8:00am-9:00am | Registration | |
Master of Ceremonies: Alexandra Deutsch, Managing Director, OutThere Media | ||
9:00am-9:05am | 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. Paul Berney, Managing Director-Europe, MMA | |
9:05 am- 9:10am | Mobile Campaign Introduction Sponsored by Velti Mark Corusy, Business Development, Central Europe, Velti | |
9:10am-9:30am | Dynamic growth of mobile marketing in Hungary focusing on current success stories, challenges and key learning’s Gyorgy Simo, Deputy CEO, Magyar Telecom | |
9:30am-10:00am | Mobile Marketing Basics Many brands and agencies are still struggling to understand how to fit mobile marketing effectively into their plans. This session focuses on the basics that must be covered to achieve success in mobile. Roland Tauchner , Managing Director, DIMOCO Direct Mobile Communications & MMA Austria, Chairman | |
10:00am – 10:20am | Running across Eastern European campaign examples of social communities As the use of social media grows from the internet into mobile, what kinds of services do mobile communities want? How is mobile extending the reach of social communities? Arda Kertmelioglu,Chief Business Development Officer, Mobilera B. V. | |
10:20am – 10:40am | Grasping the Mobile Advertising Opportunity: Best Practices for Service Providers A qualitative study conducted by Yankee Group and commissioned by Amdocs, reveals best practices among Tier 1 operators and publishers in NA and Europe. The study highlights the steps operators must take to gain a central role in the value chain including introducing ad funded business models that leverage their data and infrastructure assets Jim Levey, Director of Product Marketing, Amdocs | |
10:40 am – 11:10 am Networking Break | ||
11:10am-11:55am | Panel: Cross Media Integration It is clear from the success stories achieved in mobile marketing to date that the best results come from campaigns where mobile was integrated into the campaign and complimented other channels, but how is this best achieved. This panel will explore all the changes faced in ensuring that mobile is considered at the start of a campaign and how it can best support and augment other channels. Moderated by Bena Roberts, Founder & Editor, GoMo News Panelists: Mark Wachter, Representative, BVDW Harald Neidhard, CMO & CO-Founder, Smaato Inc. Miklos Gyertyanfy, Head of Business Development, origo Attila Vamos-Hegyi, Head of Partner Wholesale Dept, Magyar Telecom Stefan Meyer-Spickenagel, Head of Mobile, GroupM | |
11:55am-12:20pm | Mobile call to action; a digital agencies perspective Understanding the Rules of Engagement in personal brand communication - what is the future role of citizens in the methods and mentalities of advertisers and marketers? Jonathan MacDonald, Sr. Consultant/Mobile, Ogilvy Worldwide | |
12:20pm-12:50pm | Top 10 ways to achieve mobile success Michael Bayle, Senior Director, Global Mobile Advertising, Yahoo! | |
12:50pm-14:00pm | ||
14:00pm-14:30pm | Case study: Mobile Advertising This case study explores Nokia’s efforts to establish a mobile advertising network and a full service offering. It will also highlight the success of branded campaigns to date. Dave Barker, Head of Publishers and Partnerships, EMEA, Nokia Ad Business | |
14:30pm-15:00pm | Proximity case study Showcasing of Proximity marketing campaigns in Germany and looking into the future of local content distribution. Laurenz Lenkewitz, General Manager, Hiwave | |
15:00-15:30pm | Take the Guess Work out of Mobile Marketing Not all football fans are men!: an insight into the effectiveness of combining demographics with location-based and response-driven analytics to reach female football fans. Stacy Fassberg, VP Marketing, Celltick | |
15:30-16:00 | ||
16:00-16:30 | Case Study: iPhone A mobile advertising case study that highlights the difference in the results achieved on iPhones versus other handsets Stephen Upstone, Managing Director of European Development, AdInfuse | |
16:30-17:00 | MMA Role of guidelines & industry education How MMA members are collaborating together to create industry guidelines and the role those guidelines play in growing the mobile marketing sector Paul Berney, Managing Director-Europe, MMA Markus Muenkler, Senior Manager Industry Initiatives, Vodafone Group Services Gmbh | |
17:00-17:10 | Closing Remarks Russell Buckley, Global Chair, MMA, Managing Director, Europe, AdMob Inc. | |
17:10-18:00 | ||
8:30am-8:50am | Registration |
Master of Ceremonies: Michael Bayle, Senior Director, Global Mobile Advertising, Yahoo! | |
8:50am – 9:20am | Mobile Campaign Introduction Sponsored by Velti Menelaos Scouloudis, VP Worldwide Sales, Velti |
9:20am-9:50am | KEYNOTE: How to talk to our next billion consumers P&G own some of the world biggest and best known brands. Khuarram will share his vision of the role mobile will play in reaching P&G’s millions of global consumers. Khurram Hamid, Global Head Mobile Marketing, Procter & Gamble |
9:50am-10:20am | Case study: A Product Launch Story from Kraft with Mobile at the Heart of the Marketing Mix A 360° campaign where TV-Spots, print ads and online ads all lead to a mobile site where customers could leave their address to get a product sample. Marco and Axel outline the fantastic results of this campaign. Axel Hüebner, Brand Manager Jacobs Soluble Mixes DACH, Kraft Foods Marco Gottschalk, Marketing Manager Soluble, Mixes & RTD DACH, Kraft Foods |
10:20am – 10:50am | Creating a Sustainable Mobile Marketing Value Chain - The Mobile Network Difference - Subscriber Acquisition versus Channel Revenue - Necessary Steps to make it all happen Jo Wall, Product Marketing Manager, Acision |
10:50am-11:20am Networking Break | |
11:20am-11:50am | Case Study: Successful Mobile marketing case studies Arla Foods is one of the biggest dairy companies in Europe with products such as Lurpak and Cravendale in the UK and some might think is an unlikely user of mobile marketing. This case study will introduce a campaign to be launched later this year and Kirster will explain why the channel is relevant to their consumers. Magnus Jern, CEO/Founder, Golden Gekko Kirster Karjalainen, Nordic Head of Digital, Arla Foods |
11:50am-12:15pm | Case Study: Local media, advertisers and carriers see success through geo-targeted mobile display buys. This case study focuses on how the use of location based information deliver a more effective mobile marketing campaign Lee Durham, President, LSN Mobile |
12:15 – 12:35pm | Case Study: Mobile advertising (ad-funded tariff)Case This case study examines the introduction of a new mobile advertising programme by VIPnet Croatia.: Alexandra Deutsch, Managing Director, OutThere Media Matthias Grundboeck, Director Residential Marketing, VIPnet |
12:35pm-13:00pm | Lessons from South Africa According to the DMA in South Africa, mobile marketing now represents over 50% of all spend on direct marketing there. Find out why and hear the details about the campaigns that generating huge results. Joanne Scholtz , Director, Interaction Group M |
13:00pm-14:00pm | |
14:00pm-14:45pm | Mobile Analytics & Measurement For many brands and agencies the availability of data on the performance of campaigns is the missing piece of the puzzle for mobile marketing. This panel will look at the data that is available and how it can best be used plan, shape deliver and report on mobile marketing campaigns. Moderator: Pascal Racheneur, Director International, The Weather Channel Jeff Herrmann, VP Mobile Media, Nielsen Mobile Herve Le Jouan, Managing Director Europe, ComScore M:Metrics Russell Buckley, Global Chair, MMA, Managing Director, Europe, AdMob Inc. |
14:45pm-15:30pm | Panel: Mobile Advertising Mobile advertising is probably the fastest growing sector of mobile marketing and is carrying huge revenue expectations in the future. As inventories grow to match the demand and the budgets available for mobile advertising what are the critical factors that will affect its success and uptake? This panel of experts will examine what kind of success can brands expect now and in the future from mobile advertising. Moderator: Tonia Meyer, Director of Industry Initiatives, MMA Jana Eisenstein, General Manager, Screentonic Stephen Upstone, Managing Director of European Development, AdInfuse Markus Muenkler, Senior Manager Industry Initiatives, Vodafone Group Services Gmbh Akos Szabo, Head of BD of MFactory Ltd |
15:30pm-16:00pm | |
16:00pm-16:30pm | Operator Panel: Opportunities for Partnerships with the Operator 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
Moderator: Russell Buckley, Global Chair, MMA, Managing Director, Europe, AdMob Inc. Elvin Altun, Mobile Marketing & Advertising Executive, TURKCELL Marc Montaldier, Director, Business Development Advertising, Orange Floriane Latulipe, Mobile Advertising Product Manager, O2 |
16:30pm-16:40pm | Wrap Up |