New York | June 11-13, 2012

Agency Workshop: Buying Mobile Advertising

Looking for the next big idea to show your advertising clients? Buying Mobile Advertising shows you the key strategies and knowledge you need to achieve ROI through mobile advertising.

This high-impact 90-minute workshop is lead by The Mobile Marketing Association, and the workshop contains expert mobile advertising advice from some of the leading companies and mobile advertising experts in the industry. You’ll also see examples of mobile advertising campaigns and creative models that deliver results for advertisers.

Key Takeaways

• An understanding of the case for mobile from an advertiser’s perspective
• The big 4 mobile advantages and how to leverage them
• Understanding advertising formats for tablets, smartphones, apps, and websites
• Working with networks and premium publishers
• Generating consumer actions through mobile ads
• Rich media, ad serving, and tracking mechanisms
• How to attract digital budgets, traditional budgets, and mobile budgets
• Mobile KPIs and advertising analytics

Who Should Attend

• Anyone responsible for buying advertising, managing a digital advertising agency, or working with publishers.
• Agencies who are looking to bridge the gap between digital and traditional media.
• Creative and tactical specialists who want a well rounded foundation of knowledge in all areas of mobile advertising so that they can help deliver mobile-enabled solutions to their clients.
• Executives who want to understand the mobile media marketplace and the advertising opportunities that exist.

The program is designed to give attendees the strongest possible set of tools and training to help maximize mobile revenues when they return to the office. Register today!

• Kick off to the meeting & 20 minutes on TWC:
  Sean Kearney, Director, Sales, The Weather Channel Companies
   
• 45 min MMA curriculum:
  John Arnold, Director, Education, Mobile Marketing Association
   
• 15 min break
   
• 45 min MMA curriculum:
  John Arnold, Director, Education, Mobile Marketing Association
  Jeff Goldberg, Manager, Mobile Client Solutions, The Weather Channel Companies
   
• 30 min Q&A Panel:
  Moderator:
  Sean Kearney, Director, Sales, The Weather Channel Companies
  
  Panelists:
  Paul Gelb, Vice President, Mobile Practice Lead, Razorfish
  Michael Lieberman, Group Account Director, Joule
  Jason Newport, Senior Vice President, Mobile Strategy, Carat
  Craig Weinberg, Mobile, North America, Mindshare
  Johnny Won, Digital, Mobile and Gaming Strategist, Hill Holliday

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Located in the Vanderbilt Suite; 2nd Floor

Workshop: Reaching the Right Audience through Mobile Social Media

Looking to capture the right audience with the right message at the right time on Mobile? This high caliber leading workshop offers an in dept look in to the Mobile Social Media and its audience engagement with mobile advertising. In this session you will get a better understanding of the mobile social media audience and how to reach your core audience, learn from current success stories of brands integrating mobile social media in their media mix, and how you can start your launching your brand’s campaign today!

Key Takeaways

• Understanding of the Mobile Social Media audience
• Launching relevant mobile experiences and advertising in mobile social media
• Leveraging from key user information about your niche audience in Mobile Social Media
• Engaging the right audience in mobile with rich media ad serving
• Measuring Mobile Social Media

Who Should Attend

• Anyone responsible for buying advertising, managing a digital advertising agency, or working with publishers.
• Executives and Senior Brand Managers or marketers who want to understand the mobile media marketplace and the advertising opportunities that exist in mobile social media.
• Agencies who are looking to bridge the gap between digital and traditional media.
• Creative and tactical specialists who want a well rounded foundation of knowledge in all areas of mobile advertising so that they can help deliver mobile-enabled solutions to their clients.

Facilitator: Omar Kaywan, Director, Mobile Advertising, airG

Keynote Presentations and Case Studies:

“Reaching the Right Audience with Mobile Social Media”
Dejan Mirkovic, Vice President, Mobile Marketing and Corporate Development, airG

“Applebee’s: Using Mobile Social Media to Reach Time Conscious Consumers”
Peter V. Cook, Senior Interactive Manager, Cornett Integrated Marketing Solutions
Mike Dominick, Digital Media Buyer, Cornett Integrated Marketing Solutions

“Perspectives on the Mobile Shopper”
Joy Liuzzo, President, Wave Collapse, LLC

“Measuring Mobile Social Media”
Jamie Turner, Founder and Chief Content Officer, The 60 Second Marketer

Breakout Sessions, Panel, & Group Q&A

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Located in the Sutton Suite; 2nd Floor

Sales Workshop: Selling Mobile Advertising

Looking for the next big idea to show your advertising clients? Selling Mobile Advertising shows you the key strategies and knowledge you need to attract new revenue through mobile advertising sales. This 3-hour workshop is lead by The Mobile Marketing Association, and the workshop contains expert mobile selling advice from some of the leading companies and mobile sales people in the industry. You’ll also see examples of mobile advertising campaigns and solution-selling models that deliver results for advertising buyers and revenue for sellers.

Key Takeaways

• An understanding of the mobile media marketplace
• What buyers say about mobile salespeople
• Overcoming objections from mobile buyers
• The unique selling benefits of mobile media
• How to sell mobile as a solution to advertising problems
• How to structure a mobile sales team
• How to attract digital budgets, traditional budgets, and mobile budgets
• How to activate engaging mobile experiences with mobile advertising space
• How to create a mobile sales presentation
• How to respond to RFPs with mobile solutions

Who Should Attend

• Anyone responsible for selling advertising, managing an advertising sales team, or working with advertising buyers.
• Creative and tactical specialists who want a well rounded foundation of knowledge in all areas of mobile advertising sales so that they can help deliver mobile-enabled solutions to their clients.
• Executives who want to understand the mobile media marketplace and the sales opportunities that exist.
• Publishers who are looking to bridge the gap between digital and traditional media.

Tony Nethercutt, General Manager, North America, Mocean

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Located in the Vanderbilt Suite, 2nd Floor

Expert’s Roundtable on
Uncovering the Best Practices in Hyper Local Marketing and Consumer Engagement - What is the Path to Monetization?

• The value of ad conversion rates has changed. Traditional reach-oriented measurements (e.g., CPM, CPC, CPA, etc) remain essential tools to assess the number of impressions that a campaign garners, but their value—as in costs—are shifting.
• There has been a change in how media buyers understand that real-time targeting, such as mobile local search, is different than how people have been targeted in the past.
• Capturing the consumer at the intent to purchase and carrying that relationship through to transacting is the new advertising—that is hyper-local advertising.
• The experience must be seamless and convenient and the consumer must see that brands can connect with them in a personalized and contextual manner.
• From consumer to merchant, from media buyer to brand, there is still considerable education required to new and sustainable business models.

Joy Liuzzo, President, Wave Collapse, LLC (Consumer Behaviour Landscape)
Matt Kojalo, Vice President, Advertising, Poynt (Hyper Local Consumer Engagement)

Panelists:
Ray Colwell, Chief Revenue Officer, Adelphic Mobile
Casey Jones, Head, Sales, Poynt
Tony Sklar, Lead Anchor, Managing Editor and Program Director, bnet TV
Michael Somers, Marketing Manager, Location and Commerce, Nokia
Adam Towvim, Vice President, Business Development, Jumptap

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Located in the Sutton Suite, 2nd Floor

Track 1:
Beyond Mobile

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Located in the Grand Ballroom, Mezzanine Level

Track 2:
A Forward Look into Engaged Media

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Located in the Vanderbilt Suite, 2nd Floor

Track 3:
Enterprise Mobile Commerce

Monetizing the Customer Engagement

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Located in the Sutton Suite, 2nd Floor

2:10 PM - 2:15 PM

Track Moderator & Introduction

Matthew Hull, Vice President, Product Marketing and Operations, AT&T AdWorks

2:10 PM - 2:15 PM

Track Moderator & Introduction

Victor Milligan, Chief Marketing Officer, Nexage

2:10 PM - 2:15 PM

Track Moderator & Introduction

Alcina Wegrzynowski, Senior Director, US & Canada, Enterprise Messaging Sales, Sybase 365

2:15 PM - 2:35 PM

Understanding Mobile in the Media Mix

This session will provide insights & learning related to the AT&T AdWorks / comScore Multi-Screen panel research. Understand reach and reach lifts associated with combining mobile with online and TV advertising.

Kristyn Clement, Director Business Analytics, AT&T AdWorks
Joan FitzGerald, Vice President, TV Sales and Business Development, comScore, Inc.

2:15 PM - 2:35 PM

How Tablets are Changing the Face of Publishing

Tablets are clearly here to stay. This session explores the latest proprietary research on how consumers interact with established media and brands in the tablet environment. Tribune Company and Magid Advisors recently completed a study of consumer behavior with tablet devices and another on the mobile consumer lifestyle.

Andy Vogel, Senior Vice President, Digital and Mobile, Tribune Interactive
Mike Vorhaus, President, Magid Advisors

2:15 PM - 2:35 PM

Where Mobile Meets Digital

Today’s patients are better informed, more involved, and more demanding. They have been demanding faster / convenient access to health information via their mobile devices. Over the last 18 months, just about all of the top 10 (highest market share in terms of prescription revenue) US Pharmacy’s now offer some type of mobile customer engagement solution.

Find out how one of the leading pharmacies is using the mobile channel to engage customers via a rich mobile experience, thereby increasing their loyalty to the brand. This mobile solution creates awareness, enables purchases, supports the consumer post-purchase, and drives customer retention.

Alcina Wegrzynowski, Senior Director, US & Canada, Enterprise Messaging Sales, Sybase 365

2:35 PM - 3:00 PM

Rich Media Advantage

What are the best practices when using mobile rich media? Understand the significant growth in rich media across platforms. How can rich media enhance ad quality and consumer engagement? Review case studies and standout rich media executions.

Moderator: Danielle Lee, Vice President, Product Marketing and Innovation, AT&T AdWorks
Nick Porter, Senior Marketing Manager, Starz
Grant Stratemeyer, Vice President, Business Development, Celtra Inc

2:35 PM - 3:00 PM

The Brand Conundrum

Brand spend is lagging the massive consumer shift to virtually all things mobile. This may be a “point in time” observation that simply tells us that, similar to the shift from offline to online, shifts in spend take longer than one expects. Or there may be hidden learnings that suggest that brands and advertisers may see mobile in specific terms, as a unique medium and strategic third-screen complement, or as too immature to move beyond an experimental spend. This panel will explore the hurdles and enablers of mobile advertising. Topics include the perceived value of mobile in an integrated market plan, the strength of targeting in mobile, the maturity of the ecosystem, and other factors that will shape mobile ad brand spend in the next two years.

Moderator: Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB
Vivian Chang, Senior Director, Product Strategy and Development, Tapad
Roy Chung, Director, Emerging Solutions, VivaKi Nerve Center
Mark Connon, Executive Vice President, Corporate and Business Development, Nexage

2:35 PM - 3:00 PM

Mobile Meets Retail: Matching Products with People on Mobile and Social

For retailers like Omaha Steaks, putting the right offer in front of the right person at the right time directly impacts the bottom line. Learn more about how Omaha Steaks is innovating around how it matches products with Moms, Millennial Women and the Young Digerati.

Andrea Henry, Vice President, Business Development, mphoria
Steve Morse, Manager, Search and Mobile Marketing, Omaha Steaks

3:00 PM - 3:25 PM

Multiplatform Advertising

Discussion about key interests in mobile moving forward and where money for mobile will be coming from and where they are most interested in spending. How will this impact other ad channels/platforms? How do they plan to integrate mobile into their marketing mix?

Moderator: Michael Rosen, Vice President, Online and Mobile Media Sales, AT&T AdWorks
Russ Eisenman, Head, Mobile Product Marketing and Partnerships, JPMorgan Chase
Jeff Ratner, Senior Vice President, Digital Strategy, Zenith

3:00 PM - 3:25 PM

How to Measure Mobile Success

Moderator: Harry Kargman, Founder and Chief Executive Officer, Kargo
Josh Mallalieu, Partner, Portfolio Management, UM
Jesse Missad, Associate Director, Mobility, Starcom MediaVest Group
Andy Wasef, Head, Mobile and Emerging Platforms, MEC Interaction

3:00 PM - 3:25 PM

Social, Mobile and Commerce Converge to Transform Publishing Industry

During this session, we’ll discuss how Glamour and advertisers such as Lancôme, Aveno, Sperry Topsider and Juicy Couture deployed the m-commerce solution to transform their print advertisements into mobile shopping experiences and pushed the boundaries of the printed page with a unique shopping wall and Taxi Shops in NYC. Topics to be discussed:

• About Glamour’s innovative campaign featuring NYC “Apothecary Wall” and “Taxi Shops” and how to create experiential events to engage with consumers;
• How to build a social and mobile strategy using mobile barcodes that drives results;
• About the types of calls-to-action that garnered the greatest results for advertisers;
• Tips for the successful implementation of an m-commerce offering.

Jenny Ryan Bowman, Executive Creative Services Director, Glamour Magazine
Nicole Skogg, Chief Executive Officer, SpyderLynk

Track 4:
Retail Path to Purchase

Acquiring and managing effective customers requires many disciplines

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Located in the Vanderbilt Suite, 2nd Floor

Track 5:
Seamless Mobile Commerce

Optimizing the user experience by surrounding mobile payments with more value

Sponsored by

Located in the Sutton Suite; 2nd Floor

Track 6:
Where Mobile Crosses Over - How Brands Who Adopt Cross-Channel Marketing Make the Most of the Handset

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Located in the Grand Ballroom, Mezzanine Level

11:50 AM - 11:55 AM

Track Moderator & Introduction

Jack Philbin, Co-Founder, President, and Chief Executive Officer, Vibes

11:50 AM - 11:55 AM

Track Moderator & Introduction

Thomas Labarthe, Vice President, Mobile Commerce, Alcatel-Lucent

11:50 AM - 11:55 AM

Track Moderator & Introduction

Jeff Rohrs, Vice President, Marketing Research and Education, ExactTarget

11:55 AM - 12:35 PM

How To Wield Influence and Control Your Destiny in the Mobile Payments Race

Mobile payment has arrived at the physical point of sale and retailers have a huge stake in the game. Many questions need answering for retailers to protect and enhance their vested interests. This presentation will analyze the most pressing questions in-depth, such as: what are the tradeoffs in working with a third-party intermediary mobile wallet; how will the business model be designed; can or should retailers go it alone with their own mobile shopping apps; and how do these apps work best with mobile wallet purveyors? Learn why “The One Who Enrolls Is the One Who Controls” and the business case for controlling payment options in mobile apps.

Richard Crone, Founder and Chief Executive Officer, Crone Consulting LLC
Heidi Liebenguth, Consulting Partner and Research Director, Crone Consulting LLC

11:55 AM - 12:35 PM

Identity: The New Oil Enabling Contextual Information Services That Deliver Trust, Privacy and Value Based Brand Relationships

This session will focus on the opportunity and challenges for mobile operators to deliver context aware computing platforms that link identity, mobile, social, location, payment and commerce services. The discussion will focus on the implications of Privacy, Trust and the integration of identity services to enable the context aware services to improve consumer brand relationships.

Ash Evans, Director, Corporate Strategy, Verizon

11:55 AM - 12:15 PM

Subscribers, Fans, and Followers: How Consumer Trends are Forcing Mobile Marketers to Cross-Over

Just because an increasing number of consumers are using a particular communication channel—like text messaging, mobile apps, Facebook, or Pinterest—DOESN'T necessarily mean they want to hear from your brand in that way. So, how DO consumers prefer to receive marketing messages? Jeff walks you through the latest primary research that demonstrates communication preferences vary depending on message content—and what channels mobile marketers should be focused on today, and in the near future.

Jeff Rohrs, Vice President, Marketing Research and Education, ExactTarget

12:15 PM - 12:35 PM

Stuck Inside of Mobile

All industries can use mobile as a part of their cross-channel marketing strategies to drive engagement, purchases and ROI. Learn how C.TRAC implements programs across diverse client sets from B2B to retail in a series of mini-case studies that take mobile from high school prom to B2B lead nurturing.

Chris Serger, Director, Interactive, C.TRAC

VEGAS.com mCommerce: Today and the Future

Paul Mello, Director, Marketing, VEGAS.com

12:35 PM - 1:05 PM

Proximity and Presence Detection in Retail: How to Enrich the Path to Purchase

While “check-in” type apps like Foursquare may have opened our eyes to the possibilities of location-based marketing, today’s proximity solutions are turning direct marketing on its ear. Pew estimates that 55% of smartphone owners had used their devices for location-based information such as restaurant recommendations or driving directions in 2011. And consumers’ appetite for relevant, valuable and timely information is only growing.

This session will discuss what’s possible with proximity-based mobile technologies today and highlight how retail brands are experimenting with ways to engage and reward consumers throughout the path the purchase. It will also explore how proximity provides powerful analytics and operational planning to retailers impacting everything from revenue per square foot to inventory management.

Brittany Clotfelter, Vice President, Business Development and Strategic Partnerships, Vibes
Laura Davis-Taylor, Senior Vice President, Managing Director, ShopWork
Nathan Rowe, Senior Product Manager, Motorola Solutions

12:35 PM - 1:05 PM

Panel: Optimizing Mobile Commerce and the Consumer Experience

How do you safeguard consumer confidence while providing better insights to brands and retailers on what consumers want and need? What are the best practices when it comes to security, privacy and user identity in the mobile domain? This Q&A panel of experts will discuss strategies that leverage mobile technologies combined with user identity services to deliver a premium mobile shopping experience through all stages of the purchasing journey.

Moderator: Thomas Labarthe, Vice President, Mobile Commerce, Alcatel-Lucent
Michael Collins, Chief Executive Officer, Joule
Ash Evans, Director, Corporate Strategy, Verizon
Johann Huber-Gutierrez, Director, Convergence and Mobile Strategy, Resource Interactive
Mehmet Pasa, Senior Vice President, Global Mobile Alliances and Investments, MasterCard

12:35 PM - 1:05 PM

Panel: Crossing Over Into Cross-Channel

Consumers are leading the charge into mobile, with data showing that handsets and tablets are only increasing in penetration. But where does the data and research meet the “real world?” How do brands, marketers and agencies combine market insights, research and customer data to create the ultimate cross-channel experience? Will marketers ever catch up with their cross-channel consumers? Learn from the actual practitioners on what mobile strategies and tactics works—and what doesn’t—in the cross-channel world.

Paul Mello, Director, Marketing, VEGAS.com
Chris Serger, Director, Interactive, C.TRAC
R. J. Talyor, Senior Director, Mobile Products, ExactTarget

Track 7:
Mobile Video: Watch It Work

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Located in the Vanderbilt Suite, 2nd Floor

Track 8:
Market Verticals

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Located in the Sutton Suite, 2nd Floor

Track 9:
Mobile Has Gone Local

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Located in the Grand Ballroom, Mezzanine Level

2:05 PM - 2:10 PM

Track Moderator & Introduction

Introduction by: Bill Condon, Director, Mobile and Connected TV Sales, Tremor Video Mobile

2:05 PM - 2:10 PM

Track Moderator & Introduction

Carl Sandquist, Mobile Lead, Consulting, Adobe Systems

2:05 PM - 2:10 PM

Track Moderator & Introduction

Walt Doyle, General Manager, PayPal Media Network

2:10 PM - 2:30 PM

Mobile Isn’t Mobile Anymore

Findings from Tremor-Magid & Associates Research Study of Mobile Video Consumption (2012); conversation with a brand marketer about what this means to their mobile/video strategy.

Moderator: Doron Wesly, Head, Market Strategy, Tremor Video
Ron Amram, Senior Director, Media, Heineken
Eimear O’Connell, Head, Media, HSBC US

2:10 PM - 2:30 PM

Mobile Really Does Drive Purchase: Research Tells the Tale

Ryan’s research study shows that consumers are not only increasing their usage of mobile across the path to purchase, but also buying differently as a result of those mobile interactions. Mobile engagement can make or break a consumer’s decision to try a new product or to switch brands—and mobile tools influence which retailers shoppers will visit.

Brands such as Playtex are capitalizing on these trends by using mobile experiences to drive transactions in-store.

Chris Harris, Senior Vice President, Group Director, Ryan Partnership
Jon Jager, Senior Brand Manager, Energizer Personal Care

2:10 PM - 2:30 PM

Where Art Meets Science – Location-Targeted Mobile Advertising

The cornerstone of multi-channel commerce is mobile, and the opportunities for mobile marketers, agencies, and ad solutions providers is tremendous. Walt Doyle, GM of PayPal Media Network, discusses the major industry trends, emerging opportunities in mobile commerce and marketing technology, the big challenge for advertisers, agencies, media companies, and technology companies alike, and what the future of multi-channel commerce looks like.

Walt Doyle, General Manager, PayPal Media Network

2:30 PM - 2:50 PM

Mobile’s Attribution to Marketers Success

ROI on Mobile is hard to pin down for brand marketers. What is the industry doing to help marketers determine how much of their total budget they should allocate to mobile, and how much of their video budget should be mobile?

Moderator: Doron Wesly, Head, Market Strategy, Tremor Video
Ron Amram, Senior Director, Media, Heineken
Peter V. Cook, Senior Interactive Manager, Cornett Integrated Marketing Solutions
Omar Kaywan, Director, Mobile Advertising, airG
Eimear O’Connell, Head, Media, HSBC US
Richard Ting, Vice President, Executive Creative Director, R/GA

2:30 PM - 2:50 PM

PEOPLE Mobile: Programming for Found Time

As the mobile audience evolves, publishers and content providers must adapt to new consumer needs. Tony Brancato, Senior Product Director for PEOPLE, shares the brand’s mobile perspective on “Programming for Found Time.” Brancato will show how PEOPLE and Time Inc. have adapted to program for the moment, for the device, and what that means for brands looking to excel in the mobile space.

Tony Brancato, Senior Product Director, PEOPLE

2:30 PM - 2:50 PM

Location-Targeting and the Physical Store Experience

The multi-channel commerce and marketing evolution presents unique challenges and opportunities for retailers, and Toys“R”Us has been a leader in developing and implementing effective multi-channel commerce and marketing strategies. Toys“R”Us VP of Ecommerce Customer Experience, Milton Pappas, discusses how to use mobile advertising and shopping to increase the relevance and frequency of consumer interactions, provide better customer service, and strengthen other Channels.

Milton Pappas, Vice President, Ecommerce Customer Experience, Toys“R”Us

2:50 PM - 3:20 PM

Engaging Creative

What we’ve learned about how consumers are engaging with mobile video advertising. What creative resonates, and what are the engagement opportunities.

Moderator: Bill Condon, Director, Mobile and Connected TV Sales, Tremor Video Mobile
Chris Bigda, Connections Planning and Investment, Media and Interactive, The Coca-Cola Company
Jason Newport, Senior Vice President, Mobile Strategy, Carat
Rohit Thawani, Director, Digital Strategy, BBDO

2:50 PM - 3:20 PM

Panel on All Verticals
Perspective on Mobile for Cross Industry – Common Threads and Unique Differences

Moderator: Carl Sandquist, Mobile Lead, Consulting, Adobe Systems
Sharon Knitter, Senior Director, Mobile, Cars.com
Joe Lalley, Vice President, Digital Products, Viacom Networks
Kristi Lamar, Senior Manager, Deloitte Consulting

2:50 PM - 3:20 PM

Panel Discussion: How Mobile Can Bridge the Gap in the Multi-Channel Commerce Landscape

Industry leaders will gather to discuss the emerging multi-channel commerce landscape, and how brands and retailers can use mobile to drive their multi-channel strategy. Find out from the brands, agencies, and industry experts how to use mobile to drive consumers to physical locations, increase the depth and frequency of consumer interactions, and how mobile, online, tablets, and physical locations can work together to create a richer consumer experience and more rewarding brand relationship.

Moderator: Walt Doyle, General Manager, PayPal Media Network
Sal Candela, Mobile Director, PHD
Dave Etherington, Senior Vice President, Marketing and Mobile, Titan Media
Rebecca Lieb, Analyst, Digital Advertising and Media, Altimeter Group
Kerri Smith, Director, Mobility, iProspect
Frederick Stallings, Associate Mobile Director, Airwave
Don Wortley, Senior Digital Marketing Manager, Best Buy