Agenda - Shape the Future. The future of mobile defines the future of business.
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
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.
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.
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.
In Partnership With:
11:15 AM – 11:30 AM
Networking Break
11:30 AM – 11:55 AM
Marketing Thought Leaders
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
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.
In Partnership With:
12:45 PM – 13:05 PM
'Doing Mobile Video Right'
VASt vs VPAID, viewability and formats for in app advertising
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.
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.
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.
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.
In Partnership With:
