Pre-event Workshops
November 16, 2009
| 8:30-9:00 | Registration |
| 9:00-12:00 | Mobile Marketing 101 Workshop, Sheraton Downtown Los Angeles This intensive mobile marketing workshop will introduce many concepts around mobile marketing, including how mobile can be used to engage consumers and businesses alike, introducing the landscape and ecosystem of players that help businesses 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. Sponsored by: TBD Presenters: Michael Becker: VP, Mobile Strategies, iLoop Mobile Jeff Hasen: CMO, hipcricket Konny Zsigo: President, Wireless Developer Agency |
| 2:00-5:00 | Mobile Analytics Workshop, Sheraton Downtown Los Angeles The recent rise in mobile data uptake has not yet translated into increased demand for mobile advertising. Mobile carriers have long owned the richest source of raw data to drive effective targeted advertising. However, the industry lacks a proven method of turning the raw data into valuable insights and standardizing the interface between carrier and advertising systems. A contextually-aware data mediation platform is the essential link between carrier and advertiser – the spark the mobile ad marketplace needs to get rolling. Sponsored by Openwave Systems, Inc. Presenters: Anurag Patnaik: Director of Product Management, Analytics, Openwave Systems, Inc. Steven Rosenblatt: SVP, Quattro Wireless (invited) Chetan Sharma: President, Chetan Sharma Consulting Zaw Thet: CEO, 4Info |
5:30-6:30 Business Networking Reception Sponsored by: Mobile Messenger | |
Day One
November 17, 2009
| 8:00-9:00 |
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| 9:00-9:05 |
Paul Berney: Managing Director, EMEA, Mobile Marketing Association |
| 9:05-9:10 | Steve Leonard: VP Sales, Off-Deck, Motricity |
| 9:10-9:20 | Welcome from the Mobile Marketing Association Mike Wehrs: President and CEO, Mobile Marketing Association |
| 9:20-9:50 | Keynote Tom Daly: Group Manager, Strategy & Planning, The Coca-Cola Company |
| 9:50-10:10 | The Mobile Local Opportunity Local is a global topic. Local is where you live and work. Local is mobile. For many, our lifestyle is mobile. According to recent research with comScore, local search is the 3rd most popular activity over a data connection. Changing consumer behavior, evolving advertiser needs and tech developments have created a billion dollar mobile local advertising opportunity. How are users searching differently via mobile vs. online? What are other mobile usage trends that marketers should keep in mind? What is the state of monetizing the mobile channel? Why is local at the heart of taking advantage of a huge market opportunity? Matt Crowley: CMO, AT&T Interactive |
| 10:10-10:30 | Presentation: CNN’s iPhone application and use of cross-platform marketing CNN recently announced the availability of its CNN App on the App Store. Gump will discuss the marketing and business objectives in launching the CNN iPhone App, which was purpose-built and designed to provide a visually-driven news experience for iPhone and iPod touch users who demand accessibility and convenience. |
| 10:30-10:50 | Presentation: More and more Americans are using mobile devices for banking. This presentation will discuss recent trends and look at the future of mobile banking |
10:50 - 11:30 Networking Break | |
| 11:30-12:00 | Panel: Driving Mobile Mainstream – Innovations from across the Ecosystem What will it take to mainstream mobile as an marketing channel, and how will we get there? Industry leaders from across the value chain share their thinking on the business, technology and marketing innovations that have already begun transforming mobile into a critical element of the marketing mix. Sponsored by Microsoft Advertising Moderator: Charles Johnson: General Manager, Microsoft Advertising Ken Wilner: Zumobi Frank Barbieri: CEO, Transpera Lauren Dickey: OMD Stephanie Bauer Marshall: Manager, Mobile Advertising, Verizon Wireless Wendy Feldman: Executive Director of Mobile Marketing and Digital Promotions, Sony Pictures |
| 12:00-12:15 | Market Insight from the Mobile Marketing Association: We will discuss a comparison of successful and unsuccessful mobile marketing practices based on survey of advertisers and agencies. What survey research reveals about what successful brands and agencies are doing. Peter Johnson: VP, Market Intelligence and Strategy, Mobile Marketing Association |
| 12:15-12:35 | A leading global brand talks about where mobile fits into an integrated marketing campaign What is the opportunity for mobile in general for Best Buy and what is the opportunity for mobile at the retail level? Best Buy will share case studies focusing on product info on demand and mobile store level CRM and drive to store initiatives. Tiffany Gerhardt: Sr. Manager, Marketing- Emerging Capabilities, BestBuy Michael Carter: President & CEO, MyThum |
| 12:35-1:05 | Agency Discussion: Targeting, Creative and Measurement How are advertisers targeting consumers and where is mobile lacking in targeting capabilities? What are some ad units and formats being used and how should they evolve? How are advertisers measuring mobile programs? Sponsored by: 3Cinteractive Moderator: Jeremy Martin: VP Business Development, 3Cinteractive Maria Mandel: Senior Partner, Executive Director Digital Innovation, Ogilvy Richard Ting: VP, Executive Creative Director, Mobile & Emerging Platforms, R/GA John Hadl: CEO, Brand In Hand Ali Rana: Vice President, Digital Strategy, Dynamic Logic |
1:05-2:00 Box Lunch Speaker Presentation Sponsored by AOL A Fireside Chat with Raine Bergstrom: VP Mobile Products, AOL. Interviewer: Kashif Ali: Senior Director, Mobile Publisher Network, Advertising.com Mobile The lines between mobile and online are starting to blur, when it comes to content consumption and advertising. Is there an eventual path to “web parity” here? Should there be? Under what conditions and timeframes? Please join Raine and Kashif for a “content-rich” chat. Bring your lunch and your caffeinated best questions. | |
| TRACK 1 MC: Eric Harber: President and COO, HipCricket | TRACK 2 MC: Michelle Sklar: VP Marketing and Business Development, bnetTV | |
| 2:00-2:20 | Apps: More than just the iPhone
Sponsored by GetJar Patrick Mork: VP of Marketing, GetJar | Panel: Mobile Analytics |
| 2:20-2:40 | Panel: Rich Media, Application Advertising, and the evolution of the mobile channel for the Entertainment industry How are media companies successfully monetizing their apps with ads? Developers can make the phone respond to vibrations, location, shaking, time, and more. What features have NOT been used yet? Moderator: Pete Distler: CEO, Mobi AdSales, LLC Eric Litman: Chairman & CEO, Medialets Paran Johar: CMO, Jumptap Soren Schafft: General Manager, Americas, FOX Mobile Distribution | Roundtable Discussion: Embedding Location in Ad Serving |
| 2:40-3:00 | Why is Asia beating the U.S. in mobile? Moderator: Nick MacIlveen: Senior Director of Strategic Corporate Development & Industry Relations, OpenMarket Inc. | Presentation: Emerging Technologies in mobile – advertising within On Device Portals, QR Codes, and LBS/GPS Based Advertising opportunities Moderator: TBD |
| 3:00-3:20 | Drivers that are Increasing Mobile Internet Adoption and Leading to the Acceleration of Mobile Advertising How marketers and advertisers can take advantage of the latest mobile technology to create new revenue streams through mobile advertising
| Panel: Social Media - mobile is critical to social media, but is it vice-versa? The amount of time consumers spend on social networks daily is increasing and more and more consumers access social networks on their most personal device- their mobile phone. This panel will discuss social networking and the role it plays in online and mobile marketing. Sponsored by Sybase 365 Moderator: Eric Perelshtein: Sr. Account Director, US and Canada, Sybase 365 Webster Lewin: Senior VP, Director of Digital Innovation and Strategy, MS&L Paul Smith: CEO, mPulseMedia |
3:20 – 3:55 Networking & Transition Break | ||
| 3:55-4:20 | Mobile First – But Not the Last With consumers carrying mobile devices just about everywhere, advertising investments in mobile seem like a central element of any campaign. This is amplified with the increasing capabilities of mobile devices, including improved browsing features, mobile games and applications for virtually every consumer need. So what are the steps for mobile advertising sales to mirror the market penetration of the mobile subscriber base? Sponsored by: Ringleader Digital and Eyeblaster Moderator: Mickey Khan: Editor in Chief, Mobile Marketer Jonathan Haber: US Director, Ignition Factory, OMD Georgiana Mirea: Product Planning and Business Development Manager, Mobile, Eyeblaster Brian Morel: Strategic Account Director, Mobile, Yahoo! Bob Walczak: CEO, Ringleader Digital Jamie Wells: Director, Global Trade Marketing, Microsoft Mobile Advertising | |
| 4:20-5:05 | Carrier Panel – Redefining the carrier’s customer: consumers vs. advertisers | |
| 5:05-5:35 | Keynote Bryon Morrison: President, The Marketing Arm | |
| 5:35-5:45 | Closing Remarks Maria Mandel: Senior Partner, Executive Director Digital Innovation, Ogilvy and North American Board Chair, Mobile Marketing Association | |
6:30-7:30 Cocktail Reception Polaris Bar, Sheraton Downtown Los Angeles Sponsored by: Neustar | ||
7:30-10:00 5th Annual MMA Awards Ceremony Sheraton Downtown Los Angeles | ||