Monday, June 9
2:30 pm- 5:00 pm Onsite Registration- Pick up your badge and event pack
Tuesday, June 10, 2008
8:00am-8:30am | Registration |
9:00am-9:10am | 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. Laura Marriott, President, Mobile Marketing |
Master of Ceremonies: Jack Philbin, Co-Founder & President, Vibes Media | |
9:10am-9:15am | Mobile Campaign Introduction Sponsored by Mozes, Inc. Dorrian Porter, CEO, Mozes, Inc. |
9:15am-9:40am | KEYNOTE: adidas Chris Murphy, Director, Digital Marketing, adidas US |
9:40am-10:25am | ‘Pitch’ Panel How does a brand ensure success in achieving their strategic objectives when there are so many vendors in the mobile space? Learn first hand how a pitch is orchestrated to achieve brand goals and objectives. Moderator: Gene Keenan, VP Mobile Strategies, Isobar Chris Murphy, Director, Digital Marketing, adidas US David Rippetoe, Senior Director of Business Development, Neighborhood America Derek Goldberg, President/Creative Director, Varitalk Fidel Parente, VP Account Director, Global, Basketball, CARAT Matt Shaw, Director, Advertising Sales, AdMob Paul Salumbides, Senior Account Executive, Carat |
10:25am–10:45am | Was is worth it? Why accurate measurement is the key to helping marketers move to mobile Anil Malhotra, Senior Vice President Marketing & Alliances, Bango\ George Ivie, Executive Director & CEO, Media Rating Council (MRC) |
10:45am-11:05am | AKQA/Mobile Case Studies Dan Rosen, Founder, AKQA Mobile |
11:05am-11:30am | Networking Break |
11:30am-12:15pm | Mobile Marketing for Retail Sponsored by Buongiorno Top U.S. retailers share their views, experiences, and vision for mobile marketing in the retail environment. Mobile couponing… mobile promotions... mobile commerce. Moderator: Carsten Boers, President, Buongiorno Tom Emmons, Lead Developer, Strategic Innovation, Sears Holdings Corp. Jonathan Bulkeley, CEO, Scanbuy |
12:15pm-12:45pm | Evaluating & Buying Mobile: A Conversation on How to Enter this Emerging Media Space Tony Nethercutt, VP of Sales, AdMob |
12:45pm-1:00pm Sponsored by ChangingWorlds Ltd Box Lunch | |
1:00pm-1:30pm Lunch Speaker Sponsored by Third Screen Media Inside the Mobile Value Chain: A New Mobile Advertising Partnership Mobile advertising has become mainstream with all parties in the mobile ecosystem working together to integrate mobile into overall media objectives. Come hear how the new partnership between Virgin Mobile USA and Platform-A's Third Screen Media are working with brands to integrate mobile advertising into every level of brand communication. Moderator: Dan Rioux, SVP, Media Director, Campbell-Ewald Jason Gruber, VP-US Mobile Carrier Strategic Development, AOL Scott Kelliher, Mobile Advertising, Virgin Mobile US | |
1:30pm-2:10pm | Do You Need a Mobile Website? Sponsored by Crisp Wireless With devices, such as the iPhone, that offer a better mobile browsing experience gaining ground, do publishers need a mobile-specific website? Is a transcoded site good enough? What are the advantages of offering a mobile-specific website 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. Moderator: Michael Weaver, VP Strategy, Crisp Wireless Ari Brandt, General Manager, Digital Media, Conde Nast David Bear, Executive Director, Mobile & Social Media NA, Atmosphere BBDO Rene Rodriguez, Sr. Director, Digital Media Business Development, World Wrestling Entertainment, Inc. Tina Prause, Product Manager, Mobile, A&E Television Networks |
2:10pm-2:30pm | Why the future of mobile depends on the female consumer – Hearst Perspectives on Mobile Back by popular demand – join Hearst to learn of their most recent initiatives and why the future of mobile depends on the female consumer. Sophia Stuart, Director, Mobile, Hearst Magazines |
2:30pm-3:15pm | Debate: Opportunities for Mobile Marketing & Advertising in the US Market 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. Moderator: Brian Morissey, Digital Editor, AdWeek Jeff Sellinger, EVP Mobile, CBS Corp. Paul Palmieri, CEO, Millennial Media Richard Ting, Executive Creative Director, R/GA Steen Andersson, Co-Founder & VP, Marketing, 5th Finger |
3:15pm-3:45pm Networking Break | |
3:45pm-4:05pm | Attention Marketers! Want to sell your products or services with mobile advertising? What every CMO should know John Hadl, Managing Partner & Founder, BrandinHand, Inc. |
4:05pm – 4:45pm | How Multimedia Content Can Drive User Adoption and Response Rates in Mobile Marketing Sponsored by Movius Interactive Corporation Multimedia in Mobile Marketing is a relatively new but growing component in the advertising mix for companies seeking more effective reach to their customers and prospects. This panel will discuss new techniques and models of introducing video and multimedia content as a catalyst in mobile marketing both in the US and worldwide. Moderator: Stan Little, Senior Vice President of Marketing and Business Development, Movius Interactive Corporation Chris Brunner, Vice President, Mobile Content & Services, Univision Eric Anderson, Vice President, Business Development, Handango Louis Gump, VP Mobile, The Weather Channel Interactive Michael Neidhoefer, CEO, Netbiscuits |
4:45pm-5:30pm | Wireless Operator Roundtable: Mobile Marketing Sponsored by VeriSign, Inc. Always a popular session at the Mobile Marketing Forum, 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 how these opportunities will impact revenue streams and consumer experience world-wide. Moderator: Rob Kramer, Director of Sales, Media & Entertainment, VeriSign, Inc. Rob Hacking, Group Manager, Offportal & PSMS, Sprint Ron Faris, Director, Brand Development & Partnerships, Virgin Mobile USA Sinem Soydar, Mobile Marketing Senior Specialist, Turkcell Venetia Espinoza, Director, Mobile Applications and Partner Programs, T-Mobile USA, Inc. |
5:30pm – 5:45pm | Face transforms and A Successful Mobile Campaign Face transforms was successfully used in the marketing of a Swedish insurance company. The campaign was awarded Best Mobile Advertising Winner at the Global Mobile Awards in Barcelona 2008. Stina Akesson, Head of Product Development, Crossmedia Avenue |
5:45pm – 6:00pm | Closing Remarks Tom Daly, Group Manager, The Coca-Cola Company & MMA NA Chairman |
6:00pm Business Networking Reception | |
Wednesday, June 11, 2008
8:15am-8:45am | Registration | |
GENERAL SESSION | ||
Master of Ceremonies: Michael Bayle, GM, Global Mobile Monetization, Yahoo! | ||
8:45am-9:00am | Opening Remarks Russell Buckley, Managing Director Europe, Ad-Mob & MMA Global Chairman | |
9:00am-9:05am | Mobile Campaign Reminder Sponsored by Mozes, Inc. Dorrian Porter, CEO, Mozes, Inc. (CONFIRMED) | |
9:05am-9:45am | Mobile Advertising: What’s holding up the Next Internet Gold Rush? For years we’ve heard predictions that mobile will be the dominant marketer-consumer touch point. More ubiquitous than PCs, mobile devices are an opportunity to deliver personalized, relevant messages at the ideal time or location and to engage users at an unparalleled level of interactivity. This has marketers chomping at the bit. The Internet ad market took years to mature and generate revenue but look at the results. Everyone wants to be first to capitalize on the opportunity the airwaves offer. So what’s to stop 2009 from being the year this nascent market finally enters its destined fevered and lucrative adoption phase? Join Madison Avenue’s top thinkers in an animated discussion on ways the industry can help accelerate the adoption of mobile advertising. The 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. Moderator: Paran Johar, CMO, JumpTap Michael Collins, CEO, Kinetic Paul Gunning, President, Tribal DDB Worldwide Vlademir Edelman, CEO, Ansible | |
9:45am – 10:05am | Case Study: SuperBowl Mobile Campaign In 2007 Anheuser-Busch introduced an innovative way to bring the success of our SuperBowl commercials to the mobile platform via text voting. The program also launched a highly successful IVR campaign that lasted well into the third quarter of 2007 We have experienced continued success in 2008 with the program and our enhanced WAP site and look to continue to grow the mobile program for SuperBowl in 2009. Tim Murphy, Senior Manager, Digital Marketing, Anheuser-Busch | |
10:05am – 10:30am | Case Study: Perspectives from Brazil LATAM (Latin America) is one of the hottest growing markets for mobile marketsng. Join this engaging session to learn about the state of mobile marketing in Brazil. Two of Brazil’s leading providers will share some recent successes and case studies. Daniel Costa, Co-founder, MobX – Mobile Marketing (CONFIRMED) Federico Pisani Massamormile, CEO, HANZO (CONFIRMED) | |
10:30am-11:00am | Mobile Social Networking: A Discussion on the Opportunity What is the future for mobile social networking? Is it the ‘holy grail’ for mobile advertising? What are the opportunities for marketers? For content providers? What are the challenges across carriers/devices - ondeck v offdeck? Join this panel of experts as they discuss and debate the opportunity. Moderator: Nihal Mehta, CEO, buzzd Andrew Osmak, Sr. VP Business Development, Lavalife Corp. Justin Siegel, CEO, MocoSpace Matthew Snyder, Founder and CEO, ADObjects Inc Scott Hannan, VP Business Development, Pelago Inc. | |
11:00am - 11:30am | Networking Break | |
MOBILE ADVERTISING TRACK Sponsored by Navteq | MOBILE MARKETING 101 TRACK | |
Master of Ceremonies: Denny Reinert, Director of Interactive Advertising Sales, Navteq | Master of Ceremonies: John Styers, CEO, Moblico | |
11:30am –12:00pm | The Opportunity for Brands: Where is Mobile Advertising Today? Jeremy Wright, Global Director, Mobile Brand Strategy, Nokia | Topics to Consider When Launching A Mobile Campaign Learn how brands like Land Rover and Jaguar have entered mobile – and what they have considered when launching their mobile campaign. A must attend introduction to Mobile Marketing 101. Joao Machado, Online Associate Media Director, Mediaedge:cia |
12:00pm–12:30pm | Conversation: The Carrier’s Perspective on Mobile Advertising The wireless carrier is our key to mobile advertising engagement and success. Learn from one of the nation’s leading wireless carriers on how to get engaged in mobile advertising. And, how to help the carrier be successful in their mobile advertising initiatives. Jordan Berman¸ Executive Director of Media Innovation, AT&T Mobility Stephanie Bauer, Mobile Advertising, Verizon Wireless | Mobile Marketing Options – Navigating the Five Media Types & Determining Strategic Priorities Voice, mobile web, messaging, video/television and downloadables are all options for consideration in launching a mobile program. This session will provide a high level overview of each of the options and how they can be integrated, using case study examples, into a marketer’s strategic objectives. Richard Hurring, Managing Director, Marvellous |
12:30pm –12:45pm | Where are we with text based advertising? This brief session will highlights the opportunities for text based mobile advertising. Options and opportunities will be addressed. Zaw Thet, CEO, 4INFO Kim Luegers, Associate Media Director, Emerging Media, DRAFTFCB | Introduction to Mobile Marketing Vendor Selection: How To Pick A Partner and Get Started The seemingly complex value chain of mobile marketing leaves some companies wondering how to select and partner – and what partner they need to select. Learn how to navigate the ecosystem and determine who you should select and how. Jeff Hasen, CMO, HipCricket |
12:45pm-1:15pm Box Lunch | ||
1:15pm -1:45pm | Driving Mobile Advertising Click Thru Rates By Delivering Personal, Relevant And Contextual Campaigns to Subscribers Stephan Oman, Programme Director, ChangingWorlds | Don’t Forget Text: The Role of the Aggregator & Launching Short Code Based Text Campaigns Learn not only how to engage your aggregator – but also learn about short code based text campaigns and how to launch effectively and efficiently. Melissa Bakhtari, Business Development Manager, Ericsson Steve Livingston, CMO, mBlox |
1:45pm-2:15pm | Downloadables – An Emerging Mobile Ad Inventory for Brands: How Mobile Operators & Developers Engage Mobile Consumer on Device Mobile applications, games and branded content downloadables have been around for quite some time. Recently, mobile apps emerge as a new category to carry branded messages, deliver mobile advertising campaigns as well as are created entirely as a brand extension to capture the mobile consumers interest at his spare time. This session will show international case studies & early best practices, ad-funded applications and highlight the recently published MMA Guidelines for downloadables to grow this section as part of the mobile inventory mix. Erica Chriss, VP of Strategy and Business Development, Greystripe Inc. Harald Neidhardt, CMO & Co-Founder, Smaato Inc. | Mobile Web: Extending Reach (Awareness & Usage) This panel will discuss approaches for conquering one of mobile Web’s biggest obstacles – awareness and usage. Each panelist will share their perspective and experience on driving usage of mobile web through marketing. Each will share examples of campaigns that have successfully driven usage of mobile web utilizing a bevy of cross platform marketing initiatives. Moderator: Linda Barrabee, Program Manager, Consumer Research, Mobility, The Yankee Group Adam Ritter, VP, Wireless, MLB Advanced Media Derek Van Nostran, Director of Marketing, The Weather Channel Interactive Julie Duggan, Marketing Manager, Delta Air Lines |
2:15pm-2:45pm | Advertising beyond SMS and mobile banners Andrew Miller, CEO, Quattro Wireless Ken Willner, Vice President, Market Development, Zumobi | A Legal Perspective: What You Need to Consider as you develop your campaigns Learn from an expert the topics to consider when launching your mobile marketing initiatives. This session will present some timely and worthwhile developments, insights, best practices, and risk/reward analysis to the new mobile marketing audience. Scott Delacourt, Partner, Wiley Rein LLP |
2:45pm-3:15pm Networking Break | ||
3:15pm-3:35pm | Location Based Mobile Advertising Opportunities to be discussed include proximity marketing and location based services – and the options available for mobile advertising. Moderator: Jim Manis, CEO, 1024 Wireless Services & CEO, Mobile Giving Foundation Brian Levin, CEO, Useful Networks David Klein, Vice President, Advertising Sales, Navteq | Mobile Commerce Case Studies This session will explore how to leverage mobile commerce by sharing case studies where mobile ticketing, couponing, etc have been leverage successfully. Alberto Benbunan, Biz Dev Director, Mobile Dreams Factory Gary Schwartz, CEO, Impact Mobile |
3:35pm-4:00pm | Buying and Selling Mobile Ads Buyers and sellers will learn the differences between using a mobile ad network versus transacting directly with one another. We’ll showcase how advertisers today are working with mobile ad networks including AdSense for mobile content. We’ll also take a look at how premium publishers sell and manage mobile display ad campaigns. Rob Victor, Product Manager, Emerging Media, Google/DoubleClick | Participation TV Enhances Mobile Brand Advertising: How Branded Mobile Social Networking Delivers Greater Return for Broadcast and Cable Audiences The combination of branded advertising content in the mobile sector, with participation t.v. (P-TV) production of text-to-win calls to action, has enabled leading advertisers, such as Coca-Cola to engage in campaigns with live audiences that deliver greater real-time and off-line visibility. Similarly, brands that have created loyal audiences for t.v. product can now create specific shows that are built around P-TV hooks. The NBA's 2008 All-Star Game, in which the M.V.P. and the Slamdunk champion were both chosen by fans who voted by SMS, is an ideal example of how branded content - from the Sprite 'Yard' - was delivered to voter/fans who registered in order to vote. MTV, long an expert in delivering interactive hooks for its shows, is now building shows around P-TV solutions, including 'Randy Jackson's Dance Crew,' and is seeing successful audience metrics for such loyalty-building franchises. Moderator: Troy Sample, CEO, Telescope |
RETURN TO GENERAL SESSION | ||
4:05pm-4:45pm | Agency Roundtable Sponsored by 3cInteractive Moderator: Jeremy Martin, VP Biz Dev, 3cInteractive Angela Steele, Director, Starcom USA Alexandre Mars, CEO, Phonevalley and Head of Mobile, Publicis Groupe Jeff Arbour, Mobile Integration Director, The Hyperfactory Mike Nevins, Group Director, NA, Mobile, GroupM | |
4:45pm-5:00pm | Closing Remarks Laura Marriott, President, MMA Russell Buckley, Managing Director Europe, Ad-Mob & MMA Global Chairman Tom Daly, Group Manager, The Coca-Cola Company & MMA NA Chairman | |