Agenda | Mobile Marketing Association

Friday, September 27, 2019

9:30am – 9:45am


9:30am – 9:40am

MMA welcome Remarks

9:40 AM – 10:00 AM

Cognition Session by MMA

Find Out Why Your Brand Needs a First-Second Strategy

Presented by Rohit Dadwal (MD, MMA APAC) will be unveiling the Cognition Research at Melt on 30th May! Do not miss this session!

The MMA's groundbreaking Neuroscience Cognition Research shows the human brain processes mobile ads in less than one second. Find out more - and discover ways your brand can elicit a positive response in the blink of an eye. Check out the Executive Summary here.

Managing Director, APAC
Mobile Marketing Association

10:00am – 11:00am

Keynote: Self Disrupt or Perish

Chief Executive Officer
Raymond Limited

11:00am – 11:30am

Keynote: What does it take to win with Mobile Marketing

The creatures outside looked from pig to man, and from man to pig, and from pig to man again; but already it was impossible to say which was which.” George Orwell’s allegory Animal Farm looks at absolute power corrupting absolutely. When Digital Marketing started, Mobile was a specialism. Now with Mobile being a synonym for Digital marketing, and Digital Marketing making a case for All Marketing, the time has come to put the power vested with Mobile in perspective. Vikram will reflect on how Mobile can be a powerful force for good versus the catalyst to a Dystopian world.

Group CEO, Media & OOH
Madison Communications Pvt. Ltd.

11:30am – 12:05pm

Cross media reach and effectiveness of OTT versus other media.

The OTT platform is a sought-after and emerging advertising channel. We take a deep dive to understand the gamut of advantages in terms of effectiveness and reach of advertising on OTT platforms as opposed to other channels.

We attempt to understand the impact of OTT versus other media in terms of the exposure of consumers to media including OTT, media habits ,time spent as well as impact on brand metrics and sales metrics.

Head of Revenue
MX Player
Chief Executive Officer, South Asia

12:05pm – 12:40pm

Leveraging data for precision marketing

Knowing your data is knowing your consumer/ customer. However, not only are marketers grappling with the lack of access and difficulty in managing data, they are finding it equally tough to build the right tech stacks for unleashing the true potential of data. How can marketers build the right data strategy to drive precision marketing and maximise impact?

General Manager- Media (South Asia)
Head - Media and Digital Marketing, India
Johnson & Johnson
VP & MD, Asia Pacific

12:40pm – 1:00pm

The future of digital immersion

Advances in technology, from voice recognition to computer vision, are blurring the line between 'offline' and 'online' realms. Now, the opportunity is for technology to help people make better decisions without interrupting real world experiences. In this session, we will explore the future of helpful technology in an increasingly immersive world.

Head of Marketing
Google India and Southeast Asia

1:00pm – 2:00pm


2:00pm – 2:20pm

Marketing To Gen Z & The Age Of UGC!

Marketing To Gen Z & The Age Of UGC!

Gen Z, the first generation to be born into a purely digital world, a technologically equipped world! They are the consumer base all brands are going after! They might not be your brand’s consumers today but will soon be!
They are a generation that has ushered in the age of user generated, no-filter, inclusive content!
Let’s take a look at how this generation operates and how they are influencing this age of UGC and leading us into the future


Vice-President Monetization - India

2:20pm – 2:30pm

From A Blink to A Heartbeat

Creative best practices for Thumbstopping videos.

A playbook from MMA and Facebook to convert your short video strategy to winning Thumbstopping creative.



MMA's ground breaking study, The First Second Cognition Strategy, has conclusively proven that consumers take just quarter of a second to process an ad on mobile. Marketers need new creative strategies and tactics to catch up with this new consumer behavior. That is why MMA has partnered with Facebook to launch a unique playbook that can help marketers and agencies create winning Thumbstopper videos. Informed by MMA's research and Facebook's understanding of winning Thumbstopper creatives, the playbook is useful for creating and evaluating Thumbstopper campaigns.

Director & Head of Global Marketing Solutions
Managing Director, APAC
Mobile Marketing Association

2:30pm – 3:05pm

Brand Safety Panel

Nearly 60% of marketers think brand safety poses to be a serious problem in our industry. This session will address several pointers such as:

- Driving Accountability in Brand Safety 
- Which CXO in the organisation is responsible for Brand Safety?
- Is there a need to have a Brand Safety policy in an organization? 
Experts on this panel help us strengthen our understanding of Brand Safety best practices & tackle issues of accountablity.

Country Manager, India
Managing Director, India
Chief Digital & Media Officer

3:05pm – 3:35pm

The Audio Surround Sound Panel

Audio bends around our lives, but that doesn’t mean it’s background noise. Those screen-free moments are frequently the most meaningful in our day. With music streaming and playlists in particular, we can match our every mood, mindset, and activity — our context — with exactly the right score. All of this is great news for advertisers looking to reach highly engaged audiences in an impactful way — audio’s ubiquity allows you to fill otherwise unreachable gaps in the consumer’s journey, while streaming’s emotional quotient means we’re receiving new signals about individuals’ real-life context. Plus, a fun side effect: if we’re listening on-the-go, we’re likely not stopping to mute a 15-second ad, and we’re certainly not walking away from the TV to cram in a chore during a commercial break. 

Head of Sales - India
Country Head - Nielsen Media , South Asia
Nielsen India Pvt Ltd

3:35pm – 3:50pm

Networking Break

3:50pm – 4:25pm

Keynote: Mobile Voice

Chief Executive Officer - India and SAARC
Godrej Consumer Products Limited (GCPL)

4:25pm – 4:45pm

Re:think your creative for digital

How do you watch video? On your mobile - held horizontally or vertically? In the age of digital videos multiple canvases exist. How can you re:frame, re:think and re:shoot for digital creative excellence.

Global Head Marketing & Creative Solutions
Ignition Labs, Google

4:45pm – 5:15pm

Crossing the Chasm – Winning consumers in the mobile first age

An overview of 2019 Smarties winning campaigns and how they aced the consumers with mobile at heart. Perspectives on brand building, creative and media deployment in the age of fast evolving media landscape.

Executive Director and Co-Lead West (Quantitative), Insights

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