2:00pm-7:00pm | Intensive Mobile Marketing Workshop with Michael Becker, EVP Business Development, iLoop Mobile Jeff Merkel, Senior Director Business Development, AdMob |
8:00 am-8:50 am | Registration |
Master of Ceremonies | |
8:50 am-9:00 am | Welcome from the Mobile Marketing Association The opening remarks will provide a very brief overview of the recent industry developments and the role of the MMA in shaping these innovations. Current news from the MMA will also be highlighted. Mike Wehrs, President and CEO, Mobile Marketing Association |
Intro to Session 1: 2009: the case for mobile marketing. For some the next year looks bleak and for others, the current economic outlook may be an opportunity for the industry. Smart marketers can take advantage to increase their share of voice. Especially in uncertain economic times, advertisers are looking for the highest bang for their buck, and mobile has the numbers to compete over any other delivery platform. In this session we'll try to assess and understand the possibilities for action and positive results by watching successful cases and examining new strategies and business models, while hearing from those that are already there. | |
9:00 am – 9:55 am | PANEL 1: Where are the key opportunities for mobile marketing in 2009? As marketers look to engage with customers and prospects on tighter budgets, mobile is an opportunity to increase their ROI potential. These companies will present their view on the subject. Abel Reis, COO Agência Click Ricardo Donoso, Sales Manager Celmedia, Chile KleberTolezani, Chief Technology Officer, PMovil |
9:55am-10:20 am | KEYNOTE: An overview of the mobile web and its growth |
10:20am – 10:40am | Latest Data and Trends on Mobile – Roberto Vazquez, Telecom Director Nielsen |
10:40 am-11:05 am Networking Break | |
11:05am–11:30am | Presentation: Innovative mobile advertising with practical examples on how a brand can use mobile to drive a relationship with positive results with their customers. FátimaPissarra, Nokia Interactive |
11:30am-11:50am | Paulo Breviglieri, Corporate Sr. Director Country Manager, Qualcomm |
11:50am–12:10pm | Antonio Peña, Regional Manager – Americas, Iken Solutions, Argentina |
12:10am–12:30pm | Mobile TV: connecting brands with consumers through video and rich media advertising Filipe Diniz and Alberto Magno, M1ND Lab |
12:30pm-1:20pm | |
Lunch Presentation MyScreen: "The Mobile Advertising Revolution" | |
Intro to Session 2 Mobile continues to present itself as a great option for brands, if not out of the sheer variety of options available to any budget, no matter what the size. How do we develop mobile campaigns? When faced with a variety of choices - tools, vendors, partners, cross-media possibilities, points of contact, how do we plan - chose - buy? In this session we'll present a practical approach to campaign development. From the basic planning - the tools a brand should use in what circumstances and integrated to what media - to the selection of vendors and partners to how and what we can measure to check results. | |
1:30pm-2:25pm | PANEL 2: The presenters in this panel will share their views on how does a brand ensure success in achieving their strategic objectives in the mobile space? Learn first hand how a pitch is orchestrated to achieve brand goals and objectives. RosanaMoya, Agencies Sales Manager, Okto João Montes, Worldwide General Manager, MKTM/TIM w.e., David Carvalho, Sales Manager, Supportcomm Alberto Leite, CEO, Supportcomm |
2:25pm-2:45pm | Case Study: Wal-Mart Through a practical example Fbiz will demonstrate their decision process when developing a mobile program. Marcelo Castelo, Director/Partner, F.biz |
2:45pm-3:05pm | Case Study: MMS. Media Vivence, an Argentine mobile marketing agency, will present how they are using MMS to deliver results to brands. Guillermo Arias, Director, Media Vivence, Argentina |
3:05pm-3:25pm | Case Study: Procter & Gamble. 2ergo will present how they managed and developed a successful case study for Procter& Gamble in Mexico and how brand and agency were involved in the process. Matthew Garlick, Director of Latin America, 2ergo Americas |
3:25pm-3:50pm Networking Break | |
3:50pm-4:10pm | Case Study: Kellog’s Mobile Strategy - Tedexis will present what they have done to develop a broad mobile strategy to Kellog's. in Venezuela |
4:10pm-5:00pm | A discussion on how agencies and mobile marketing agencies can develop a productive relationship to deliver the expectations of brands. Renato de Paula, Regional Director, OgilvyOne worldwide Leonardo Xavier, CEO, Pontomobi André Frota,VP, Future Group Fabrício Bloisi, CEO, ComperanTime |
5:00pm-5:30pm | Jeff Hasen, CMO, Hip Cricket, USA |
5:30pm-5:50pm | Special session: Legal Aspects of Mobile Business “Mobile Sweepstakes and Promotions: The Legal Landscape” Steve Masur, Masur Law |
5:50pm-6:00pm | Closing Remarks |
6:00pm-6:20pm | Open session: The MMA LATAM – overview of activities and how you can participate.
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8:00am-8:50am | Registration |
Master of Ceremonies | |
8:50am-9:00am | Welcome from the Mobile Marketing Association The opening remarks will provide a very brief overview of the recent industry developments and the role of the MMA in shaping these innovations. Current news from the MMA will also be highlighted. Mike Wehrs, President and CEO, Mobile Marketing Association |
Intro to Session 3 Are you advertising at the mobile web? And do you even have a mobile site? Well, you should. And why would you? In this session we'll take a look at the advantages of the mobile web and of a mobile web advertising strategy and how can it be used to drive traffic to your existing online, print, and television/film content. Industry giants in advertising, search, sports, and publishing will tackle these topics head on to reveal concrete examples of where mobile sites are necessary and how the mobile medium can be leveraged to extend content and build audiences. The mobile web is increasingly the medium of choice when accessing the web for some services and information. Learn the specifics of the medium and the opportunities for your brand. | |
9:00am – 9:25am | Presentation: Critical success factors for Mobile Advertising Campaigns: In 2008 there was growing awareness of the mobile marketing and mobile advertising opportunity, but much of this world is still novelty to all the players involved. UOL will share the experience gathered over the mobile campaigns ran on its mobile portal. Samantha Jones, UOL |
9:25am-9:45am | Ensuring the Success of Mobile Advertising - Roles & Responsibilities and Appropriate Channel Selection Delivering a successful campaign requires the successful co-operation of a number of parties and the use of the most appropriate channels. This speaker will outline the roles and responsibilities of Operators and Advertisers in terms of the campaign lifecycle and reviews the use of appropriate mobile advertising channels. Eddie Callaghan, Business Development Manager, Mobile Advertising Products & Solutions |
9:45am–10:05am | Case Study: An overview on mobile web advertising successful case studies by Mobext. FernandaMagalhães, Manager, Mobext |
10:05am–10:25am | Case Study: How brands are taking advantage of the mobile web. A case study by Mobimarket. Ado Fonseca, CEO, Mobimarket. |
10:25am-10:50am Networking Break | |
10:50am–11:15am | Presentation: Mobile analytics is a relatively new area that provides feedback to mobile marketers and developers. By gaining greater insights into mobile use, a better, and more profitable, customer experience on a mobile device is created and new business models based on advertising can be justified. Cláudia Woods,Chief Intelligence Officer, Predicta |
11:15am-12:25am | Panel 3: What are the ways the industry can help accelerate the adoption of mobile advertising. This group will explore: opportunities and limitations of mobile ad campaigns, Challenges of selling mobile ad inventory, what content publishers need in a mobile partner, consumer readiness, campaign metrics, richer media, analytics and optimization, evolving initiatives, standards, and reporting. Cesar Cesar, Marketing & Strategy Director, Hands Felipe Muñoz, Sr. Director, Latin America, Yahoo! Inc. Elisa Calvo, Terra Alex Pinheiro, Gol Mobile |
12:25pm-1:20pm | |
1:20pm-1:30pm | |
Intro to Session 4 Mobile is reaching many industries and already bringing results to a variety of industries. In these cases, mobile is reaching a tipping point where innovation stops being the main appeal and the conscious search for results is the main buying reason. We’ll present some of the opportunities in different market sectors and how they are using mobile to generate profits. | |
Case ALE Minutrade | |
1:45pm-2:35pm | PANEL 4: The global mobile marketing and advertising value chains have been defined and are starting to grow. As marketers engage in this new medium, we’ve seen rapid growth in demand and campaign budgets, available ad inventory and the ability to make an efficient and effective media buy across operators in off-deck mobile content. Join this panel of experts as they discuss: mobile marketing versus mobile advertising, measurement, targeting, on versus off deck and more. Rafael Magdalena, CEO, Pure Bros Adriano Gaved, Ceo, One Brasil Eduardo Sumi, Borghierh Lowe |
2:35pm-2:55pm | Case Study: Visa Marcelo Sarralha, Director of Products, Visa Brazil, Latin America and Caribbean |
2:55pm-3:15pm | Presentation: An overview on mobile services for Financial Institutions. Marcela Carbajo, Sales Manager, MovilGate, Argentina |
3:15pm-3:40pm | Case Study: Mobile and politics, case study review of how U.S. political parties are leveraging mobile. Michael Becker, EVP Business Development, iLoop Mobile | |
3:40pm-4:05pm Networking Break | ||
4:05pm-4:30pm | Presentation: Amobee - The concept of carrier centric mobile advertising: the unique advantages a carrier has both from the perspective of targeting as well as the ability to offer ad funded services. ZivEliraz, Vice-President, Strategic Alliances, Amobee | |
4:30pm-5:15pm | Carriers Roundtable: Operators play a pivotal role in making mobile marketing a success. This panel discusses the opportunities and challenges in mobile marketing from a wireless operator perspective. This Forum’s panel will also focus on the operator’s perspectives on mobile marketing and advertising and the role they play in creating a sustainable market while protecting the consumer experience. | |
5:15pm-5:35pm | Mobile Case Studies: Velti will present case studies from countries around the world, highlighting the differences and similarities when it comes to developing award winning mobile marketing campaigns. Fabian Vega, Velti | |
5:35pm-5:50pm | Special session: Legal Aspects of Mobile Business “Legal Aspects of Mobile Marketing practice” Marcelo Coimbra, CFA Advogados | |
5:50pm-6:00pm | Closing Remarks | |
6:00pm-6:20pm | Open special session: The MMA LATAM – overview of activities and how you can participate. | |