Agenda | MMA Global


Tuesday, March 21, 2017

7:30 AM – 8:45 AM

Registration & Continental Breakfast

In Partnership With:

9:00 AM – 9:10 AM

Sheryl Daija Remarks

9:10 AM – 9:15 AM

Joe Prusz Rem​arks

Global Head of Revenue
Rubicon Project

9:15 AM – 9:45 AM

Opening Keynote

Target’s Evolution to 1-Second Storytelling

How much of a story can you tell in 1 second? When it comes to mobile video it turns out to be a lot. Mobile video has changed traditional storytelling rules, as well as the media and retail landscape. In response, Target created a weekly video series that takes advantage of the mobile screen. In this session Kristi Argyilan, SVP Media and Guest Engagement at Target, will share learnings on how performance metrics guided their video creation and how Target has evolved and capitalized on the speed and flexibility their in-house production allows.

SVP, Retail Media

9:45 AM – 10:15 AM

Session 2

Video’s Impact on a Mobile Content-Driven Marketplace

The Knot has transformed from a media company to a mobile-first marketplace that uses content, tools and services to connect couples to the vendors and services they need to plan their perfect wedding. Video is a key component of The Knot’s marketing campaigns and also deeply integrated into the brand’s mobile products. In this session, Dhanusha Sivajee, Executive Vice President of Marketing and Editorial for XO Group, will share results and key learnings from the brand’s video integration and how it’s been pivotal in providing couples even more confidence to book the right wedding professionals.
EVP of Marketing and Editorial
XO Group

10:15 AM – 10:45 AM

Session 3

Video at the Tipping Point

These days, it feels like it’s TV against digital. The new against the old, or the broad against the targeted. But the truth is, we need to find balance between broad based awareness and targeted conversations in order to succeed. The future of video is a cross-functional one where video innovation requires blurred lines between the dividing parties, smart storytelling, and audience engagement across every screen. This session will explore the next phase for video and how digital-obsessed advertisers, in the search for the perfectly targeted consumer, can exploit changes in viewership to understand where they are, where they are coming from and where they are headed next.
Chief Product & Engineering Officer
The Rubicon Project
In Partnership With:

10:45 AM – 11:15 AM

Networking Break

In Partnership With:

11:15 AM – 11:45 AM

Session 4

TV+Mobile: The New Dynamic Duo

Coordinated orchestration between TV and mobile is a marketer’s dream. But these are very early days... In this session, you will hear how Choice Hotels is deriving insights for the inevitable cross-platform future with the aid of a groundbreaking research report from Facebook and Simulmedia.

Sr. Director of Customer Acquisition & Social Media
Choice Hotels
Chief Marketing Officer

11:45 AM – 12:15 PM

Session 5

Dunkin' Donuts Disrupts with #WTFast

Hear how Dunkin’ Donuts in partnership with DigitasLBi mastered the art of disruptive storytelling with their cross platform mobile video campaign #WTFast. In order to drive awareness and downloads they showcased Dunkin’s latest innovation—On-the-Go Ordering—with a 360° campaign that engaged viewers by highlighting the benefit of speed. Their campaign included tapping into new audiences alongside a variety of traditionally high performing placements that resulted in 11MM views in the first two weeks.

SVP/Group Account Director

12:15 PM – 12:45 PM

Session 6

SMoX Insights

The Mobile Marketing Association (MMA) launched an industry-wide research initiative called SMoX, aimed to quantify the value of mobile in the mix and to provide fact based advice to help marketers maximize the impact of their mobile investment. Hear the latest results from this initiative and discover how you to too can maximize your mobile video spend.
Marketing Evolution Founder and
MMA Subject Matter Expert

12:45 PM – 2:15 PM

Networking Lunch

In Partnership With:

1:00 PM – 2:00 PM

Roundtable Discussions

How to Give the Viewers the V​ideo they Want

The advent of mobile has shifted video viewing from lean-back television to lean-in socializers. As more video content gets distributed digitally, advertisers need to align video content with viewing habits. Join Rubicon Project in a round-table discussion on what the right ways are to engage the modern viewer. Are we using the device and the medium correctly? How can we marry tune-in with video on demand? What do the viewers really want?

SVP, Head of Video
Rubicon Project
SVP, Global Brand & Programmatic
In Partnership With:

Mobile + Video: Breakthroughs & Best Practices in Cross Device Data & Analytics

Mobile video has quickly become a critical marketing channel for brands. However, for marketers to truly leverage this shift they need to scale their measurement efforts across devices and platforms. In this session, participants will learn how to gain the deep cross-platform insights that drive successful audience analysis and campaign planning.

Chief Commercial Officer
SVP, National Agencies and CPG
In Partnership With:

Connections that Matter: Telling your brand story through consumer's video touch points

Most US consumers have more than three digital 'screens' at their disposal, and they're watching video on all of them. Understanding these touch points and how they are connected will enable marketers to make better marketing investments.

During the roundtable discussion we'll cover:

  • Which signals are critical to track across web video, mobile video, sharing and content channels to capture your customers’ paths to purchase
  • The best ways to intelligently value and target customers most likely to drive meaningful business outcomes, thus reducing ad spend and improving campaign efficiency
  • How you can maximize the impact of your ad campaigns by running them across devices and channels
Sales Director, Northeast
In Partnership With:

Setting new rules to Connect Digital and TV

Multi-platform video advertising is the new must-have strategy for marketers. This roundtable discussion will explore how you can leverage different technologies to unify TV and digital, achieving data-driven audience engagement and metrics that make a difference.
Vice President of Video

2:15 PM – 2:45 PM

Session 7

Big Data and Creative Industries

Prof Telang will talk about the role of data analytics in creative industries. One of the arguments he makes in his book (“Streaming Sharing Stealing---“, co-authored by Michael Smith) is how the role of customer level data analytics is providing firms like Amazon, Netflix and Google a competitive advantage over traditional firms. However, data analytics is not limited to just distribution, promotion and pricing of content. Firms will be using data for greenlighting a particular project or may decide on which content to create. How will data analytics co-exist with creative output?
Professor of Information Systems
Heinz College, Carnegie Mellon University

2:45 PM – 3:15 PM

Networking Break

3:15 PM – 3:45 PM

Session 9

Mobile Ads Get Personal and Passionate Through Video

Advertising has for too long been an interaction between buyers and sellers, leaving the consumer to be an afterthought in the process. With ad blockers on the rise, consumer expectations are higher than ever around personalized, relevant, authentic, and quality branded content that informs, entertains, and provides clear value. This session will explore the opportunities that mobile video advertising presents for brands to tap into consumer passions, and how we as an industry can succeed in personalizing the experience to convert passive viewers into active ambassadors.

SVP, Head of Video
Rubicon Project
SVP Global Advertising Partnerships
Vice President of Global Digital
John Hardy

3:45 PM – 4:15 PM

Session 10

How Virtual Reality (VR) is Transforming the Art of Storytelling

2017 is seeing the adoption of Virtual Reality (VR) across many industries to connect with consumers in creative and amazing ways.

Senior Director & Head of Creative Brand Marketing at Samsung, Jarrett Dube will share how VR and 360-degree technology is being used to extend the brand experience, transforming the way we tell and consume stories.​​

Senior Director & Head of Creative Brand Marketing: VR/Content/Services/Partnerships

4:15 PM – 5:30 PM

Networking Reception

In Partnership With:

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