Agenda: Shape the future - building capabilities for success | MMA
Visit the MMA COVID-19
Marketer Support Hub

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

09:50 AM – 10:20 AM

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

10:20 AM – 10:45 AM

No wasted time in Mobile Advertising

Senior Sales Manager MENA & Turkey
In Partnership With:

10:45 AM – 11:00 AM

Networking Break

11:00 AM – 11:20 AM

Building a Strong Communication Journey

Building a Strong Communication Journey

Native Advertising Director
Digital Media Services - Choueiri Group

11:20 AM – 11:45 AM

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:

11:45 AM – 12:15 PM

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

Regional Business Director
Unilever MENA at Magna Global
Managing Director, Experience Services Lead, MENA
Accenture Interactive
Founder and CEO
POKKT Mobile Ads
In Partnership With:

12:15 PM – 12:35 PM

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

12:35 PM – 13:35 PM

Networking Lunch

13:35 PM – 14:00 PM

Digital Transformation Through Data

Digital innovation has reshaped the news and media industry. The transition from print to digital started more than two decades ago, and the changes to news and media companies during this time have been dramatic. 

To capitalize on this evolution, news and media companies are harnessing the power of their digital platforms to generate insights on reader behavior in ways that were never before possible. By applying these insights with increasing sophistication, companies are improving both reader engagement and online revenue performance.

In this talk we’ll discuss how news and media companies are leveraging audience data to increase engagement on their digital platforms and drive value through the monetization of those platforms.

Head of MENA, Global Partnerships

14:00 PM – 14:30 PM

Business Transformation Through Mobile

Business Transformation Through Mobile

VP, 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

14:30 PM – 14:50 PM

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

14:50 PM – 15:05 PM

Networking Break

15:05 PM – 15:35 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

15:35 PM – 15:55 PM

Mobile Gaming Research - UAE

Most of us like playing mobile games, for some of us its business. But do we know who else is playing, how people feel while playing. Is there a relationship with mobile gaming and TV viewing? 

In this session AdColony and On Device will share the results  of their brand new research about mobil gaming including  demographics, mobile gaming habits, devices, frequency, duration and many more.

Global Video Solutions Lead MENA
On Device Researh

15:55 PM – 16:20 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

16:20 PM – 16:30 PM

Closing Remarks

Regional Director, Turkey and MENA
Mobile Marketing Association