2009 Agenda

The IAB Mobile Marketplace focuses on practical, actionable insights about how savvy brands can utilize the growing opportunities of mobile to engage consumers and convert them to customers. Learn how the platform can keep consumers close, drive action immediately and position your brand as a trailblazer.

8:00 AM - 8:45 AM

Registration & Breakfast

8:45 AM - 9:00 AM

Welcome Remarks

9:00 AM - 9:30 AM

Keynote Presentation: An Advertiser's Perspective

Danielle Wolfson
Senior Associate Manager
Taco Bell Interactive Marketing
9:30 AM - 10:50 AM Learn from the Solutions Experts: IAB Mobile Marketplace

The mobile marketplace is overflowing with opportunities—and choices. Cut through the clutter by meeting experts from a variety of solutions providers to see who’s changing the game and to determine which solutions are best for your business.
  Mezzanine Level 2nd Floor

Plaza Suite

Hudson Suite

Promenade Suite

Sutton Suite

Broadway Suite

East End Suite
9:35 – 9:50 am Platform-A Microsoft Mojiva AdMob Dynamic Logic GoldSpot Media
9:55 – 10:10 am Platform-A Microsoft Mojiva AdMob Dynamic Logic GoldSpot Media
10:15 – 10:30 am Platform-A Microsoft Mojiva AdMob Dynamic Logic GoldSpot Media
10:35 – 10:50 am Platform-A Microsoft Mojiva AdMob Dynamic Logic GoldSpot Media
10:50 AM - 11:15 AM Networking & Refreshment Break
11:15 AM - 11:25 AM

Innovative Solutions: Compete

Smartphone Intelligence
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

1-2-3 Spend!  
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

12:30 PM - 1:30 PM

Networking Luncheon

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.

Eric Litman
Chairman & CEO

Jamie Wells
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

NBC Universal
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

3:00 PM - 3:30 PM

Networking & Refreshment Break

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

5:15 PM - 6:30 PM

Cocktail Reception

The Discovery Channel wanted to use a multiscreen strategy to drive viewers to the season premiere of “Deadliest Catch.” With mobile as an integral part of the campaign, the creative execution had to flow seamlessly between three media while maintaining continuity of creative and message. Belief that optimizing mobile was more relevant than designing a campaign for specific devices led to device-agnostic mobile web clickable banners that navigated to a mobile web site, in-game and Xbox text call-to-action, and online homepage rich media units driving positive consumer response.

Nike wanted to create a virtual training club to allow girls to train at their own pace whenever and wherever they are.  With that goal, R/GA worked with Nike to create the multi-channel ‘Nike Training Club’ that combined an on-line experience with a robust iPhone application. On the website, users could create an avatar to represent themselves, build a personal training regimen, and invite and challenge their friends to training challenges.  From the iPhone application, users could access their personalized training regimens and view over 70 training videos streamed directly to their handsets.  Additionally, users could keep track of their challenges directly from their devices.  This particular campaign utilized the unique benefits of each medium to their fullest potential and delivered the right content in the right context.

BlackBerry wanted to create a mobile “pre-sales” site that mirrored their desktop website and capitalized on the combination of message and mobile environment to drive favorability and purchase intent.  Doing so required examination of the website to select only the most mobile-friendly and relevant web content yet still provide a platform for broad promotional integration of future programs.  New elements were also incorporated that made the best use of the mobile environment to provide an unequalled user experience.


The Next Move an iPhone application designed for those craving on-the-go adventure in the city. The product — a collaboration between Big Spaceship, Lexus and UrbanDaddy factors in the who, what and where of your plans, ensuring options are nearby, open for business and suitable for your companions as well as your mood.

Utilizing popular and successful apps Sporting New Baseball and The Today Show (both available on Palm Pre as well as iPhone) as specific examples, The Zumobi Network shares first hand the short—and long-term challenges & considerations to be addressed to ensure a compelling, innovative end-user experience with branded apps and other integrated advertising solutions.

Rich Media Everywhere is Third Screen Media's advertising solution that combines a rich experience with broad reach.  It is no longer necessary to choose between a high quality experience and reaching a high number of users.  Advertisers can standardize dynamic ads across multiple publishers and devices with no programming at all – reaching a much broader audience with a single set of creative elements.