Agenda | Mobile Marketing Association

MMA Forum Vietnam

November 3, 2017 | Ho Chi Minh

Friday, November 3, 2017

8:00 AM – 8:50 AM

Registration


8:50 AM – 9:00 AM

Opening speech

9:00 AM – 9: 20 AM

Brand, Consumer and Customer: Connected Benefit

The session talk about the need for the 3 to be connected in a manner that it best benefits the business and its interests.  Mobile is a medium that helps deliver the connected scenarios for long terms results and impacts growth.

CEO & General Director of Suntory PepsiCo Vietnam Beverage
Suntory PepsiCo Vietnam Beverage

9:20 AM – 9:45 AM

Mobile Marketing: The Third Wave

The changing landscape of the advertising world and the importance of the new tech innovation aiding the marketers and how they see the world changing.

Chairman & CEO – AMEA, Russia/CIS
Mindshare

09:45 AM – 10:15 AM

Fireside Chat: How Brands Leverage New Touch Point - Dark Social Platform Such As Zalo In Communication Strategy?

Dark social simply refers to social sharing that can’t be publicly tracked, for example the data that isn’t picked up by analytics platforms. According to a recent study, almost 70% of all online referrals come from dark social globally. And with the increasing usage of private messaging apps, this chat will further elaborate what dark social means, why it matters, and whether there’s anything marketers can do about it.

Head of Strategic Planning
Adtima
Innovation Center Director
FE Credit
Moderator
Digital Director
MediaCom

10:15 – 10:35 AM

The Smarter Marketing with Machine Learning

The power of Machine learning and artificial intelligence is revolutionizing digital marketing with far reaching impact for search, display and app ads. What’s happening now is passe, in this session we will explore what’s next.

Country Manager - Vietnam / Cambodia / Laos
Google Vietnam

10:35 AM – 11:05 AM

Fireside Chat: Mobile Gaming - The game changer for brands for effective targeting

The creative environment of mobile gaming and its ability to garner a massive number of eyeballs represent a medium that advertisers cannot afford to ignore. Gamers are no longer the stereotypically nerdy teens without purchasing power – people across all ages are using mobile gaming, and many of these new-age gamers are also strong proponents of e-commerce and purchasing, making them a goldmine waiting to be engaged with. This is one of the prime reasons why advertisers are now scrambling to find the best way to push and present their advertisements on gaming platforms.

The discussion about the future of in-game advertisements isn’t about whether they will be successful or not; rather, it is increasingly about just how successful mobiles games will end up being as an advertising medium. Advertising has been embracing the mobile gaming space with open arms, and this budding relationship is here to stay.

The panel will discuss key trends, behaviour and insights about mobile gamers and how brands can leverage this to target and engage audience.

Head of Digital
Mindshare Vietnam
Head of Media
Unilever VIetnam
Moderator
CEO and CO-Founder
POKKT

11:05 AM – 11:30 AM

Networking

11:30 AM – 11:50 PM

Accelerating Digital Transformation Impact with Agile Marketing

Understand how organizations are assessing their digital maturity and marketing capabilities in their digital transformation journey. Learn about the importance of marketing operations technology management and new operating model, agile marketing to accelerate the impact of marketing in a digital world.

Digital Vice President, Singapore
McKinsey & Company

11:50 AM – 12:25 PM

Panel Discussion: Building Trustworthy Brands in a Mobile Centric World

Now more than ever before we need to build and safeguard a brand’s trust quotient. With user experience at the centre, this session discusses ways trust can be built, and how the marketing value chain needs to adapt itself to build and safeguard trust.

Managing Director
MEC Management
Head of Strategy & Planning, Singapore
Media Head - Vietnam, Myanmar & Malaysia
Marico South East Asia
Founder & CEO
VietBuzzAd
Head of Integrated Marketing & Digital
Nestle
Moderator
Managing Director
Isobar Vietnam, Dentsu Aegis Network

12:25 PM – 01:45 PM

Networking Lunch

In Partnership With:

01:45 AM – 01:55 AM

Lucky Draw


01:55 PM – 02:05 PM

Using Technology Enabled Credit Extension for Disruptive Financial Inclusion - the FE Credit Experience

Two points we realized for Vietnam market:

  • Financial inclusion is high priority for any developing economy, especially Vietnam, where the inclusion levels are still fairly low.
  • Credit appetite is high as aspiration to improve the living and lifestyle is increasing, in hand with increase in economic prosperity.

As a leader in Consumer Finance industry, FE Credit realized this opportunity and built up “credit scores” with Telco giants and used it for marketing purposes to reach out to 10M potential customers. The result? 350,000 customers converted in 18 months.

Join us in this session to hear first hand how FE Credit overcame their challenges and making their successful path.

CEO & Vice Chairman
FE Credit

02:05 PM – 02:25 PM

Illuminate What Matters in Your Digital Advertising

This session looks at key issues and real-life examples to provide insights and clarity into tackling today’s challenges and uncovering new opportunities in digital advertising.

  • How to avoid wasted ad spend with an in-depth look at viewability, fraud and audience targeting.
  • The latest data methods in uncovering new audiences and reaching them in the right context through the power of data.
  • Understanding the true effectiveness of digital advertising to better utilise digital in the wider media mix.
Vice President, Southeast Asia
comScore

02:25 PM – 02:45 PM

The Future of Mobile Video - Engage. Immerse. Play!

The best mobile ads are often not ads at all; they are engaging experiences. Ads you can feel; that rumble and shake; that have life-like graphics and realistic viewing experience, like water splashing the screen when a shark vaults over a boat; ads with zero buffering so they load instantly; with crystal clear sound and picture quality; and a variety of post-video experiences that drive consumer actions - a good mobile creative can deliver all of the above and so much more. Insights into creative campaigns that allow marketers to cut through the ad clutter and capture viewer attention, trigger action and reward them for actions taken. The future of mobile video is here.

Director, Growth & Programmatic, APAC
AdColony

02:45 PM – 03:25 PM

Panel Discussion: Brand's New Day: Joining the Programmatic Revolution

Programmatic has proven its mettle as a performance engine but what about the other 80% of budget for many advertisers? In other words, what are the key drivers that will shift the needle on programmatic budgets – moving from performance to brand? Come find out from marketers and agencies on this panel and hopefully, get a bit closer to helping brand marketers join the revolution!

Director of Programmatic Ad Solution
VCCorp Company
Managing Director
Digipencil MVV
Consumer Marketing Director
FrieslandCampina Vietnam
Regional Marketing Manager
Coca-Cola Indochina
Moderator
Chief Operation Officer
dentsu X Vietnam

03:25 PM – 03:45 PM

Networking

03:45 PM – 04:05 PM

Marketing Attribution Think Tank

MMA gives you an update on where the industry stands regarding MATT (Marketing Attribution Think Tank) and how marketers can take advantage of MMA’s ever-expanding MATT resources. 

The holy-grail of marketing measurement is Multi-Touch Attribution. Too bad it is so HARD!   

Managing Director
Mobile Marketing Association Asia Pacific Limited

04:05 PM – 04:25 PM

How to Manage Omni Mobile Marketing

Are you aware of the change in retail model? Omni channel approach is a MUST and leads to easier and more profitable operations. Solving both Offline & Online challenges and helping you win back customer in the industry dominated by Amazon & Lazada & Walmart etc.. Omni channels relevancy spans all industries, retail and services.

Omni channel is a Journey and not a destination. Organisations have a difficulty to change from Brick and Mortar, which presents a huge opportunity in start up retail and services driven by mobile & digital marketing.

Senior Vice President
Red Sun

04:25 PM – 04:45 PM

How to Combat Ad-Blocking through Creativity

Graham will tackle the fast-growing challenge of ad-blocking from a creative standpoint. His thought-provoking presentation will cover ways we can address the issue. And possible solutions will be brought to life with cutting-edge case studies.

Founder
Originate Pte Ltd

04:45 PM – 05:05 PM

Digital Zero to 50 and beyond

Realising the potential & effectiveness of Digital/Mobile , the Marketing strategy needs to be changed to incorporate all these changes. The presentations talks about the journey and its success from Zero to 50% spends on digital within the short span of 3 years and is still growing.

Executive Vice President - Marketing
CMG.ASIA

05:05PM – 05:25 PM

Does Context Impact on Video Format Ad Performance in Mobile

There has never been more  data available to judge the performance of a mobile campaign, but it may be argued that too much data is worse than too little. Various interested parties can use the data set that best suits their case; impressions served, click-through rates, likes, shares, comments etc. Even the manner in which reach and frequency is defined can be engineered to suit the interested party. In this session the speaker seeks to cut through the mire try to answer  whether the context of video format advertising has an impact on its engagement. The session will draw heavily from a study which looks at 3 ads with different strategic objectives and isolate whether its performance varies when tested within the context of 2 of the best known media sites in Vietnam. For sure the conclusion will create lively debate.

Managing Director
Kantar Millward Brown

05:25 PM – 05:35 PM

Closing Remarks - Announcement of the Ecosystem Project

CEO Vietnam & Indonesia
GroupM
Country Manager, Vietnam
Mobile Marketing Association Asia Pacific Limited

05:35 PM – 05:45 PM

Lucky Draw


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