Friday, August 17, 2018
800am – 915am
Registration and Breakfast
915am – 930am
Welcome from MMA
930am – 955am
The Consumer Trends Every Marketer Should Know
955am – 1015am
Are you suffering from Ad Fraud and don’t even know it?
Whilst it is difficult to determine the scale and the cost of Mobile Advertising Fraud, one thing is true - it is a real concern for marketers today. As budgets move to mobile, so do fraudsters who follow where the money flows. Marketers can lack the expertise or resources to actively identify and address mobile fraud, especially install and post-install app fraud. Whilst there is no one size fits all solution, there are strategies and tactics that marketers should be implementing in order to fight this battle.
1015am – 1035am
Brand Safety
Displaying and buying ads in the wrong environment is likely to cause serious damage to the image of a company and its brands. Implementing Brand Safety Strategies are key along with having a tool set and an independent partner capable of verifying placements and environments.
1035am – 1100am
Networking Break
1100am – 1120am
Session TBA
1120am – 1140am
How Mobile Apps are Changing the World
Mobile apps have shaped the way we live our daily lives. Today there is an app for everything and while many focus on entertainment or productivity, there are a category of apps whose mission is to tackle bigger social issues. Don't miss this inspirational session on how mobile is shaping the future.
1140am – 1200pm
Welcome to the Cognitive Era
Artificial intelligence has become de rigeur within media and advertising industry. To better understand how AI fits within the advertising ecosystem and how to put AI theory into practice, this session will discuss the multitudinous ways in which AI is impacting our lives with an eye towards how AI is specifically revolutionizing the work of media professionals, increasing the speed and accuracy of decision-making whilst allowing media professionals to spend more time on high value strategic work.
1200pm – 1240pm
Session TBA
1240pm – 145pm
Networking Lunch
145pm – 210pm
A MMA MOSTT Research Study: Competing on M.A.R.S. – A Look into the Emerging Marketing Capabilities for Today’s Market
This session introduces a new framework for organizing marketing work based on Marketing Capability Stacks. In particular, it’ll identify five different models for how a firm can combine the stacks to compete more effectively in today’s landscape. This session shares examples of how the development of these stacks varies across firms, and insights to select the right model for your organization, based on organization design, processes, metrics, skills and culture. This is the first of a number of projects brought to you by the MOSTT initiative.
210pm – 230pm
The Evolution of Immersive and Personalized Media
230pm – 250pm
Ads for the On-Demand Era
People have more power than ever regarding when, how, and where they access media. However, the majority of today’s advertising gives people zero control. This session will share compelling research and data around user-initiated video, which gives consumers the power to engage with full-screen, video advertising on their terms. You'll also see examples of how user-initiated video is driving key business outcomes while delivering the ad quality metrics brands expect. Learn more about this powerful format that’s used by some of the biggest gaming, music and entertainment platforms in the world.
250pm – 310pm
Get Ahead of Your Competitors. Be Where your Customers Are – in apps
Mobile apps are transforming business and brands as we know it as they increasingly become the most direct channel to reach and engage with customers. But with millions of apps vying for installs, how do you cut through the noise to attract and acquire high-quality users at scale? This session will dive into how to use data and insights to strengthen your mobile approach, share best practices and tips and tricks to create winning mobile marketing strategies that differentiate companies from competitors.
310pm – 345pm
Networking Break
350pm – 410pm
Can You Hear Me Now?
410pm – 430pm
Session TBA
430pm – 450pm
Brands are Defining the Market Areas of the Future with Location Data: Here's How
Brands have traditionally turned to market area targeting, but today's innovative brands are taking a new approach and going beyond market area targeting to drive powerful new customer insights. Key to this new approach is location data and its ability to connect consumer audience commute patterns with brands' own store locations. Hear how brands are innovating by creating the market areas of the future, using these audiences to craft more resonant media campaigns, and ensuring that marketing dollars aren't wasted on targeting inefficiencies. You’ll also hear real-world examples of how retail, automotive, and dining brands are implementing these techniques.