Agenda

 

Pre-Conference Workshops: Monday, 11 June, 2012

8:00 AM

Registration

8:45 AM

Welcome and Introduction

Michael Becker
North American Managing Director
Mobile Marketing Association

9:05 AM - 12:30 PM

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

Sponsored by
The Weather Channel

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

Sponsored by
airG

Located in the Sutton Suite; 2nd Floor

12:30 PM - 1:40 PM

Sponsored Lunch and Presentation
Preference Center Enablement

Jeannette Kocsis, Senior Vice President, Digital Marketing, The Agency Inside Harte-Hanks

Sponsored by
The Agency Inside Harte-Hanks

Peter Dille, Chief Marketing Officer, Tapjoy
Jim Jones, Vice President and General Manager, Ad Sales, Tapjoy

Sponsored by
Tapjoy

1:40 PM - 2:00 PM

The Mobile Playbook – 5 Questions You Should be Asking to Win in Mobile

Advertisers are no longer asking “Why should I invest in mobile?” but instead they are asking “How should I invest in mobile?” Incorporating mobile into an organization's operations and marketing can be confusing. This workshop will walk you through the 5 questions every business should be asking in order to win with mobile and share with you the right plays for a winning mobile strategy straight from The Mobile Playbook.

Jesse Haines
Head, Marketing
Google Mobile Ads
Tim Reis
Head, Mobile and Social Solutions, Americas
Google

2:00 PM - 5:00 PM

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

Sponsored by
Mocean Mobile

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

Sponsored by
Poynt

Located in the Sutton Suite, 2nd Floor

5:00 PM - 6:00 PM

Pre-Conference Drinks Reception

Sponsored by
Google

The Roosevelt Grill

Tuesday, 12 June, 2012

8:00 AM

Registration Opens

8:00 AM - 9:00 AM

Continental Breakfast
What are the challenges of harnessing the many dimensions of mobile as an effective advertising and marketing tool?

Sponsored by
Arbitron Mobile

9:00 AM - 9:05 AM

Master of Ceremonies

Michael Becker
North American Managing Director
Mobile Marketing Association

9:05 AM - 9:15 AM

Welcome from the Mobile Marketing Association

Greg Stuart
Global Chief Executive Officer
Mobile Marketing Association

9:15 AM - 9:30 AM

Opening Keynote
Video Anywhere: How Mobile Video is Changing Consumer Engagement

Tom Wheeler
Managing Director
Core Capital Partners

9:30 AM - 10:15 AM

Panel Discussion
Experts Roundtable on Mobile’s Impact on the Future of Video & Television

Moderator:
Tom Wheeler
Managing Director
Core Capital Partners

Panelists:
Jonathan Carson, Chief Executive Officer, Digital, Nielsen
Louis Gump, Vice President, Mobile, CNN
Tara Scarlett, Senior Manager, CRM and Precision Marketing, The Coca-Cola Company

10:15 AM - 10:45 AM

The Head and the Heart: Consumers Journey with Mobile

Deciphering what a consumer needs versus what a consumer wants is every marketers challenge. Even more so, understanding how to connect with your consumer both mentally and emotionally is even harder. In today’s mobile ecosystem, the fragmentation and up shoot of technologies has increased the difficulty marketer’s face in deciding how and why to enact certain mobile marketing tactics. Join us during this session to learn how today’s global consumers are using mobile during their shopping journey and learn what they want from brands to ease their head and endear their heart.

Natasha Hritzuk
Senior Director, Global Insights
Microsoft Advertising

10:45 AM - 11:10 AM

The Mobile Era Continues: Latest Trends in Content, Targeting and Engagement for Brand Marketers

Last year, Marcus Startzel (GM North America, Millennial Media) spoke to “The Mobile Era: 3 Years In” and we learned about the rise of engagement as the new utility on mobile devices, the platform wars between iOS and Android, and the rapid growth of tablet devices. This year, Marcus will speak to the latest trends in the Mobile App Economy which encompass the marriage of content and utility, the incredible targeting capabilities enabled by real world data, and the boundless opportunities that mobile presents for marketers today that will carry us through the next several years of “The Mobile Era.”

Marcus Startzel
General Manager, North America
Millennial Media
11:10 AM - 11:40 AM

Networking & Coffee Break

Sponsored by
Alcatel-Lucent

11:40 AM - 12:05 PM

Mobile Meets Hyundai Motor Company’s “Live Brilliant” Campaign

In accordance with its new brand slogan NEW THINKING. NEW POSSIBILITIES., Hyundai has been striving to become a brand that meets customers’ needs while delivering emotional value and premium experiences.

Hyundai believes now is a crucial time to elevate its brand image. The “Live Brilliant” campaign invites customers to see cars from the same perspective as Hyundai—not only as mere modes of transportation, but as another space for enjoying life’s moments.

The mobile aspect of this brand campaign gives customers the freedom to experience what Hyundai means by “Live Brilliant.”

Lenny (Won Sang) Cho
General Manager, Brand Communication Team
Hyundai Motor Company

12:05 PM - 12:30 PM

Mobile Marketing at Work: How a Well-Executed Campaign Helped Grow Mobile Sales from 0 to 10% of Total Digital Sales for Time Warner Cable in 3 Months!

Mobile has long held great potential for marketers in the future. In fact, it’s already a key driver of business results. Rob Roy, VP and GM of e-Commerce and Interactive Marketing at TimeWarner Cable, and Cass Baker, EVP of Leapfrog Online, Time Warner Cable’s Mobile Agency of Record, will discuss how mobile is a rising star in the brand’s digital portfolio—and what’s differentiating TWC’s mobile campaign as a true innovator in the field.

Cass Baker
Executive Vice President
Leapfrog Online
Rob Roy
Vice President and General Manager, e-Commerce and Interactive Marketing
Time Warner Cable

12:30 PM - 1:05 PM

Engaging the Consumer: How Mobile Changes Everything

In this discussion we will review the key factors that are impacting marketers ability to successfully engage and manage an ongoing relationship with consumers. Key talking points will include cloud computing, marketing strategy, cross media effects, analytics and other key factors.

Moderator:
Mickey Alam Khan
Editor in Chief
Mobile Marketer

Panelists:
Berna Akyüz Öğüt, Mobile Marketing and Loyalty Management, Division Head, Turkcell
Michele Edelman, Vice President, Direct to Consumer Marketing, Warner Bros. Digital Distribution
Mike Ricci, Vice President, Mobile Practice Leader, Webtrends
James Smith, Chief Revenue Officer, Flixster

1:05 PM - 2:10 PM

Networking & Lunch Break

Sponsored by
Inmar

2:10 PM - 3:25 PM

Tracks

Track 1:
Beyond Mobile




Sponsored by
AT&T Adworks

Located in the Grand Ballroom, Mezzanine Level

Track 2:
A Forward Look into Engaged Media



Sponsored by
Nexage

Located in the Vanderbilt Suite, 2nd Floor

Track 3:
Enterprise Mobile Commerce

Monetizing the Customer Engagement

Sponsored by
Sybase

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

3:25 PM - 4:00 PM Networking & Coffee Break

4:00 PM - 4:45 PM

The Pitch: Five Companies Faceoff to Show How Their Innovation and Value Proposition is Unique

This session is different than any other session you’ll attend. It is sales pitch! Some things can’t be explained in written words, you need to see it and hear it. No amount of brochures or signage can replace the moment when someone sees your solution JUST WORK. That's what The Pitch is for. Five companies are sponsoring The Pitch so they can have the opportunity to convince the audience that they have something really different, really new and special to show off. At the end, the audience will vote for their favorite pitch. The winning company will receive a plaque and the honor of winning The Pitch: MMA Forum New York 2012.

Moderator:
Jeremy Martin
Senior Vice President, Sales and Business Development
3Cinteractive

Pitch 1: High Definition Mobile Video Ads Instantly
Will Kassoy, Chief Executive Officer, AdColony

AdColony

Pitch 2: Channel Buys are DEAD! Stop WASTING Your Money!
Dejan Mirkovic, Vice President, Mobile Marketing and Corporate Development, airG

AirG

Pitch 3: Leveraging Mobile's Cross-Channel Power to Drive Store Analytics, Traffic, Engagement and Commerce
Eric Newman, Vice President, Products, Digby

Digby

Pitch 4: Life Saving. Language Based. Interruptive. Consent Engine. Not for Everyone?
Nate Hoffberg, Co-Founder, E-View Connections

E-View Connections

Pitch 5: Introducing the Art and Science of Mobile Engagement
Adam Lavine, Co-Founder and Chief Executive Officer, FunMobility

FunMobility

4:45 PM - 5:00 PM

The Pitch Winner Goes Beyond the Pitch to Industry Impact

This session will highlight The Pitch Winner voted by you, the attendee.

Winner Introduced by:
Jeremy Martin
Senior Vice President, Sales and Business Development
3Cinteractive

5:00 PM - 5:30 PM

Memory Training for Marketing Professionals

In this unique and interactive keynote, attendees will learn a number of memory boosting methods that will exercise their imagination and awaken their creativity. Fun and interactive exercises will impart skills beneficial to marketing professionals throughout their careers and personal lives.

Introduction by: Peter Dille, Chief Marketing Officer, Tapjoy

Chester Santos
The International Man of Memory™

Sponsored by
Tapjoy

5:30 PM - 6:30 PM

Cocktail Reception

Sponsored by
Tapjoy

10:00 PM - 12:00 AM

Sky’s the Limit Afterparty
at Mad46, Rooftop of The Roosevelt Hotel

Sponsored by
OpenMarket

Wednesday, 13 June, 2012

8:00 AM

Registration Opens

8:00 AM - 9:00 AM

Continental Breakfast

Sponsored by
VISA

9:00 AM - 9:05 AM

Master of Ceremonies

Michael Becker
North American Managing Director
Mobile Marketing Association

9:05 AM - 9:15 AM

Recap of Day 1 from the Mobile Marketing Association

Greg Stuart
Global Chief Executive Officer
Mobile Marketing Association

9:15 AM - 9:45 AM

Keynote
Brand: Strategy and Execution and Tactics

Andy Markowitz
Director, Global Digital Strategy
GE, Corporate Commercial and Communications

9:45 AM - 10:10 AM

Add Value & Educate from Within: How Coca-Cola’s Mobile Center of Excellence Keeps them Best-in-Class

Digital is clearly key for Coca-Cola, and they do it right. As a mature brand, they understand consumer behavior and see the need to adopt innovative marketing technology and approaches to bring value to the consumer, customer and organization. One of the major reasons the Company has been so successful in connecting the physical to the digital world is their Mobile Center of Excellence (MCOE) which has developed key strategies, identified gaps and opportunities. This continual process accelerates development with key vendors, partners and constituents to help drive initiatives using mobile. In this session, members of the MCOE will discuss the vision, mission, method and results of the Center of Excellence as well as showcase one need that Mozes, a mobile engagement partner, has helped to fill through supporting events like Essence Festival, Mexican National Team Soccer, and College football games.

Chris Bigda
Connections Planning
and Investment,
Media and Interactive
The Coca-Cola Company
Dorrian Porter
Founder and
Chief Executive Officer
Mozes
Tara Scarlett
Senior Manager,
CRM and Precision Marketing
The Coca-Cola Company

10:10 AM - 10:40 AM

What Do Marketers Need from Their Agency

As marketers are buying in and starting to include mobile into their marketing strategies, they need to be able to turn to their agency side to provide a better understanding to help deliver the mobile promise. How to build a mobile marketing campaign, how to successfully integrate into the mix, and stay innovative are just a few of the questions agencies can be guiding their clients on. In this session Karlne Mehu from USA Network will discuss with some of the top agencies in the world representing top brands as Fidelity, MacDonalds, IBM, UPS, and many more.

Moderator: Karine Méhu, Senior Director, Strategic Marketing and Digital, NBCUniversal | USA Network

Panelists:
Sarah Amitay, Vice President, Mobile Marketing Director, Mobext
Sireesha Baljepalli, Managing Partner, MEC
Sacha Xavier, Partner, Media and Innovation Director, Neo@Ogilvy

10:40 AM - 11:20 AM

Beyond the Label: Providing Digital Information Consumers Can Trust

In today’s marketplace, tech savvy consumers are accessing an explosion of information about your products. Consumer facing applications require accurate and authentic sources of data, but unfortunately, research show that the digital information consumers receive is often inaccurate, incomplete or missing entirely. Data quality has historically been a supply chain issue, but it has quickly become a sales and marketing issue as consumer’s trust about a product, brand, or mobile phone application is tied to the information they find. Simply stated, loss of consumer trust = loss of sales.

Maintaining consumer trust is not a business-to-business issue or a supply chain issue. It is a brand issue, and it is a company-wide, industry-wide issue. Nearly 2 million companies around the world have adopted GS1 standards to identify products and to share data with their trading partners. This session explores how GS1 is working with industry to leverage those same standards to help brand owners meet consumer needs for accurate product data, retain consumer trust, protect their brands integrity, and deliver a positive consumer experience.

Moderator:
Bob Carpenter
President and Chief Executive Officer
GS1 US

Panelists:
Bob Fassett, Partner, Consumer Goods and Services Practice, Accenture
Tara Scarlett, Senior Manager, CRM and Precision Marketing, The Coca-Cola Company

11:20 AM - 11:50 AM Networking & Coffee Break

11:50 AM - 1:05 PM

Tracks

Track 4:
Retail Path to Purchase

Acquiring and managing effective customers requires many disciplines




Sponsored by
Vibes

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
Alcatel-Lucent

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


Sponsored by
ExactTarget

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

1:05 PM - 2:05 PM

Networking & Lunch Break

2:05 PM - 3:20 PM

Tracks

Track 7:
Mobile Video: Watch It Work

Sponsored by
Tremor Video

Located in the Vanderbilt Suite, 2nd Floor

Track 8:
Market Verticals

 

Sponsored by
Adobe

Located in the Sutton Suite, 2nd Floor

Track 9:
Mobile Has Gone Local

 

Sponsored by
PayPal Media Network

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

3:20 PM - 3:45 PM Networking & Coffee Break

3:45 PM - 4:15 PM

A Day in the (Media) Life of a Consumer

What do we know about consumers’ mobile behavior in the context of their overall media consumption? How might this inform the mobile strategies of media companies and brand marketers? Join Nielsen CEO of Digital, Jonathan Carson, as he shares insights from Nielsen and leads industry leaders in a lively, thought provoking discussion.

Moderator:
Jonathan Carson
Chief Executive Officer, Digital
Nielsen

Panelists:
B. Bonin Bough, Vice President, Global Media and Consumer Engagement, Kraft Foods
Geoffrey Handley, Co-Founder and Chief Marketing Officer, The Hyperfactory
Christopher Reynolds, Executive Director, Analytics, Condé Nast Research & Insights
Nick Shore, Senior Vice President, Strategic Insights and Research, MTV Networks

4:15 PM - 5:00 PM

Connecting The Screens

Moderator:
Gary Schwartz
President and Chief Executive Officer
Impact Mobile Inc.

Panelists:
Judith Curr, Executive Vice President, Publisher, Simon & Schuster
Steve Potash, Chief Executive Officer, OverDrive

5:05 PM - 5:10 PM

Closing Remarks

Michael Becker
North American Managing Director
Mobile Marketing Association

5:10 PM - 6:10 PM

Closing Cocktail Reception

Sponsored by
Mojiva

Post-Conference Sessions: Thursday, 14 June, 2012

During the post conference day we will have open session discussions on MMA guidelines and best practices efforts as well as various member-only strategic initiatives task force meetings

Open Session Discussion (all may attend)

9:00 AM - 9:10 AM

Introductions and Role of MMA Strategic Initiatives

Leo Scullin, Global Industry Initiative, Mobile Marketing Association

9:10 AM - 10:30 AM

MMA and Mobile Apps – What’s Happening Today

MMA’s Mobile Apps Committee has three Task Forces, whose leaders will share their team perspectives on the current market situation, challenges and opportunities in each of the following areas:

  • Mobile App Road Map – Leo Scullin, MMA, Michael Becker, MMA
  • Relevancy – Select members of the Task Force
  • Distribution – Jai jaisimha, Open Mobile Solutions
  • Monetization – Patricia Clark, Zumobi

The Task Force leaders want to get direct input from all participants so we can incorporate added insights and perspectives before we release any market guidance or white papers. Please attend and contribute!

10:30 AM - 12:00 PM

The MMA and Messaging – A Discussion of the Revamped Initiatives

The MMA is reconfiguring how it deals with messaging. The new Messaging Committee will be open to all members, and there will be certain Task Forces where member efforts and contributions will be critically important. We will also be discussing he details of our working relationship with CTIA and WMC.

  • Leo Scullin – MMA
  • Michael Becker - MMA
  • An Overview of the CSC Monitoring Compliance Handbook: The CTIA will provide an overview of the newly-released CSC Monitoring Compliance Handbook, and what it does and does NOT do for the ecosystem. David Diggs and Jeff Simmons from CTIA will moderate this portion of the session. Also in attendance will be representatives from WMC, the auditing arm of the CTIA, who will help address any questions that may arise.
  • Select members of the Task Forces

12:00 PM - 12:30 PM

Networking Noon

Task Force & Committee Meetings (MMA Members Only)

1:00 PM - 3:00 PM

Working Lunch

Room 1

Ad Hoc discussions regarding the UMAP Program and the updates definitions for Rich Media Metrics reporting.

 

Room 2

Ad hoc discussions with members of the Mobile Analytics Committee and the Mobile Video Task Force.

 

3:00 PM - 5:00 PM

New Committee Meetings

TBA

 

 

Premium Member Sponsors

Alcatel-Lucent The Coca-Cola Company Microsoft Advertising
Millennial Media Mocean Mobile The Weather Channel

Platinum Sponsors

ExactTarget Tapjoy

Gold Sponsors

Adobe Arbitron Mobile

Silver Sponsors Research Sponsors

3Cinteractive   comScore  
RedMas      
VISA      

Cocktail Reception Sponsors

ExactTarget Google Inc. OpenMarket
Tapjoy

Conference Track Sponsors

Adobe Alcatel-Lucent AT&T AdWorks
ExactTarget Nexage PayPal Media Network
Sybase Tremor Video Vibes

Workshop Sponsors

AirG Mocean Mobile Poynt
The Weather Channel

Registration Sponsors

AT&T AdWorks

Mobile Analytics Corner Sponsors

Webtrends, Inc.

Virtual Shopper Lounge Sponsors

GS1

Lunch Sponsors

Inmar Tapjoy The Agency Inside Harte-Hanks

Corporate Sponsors

CNN DataXu DENSO
Mobile Messenger Neustar OpenMarket
OpenX SoundBite Communications Syniverse
Verizon Wireless Zumobi  

Mobile Sponsors

Mozes

Exhibit Sponsors

Adfonic Adobe Advertising Database
airG Arbitron Mobile Blue Wave Media
DENSO Digby E-View Connections
ExactTarget Experian Simmons Fiksu
FunMobility Goldspot Media GS1
HipCricket Locaid Mobile Messaging Solutions
Mobile+Positive mPhoria nFluence
Open Mobile Video Coalition Poynt Sybase
TRUSTe Urban Airship VMBC
Web Spiders Webtrends, Inc. Worry Free Labs
Xtify    

The Pitch Sponsors

AdColony AirG Digby
E-View Connections FunMobility

Mobile Partners

Gotcha

Association Partners

DMEF WiW

Media Partners

Advertising Age AdWeek MENG
MobileGroove Mobile Marketer MobiThinking
Online Marketing Institute Retail Technology Exchange SmartBrief
WirelessWeek