, Time Inc.

Mobile Measurement: What’s Now & What’s Next?


Industry leaders explore what matters most in mobile measurement. Hear from buyers, sellers, technologists and those at the forefront of the cross-industry initiative “Making Measurement Make Sense”.

Sarah Baehr, Senior Vice President, Group Director, Digital Strategy, Carat

Jarod Caporino, Managing Partner, Resolute Digital

Sherrill Mane, Senior Vice President, Research, Analytics, and Measurement, IAB


David Petersen, Vice President, Mobile, YP

Mitchell Weinstein, Senior Vice President, Ad Operations, Magna Global

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

How to Build Brands on Mobile
 
Uncover how brands and agencies plan for mobile. Learn what opportunities have emerged through new capabilities available on mobile devices. Discuss what challenges still exist for brands and the solutions available to overcome them.
 
Angela Gruszka, Director, Marketing & Communications, ABC Carpet & Home 

Miha Mikek, Co-Founder and Chief Executive Officer, Celtra

Ben Phillips, Global Head, Mobile, MediaCom Worldwide

Moderator: Peter Minnium, Head of Brand Initiatives, IAB

12:15 PM - 1:15 PM

Networking Luncheon
Times Square Ballroom

1:15 PM - 1:45 PM

WORKSHOPS

We're All Mobile Now
Cross-Platform Audience Measurement Becomes Essential for Publishers
The Future of Programmatic Mobile Video Leveraging the IAB Mobile Center

Publishers who aren't measuring their mobile properties are missing a huge and growing audience. Explore how top publishers navigate the mobile revolution, and learn why cross-platform measurement has transitioned from nice-to-have, to must-have.

Matt Clark, Head, Global Publisher Development, Quantcast

Programmatic video advertising is here to stay. Get past all the buzz and learn how to take advantage of the opportunities and efficiencies that come with buying all video ads programmatically, even mobile.

Lucas Krump, Director, Sales, Brightroll

For over three years, the IAB Mobile Marketing Center of Excellence and its members have produced resources for the entire industry to better understand and do business in the mobile ecosystem, work that continues today. From proprietary research and whitepapers as well as live events and webinars that cover everything from measurement to public privacy there are many opportunities to both learn and lead in the space. This workshop focuses on key initiatives to help advertisers, publishers and technologists alike understand how to get the most out of the work being done by the group.

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

Quantcast Brightroll
2:30 PM - 2:45 PM

US Hispanic Millennials: Portraits of a Mobile-First Generation

Research being released from the stage will explore what Hispanic millennials’ behaviors on mobile devices indicate about the future of the marketing industry

Marshall Cohen, Executive Vice President, Corporate Research, Univision
Joe Laszlo, Senior Director, Mobile Marketing Center of Excellence, IAB

3:15 PM - 3:45 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.

Consumer Privacy and Trust in the Mobile Marketplace
Room 402, 4th floor
Native Formats & the Mobile/Creative Challenge
Room 404, 4th floor
The Power of Programmatic
Mobile Gets REAL with Real Time Bidding
Room 406, 4th floor

The “always on” and “always with” nature of mobile devices provides vast opportunities for brands to deliver messages in relevant and engaging ways like never before. How can advertisers leverage the technological capabilities that come along with it, while still putting transparency and consumer control first?

  • How has self-regulation advanced the consumer protections of transparency, control, and data security?
  • When developing new mobile campaigns, technologies, and general marketing for mobile innovation, what should companies keep in mind regarding privacy?
  • Mobile provides technological and practical challenges to consumer privacy—cross-screen tracking, geo-location data, and small screen notice.  Where do the pitfalls lie and how can the industry turn challenges into opportunities?
  • As mobile becomes ubiquitous, where are the areas we need to avoid and what does the future hold?

Sarah Hudgins, Director, Public Policy, IAB

Finding the Best Creative Formats for Optimal Mobile Experience
Advertisers Discuss the Challenges and Opportunities Within the Native-Mobile Ecosystem

With 55% of Americans on smartphones, it’s time for brands and advertisers to smarten up in the mobile arena. As users grow to expect customized and tailored content within their mobile experience, advertisers expect to be able to connect with them in a manner that matches the platform. In this industry town hall, we will discuss and debate mobile advertising tactics and techniques, from standard to native, to provide clear perspective on where the industry is going.

  • Mobile is relatively early in its monetization stages particularly for brands. Why has this been the case?
  • What are tactics that have worked and are working from a creative format perspective?
  • How can we balance the need for custom creative experiences with the need for standards (which help scale)?

Eric Franchi, Co-Founder, Undertone

Discuss the evolution of programmatic, the exponential growth we’ve seen over the last year in mobile, and explore the types of campaigns, goals, and execution elements that marketers are having success with.

  • What is Programmatic and how is it working for you today?
  • What are the key performance indicators and goals you’re managing to?
  • What is the role of “Audience” in Programmatic?
  • Is Mobile an appropriate channel for performance based/transactional goals?

Jon Cooke, Sales Director, EAST, Rocketfuel

Sponsored by
IAB
Sponsored by
Undertone
Sponsored by
Rocket Fuel

5:00 PM - 5:20 PM

Mobile Measurement: Same Story or Different Beast?

While the form factor and technology may be different, at its core, is mobile marketing and measurement sufficiently similar to traditional display to be considered largely the same?  Or, can we learn from mistakes made as desktop advertising evolved to ensure we make the most of the massive shift that's underway in consumer behavior?  The answer is probably a bit of both.

Graham Mudd, Director, Advertising Measurement, Facebook

5:20 PM - 5:30 PM

Marketplace Conversation Report-Backs & Town Hall

5:30 PM - 6:30 PM

Networking Cocktail Reception

Sponsored by
Celtra