Pre-Event Workshop, June 1 , 2009
2:00pm – 6:00 pm | |
2:00pm-6:00pm | Intensive Mobile Marketing 101 Workshop, Grand Hyatt This intensive mobile marketing workshop will introduce advanced concepts around mobile marketing, including how mobile can be used to engage consumers and businesses alike, introducing the landscape and ecosystem of players that can help you practice mobile marketing. In addition, mobile advertising and related awareness generating and consumer participation incentive tactics will be discussed, as will related mobile marketing practices like mobile enhanced cause marketing, mobile giving, and more. Michael Becker: EVP Business Development, iLoop Mobile Jeff Hasen: CMO, Hipcricket Michael Hanley: Director Institute for Mobile Media Research, Asst. Professor of Advertising, Ball State University Alberto Benbunan: Managing Director, Mobile Dreams Factory |
Day One, Tuesday, June 2 , 2009
8:00am-9:00am | ||
9:00am-9:30am | Morning Master of Ceremonies Jim Manis: Chairman & CEO, Mobile Giving Foundation | |
9:30am-9:35am | Welcome from the Mobile Marketing Association Mike Wehrs: President and CEO, Mobile Marketing Association | |
9:35am-9:40am | Jennifer Moranz: VP Marketing, Off-deck, Motricity Introduction to the MMF text message campaign | |
9:40am-10:10am | ||
10:10am-10:30am | Case Study: BabyCenter - Enhancing a Media Brand with Mobile BabyCenter recently decided to add time-sensitive, personalized mobile campaigns to their product offerings such as “Booty Caller” and Pregnancy Tips. They’ll discuss the results of early mobile programs and how they are building on their mobile capabilities to enhance customer relationships and build brand value. Jon Stross: VP and General Manager of International, BabyCenter, LLC | |
10:30am- 11:10am | Agency Panel: What type of customer engagement is possible through mobile that isn’t possible through other marketing channels? Mobile devices sense touch, sound, motion and place, and it can tell where your customers have been and where they want to go. Mobile offers unique opportunities that brands are only beginning to take advantage of. Moderator: Maria Mandel: Senior Partner, Executive Director Digital Innovation, Ogilvy | |
11:10am – 11:40am | ||
11:40am-12:20pm | Application Panel: Now that you’ve determined that mobile applications are an integral part of your marketing strategy, now what? How to assess value between widgets and banners and branded apps. Sponsored by: GetJar Moderator:
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12:20pm- 12:40pm | Presentation: So you are convinced you need to make mobile an integral part of your campaign. Now what? This session will explore the decisions and tradeoffs of designing your Mobile marketing campaign. Michael Perhaes: Assistant VP, Marketing, MGM Grand Hotel and Casino | |
Inside the Mobile Advertising Partnership: A Panel Discussion with an Advertiser and Its Publisher. Come hear how AccuWeather and Horizon Media have worked together to create a successful mobile campaign for a national hardware chain. Learn about key findings, lessons learned, and how mobile has been integrated into the brand’s overall digital media objectives. Participants will see how third-party ad-tracking is working in mobile and what a publisher can do to help make mobile campaigns successful. Moderator: Kent Johnson: Director of Business Operations, Platform-A/Third Screen Media Speakers: Bob Shaffer: Director of Mobile Advertising Sales, AccuWeather | ||
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1:40pm- 2:00pm | Case Study: Messaging has become a commodity in the mobile world, and the value proposition is still undiscovered. Brian Johnson: SVP America & Asia Pacific, mBlox | Case Study: What does it really take generate a successful mobile advertising program? Neil Edwards: CEO, Cellufun |
2:00pm–2:30pm | Social Media Panel: Mobile is critical to social media, but is it vice-versa?
Christine Loredo: VP Marketing, Trilibis Mobile | Advertising Panel: What was my ROI? The gloves come off as agencies and ad networks square off to take a hard look at who is delivering and who is falling short. Moderator: Mickey Khan: Editor in Chief, Mobile Marketer
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2:30pm-3:00pm | Mobile Giving Panel: In 2008, mobile giving totaled US $500K. Will mobile payments change the way consumers look at donations? When call-to-actions are immediate and relevant, consumers are more likely to donate. Can we use mobile to change the world? Moderator: Michael Becker: EVP Business Development, iLoop Mobile
| LBS Panel: Is Location Based Advertising the future of Proximity Marketing? Sponsored by Verisign Location is an attribute unique to mobile and can drastically influence the way a marketer interacts with a consumer. There are two ways it’s being used in mobile marketing right now. - Location Based Advertising: Brief Overview - Proximity Marketing: Brief Overview - Compare & Contrast: o Ideal situations and ideal brand types for both o Campaign success metrics o Challenges of the business models o Brand engagement John Mavraides: Director of Business Development, VeriSign
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Networking Break 3:00pm-3:30pm | ||
3:30pm-3:35pm |
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3:35pm- 4:05pm | Presentation: How mobile got President Obama elected – the role of mobile in the Presidential campaign Mr. Bertram will speak about Distributive Networks role in managing President Obama’s mobile marketing platform during the 2008 Presidential campaign. Kevin Bertram: CEO, Distributive Networks | |
4:05pm- 4:40pm | Keynote: Using mobile to shift branding Mr. Hayzlett reveals how Kodak is successfully transforming itself into an innovative leader in digital imaging. He will share his perspectives on what it takes to succeed in the digital age, with a particular focus on how companies can utilize marketing to build closer relationships with customers, build their brand and create innovative products, and deliver tangible return from their marketing investment. Attendees will hear how Kodak is utilizing social media and other tools to transform itself; how to multiply the impact of marketing programs by utilizing other people’s money, and how to structure and focus marketing organizations to generate maximum impact. Jeff Hayzlett: CMO & VP, Kodak | |
4:40pm-5:15pm | Keynote: Michael Shim: Managing Director, Mobile Sales & Business Development, Yahoo! Inc. | |
5:15pm – 5:30pm | Closing Remarks Tom Daly: Group Manager, Strategy & Planning, The Coca-Cola Company | |
5:30-7:00 Business Networking, Grand Hyatt | ||
Day Two, Wednesday, June 3, 2009
8:00am-8:30am | ||
8:30am-8:45am | Opening Remarks & Morning Master of Ceremonies | |
8:45am-9:05am | Keynote: Online vs. Mobile - the Similarities and Differences from a Top 20 Website With over 43 million users on mapquest.com and millions more utilizing our mobile product, MapQuest collects an enormous amount of information every day on business travelers, soccer moms, and in general - people on the go. Learn how MapQuest mines their data to understand what consumers search for online and on mobile devices, how the data differs between the two, what are the top advertising categories on both mediums and how MapQuest is tying the online experience to mobile devices. Christian Dwyer: SVP and General Manager, MapQuest | |
9:05am-9:50am | Carrier Panel – Redefining the carrier’s customer: consumers vs. advertisers Sponsored by: OpenMarket The wireless carrier business model is built on the foundation of consumer subscription services. However, with the rise of mobile advertising and marketing, a new kind of customer has appeared: advertisers. This panel will explore how the carriers are evolving into media companies, serving the needs of marketers to connect with consumers on the go. Some questions to be addressed include: how are carriers staffed to interface with advertisers and agencies? What real estate can a carrier offer to promote brand messaging both on mobile and other platforms? What type of consumer data are carriers able to share with advertisers. How has carrier involvement in the MMA made the process easier? This session will cover mobile web advertising, messaging, downloadable applications and mobile response (short codes, 2D bar codes, abbreviated dial codes) etc. Moderator | |
9:50am-10:05am | Presentation: Dramatic changes in the mobile ad industry in the last year in areas such as ad formats, measurement, third party data, & information. Russell Buckley: VP Global Alliances, AdMob | |
10:05am-10:20am | ||
10:20am-11:05am | Privacy Panel – This panel of experts will discuss the issues of privacy management in the mobile world. The spectrum from SPAM to Highly Targeted represents the proper, reasonable, responsible and prudent use of personal information. It will include techniques for controlling access to privacy info, managing what aggregation of information is allowable and the systems we as an industry need to have in place to ensure that customers get the benefits they expect without the invasion they do not. What are the solutions as an industry, and how are these concerns being dealt with within MMA framework? Hear from companies who provide solutions. Moderator Mike Wehrs: President and CEO, Mobile Marketing Association Deepti Rohatgi: Policy Director, Yahoo! | |
11:05am-12:00pm | The State of Mobile Marketing in 2009: The View from Madison Avenue and Beyond What segments of U.S. advertisers and agencies are putting dollars and effort into mobile marketing in 2009? What kinds of mobile campaigns are they creating, with what tactics, content, and metrics? Which legacy on-line or off-line media are they integrating with mobile? How effective are they finding mobile marketing to be? And what do Madison Avenue’s views about mobile marketing imply for the industry’s current health and near-term future? In the first half of this session, you will hear the latest findings from recent industry research into advertiser and agency adoption and integration of mobile marketing. In the second half, a panel of experts will share their thoughts on what these findings imply for advertisers, agencies, and the mobile marketing industry as a whole. Peter A. Johnson: VP, Market Intelligence and Strategy, Mobile Marketing Association
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12:00pm – 12:30pm | ||
TRACK 1: Innovation in Mobile | TRACK 2: Running a Mobile Campaign | |
12:30pm- | Panel: International Innovation in Mobile. What are trends for the future? The mobile advertising ecosystem is growing and evolving continuously, even in these days. But there are so many players in the ecosystem that the question is: Who are the innovation leaders and what is hot or not? Panel will be demonstrating together with international experts the innovation that is happening globally in mobile. The panel touches upon: mobile advertising, mobile social communities, mobile payments and location based services. Moderator:
| Mobile Web: Content, Consumer Experience and Campaign Integration
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12:55pm-1:15pm | Presentation: How Venture Capitalists determine the best in the mobile business.
Murat Aktihanoglu: Founder & CEO, Centrl.com | Presentation: Mobile Analytics In this session, we will discuss why a deep level of business intelligence is the key element in monetizing the mobile internet through advertising and other marketing means, and the more an operator can understand about their end user, the more they will be able to provide services that are relevant and that an end user will be willing to pay for or view ads in exchange. Sean MacNeill: VP, Global Services and Support, Openwave Inc. |
1:15pm-1:40pm | Panel: Entertainment & Mobile What is hot in entertainment mobile right now and where is it headed? Moderator: Michelle Sklar: VP, Programming & Content Management, bnetTV | Presentation: Maximizing the Mobile Persona: How Mobile Marketers Can Better Target Key Groups of Mobile Users With all of the options and capabilities open to mobile phone users today, no two mobile usage patterns are exactly the same. This can mean the difference between targeting your customers with the campaigns and applications that they will use versus the ones they won’t. The presentation will highlight the specific qualities, goals and behaviors that motivate and define these different user groups and how mobile marketers can best target them. Carol Taylor: Director of User Experience, Motricity |
1:40pm-2:10pm | The Great Coupon Debate of ’09 In 2009-2010, there are only two things on a retailer’s mind: how to drive more people into a store and how to drive more product out. It is natural that with a mobile phone in every consumer’s pocket, retailers are trying to use mobile devices to crack the retail point-of-sale (POS). We will debate whether mobile coupons can effectively drive a bricks-and-mortar sale or are there more effective ways of leveraging mobile to drive Click2KA-ching! Chair: Debaters: | Panel: Consumer Insights Into Mobile Video Video is emerging as increasingly important platform, whether online or for mobile. But do consumers engage with video on mobile the same way they do when it’s online? This panel explores some of the unique, interesting, and challenging insights into consumer mobile video and what mobile marketers need to know. Moderator:
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2:10pm-2:25pm | ||
2:25pm-2:30pm | Master of Ceremonies | |
2:30pm-3:00pm | What’s new with mobile universal ad units, ad measurement, media measurement and mobile ad technology standards? 2009 is the year a metrics system must be agreed to as it is holding back the market. What is taking so long and will it be done this year? Moderator:
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3:00pm-3:20pm | Case Study: Despite economic downturn, mobile usage continues to rise steadily so why does mobile marketing potential remain largely untapped? Consumers are relying more and more heavily on their handsets to make information available at all times. Discussion will address shifting media consumption and describe why targeting this enormous audience works qualitatively and quantitatively. Possible case studies to include: Dreamworks Pictures “Hotel for Dogs” and “Monsters vs. Aliens”. Henry Vogel: CEO, Apptera | |
3:20pm-3:50pm | Mobile internet audiences and usage has dramatically increased in 2009. Devices, content and networks are now able to support this new mobile world, putting the mobile advertising industry at a tipping point where advertisers can now move from experimentation to full implementation. Charles Johnson, General Manager of Mobile Advertising at Microsoft, will discuss Microsoft’s vision, strategies and market speculation in this rapidly evolving environment. Attendees will hear about monetization perspectives for Mobile Search & Display and other Mobile Advertising products, as well as how mobile strategies can become part of an integrated digital marketing campaign. He will also share recently launched initiatives that demonstrate how Microsoft is partnering with other mobile companies to create a viable Mobile advertising ecosystem. Real advertiser success stories will be shared, as well as how new search technology can benefit advertisers and consumers. Charles Johnson: General Manager, Mobile Advertising, Microsoft | |
3:50pm-4:00pm | Closing Remarks | |
4:00pm-6:00pm Close of Forum Happy Hour & Networking, Grand Hyatt Sky Bar | ||