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!

Patrick McCormack, Vice President, Mobile Sales and Strategy, The Weather Channel Companies

Sponsored by

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.

Jamie Turner, Founder and Chief Content Officer, The 60 Second Marketer

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. In this workshop, Jesse Haines, Head of Mobile Ads marketing at Google, 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

Sponsored by

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, Mojiva Inc.

Sponsored by

Expert’s Roundtable:
Uncovering the Best Practice 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.

Margaret Glover-Campbell, Senior Vice President, Marketing and External Communications, Poynt

Sponsored by

Track 1:
Beyond Mobile

Sponsored by

Track 2:
A Forward Look into Engaged Media

Sponsored by

Track 3:
Enterprise Mobile Commerce

Monetizing the Customer Engagement

Sponsored by

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

Mark Connon, Executive Vice President, Corporate and Business Development, 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

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

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 Entertainment
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: Ernie Cormier, Chief Executive Officer and President, Nexage
Are Traasdahl, Founder and Chief Executive Officer, Tapad

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
Jill Griffin, Senior Vice President, Innovation and Experience Design, Starcom MediaVest Group
Michael Racic, Senior Vice President, Managing Director, Integrated Planning, Universal McCann
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

Sponsored by

Track 5:
Seamless Mobile Commerce

Optimizing the user experience by surrounding mobile payments with more value

Sponsored by

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

Sponsored by

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

R. J. Talyor, Senior Director, Mobile Products, ExactTarget

11:55 AM - 12:15 PM

Best Practices on Database Management and Integration

11:55 AM - 12:15 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

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
Nathan Rowe, Senior Product Manager, Motorola Solutions

12:15 PM - 12:35 PM

Andrew Nash, Executive Director, Identity Service, Mastercard

12:15 PM - 12:35 PM

How NFC is More Than Just Payment

Chris Serger, Director, Interactive, C.TRAC

12:35 PM - 1:05 PM

TBA

12:35 PM - 1:05 PM

Ash Evans, Director, Corporate Strategy, Verizon
Mehmet Pasa, Senior Vice President, Global Mobile Alliances and Investments, MasterCard

12:35 PM - 1:05 PM

Panel: Creating Innovative Strategies Towards Serving the Client

Track 7:
Mobile Video: Watch It Work

Thriving the area of big data – you can no longer rely on your gut to make business decisions. Today's marketer needs the data for an informed answer.

Sponsored by

Track 8:
Market Verticals

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Track 9:
Mobile Has Gone Local

Sponsored by

2:05 PM - 2:10 PM

Track Moderator & Introduction

Introduction by: Yichel Chan, General Manager, 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.

2:10 PM - 2:30 PM

Mobile Really Does Drive Purchase: Research and Results Show Us How

• 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 [client] are capitalizing on these trends by using mobile apps and experiences to extend ad impressions into transactions

Jon Jager, Senior Brand Manager, Energizer Personal Care
Jennifer Mathissen, Senior Vice President, Digital Strategy, Ryan Partnership

2:10 PM - 2:30 PM

Economic Value of Context

2:30 PM - 2:50 PM

Slouching Toward Mobile

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?

2:30 PM - 2:50 PM

PEOPLE Mobile: Programming for Found Time

As the mobile audience evolves, publishers and content providers must to adapt to new consumer needs. Tony Brancato, Senior Product Director for PEOPLE, shares the brand’s mobile perspective for “Programming for Found Time.” Brancato will show how PEOPLE and Time Inc. have adapted to program for themoment, 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

Reaching the Right Audience with Social Media

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: Yichel Chan, General Manager, Tremor Video Mobile

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

2:50 PM - 3:20 PM

Panel Discussion: An Open Q&A Session Between Panel of Experts and Audience on Local