Agenda

Agenda

Mobile is not only ripe to be an extension of the existing interactive advertising budget, but is a valuable interactive mechanism for the traditional cross-media marketing channel. Join the IAB for full day of programming about the current and future state of the mobile advertising industry with a focus on giving support to the media-buyer on the bridge of making a mobile buy decision.

8:00 AM

Registration Opens

Sponsored by
comScore M:Metrics

8:00 AM - 9:00 AM Breakfast and Networking
9:00 AM Welcome Remarks
9:10 AM - 9:40 AM

Opening Keynote

Mobile Market Overview

Get the latest overview of the mobile landscape and hear insights as to what is unique about mobile ad networks and their future. This session will address both the media buyer and publisher perspective and focus on the holy grail of monetization.

Maria Mandel
Maria Mandel, Senior Partner, Executive Director of Digital Innovation, Ogilvy

9:40 AM - 10:40 AM

Mobile Marketing Success Stories

Hear real case studies on mobile marketing from agencies and advertisers that are moving large budgets into the space and experiencing positive results. These success stories will turn skeptics to believers and validate the notion that spending is on the rise.

Moderator: Julie Ask, Research Director, JupiterResearch
Eric Bader, Managing Partner, Brand In Hand, Inc.
Vladimir Edelman, Chief Executive Officer, Ansible Mobile
Erin Wilson, Director, Mobile Advertising, Weatherbug &
Jeff Arbour, Vice President of Mobile Integration, The Hyperfactory

10:40 AM - 11:00 AM

Morning Break

11:00 AM - 11:45 AM

Sponsored Workshops

4INFO
Hudson Suite, Mezzanine Level

Case Study: "Forgetting Sarah Marshall" Remembers Mobile Advertising

When it comes to mobile, one of the biggest questions for media buyers is, "How well does it work?" This case study answers this question with research conducted by InsightExpress to measure the results of a multi-platform marketing campaign for Universal Studio's launch of the hit feature film "Forgetting Sarah Marshall." Mobile components included text-message (SMS) advertising, sponsored online mobile widgets, and mobile video trailers. See the results achieved by this campaign, and learn which elements create success in mobile marketing.

Victoria Hoyt, Senior Ad Solutions Manager, 4INFO, Inc.
Joy Liuzzo, Director of Marketing & Mobile Research, InsightExpress

4INFO

Platform-A/Third Screen Media
Promenade Suite, Mezzanine Level

What works in Mobile Advertising? Making Mobile Advertising Mainstream.

Join Platform-A as they review mobile advertising data from campaigns, carriers and advertisers. Learn who comprises today's mobile audience, what they are consuming on their phone, what has historically worked for advertisers across several verticals, and how mobile campaigns are being integrated into overall media goals – making mobile mainstream.

Kent Johnson, Director, Business Operations, PLATFORM-A | Advertising.com Networks

Platform-A/Third Screen Media

ESPN
Sutton Suite, 2nd Floor

Sports Fans & the Mobile Marketplace

Sports has always been ahead of the curve in setting the pace of new technology and has definitely been a big driver of the Mobile marketplace. Sports fans are demanding consumers who always want, and increasingly expect, their news and info in an instant. We'll take a look at the current state of mobile, content delivery, what's on the horizon and what it means for sports fans.

Brian Colbert, Director, Mobile Advertising Sales, ESPN

ESPN

Yahoo!
Plaza Suite, Mezzanine Level

Mobile Advertising - Who, What, When, Where & How?

WHO is the audience in mobile? WHAT are they doing on their device? WHEN should I use mobile within my marketing plan?

WHERE has Yahoo! witnessed client success? HOW can I be successful with my campaigns?

Join Yahoo! for a presentation of case studies, research & insights which will answer these questions and more.

Paul Cushman, Director Mobile Sales Strategy, Yahoo!

Yahoo!

11:45 AM - 12:30 PM

Mobile as the Unique Marketing Platform for Traditional Media

Mobile offers a unique opportunity for cross-media marketing of the non-interactive channel of the traditional media business. Hear directly from the publishers and platforms that have experienced successful campaigns around their properties in the mobile space by linking the traditional media world to mobile and using it as a true cross-media response platform.

Moderator: Gary Schwartz, President and CEO, Impact Mobile Inc.
Mike Anderson, Lead Consultant, Live Nation's ConcertVision Program
Rich Begert, President and CEO, SinglePoint
Skip Brand, Chief Revenue Officer, Pudding Media
John Haegele, CEO, Van Wagner Sports Group / Dorna USA
Eric Harber, President and COO, HipCricket

12:30 PM - 1:30 PM

Lunch

1:30 PM - 2:15 PM

Sponsored Workshops

4INFO
Hudson Suite, Mezzanine Level

Case Study: "Forgetting Sarah Marshall" Remembers Mobile Advertising

When it comes to mobile, one of the biggest questions for media buyers is, "How well does it work?" This case study answers this question with research conducted by InsightExpress to measure the results of a multi-platform marketing campaign for Universal Studio's launch of the hit feature film "Forgetting Sarah Marshall." Mobile components included text-message (SMS) advertising, sponsored online mobile widgets, and mobile video trailers. See the results achieved by this campaign, and learn which elements create success in mobile marketing.

Victoria Hoyt, Senior Ad Solutions Manager, 4INFO, Inc.
Joy Liuzzo, Director of Marketing & Mobile Research, InsightExpress

4INFO

Platform-A/Third Screen Media
Promenade Suite, Mezzanine Level

What works in Mobile Advertising? Making Mobile Advertising Mainstream.

Join Platform-A as they review mobile advertising data from campaigns, carriers and advertisers. Learn who comprises today's mobile audience, what they are consuming on their phone, what has historically worked for advertisers across several verticals, and how mobile campaigns are being integrated into overall media goals – making mobile mainstream.

Kent Johnson, Director, Business Operations, PLATFORM-A | Advertising.com Networks

Platform-A/Third Screen Media

ESPN
Sutton Suite, 2nd Floor

Sports Fans & the Mobile Marketplace

Sports has always been ahead of the curve in setting the pace of new technology and has definitely been a big driver of the Mobile marketplace. Sports fans are demanding consumers who always want, and increasingly expect, their news and info in an instant. We'll take a look at the current state of mobile, content delivery, what's on the horizon and what it means for sports fans.

Brian Colbert, Director, Mobile Advertising Sales, ESPN

ESPN

Yahoo!
Plaza Suite, Mezzanine Level

Mobile Advertising - Who, What, When, Where & How?

WHO is the audience in mobile? WHAT are they doing on their device? WHEN should I use mobile within my marketing plan?

WHERE has Yahoo! witnessed client success? HOW can I be successful with my campaigns?

Join Yahoo! for a presentation of case studies, research & insights which will answer these questions and more.

Paul Cushman, Director Mobile Sales Strategy, Yahoo!

Yahoo!

2:15 PM - 2:45 PM

Meet the Publishers

The mobile industry is poised to adapt some of the basic business models which have excelled in making the Internet successful with the free-ad funded mode, but with new unique monetization opportunities for publishers. Join publishers from across the media spectrum - from traditional companies to interactive, mobile specific, and social media mobile networks as they share their success stories.

Moderator: Mickey Alam Khan, Editor in Chief, Mobile Marketer
Jeffrey Litvack, Global Director, New Media Markets, AP Digital
Larry Shapiro, Executive Vice President, Business Development and Operations, General Manager, North American Mobile, Walt Disney Internet Group
Bruce Stewart, Vice President and General Manager for Connected Life Americas, Yahoo! Inc.
Sophia Stuart, Mobile Director, Hearst Magazines Digital Media

2:45 PM - 3:45 PM

Ad Network Marketplace

The mobile marketplace is full of opportunities - how can buyers make sense of the marketplace and determine which solution is optimal for their business? Join representatives from various platforms for a presentation of short burst case studies, creating a comparative environment in which media buyers can "one-stop-shop" for a variety of mobile ad networks, platforms and solutions.

 
Mobile Search AD Platforms
Plaza Suite, Mezzanine Level

Web/Display AD Networks
Hudson Suite, Mezzanine Level 

Display/Video Ad Networks
Sutton Suite, 2nd Floor

Application/ Text and MMS AD Networks
Promenade Suite, Mezzanine Level
  Mediosystems (5 min)
JumpTap (5 min)
Yahoo! (5 min)
Google (5 min)
Microsoft Mobile Advertising (5 min)
AdMob (5 min)
Amobee (5 min)
Microsoft Mobile Advertising (5 min)
Millennial Media (5 min)
Quattro Wireless (5 min)
Transpera (5 min)
Ad Infuse (5 min)
Rhythm NewMedia (5 min)
Nokia (5 min)
Platform-A/Third Screen Media (5 min)
Pudding Media (5 min)
4INFO (5 min)
Greystripe, Inc. (5 min)
Smaato (5 min)
5th Finger (5 min)
  5 minute break
  Mediosystems (5 min)
JumpTap (5 min)
Yahoo! (5 min)
Google (5 min)
Microsoft Mobile Advertising (5 min)
AdMob (5 min)
Amobee (5 min)
Microsoft Mobile Advertising (5 min)
Millennial Media (5 min)
Quattro Wireless (5 min)
Transpera (5 min)
Ad Infuse (5 min)
Rhythm NewMedia (5 min)
Nokia (5 min)
Platform-A/Third Screen Media (5 min)
Pudding Media (5 min)
4INFO (5 min)
Greystripe, Inc. (5 min)
Smaato (5 min)
5th Finger (5 min)
   
3:45 PM - 4:15 PM

Afternoon Break

4:15 PM - 5:00 PM

Carriers and the Mobile Marketing Ecosystem: Accelerating Access

Carriers are a key part of successful business models in mobile marketing. Whether on deck or off deck the carrier role is a fundamental piece of the value chain. However there is significant debate about their specific role and strategy in this ecosystem both internally and externally, and many questions remain. Is the carrier simply a pipe for data transmission or should the carrier offer a complete mobile marketing service? What do customers want? What does the future hold for unlimited date plans? How can carriers enable entrepreneurial mobile marketing applications? What is the strategy for cross carrier interoperability? Hear thought leaders from the major carriers debate and discuss this and more.

Moderator: Randy R. Zadra, Telmex/America Movil Visiting Fellow & Resident Executive, Massachusetts Institute of Technology (MIT) Media Lab
Jordan Berman, Executive Director, Media Innovation, AT&T Mobility
Scott Kelliher, Director of Mobile Advertising, Virgin Mobile USA

5:00 PM - 5:30 PM

Fireside Chat: Research and the Future, Truth or Dare?

Hear from two leading analytics, research and measurement companies on their research and what they see as the future of the mobile advertising business. These experts will provide insight into the still evolving mobile marketplace and share their thoughts about adoption from not only the end-user point of view but also how the full media buy-and sell cycle will really happen.

Moderator: Linda Barrabee, Program Manager, Consumer Research - Mobile Entertainment, Yankee Group
John Burbank, Chief Marketing Officer, The Nielsen Company
Mark Donovan, Senior Vice President, Mobile Products and Senior Analyst, comScore

5:30 PM - 6:30 PM

Cocktail Reception

Sponsored by
Navteq Media Solutions


Title Sponsor: VIP Sponsors: Supporting Sponsors: Media Sponsor: Produced by:
NAVTEQ Media Solutions
4INFO
AdMob
Advertising Age Interactive Advertising Bureau

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