The IAB Mobile Marketplace is all about buying, selling and solving—providing information from savvy brands and platform experts that can lead you to a robust, successful mobile strategy at a time when every consumer message must be on-the-go. Examine the inner workings of the mobile space with a focus on practical, actionable insights to help you leverage the growing opportunities to engage consumers and convert them to customers. Teach me how, teach me now—that’s what IAB events are all about.

8:00 AM

Registration Opens

8:00 AM - 9:00 AM

Networking Breakfast

9:00 AM - 9:15 AM

Welcome Remarks

Randall Rothenberg, President and Chief Executive Officer, Interactive Advertising Bureau

9:15 AM - 9:45 AM

Keynote Presentation

The Mobility of the Earth

Faris Yakob

Faris Yakob
Chief Innovation Officer,
MDC Partners
9:45 AM - 10:05 AM

What Works and Why—A Series of Mobile Success Stories

Introduction: David Doty, Senior Vice President, Thought Leadership and Marketing, Interactive Advertising Bureau—Event Chair

Case Study I: Bing & Deep Focus
Leveraging Location-Based Services

Goooooal! World Cup Mash-Up Helps Soccer Fans Score with Home Turf Finder

Bing Maps, Deep Focus, Foursquare and Thrillist partnered to create the Bing Home Turf Finder map app — a geo-location based platform built to show soccer fans in select U.S. cities not only which bars and venues were televising the games, but where they could find a home-country-friendly venue. The map app displayed real-time check-ins, venue tips and tweets by tapping into the Foursquare and Twitter APIs.

A Foursquare badge and ‘Specials Nearby’ program was also introduced to reward users for following the Bing brand and visiting select venues featured on the map app.

Ian Schafer, Chief Executive Officer and Founder, Deep Focus

10:10 AM - 11:30 AM

Mobile Marketplace: Learn From the Solutions Experts

The mobile marketplace is overflowing with opportunities—and choices. Cut through the clutter by meeting experts in the space to see who’s changing the game and to determine which options are best for your business.

  Mezzanine Level
2nd Floor
Plaza Suite

Promenade Suite

Hudson Suite

Sutton Suite

East End Suite

Broadway Suite
10:15 AM – 10:30 AM Crisp Wireless
Sybase 365
5 minutes     Time's up! Next...      
10:35 AM – 10:50 AM Crisp Wireless
Sybase 365
5 minutes     Time's up! Next...      
10:55 AM – 11:10 AM Crisp Wireless
Sybase 365
5 minutes     Time's up! Next...      
11:15 AM – 11:30 AM Crisp Wireless
Sybase 365
11:30 AM - 12:00 PM Networking Refreshment Break

Sponsored by:
Ground Truth

12:00 PM - 12:45 PM

Solve This!
Three Go-to-Market Solutions for Mobile Marketing

One part insight. One part instruction. Fast-paced “how to” presentations deliver actionable takeaways that you can immediately apply to your mobile strategy.

1. Where do I Start?
How to Move your Brand Into Mobile (and Increase your Presence Once You’re There!)

Cheryl Lucanegro, Senior Vice President, Advertising Sales, Pandora

2. What Does It Look Like?
How to Develop Compelling Creative for Multiple Devices

Richard Ting, Vice President and Executive Creative Director, Mobile and Emerging Platforms Group, R/GA

3. Is It Working?
How to Manage Mobile Metrics

Ray Anderson, Chief Executive Officer, Bango

12:45 PM - 1:05 PM

What Works and Why—Mobile Success Stories

Case Study II: Intel Corporation & The Hyperfactory
Mobility and Brand Dollars—So Happy Together

Jeff Arbour, Senior Vice President, North America, The Hyperfactory
Beth Lubov Butrymowicz, Global Media Manager, Intel Corporation

1:05 PM - 2:00 PM

Networking Luncheon

2:00 PM - 3:00 PM

Buying & Selling: Live Mobile Pitch Session

Ever wish you could go behind the scenes at a competitor’s pitch meeting? Here is your chance. as mobile quickly becomes an integral part of the media mix, identifying what’s optimal for a specific brand and its consumer community is a challenge. In this session, mobile experts pitch a major marketer on what high impact strategies the brand should be putting into play.

Brand Presenter:
Stephen Strong, Global Director, Interactive, Alberto Culver

Pitch Presenters:
Chris Cunningham, Chief Executive Officer and Co-Founder, appssavvy
Derek Handley, Chief Executive Officer and Co-Founder, The Hyperfactory
Paran Johar, Chief Marketing Officer, JumpTap
Erin Wilson, Specialist Sales Executive, Microsoft Mobile Advertising

3:00 PM - 3:20 PM

What Works and Why—Mobile Success Stories

Case Study III: Hipcricket, Oscar De La Hoya’s Golden Boy Promotions
Driving Sales and Permission-Based Databases Through SMS

While attention in the mobile space is often focused on shiny new objects, SMS remains an incredibly solid tactic with enormous reach. This case study takes a deep dive into how Oscar De La Hoya’s Golden Boy Promotions used SMS to drive awareness and PPV purchases of a championship boxing match and to generate opt-ins for its mobile VIP club. See how your brand can do the same, generating impressive click-through and opt-in rates—which lead ultimately to valuable re-marketing databases.

Jeff Hasen, Chief Marketing Officer, Hipcricket
Angela Poe, Online Marketing, Promotions and Social Media Manager, The Gary Group

3:25 PM - 4:10 PM WORKSHOPS


Hudson Suite, Mezzanine Level

The Next Big Shift: Mobile Advertising Goes Real Time

Real-Time Bidding (RTB), which has transformed the way display advertising is bought and sold is coming to the mobile ecosystem. RTB enables advertisers and Demand Side Platforms (DSPs) to target specific audiences, transparently, safely and at unprecedented scale. In addition, these technologies give publishers powerful new insights into their inventory and ways to monetize it effectively. Join adMeld in this workshop to learn more about RTB, and the key players in this thrilling new digital advertising ecosystem.

Benjamin Barokas, Co-Founder and Chief Revenue Officer, AdMeld
Marc Theermann, Vice President, Mobile, AdMeld


Plaza Suite, Mezzanine Level

The World Cup: One Event Changes Everything For Mobile

The 2010 FIFA World Cup captured the attention of the country and the world. Compelling storylines and daytime match schedules made this live tournament a real multi-screen event. For mobile, this was truly a watershed moment as barriers and records of all sorts were broken. Join ESPN for an in-depth look at how the FIFA World Cup has changed the mobile landscape for live events to come. This workshop will give you access to learnings and insights on how fan behavior is blurring the lines between .com and mobile more than ever.

Brian Colbert, Senior Director, Mobile Ad Sales, ESPN
Kim Luegers, Director, Media Innovations, Draftfcb Chicago


4:10 PM - 4:30 PM

Networking Refreshment Break

Sponsored by:
Ground Truth

4:30 PM - 5:10 PM

What Works and Why—Mobile Success Stories

Making Sense of Mobile Metrics

Introduction: Hans Fredericks, Vice President, comScore Marketing Solutions, comScore

Case Study IV: Powermat & InsightExpress
The Power of Mobile & Social: Driving Real World Results for Brands with Virtual Goods

Powermat engaged appssavvy to leverage location-based mobile app MyTown and drive results with branded virtual goods. This first-of-its-kind research study with InsightExpress highlights the impact of social activity and virtual goods on powerful metrics including brand awareness and purchase intent.

Joy Liuzzo, Senior Director, Marketing and Mobile Research, InsightExpress

Case Study V: Dynamic Logic & SkyGrid
An Early Look at Branding on the Emerging iPad App Platform

With over 3 million iPads sold in the first 90 days after launch, the question of whether this platform will prove to be viable and successful is hotter than ever. This case study centers around the first AdIndex for iPad research and shares initial findings on the impact of advertisements on key brand metrics, including brand awareness and purchase intent.

Jon Gregg, Vice President Advertising, SkyGrid Team
Ali Rana, Vice President, Emerging Media, Dynamic Logic

5:10 PM - 5:30 PM

What Works and Why—Mobile Success Stories

Case Study VI: True Blood, PHD & Medialets
Rich Media Goes Mobile

It’s no secret that mobile devices offer an unparalleled environment for consumer engagement, but are advertisers embracing that opportunity? For a recent campaign promoting HBO series True Blood, the answer is yes. PHD and Medialets share details behind this captivating mobile rich media campaign. Find out how mobile fits into the broader campaign strategy and hear the story behind a mobile rich media creative that consumers sank their teeth into.

Jessica Drapiza, Digital Group Director, PHD
Eric Litman, Chairman and Chief Executive Officer, Medialets

5:30 PM - 6:30 PM

Networking Cocktail Reception

Sponsored by: