Agenda | Mobile Marketing Association
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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

7:30 AM – 6:30 PM

Registration Open


7:30 AM – 9:00 AM

Networking Breakfast

In Partnership With:

8:00 AM – 6:15 PM

Exhibit Hall Open

Exhibit Hall


8:45 AM – 8:55 AM

MMA Welcome Remarks

8:55 AM – 9:00 AM

Welcome Remarks from RadiumOne

9:00 AM – 9:30 AM

Opening Keynote

Ballroom

The Future of Media and Advertising and The Collision of The Two

CEO, AOL, Tim Armstrong believes Mobile is going to “dwarf” everything that has come before. With an unparalleled vision and huge ambitions, Armstrong will talk bout why he thinks we are sitting at “the collision of the future of media and the future of advertising”. As AOL invests heavily in VR, live programming and content development, and mergers and acquisitions to bolster this strategy, it appears that Armstrong can see the future.
CEO
AOL Inc.
Interviewer
Anchor, The Advantage
Bloomberg Radio

9:30 AM – 10:00 AM

Session 2

Ballroom

Unlock Bigger and Better Opportunities Through Mobile

Allstate serves a vast customer base, but like most insurers customer interaction can be infrequent. Over the past few years, Allstate has leveraged mobile to create a range of exciting new engagement touch points with its customers. Allstate CMO Sanjay Gupta will share his perspective on how companies can unlock bigger and better opportunities with the right mobile strategy. Getting the basics right with a responsive website and a mobile app are table stakes every company must deliver on. With millions of eyeballs on mobile, the bigger question is how can you effectively stand out to capture more customer attention and traffic? Gupta will share how mobile is enabling an entirely different level of marketing – the kind we’ve only dreamt about in the past – and how brands can maximize this opportunity.
Executive Vice President, Marketing, Innovation and Corporate Relations
Allstate

10:00 AM – 10:30 AM

Networking Break

In Partnership With:

10:30 AM – 11:30 AM

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.

Senior Director
DataXu
Director of Global Solutions
DataXu
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.

VP, Sales Strategy & Data Analytics
Videology
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.

Head of Programmatic Partnerships
InMobi
In Partnership With:

11:40 AM – 12:10 PM

Session 3

Ballroom

Marketing in the Age of the Shareable Moment

The focus of marketing has shifted, thanks to the rise of the Internet. Everyone knows that social media is dominating traditional outlets; that user engagement has become the new metric of choice over eyeballs and impressions. But taking this a step further, we need to consider new ways to imagine our content, develop our events, look at everything from advertising to PR in a new context: The Shareable Moment. David Roman, CMO of global PC leader Lenovo, will give his views on how he has shifted the thinking and reprioritized his function to deliver on the promise of the Age of the Shareable Moment.
Chief Marketing Officer and SVP
Lenovo

12:10 PM – 12:40 PM

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.

CEO
Webby Media Group

12:40 PM – 12:55 PM

The Ballroom

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.
SVP, Strategic Solutions
Pandora

12:55 PM – 2:00 PM

Networking Lunch

In Partnership With:

2:00 PM – 2:30 PM

Session 6

Ballroom

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.

Chief Marketing Officer
Verve
Media Strategy Manager
The Home Depot

2:35 PM – 3:35 PM

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.

SVP, Head of Video
Rubicon Project
CEO
WhiteOps
Senior Vice President, Data Sciences
InMobi
CRO
SuperAwesome
Sr. Director, Partner Development Operations
TubeMogul
SVP - Strategy, Corporate and Business Development
Tapjoy
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.

Product Marketing Manager, IBM Watson Marketing
IBM
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?
Co-Founder & COO
Ubimo
VP Revenue Development
Cuebiq
In Partnership With:

3:35 PM – 3:55 PM

Networking Break

In Partnership With:

3:55 PM – 4:25 PM

Session 7

Ballroom

NAKED AND EXPOSED

With every technological advance, we become more dependent on our phones. We check them when we're working, when we're bored, when we're anxious, when we're in crowds and even when we're alone. Smart phones play a disproportionately irrational need in our daily lives and contain all of our most personal wants and needs. We've become so attached to them as tools, that we're all a bit naked without them. Which is why to innovate in mobile, marketers have underestimated a very effective and simple tool—empathy. 72andSunny's, Partner and Executive Creative Director, Matt Murphy explains why the focus of mobile marketing isn't about your brand, your product, or your cause but about the user, their behavior, and how empathy is your company's biggest tool in cracking innovative mobile marketing.
Partner/Executive Creative Director
72andSunny

4:25 PM – 4:55 PM

Session 8

Ballroom

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.

Chairman & CEO
iHeart Media
Global Head of Music
Bacardi
Moderator
Chief Marketing Officer
iHeartMedia, Inc.

4:55PM – 5:00 PM

Closing Remarks


5:00 PM – 6:30 PM

SM2 & Smarties Reception

Exhibit Hall

In Partnership With:
In Partnership With:
In Partnership With:

6:30 PM – 9:30 PM

THE SMARTIES Celebration of Talent

Ballroom

The Celebration of Talent begins with a cocktail reception followed by a seated dinner for ticketed guests. If you would like to buy individual tickets ($249) or buy a table, please pick one of the following.

For information on buying a full table, please email Sheryl Daija at [email protected].

Headlined by:
Actress, comedian, and writer
In Partnership With:

9:30 PM – 10:30 PM

THE SMARTIES After Party

Exhibit Hall

Headlined by:

Tuesday, September 27, 2016

7:30 AM – 3:00 PM

Registration Open


8:00 AM – 9:00 AM

Networking Breakfast

In Partnership With:

8:00 AM – 4:00 PM

Exhibit Hall Open

Exhibit Hall


9:00 AM – 9:05 AM

MMA Remarks

9:05 AM – 9:15 AM

MMA Host

9:15 AM – 9:45 AM

Opening Keynote

Ballroom

Finding New Roads in Mobility

There is a transformation taking place in the automotive industry driven by changing consumer expectations when it comes to personal mobility and transportation. The traditional vehicle ownership model is being challenged and brands like Chevrolet are looking at mobile in a different way – not just as a platform for engaging with consumers and for digital storytelling, but more importantly as an enabler of new transportation services that will drive continued growth. Tim Mahoney, CMO of Global Chevrolet and Global GM Marketing Operations Leader, will share insights on how the brand is tapping into mobile as it transforms its business.
Chief Marketing Officer Global Chevrolet and Global GM Marketing Operations Leader
General Motors Company

9:45 AM – 10:15 AM

Session 2

Ballroom

Mobile Ubiquity

Stop thinking about mobile as a media channel. It’s a consumer access point. Mobile devices have become so ubiquitous to our lives that they have moved from being a 2nd or 3rd screen, to the primary screen that we use to manage our lives. Chief Innovation Officer at Almighty, Rob Griffin will outline steps that will help marketers plan mobile first and ensure that their content and creative is aligned to the experience.
Chief Innovation Officer
Almighty

10:15 AM – 10:45 AM

Networking Break

In Partnership With:

10:45 AM – 11:45 AM

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.

VP, Agency and Strategic Partnerships
Factual
Director of Product Strategy
Xaxis
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.

Head of Product Management
SAP Digital Interconnect
Director, Strategic Accounts
SAP Digital Interconnect
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​.

Senior Vice President, Eastern Sales
Conversant Media
SVP Portfolio Leader
Epsilon
In Partnership With:

11:50 AM – 12:25 PM

Session 3

Ballroom

​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.

Chief Marketing Officer
TD Ameritrade
Head of Performance Marketing and Media
American Eagle
Vice President, Research
Kantar Millward Brown
Moderator
Chief Strategy Officer
Mobile Marketing Association

12:25 PM – 12:55 PM

Session 4

Ballroom

Crossing The Mobile Chasm: The Void Between Apps and Bots

Apps are dead. People don’t want to install apps and they certainly don’t want to navigate bloated websites. They’ve already picked a winner: messaging. But, there’s a problem: messaging and texting have a hard time with “routine” tasks. Some say that “chatbots” will take over the world. Others suggest that “instant apps” could be the real disruptor, and will forever change the way we use our devices. Tech Entrepreneur and World Poker Champion Phil Gordon presents a compelling case for the missing key: the seamless, real-time exchange of structured data. This session will leave attendees with a fresh take on how brands and publishers can transform customer collaboration, and create unexpected opportunities in both commerce and advertising within messaging conversations.
President, Chief Product Officer, Founder
Chatbox.com

12:55 PM – 12:58 PM

2016 Mobile Path to Purchase

Sr. Director, Insights & Innovation
xAd

12:58 PM – 2:00 PM

Networking Lunch

In Partnership With:

2:00 PM – 2:30 PM

Session 5

Ballroom

Why Mobility Matters to FedEx

Bigger than mobile commerce, mobility is driving global social and economic change. From business operations, collaboration to food and biomedicine, everything is becoming more mobile. As a worldwide logistics company, FedEx has a unique perspective on how mobile is transforming personal and business behaviors. In this session, Rajesh Subramaniam, Executive Vice President, Global Marketing and Communications at FedEx Services, will share how mobile is driving digital and physical experiences at FedEx, and acting as a primary touch point with customers.
Executive Vice President, Global Marketing and Communications
FedEx Services

2:35 PM – 3:35 PM

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.

Vice President of New Ventures
Neustar, Inc.
Vice President, Digital Director
Intersection
VP, Programmatic & Product Innovation
Live Nation
COO
Light Reaction
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.

Vice President, Digital Strategy
DAC Group ​
In Partnership With:

Alphonso

Acquitania East Room

In Partnership With:

3:35 pm – 3:50 PM

Networking Break

In Partnership With:

3:50 PM – 4:20 PM

Session 6

Ballroom

The Cost of Privacy in a Hyper-Connected World

Privacy has taken center stage as device and data proliferation has clashed with a dramatic increase in high profile breaches. This clash is impacting how consumers engage with your brand and whether or not to ultimately trust you. This session will give you critical insights into consumer sentiment about privacy, what the current privacy landscape looks like for businesses especially as 5G comes online and IoT explodes, and outline steps you can take to make sure your company is not tomorrow’s headline.
Vice President, Global Consumer Marketing
Intel Security

4:20 PM – 4:50 PM

Session 7

Ballroom

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.

Global Chief Creative Officer
POSSIBLE

4:50 PM – 5:00 PM

Closing Remarks


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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.

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