Agenda: Shape the future - building capabilities for success | Mobile Marketing Association

Monday, April 29, 2019

8:30 AM – 9:25 AM

Registration and Breakfast

9:25 AM – 9:30 AM

Welcome and Opening Remarks

9:30 AM – 9:50 AM

Inform and prepare your business with forward-looking, specific insights

Amol Ghate, Managing Director of Kantar Insights will have an inspiring and stimulating session about how the future of marketing will rely upon innovation and insights.

Managing Director, UAE
Kantar Insights

9:50 AM – 10:10 AM

What Neuroscience Can Teach Us About Advertising in Mobile

How much time does an ad need to stay on a mobile screen in order to be seen? Do consumers process information differently in mobile compared to desktop? Can marketers boost attention and cognition of their advertising by increasing exposure time? The answers to these questions may surprise you. In this session the MMA, will present new findings from a ground-breaking neuroscience and eye-tracking study that was conducted to address these questions and will discuss its implications in terms of creative and media planning.

Managing Director, EMEA
Mobile Marketing Association

10:10 AM – 10:30 AM

Transforming data and insights into business opportunities - Unilever

Unilever is forgetting the “the old ways of marketing” as it invests in digital hubs and hiring new talent with a key priority  of improving its digital capabilities as more than 35% of the company’s media spend is on digital channels.

In this session we'll learn what is really needed to manage the content-driven, highly-targeted, data-led campaigns

10:30 AM – 10:55 AM

No wasted time in Mobile Advertising

Senior Sales Manager MENA & Turkey
In Partnership With:

10:55 AM – 11:10 AM

Networking Break

11:10 AM – 11:30 AM

Creativity Matters

How do you attract consumers’ attention in a crowed digital ad environment allocating your ad budget more effectively and improve CPM while maintaining returns.
In this talk Tony Evans, Middle East & Africa Marketing Science Director of Facebook will share the research about cross-platform effectiveness of mobile-first videos and explain how you can improve performance applying creative principles.

Marketing Science Director for Middle East, Africa and Gaming Facebook

11:30 AM – 11:50 AM

Building a Strong Communication Journey

Building a Strong Communication Journey

Native Advertising Director
Digital Media Services - Choueiri Group

11:50 AM – 12:15 PM

People-Based Attribution: It's Evolution, Not Revolution - AppsFlyer

The promise of cross-device, cross-channel measurement and holistic attribution has been talked about for at least 10 years. However, with the reality of significant divide between user behaviour and marketing measurement, it is clear that modern marketers still struggle to bridge the gap.

This presentation covers the basics of holistic attribution and its currently expanding relationship with the measurement gap. Most importantly, we highlight how the previously "siloed" web and mobile worlds are coming together not as a radical revolution of attribution products, but rather, in the natural progression of our industry as it's been heading for years.

Sales Manager France & MENA
In Partnership With:

12:15 PM – 12:45 PM

Eat, Sleep, GAME, Repeat: Why brand advertisers are focusing on mobile games to POWER UP

Regional Business Director
Unilever MENA at Magna Global
Head of Digital Solutions, MENA
Technical Manager, Digital,
Founder and CEO
POKKT Mobile Ads
In Partnership With:

12:45 PM – 13:45 PM

Networking Lunch

13:45 PM – 14:15 PM

Business Transformation Through Mobile

Business Transformation Through Mobile

Regional Director Southern Europe / Benelux & MENA
VP of Customer Growth, Experience, Digital & Performance Marketing,
Product Owner Mobile
Almosafer & Tajawal. Al Tayyar
SVP Business Performance, Virgin Mobile MEA

14:15 PM – 14:45 PM

Influencer Panel : How Marketers Can Be Enlightened, Enabled and Empowered in Today’s Mobile World

Comedian & Director
Regional Director, Digital & Social Media Leo Burnett MEA
Leo Burnett

14:45 PM – 15:05 PM

Networking Break

15:05 PM – 15:30 PM

Future of Customer Experience

Marketers want to understand their customers to provide better experience. But what it takes to really understand your customer, how can you accomplish that, who should embrace it in the company and what  is the role of data in it.
Nissan Motor Corporation's Digital and Customer Experience Transformation General Manager Hussein Dajani will  talk about the changing behaviours and expectations of consumers and how marketers should approach them in the  future

General Manager, Digital and CEx - Africa, Middle East, India & Turkey
Nissan Motors

15:30 PM – 16:00 PM

Chris Babayode will discuss the future of marketing, digital ecosystem, advertising and technology with the  marketers.

Managing Director, EMEA
Mobile Marketing Association
Head of Digital Marketing

16:00 PM – 16:30 PM

From Communication to Transaction - OMD

Business Transformation Through Mobile

Head of Transformation PHD
Program Director & Assistant Professor
General Manager Marketing & PR
Infiniti Middle East
E-Commerce Senior Director - Transact
Head of Agencies, MENA Facebook

16:30 PM – 16:40 PM

Closing Remarks

Regional Director, Turkey and MENA
Mobile Marketing Association

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