 |
||||
 Marko Ahtisaari CEO & Co-Founder Dopplr |
 Nancy Hill President-CEO 4A's |
 Ralph Simon Founder & Chairman Emeritus MEF |
 Salil Dalvi Senior VP, Mobile Platform Development NBC Universal |
 Jordan Berman Vice President Media Innovation AT&T Ad Solutions |
Mobile Marketing and Monetization Track
10:00am–10:50am Cross-media Online to Mobile Advertising
What the online majors have to say about mobile and their future of cross-media interactivity
Moderator: Greg Stuart, Former CEO of the IABSpeakers: Tom Henriksson, Head of Nokia Interactive Advertising
Marc Henri Magdelenat, Director Mobile Ad Sales & Marketing,
Microsoft Advertising
Phil Miano, National Director, Mobile Advertising Sales, Platform-A
Michael Bayle, Senior Director of Mobile Advertising, Yahoo!
Robert Victor, Product Manager for Emerging Tech, DoubleClick
Large global players like Nokia, Google, Yahoo, Microsoft and AOL have all entered the mobile advertising arena aggressively. Learn how they are embracing mobile advertising compared to online methods, and how they have differentiated themselves while carving out the approach to mobile. As many carriers today adopt solutions from these providers, what is next?
11:25am–12:10pm Driving Brand Dollars: Real Mobile Marketing Cases
Delivering positive ROI in a Cross-Media World
Moderator: Laura Marriott, President Emeritus, Mobile Marketing Association &Strategic Consultant, Director of NeoMedia Technologies, Inc.
Speakers: Eric Bader, President & Co-Founder, BrandInHand
Sophia Stuart, Executive Director, mobile, Hearst Magazines Digital
Media
Michael Nevins, Senior Partner, Group Director, GroupM
Alexandre Mars, CEO, Phonevalley & Head, Mobile Publicis Groupe
This session offers a peek at real mobile marketing case studies that proved successful for global brands. Discover the elements of a highly effective global campaign and what you should be doing to enter or expand your reach in mobile. This panel of experts will share what they did, how they did it, and what the future holds for customer engagement via mobile.
2:10pm–3:00pm Meet the Mobile Ad Networks
Case studies from the mobile-dedicated provider perspective
Moderator: Steve Smith, Mobile Insider Columnist, MediapostSpeakers: Steven Rosenblatt, Vice President of Advertising Sales, Quattro
Wireless
Eric Eller, Senior Vice President, Client Solutions, Millennial Media,
Inc.
Patricia Clark, Regional VP of Sales, 4INFO
Paran Johar, CMO, Jumptap
Brian Murphy, Eastern Regional Sales Director, AdMob
Robert Walczak Jr., CEO & Founder, Ringleader Digital
Andy Miller, CEO, Quattro Wireless
As mobile has proved to be a unique channel, how will the dedicated mobile ad networks keep differentiating themselves? Panelists will offer case studies on the effectiveness of mobile media buying, and illustrate current opportunities for mobile marketing and advertising, as well as the best approaches for the agencies and brands to deliver the mobile message. How will publishers profit from this and are publishers really profitable in mobile today? Are mobile ad networks truly an effective way to monetize a media business for mobile? Why not just use a large existing ad network that also extends over to mobile? With the latest generation of devices rendering full html pages, how do the dedicated mobile ad networks fit in the game? This session will deliver the key differentiation elements that will make mobile advertising more prevalent in 2009.
3:35pm–4:25pm Monetization of Location-Based Media
A location-sensitive usage case
Moderator: Greg Sterling, Founding Principal, Sterling Market IntelligenceSpeaker: Walt Doyle, CEO, uLocate Communications, Inc.
Kate Imbach, Director of Marketing and Developer Programs,
Skyhook Wireless
Christopher Rothey, Vice President, Marketing Development
& Advertising, NAVTEQ
Isaias Sudit, Founder & CEO, Loc-Aid
Because our mobile devices are constantly with us, they can be used in a hyper-local, hyper-personal way at all times. One of the killer application categories of 2008 proved to be mobile LBS. This session will take you through the complex value chain of location enablers such as location polling and mapping solution providers, and explore how location has become a key catalyst to attracting local dollars for unique conversions and campaigns. Either through a map-based experience, generic location based search or social exchanges, location is a critical element of the mobile experience today and in the future. This session will discuss location-based advertising as the key to monetizing mobile content and applications.
10:00am–10:50am Mobile Search and Mobile SEO
Finding my way to the top of mobile listings
Moderator: Peggy Anne Salz, Consultant, MSearchGrooveSpeakers: Rachel Pasqua, Director, Mobile Strategy, iCrossing
Bob Rosenschein, CEO, Answers Corporation
David Berkowitz, Director of Emerging Media & Client Strategy, 360i
Michael Slinger, Manager, Google
Mobile search has now emerged as a key usage case in mobile for content providers to offer their listings and web content to mobile users. As in the online world, SEO (Search Engine Optimization) and SEM (Search Engine Marketing) emerged and developed as a marketing channel. What is happening with mobile in this area? Will this be an extension of my existing SEO/SEM process? How do the mobile operators fit into this convergence and is there room for new mobile players? Do I need to have a dedicated mobile SEO strategy? How should I market or deliver my content in an environment with mobile operators and all the new mobile search engines? This panel will help answer many of your questions about mobile search and search engine marketing.
11:25am–12:10am Closing the Mobile Loop
Making the sale or acquisition on the go
Moderator: Bryan Barletta, Co-editor, MobileDevicesToday.com &MobileAppsToday.com
Speakers: Ray Anderson, CEO, Bango
Stephen Slezak, Marketing Director, Digby
Lon Otremba, CEO, ACCESS 360 Media, Inc.
Gary Schwartz, President & CEO, ImpactMobile
To a marketer, it's all about making a conversion and the sale. Platform or ecosystems that enable marketers to collect consumer dollars was one of the key drivers of interactive commerce on the web, and now in mobile. A variety of solutions exist from the iPhone App store to Retail online mobile shopping. Learn from the different channels of shopping, mCommerce and payment providers of what is happening and what is in mobile storefront as a mobile offer.
2:10pm–3:00pm Monetization with Mobile Social Media
Currencies that drive the mobile social media business model
Moderator: Alan Moore, Founder, SMLXLSpeakers: Justin Siegel, CEO and Co-Founder, MocoSpace
Arthur Goikhman, Co-founder and COO, Cellufun, Inc
Nihal Mehta, CEO, buzzd
Social media has become a major part of our lives. The mobile device has become a terminal to the social media networks online as well as a breeding ground for unique mobile offers. The user-generated aspect of social media networks has been a challenge to monetization, and CPMs have remained low as social media marketing continues to be difficult to justify and track.
3:35pm–4:25pm It's all about User-Data
Boosting revenue, gaining the right consumer insights, and driving relevant marketing methods to the masses- without getting too personal!
Moderator: Joe Laszlo, Director, Research, IABSpeakers: Ryan Burke, Managing Director, Telecom and Media, TNS Compete
Matt Belkin, SVP Emerging Business, Omniture
Jesse Goranson, SVP Mobile Media, Nielsen
Evan Neufeld, VP, Consulting & Senior Analyst, M:Metrics
Data analytics touches everything when it comes to marketing effectiveness. As we interact with different mobile services, who are the right partners and aggregators of data and services? What is the carrier's role in data collection? How does this match privacy policies and best customer service practices? Are the leading research and insight organizations in the agency world prepared to enter mobile, or are there some unique opportunities for mobile specific companies? How can I as a publisher or agency gain useful knowledge from my campaigns that truly illustrates the performance and ROI value of mobile? This team of experts will tackle how all these different metrics are being organized in the community.
*Conference schedule and sessions subject to change.
