Watch as we roll out the most impressive list of speakers and agenda ever to take the stage at any event during Advertising Week.
Monday, September 26, 2016
Registration Open
Networking Breakfast
In Partnership With:
Exhibit Hall Open
MMA Welcome Remarks
Welcome Remarks from RadiumOne
Opening Keynote
The Future of Media and Advertising and The Collision of The Two
Session 2
Unlock Bigger and Better Opportunities Through Mobile
Networking Break
In Partnership With:
Breakout Sessions
Building Bridges – Strategies for Cross-Device Activation & Measurement Everywhere
Oceanic Room
Marketers today have many options when it comes to data and channels to message consumers. This workshop will cover ways to use cross-device as a way to plan, activate, and measure audience-driven experiences at scale.
In Partnership With:
Using Mobile Video to Build Brands
Aquitania West Room
Video isn’t just about TV anymore. As more Americans consume video on their mobile devices, advertisers have the opportunity to reach them on-the-go with sight, sound, and motion. Join us for an interactive session to learn how mobile video can effectively drive brand engagement, from awareness to offline sales. We’ll discuss the importance of data and technology in creating a holistic, cross-screen viewing experience, and share case studies from advertisers who have succeeded using mobile video as part of a converged video solution.
In Partnership With:
In App Video: A High Performing Personal TV
Aquitania East Room
Mobile video transformed the digital world in 2016. Today’s connected consumer has fully embraced it: eMarketer reported that more consumers watch video than listen to music on mobile; a Nielsen study highlighted the one-to-one experience with 73 percent of mobile-only viewers. This personal TV-like experience is notable for in-app videos.
The mobile advertising industry must double down on in-app video best practices to better engage and influence connected consumers. This breakout session will highlight key mobile-first video trends and recommendations for advertisers to leverage this highly personal channel efficiently.
In Partnership With:
Session 3
Marketing in the Age of the Shareable Moment
Creating Truly Original Mobile Experiences
Ballroom
Good Internet used to be hard to find on mobile. How “smart” was your smartphone? Today, it’s easier than ever to create fully-functional mobile sites and apps. But the same tools that made the overall mobile Internet good brought with it a golden age of sameness. Though it’s now more difficult to standout in the crowded mobile sphere, the opportunity to really push the boundaries of the mobile Internet is, well, literally in your hands.
In Partnership With:
Next Big Disrupter: Gen Z
Ballroom
What if the next big disruptor isn’t a what but a who? Meet the next big disruptor: Gen Z. Learn how music influences and inspires Gen Z’s today, and what marketers need to know to win their attention.
Networking Lunch
In Partnership With:
Session 6
Introducing Mobile Prodigies: Defining the Future of Location-Powered Mobile Marketing
This session will share insights into the profound impact that Mobile Prodigies — Millennials and Gen Z — bring to mobile marketing, to mobile’s influence on in-store shopping, and to the future of mobile creative. Join Julie Bernard, Verve CMO and Yvette Davis, digital and multicultural leader at Home Deport, as they take attendees through the insights from the study alongside case examples from The Home Depot — its emerging work with mobile consumers and how the home-improvement brand is preparing to meet Mobile Prodigies’ expectations.
Breakout Sessions
Mobile Video Trickery: How to Detect and Avoid it
Oceanic Room
For many Marketers, buying Mobile Video inventory is fraught with concerns and potential pitfalls. Is the inventory truly premium and brand safe? Are the impressions driven by actual human beings? Or bots? Will their campaigns be fully viewable and achieve meaningful completion rates? Join Rubicon Project’s Head of Video, John Peragine, and industry leaders for an open and frank discussion of mobile video inventory quality. Learn the latest techniques in Mobile Video trickery and how to detect them, or -- better yet -- avoid them entirely.
In Partnership With:
Designing The Disruptive Mobile Shopping Experience
Aquitania West Room
Every holiday season, mobile traffic increases at a remarkable rate. Yet, marketers still struggle to drive conversation through these deeply personal channels. Changes in customer behavior and new disruptive technologies are only making this more challenging.
Join Product Marketing Manager, Michael Trapani, as he lays out everything you need to know about designing the best mobile shopping experience for the modern customer, increasing mobile revenue, and creating promoters of your brand during this critical holiday season.
In Partnership With:
Discover 3 Ways Foot Traffic Can Help You Drive More Sales
Aquitania East Room
This session will define 3 campaign tactics where foot traffic can help you drive more sales and connect programmatic with foot traffic measurement to improve campaign effectiveness.
You will discover how to:
- 1. Understand your audience: Who should you target?
- 2. Pinpoint your campaign planning: When is the right time to message?
- 3. Maximize your measurement: What is the right KPI? How do you make educated adjustments?
In Partnership With:
Networking Break
In Partnership With:
Session 7
NAKED AND EXPOSED
Session 8
The Power of Sound
Brands with a Sound Strategy are the ones who win – this session centers on creativity in marketing with sound, its power to evoke emotions with fans, and how brands can harness this influence to create big moments with consumers. Gayle Troberman (EVP & CMO, iHeartMedia) moderates an intimate conversation with Bob Pittman (Chairman & CEO, iHeartMedia) and Liz Walaszczyk (Global Head of Music, Bacardi) on how to create, innovate and win with sound.
Closing Remarks
SM2 & Smarties Reception
In Partnership With:
THE SMARTIES Celebration of Talent
In Partnership With:
THE SMARTIES After Party
Headlined by:
Tuesday, September 27, 2016
Registration Open
Networking Breakfast
In Partnership With:
Exhibit Hall Open
MMA Remarks
MMA Host
Opening Keynote
Finding New Roads in Mobility
Session 2
Mobile Ubiquity
Networking Break
In Partnership With:
Location Data 360: Mobile Programmatic’s Secret Sauce
Oceanic Room
In today’s technology-driven world, data is increasingly critical for personalized experiences on mobile devices. Location data is a key resource for advertisers and brands, but leveraging location data in a smart and effective way is an art in itself. In this workshop, you learn how to identify quality location data, address the opportunities and challenges in employing location data, and how location can be the fuel that powers mobile programmatic strategy.
In Partnership With:
Create Impactful Customer Engagements Using Mobile-Driven Consumer Intelligence
Aquitania West Room
With mobile becoming a vital part in our daily lives, everything we touch, say, and do, and everywhere we go generates massive amounts of data. When this ambient data is anonymized, aggregated, and enhanced with other information and predictive algorithms, it can transform how marketers acquire and apply consumer insight to create intelligent, multichannel interactions.
In this session, you’ll learn how near-real time analytics and interconnected engagements can help:
- Deliver contextual and consistent experiences
- Improve service efficiencies and satisfaction levels
- Increase marketing effectiveness and ROI
Join us and find out who your consumers really are, where they’ve been, what they’re doing, and how you can use this market intelligence to drive strategic growth for your enterprise.
In Partnership With:
Disruption in Mobile: Activating offline data in mobile at scale for targeting and measurement.
Aquitania East Room
With the explosion of devices—3.4 devices per person on average, getting a deep understanding of the person behind the device (not just the cookies and device ids) is hard. How do you match all of their online/mobile activity and offline purchases to a single, actionable view of each consumer? Learn how leading brands are tackling today’s cross-channel, cross-device challenges to reach, and stay connected, to consumers and deliver an integrated experience across digital touchpoints—all with precision and scale.
In Partnership With:
Session 3
Insights from The Smarties Jury Room
The Smarties are judged equally on creativity, strategy, execution and results. Have you ever wondered what goes on during judging? This year a panel of Smarties judges will provide a unique understanding of how the Jury came to their final decisions on this year’s winning mobile campaigns. Find out which entries stood out and why. What key themes came out of the judging sessions and what are the trends that will affect and influence the direction of our industry? Attendees will have a unique opportunity to discover how they might be able to take home a Smarties next year.
Additional panelists to be announced.
Session 4
Crossing The Mobile Chasm: The Void Between Apps and Bots
2016 Mobile Path to Purchase
Networking Lunch
In Partnership With:
Session 5
Why Mobility Matters to FedEx
Location, Location, and Micro-Location: Connecting the Real World to the Cloud Via Proximity Data
Oceanic Room
Opt in sharing of precise location supported by new technologies like Bluetooth beacons provides new methods to link the physical world and marketing cloud. Out of home (OOH) and experiential marketing strategies can use micro-proximity data to understand campaign lift, measure audience composition, or for cross-platform retargeting. Learn how to better recognize your customer, expand your reach, optimize your campaigns, and prove impact using location technologies.
In Partnership With:
Delivering Integrated Personalized Experiences Through Localization
Acquitania West Room
In digital performance marketing, where you are matters as much as who you are. Mobile technology has unlocked the promise of personalization – and the path to personalization follows the localization of content, campaigns and calls to action. Many enterprise brands struggle with localization of these efforts but getting it right has a huge impact on performance. Learn how to achieve true localization and personalization at scale by aligning all digital touchpoints in order to delight your customers and achieve results.
In Partnership With:
Alphonso
Acquitania East Room
In Partnership With:
Networking Break
In Partnership With:
Session 6
The Cost of Privacy in a Hyper-Connected World
Session 7
Data Driven Creative
Data is the new creativity. Emotional data is the new brief. When brands connect data to emotion, they unlock creative opportunities that are more human, personal, and relevant. In a hyper-connected world, translating data into usable insights that power enriching experiences will help agencies and brands achieve true transformation, both economically and culturally.
