Agenda - Shape the Future. The future of mobile defines the future of business.​ | Mobile Marketing Association

MMA Forum Dubai

April 16, 2018 | Dubai

Monday, April 16, 2018

8:30 AM – 9:30 AM

Registration & Networking Breakfast


9:30 AM – 10:00 AM

10:00 AM – 10:25 AM

Keynote Speaker - IBM Innovation and Incubation Labs

Director of Innovation
IBM Innovation and Incubation Labs

10:25 AM – 10:50 AM

The State of Performance Marketing: From Strategy to Attribution

Marketers are facing myriad business challenges to rethink the way they operate performance marketing and to deliver stellar results. With the pressure on, learn from experts what are appropriate strategies for performance marketing, how does mobile technology influence performance marketing, and how are marketers in MENA leveraging data to increase marketing performance.

Hearts & Science
Head of Digital Transformation
Mindshare MENA
Regional Head of FAST & Performance
OMD UAE
Associate Director - Performance
Chief Client Officer
DMS
In Partnership With:

10:50 AM – 10:55 AM

MMA Interstitial - MATT

The Mobile Marketing Association (MMA) launched an industry-wide research initiative called SMoX, aimed to quantify the value of mobile in the advertising mix and to provide fact based advice to help marketers maximise the impact of their mobile investment. Hear the latest results from this initiative and discover how you too can maximise your mobile marketing spend. Also the MMA Marketing Attribution Think Tank (MATT) will help rethink the world of marketing measurement and attribution, and give marketers better measurements, tools and confidence in connecting marketing to business outcomes.

Managing Director, EMEA
Mobile Marketing Association

10:55 AM – 11:15 AM

Mobile Ad Fraud: A High Stakes Arms Race

Fraud is polluting the mobile app ecosystem at increasingly alarming rates. With defense mechanisms becoming more robust, so too are attacks as fraudsters rapidly adapt. The session will explore the latest threats and how they can be effectively blocked before inflicting damage. Unique UK-specific fraud benchmarks will be shared.

Managing Director, UK,France & MEA
AppsFlyer
In Partnership With:

11:15 AM – 11:30 AM

Networking Break

11:30 AM – 11:55 AM

Marketing Thought Leaders

General Manager, Digital and CEx - Africa, Middle East, India & Turkey
Nissan Motors
Head of Digital Marketing
Rakbank
CEO
Think Big Consulting
shared-CMO
Partner

11:55 AM – 12:15 PM

AdColony - Attention

Capturing people’s attention is the foundation of effective advertising. 
This statement isn’t news to any of us. Attention spans are short and fragmented, people are multi-tasking, jumping from one screen to another, and drastically shifting their media habits.  The attention span of the average adult has declined from 12 seconds to 8 seconds in the last 15 years.  Lets explore what this opportunities this creates for mobile  

Digital & Mobile Advertising Sales Director
AdColony MENA
In Partnership With:

12:15 PM – 12:20 PM

MMA Interstitial - MOSTT

An introduction to MMA's MOSTT* - rethinking the world of the modern marketing organisation. *MOSTT - Marketing Organisation Structure Think Tank. 

The main forces shaping the new marketing landscape are Mobile. Analytics. Real Time. Social (M.A.R.S.) 

Learn how to compete on MARS through insights and findings from the M.A.R.S. project - a MOSTT Think Tank into the Future of Marketing Capabilities.

12:20 PM – 12:45 PM

How mobile changed the advertising ecosystem?


What has changed for advertisers and publishers? New challenges and new opportunities arising in mobile marketing. 

Regional Director Of Business Development
Noqoush Mobile Media Group
Snapp
VP, Marketing
Digital Marketing Director
Careem
Head of Sales/MENA
Adjust
In Partnership With:

12:45 PM – 13:05 PM

'Doing Mobile Video Right'

VASt vs VPAID, viewability and formats for in app advertising

Director of Brand Advertising, EMEA
InMobi
In Partnership With:

13:05 PM – 13:50 PM

Networking Lunch

13:50 PM – 14:15 PM

The Neuroscience of Mobile Marketing


Neuroimaging and machine learning techniques are slowly changing the way we understand how the brain works. Mobile continues to grow in relevance and keeps changing and redefining business. Consumer neuroscience  and computer generated neural nets are currently transforming our understanding of how brains process mobile content. Measuring sub conscious drivers and predicting what people see and soon how they feel about it.

CEO
Alpha.One

14:15 PM – 14:40 PM

Is Programmatic the new normal?

Marketers are facing myriad business challenges to rethink the way they operate performance marketing and to deliver stellar results. With the pressure on, learn from experts what are appropriate strategies for performance marketing, how does mobile technology influence performance marketing, and how are marketers in MENA leveraging data to increase marketing performance.

Head of Data
DMS
Executive Director - MENA
Omnicom
UM MENA
Trading Director
Publicis Media, MENA
Head of PM Precision/Programmatic
In Partnership With:

14:40 PM – 15:00 PM

Disruption already started by new media, innovation and startups

We’ll discuss on the top trendy topics driving the marketing such as influencers, AI, data oriented customized marketing, IoT and the increasing capability of the tech startups.

CEO
Netmarble EMEA
In Partnership With:

15:00 PM – 15:15 PM

How would you like your data?

In this session we’ll discuss how different sectors are using their data in their own ways for advertising, acquisition or retention.

CEO
Revx
In Partnership With:

15:15 PM – 15:30 PM

Networking Break

15:30 PM – 15:50 PM

Bringing Purpose to Laundry in the Middle East

Regional Marketing Manager
Unilever

15:50 PM – 16:15 PM

Doğan TV

VP, Digital Media & Sales
Doğan TV Holding

16:15 PM – 16:30 PM

Closing Remarks

Agenda

Session topics from industry leaders on how mobile is building closer connections to consumers.

Speakers

Speakers and panelists include industry heavyweights from leading brands and technology enablers.

Venue

Relax and enjoy upscale accommodations.

Register

These events sell out fast. Secure your seat today.

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