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The Mobile Marketplace Takes Off

The IAB Mobile Marketplace 2010 was all about buying, selling and solving—and practical advice to help attendees bring clients into—or farther into—the mobile landscape. Randall Rothenberg, President and Chief Executive Officer, IAB, welcomed marketers, agency executives and publishers to the sold-out event. “When is the year of mobile?” he asked, just as other industry leaders have been asking for the past three years. “It happened,” he answered.  And, now it’s time to figure out how to create the ultimate brand experience within the space. Missed the event? View video clips of each session here.

Keynote presenter, Faris Yakob, Chief Innovation Officer, MDC Partners, approached the mobile space by looking at emerging cultural practices, rather than the emerging technologies, suggesting that soon technology will disappear from our consciousness. Life becomes the platform—a game—and the technology becoming how you navigate it.  

In the first of the day’s series of case studies, Ian Schafer, Chief Executive Officer and Founder, Deep Focus, walked the audience through the very timely, relevant, FIFA - Bing mobile campaign that leveraged location-based data from Foursquare to help soccer fans find their home turf viewing locations on Bing maps during World Cup. By providing information the user couldn’t easily find or compile on their own, the campaign secured a strong following—just like the winning soccer teams.


Sponsored by FreeWheel, Official Video Sponsor of IAB Events


The morning also featured a Marketplace session, unique to IAB events, to introduce marketers and agencies to solutions providers that meet their needs and fit their budgets. Five providers— Crisp Wireless, JumpTap, PointRoll, GetJar, Sybase 365 and Transpera—gave multiple short-burst presentations focusing on their distinct value propositions. Attendees had the opportunity to attend four 15-minute sessions— wasting no time learning which solutions providers they’d like to learn more about and saving the time and complexity of scheduling individual meetings.

Three seemingly simple, but frequently complicated questions came up next. Where do I start? What does it look like? And, is it working? Introduced by Sharon Knitter, Senior Director, Consumer Products, Cars.com and Co-Chair IAB Mobile Committee, the Solve This! session provided insights and instructions on how to apply tactics immediately to a mobile strategy. Cheryl Lucanegro, Senior Vice President, Advertising Sales, Pandora; Richard Ting, Vice President and Executive Creative Director, Mobile and Emerging Platforms Group, R/GA and Elaine Bramley, Senior Vice President, Customer Service, Bango, weighed in respectively on moving brands to mobile, developing compelling creative for multiple devices and mobile metrics.

Intel Corporation and The Hyperfactory provided powerful insights in an illuminating case study as Jeff Arbour, Senior Vice President, North America, The Hyperfactory, and Beth Lubov Butrymowicz, Global Media Manager, Intel Corporation, shared their experience with lower bounce back rates from the Android and the highest from the IPhone, successful behavioral targeting and mobile search volume that’s trending upward that came as a result of a recent Intel processer campaign.

The live pitch session has become a staple—and crowd pleaser—at IAB one-day events. This day was no different. Stephen Strong, Global Director, Interactive, Alberto Culver, gave a brief overview of what the many brands under the Alberto Culver umbrella are looking for in the mobile space, then sat back to listen intensely as leaders of four mobile solutions providers gave it their best shot. Chris Cunningham, Chief Executive Officer and Co-Founder, appssavvy, Erin Wilson, Specialist Sales Executive, Microsoft Mobile Advertising, Paran Johar, Chief Marketing Officer, JumpTap, and Derek Handley, Chief Executive Officer and Co-Founder, The Hyperfactory, each showcased their unique mobile capabilities and the value they can bring to the table.

SMS took center stage in the third case study of the day. Jeff Hasen, Chief Marketing Officer, Hipcricket and Angela Poe, Online Marketing, Promotions and Social Media Manager, The Gary Group, shared how SMS moved the bar on the  Oscar De La Hoya’s Golden Boy Promotions to get messaging in front of the target audience immediately—even if it was only 15 minutes before the fight started.

While creative may have stolen the show in the first few case studies, measurement was the topic of debate for two rounds that drew the crowd back into the room after the intense workshop sessions. Hanes Fredericks, VP, comScore Marketing Solutions, comScore, introduced thesubject making no qualms about the fact that mobile is as complicated and fragmented as any media platform from a measurement perspective.  Chris Cunningham, Chief Executive Officer and Co-Founder, appssavvy, and Joy Liuzzo, Senior Director, Marketing and Mobile Research, InsightExpress, reviewed research collected during a recent Powermat campaign that showed the “monster” effect of bringing social and mobile together. The campaign doubled awareness and raised purchase intent over a control group.

Jon Gregg, Vice President, Advertising, SkyGrid, and Ali Rana, Vice President, Emerging Media, Dynamic Logic, shared initial findings from the first AdIndex for iPad research on the impact of advertisement on key brand metrics, including brand awareness and purchase intent. The key message—creating an experience specifically for the platform to reap the greatest returns.

The chill in the air was from more than just the air conditioner for the final case study of the day as Jessica Drapiza, Digital Group Director, PHD, and Eric Litman, Chairman & Chief Executive Officer, Medialets showed off their recent campaign for the Season 3 Premier of True Blood. The mobile rich media campaign turns finger prints bloody as the user touches the screen, then drips down the page, engaging the audience and ultimately driving more views than ever before to the premier.

After an intense day of learning and networking the crowd filtered out of the general session for cocktails sponsored by mojiva. And the smartphones started buzzing once again.