|11:15 AM - 11:25 AM
Innovative Solutions: Compete
Understand how mobile marketing can go beyond the handset
Did you ever wonder how many applications smartphone owners have, which ones they consider to be their favorites, and what their willingness is to pay for these productivity and entertainment focused tools? Are you curious about how consumers are using their smartphones to interact with their growing social networks? This session will reveal valuable insights into the attitudes, usage patterns and purchase drivers for smartphone owners.
Danielle Nohe, Director, Telecommunications & Media, Compete
|11:25 AM - 12:30 PM
All a Buyer Needs to Know About Mobile Advertising
The IAB Mobile Buyer's Guide, being released at this July 13 event, highlights a surprising aspect of mobile—the buying process is very similar to that of other familiar online platforms. What you already know about the online buying process is easily applied to mobile. The IAB Mobile Advertising Committee leaders who created the Buyer's Guide to illustrate this concept help attendees create a step-by-step playbook for managing their own mobile buys.
Introduction: Mobile’s State of Spend
Gary Schwartz, Chief Executive Officer, Impact Mobile
Section I: How Do I Buy Mobile?
Cameron Clayton, VP, Mobile, Business Development and International, The Weather Channel Interactive
Michael Collins, CEO, Joule
Paran Johar, Chief Marketing Officer, JumpTap
Section II: How Does Mobile Fit Into My Overall Media Buy?
Joy Cicman Liuzzo, Director of Marketing & Mobile Research, InsightExpress
Steven Rosenblatt, Senior Vice President of Advertising Sales, Quattro Wireless
Phuc Truong, Managing Director U.S., Mobext Mobile Marketing, US Mobext
Section III: How Do I Know If It’s Working?
Joe Laszlo, Research Director, IAB
Kristine Van Dillen, Director, Industry Initiatives & Partnerships, Mobile Marketing Association
|1:30 PM - 2:15 PM
Keynote Presentation: The Dockers Case Study: Shaking Things Up
Apparel maker Dockers recently created a huge stir in the industry by releasing an ad that uses the iPhone's motion-detecting feature. This shakable ad allowed users to control a street dancer’s movements, getting tech savvy 30 to 39-year-old male consumers engaged with the brand and driving tremendous results. The creators of the ad will tell you how such a successful campaign came together—so you, too, can choreograph the power of mobile advertising to go far beyond SMS and banner campaigns.
Chairman & CEO
Director, Global Trade Marketing
Microsoft Mobile Advertising
|2:15 PM - 3:00 PM
Plaza Suite, Mezzanine Level
Smartphone: Smart Marketing
Join Platform-A and Universal McCann, as they share findings from their groundbreaking deep dive into the Smart Phone marketplace. Through speaking with over 1000 Smart Phone users, this research uncovers how the Smart Phone is transforming consumers’ lifestyles, content consumption and purchase decisions.
This presentation will provide new leanings into adoption trends, the impact of Smart Phones on multiple marketplace segments including Millenials and guide marketers with insights to help them position their brands in an increasingly mobile world.
Graeme Hutton, SVP, Director of Consumer Insights, Universal McCann
Stu Rodnick, Senior Director, Strategic Insights, Platform-A
Promenade Suite, Mezzanine Level
ESPN Mobile: Serving Fans Everywhere They Go
Fans are on the cutting-edge of mobile as they need to be connected to their sports wherever they are. Join ESPN for an interactive conversation sharing new insights on how brands and fans engage in the mobile space and the latest products that are leading the marketplace. This workshop will also discuss a multi-media case study that speaks to the power of mobile and the new advertiser opportunities being created today.
Oke Okaro, VP Mobile Product Development, ESPN
Brian Colbert, Director Mobile Sales, ESPN
Brian Doyle, Director Mobile Sales, ESPN
Hudson Suite, Mezzanine Level
Long-Form Mobile Video: Now (DART-) Served with Ads
The “right time” for the “right person” to receive the “right message” is often on-the-go. That fact, coupled with NBCU’s counter-intuitive discovery that Smartphones provide a legitimate (and growing!) platform for long-form video consumption, produce a great advertising opportunity for marketers to run their highly engaging video advertising right onto users handsets.
As the first major mobile publisher to dynamically serve mobile video ads, NBCU is uniquely positioned to share some of the insights we’ve gathered by following users out of the TV room, onto the web, and out into the world on their mobile devices.
Paul Thenstedt, Midwest Sales Director, NBCU Digital Media
|3:30 PM - 4:15 PM
Planet of the Apps: Is This the Future of Mobile Advertising?
Consumers’ insatiable appetite for mobile applications is driving exponential growth in the space. Savvy marketers are feeding the hunger and engaging consumers by delivering a mix of branded mobile applications and in-application advertising. Will these opportunities deliver on the promise of mobile marketing?
Moderator: Chad Stoller, Executive Director of Emerging Platforms Strategy, Organic
|4:15 PM - 5:15 PM
If...Then—A Creative Showcase
Mobile encompasses a wide variety of devices and channels and fully leveraging them requires deliberate crafting of content and creative. Format matters! If success depends on execution, then it’s vital to understand what works and why. This session explores real-world examples of successful mobile campaigns that matched optimal executions to key objectives.
Moderator: Derek Handley, Co-founder & CEO, The Hyperfactory
If you want to create a multiscreen campaign including mobile, Then you need to think beyond individual devices and focus on the medium where engagement begins.
Mark Himmelsbach, Vice President, Director, Activation, PHD, a division of Omnicom
Steve Siegel, Mobile Solution Specialist, Microsoft Advertising
If you want to create a branded utility experience for the health & fitness category, Then you need to leverage the mediums that are best suited for the experience.
Richard Ting, VP & Executive Creative Director, Mobile and Emerging Platforms Group, R/GA
If you are looking to position a product or a promotion to a target audience, Then you must first identify where to find them in the mobile ecosystem.
Jeff Arbour, SVP, North America, The Hyperfactory