 | Agendadigiday:MOBILE | MARCH 8, 2010 | Los Angeles Hosted by Tameka Kee, editorial director, DIGIDAY
9:00am: Keynote Presentation: Mobile Advertising: The Hype, The Hope, and The Financial Reality. After recent announcements by Google and Apple, the mobile advertising ecosystem is abuzz with optimism and flush with venture capital. Our keynote speaker, industry thought-leader Jordan Rohan, will highlight the areas of greatest promise. Where should marketers and investors place their bets? And how does the mobile ecosystem compare with the early days of interactive marketing via PCs? Finally, what catalysts could make mobile advertising and marketing the biggest interactive opportunity yet?
Keynote: Jordan Rohan, Managing Director of Equity Research, Internet and Digital Media, Thomas Weisel Partners
9:30am: Keynote Panel: The State of Mobile: The Economics Of Critical Mass? Experts from the leading companies with data on mobile marketing usage in the US divide the reality from this hype as they discuss: campaign sizes, appropriate approaches to measurement, top spenders now and future, SMS vs WAP banners vs in-app advertising, emerging ad formats, ROI vs online display, search and email along with the impact of targeting on performance. Attendees will come away with a solid understanding of where mobile marketing is now and how they should best focus their initiatives in this fast changing medium.
Moderator: Vince Thompson, Managing Partner, Middleshift LLC
Speakers:
Jennifer Byrne, Business Development, Verizon
Carrie Coffee, Mobile Sales Specialist, Mobile Advertising, Microsoft
Evan Neufeld, VP Marketing, GROUNDTRUTH
Jordan Rohan, Managing Director of Equity Research, Internet and Digital Media, Thomas Weisel Partners
10:15am: Networking Break
10:30am: Redefining A Cluttered App Market: The app is lighting up the eyes of brand marketers and creating a rush to develop and deliver content and appvertising to consumers on their mobile devices. Will the app redefine mobile media and marketing from the years of hype, big promises, and frustrating potential? In this session, you'll hear from the experts on what the future really holds for the app and if there is a genie in the bottle.
Moderator: Vijay Chattha, Chief Talker, AppLaunchPR a division of VSC
Speakers:
Tony Nethercutt, VP Sales, AdMob
Dave Gwozdz, CEO, Mojiva
Evan Conway, EVP Marketing, Handmark
Patrick Mork, VP Marketing, GetJar
11:15am Location, Location, Location: How will advertisers be able to effectively use location awareness to change the way they advertise on mobile and use mobile to drive in-store purchases. With all the buzz of location-based services, how are retailers using mobile to drive in-store traffic and how can brands benefit from location based applications, data, to simultaneously provide value to consumers? Plus, What is carrier role? Who are the key enablers, developers, brands who are leading the charge? What are the hurdles and how can we jointly overcome them?
Moderator: Tameka Kee, editorial director, DIGIDAY
Speakers:
Alistair Goodman, Chief Executive Officer, 1020 Placecast
Alec S. Andronikov, CEO, MoVoxx, Inc.
Mitch Paletz, Head of Premium Publisher Partnerships, Nokia Interactive
Matthew Silk, Senior Vice President, Waterfall Mobile, Inc
12:00pm: Lunch and Luncheon Keynote Presentation: Buckle Up! Upheaval, Opportunity and Emerging Trends in Mobile Advertising If you thought 2009 was rollercoaster year in the mobile ad space, you'd better buckle up for 2010. Join mobile ad veteran Jamie Wells as he gets specific on how this shifting landscape is accelerating innovation and driving disruptive opportunities for advertisers, publishers and content owners.
Keynote: Jamie Wells, Director of Global Trade Marketing, Microsoft Mobile Advertising
12:45pm: How Mustang Made Mobile a Must Have: Branded mobile content can be a powerful way for brands to establish a lasting relationship with their targeted customers beyond the framework of a traditional campaign. The mobile device is a very personal accessory, and one that consumers generally have with them, and are aware of, nearly all their waking hours. In this Spotlight Session learn how Myxer and Ford leveraged personalization content in ways that were easily shared, encouraged brand affinity, and acted as an effective conversation starter for the 2010 Mustang. Presenter: Jeff Sass, Vice President, Business Development, Chief Evangelist, Myxer Inc.
1:00pm The Mobile Silo: When Will We Break Out? In many cases we still encounter separate mobile budgets, planners, and buyers, yet the advertisers can get the most impact from mobile by leveraging the personal nature and power of mobile by having it as an integral part of a truly integrated campaign across all media platforms. What will it take to change and improve the way mobile is currently planned and purchased by brands and agencies? Who are the agents for the change? The advertiser? The agency? Or the mobile media industry?
Moderator: Dan Flanegan, VP Strategy & Client Services at BrandInHand
Speakers:
Paran Johar, CMO, Jumptap
Jeff Sass, Vice President, Business Development, Chief Evangelist, Myxer Inc.
Michael Bayle, Vice President, Monetization & Marketing, Amobee AJ Rhodes, Director, Mobile Strategy & Marketing, Disney Online 1:30pm: Mobile Sports, Entertainment and Hollywood: How is the multi-billion dollar entertainment industry leveraging the power of mobile? With live streaming content, big movie marketing, and the mobile app explosion, Hollywood is redefining mobile marketing. What are these companies doing now and planning for the future to deliver groundbreaking mobile experiences, drive engagement and buzz among the consumer and for their brand partners? In this session you will see and hear how it's being done.
Moderator: Matt Kapko, Founder, Eye on Media and EyeOnMobile.com
Speakers:
Jeff Glueck, CEO, Skyfire
Jon Vlassapolous, CEO, Moderati
Kevin Winston, Founder, DigitalLA
2:00pm: Networking Break
2:15pm: Mobile Brand Case Study: Pizza Hut. Consumers continue to heavily integrate mobile devices into their everyday lives, so Pizza Hut and imc² worked together to develop a one-of-a-kind iPhone app that offered a unique approach to branding and transaction. The new app has translated into enhanced relationships with consumers and increased sales, but also bolstered the effectiveness of the overall marketing mix. Join us to dig deeper into Pizza Hut’s success and discuss how many businesses are rapidly merging digital, social, and mobile tactics.
Speaker: Ian Wolfman, CMO, imc²
2:30pm: The Mobile Commerce Experiment: There is a slew of mobile commerce experimentation starting to pop up on mobile networks and devices. From Pizza Hut's mobile app which allows consumers to place pizza orders to P&G's microsite which allows customers to purchase products through the Drugstore.com mobile site, branded direct response campaigns seem to be picking up steam fueled by mobile commerce applications. When will we reach a tipping point in the consumer psyche in regards to making purchases through a mobile Internet site or an App? eCommerce was a huge driver in the growth of Internet advertising; is this the final piece of the puzzle for mobile?
Moderator: Meaghan Schaefer, CMO, edo interactive
Speakers: Darren Cross, Director of Business Development, Fandango
John Trimble, Chief Revenue Officer, Pandora
Ian Wolfman, Chief Marketing Officer, imc²
Jeanniey Mullen, Global EVP, CMO, Zinio
Ron Hirson, Co-Founder/SVP Product & Marketing, Boku
3:00pm: How To Innovate with New Mobile Ad Units: What are the best new mobile ad units for mobile today? Which formats are driving the future of the medium and what are the ROI drivers now? What should brands look for when they want to maximize performance and create maximum impact? In this session you'll discover the innovative mobile units of today and what will be the mobile ad units of tomorrow.
Moderator: Tameka Kee, editorial director, DIGIDAY
Speakers:
Boris Fridman, CEO of Crisp Wireless
Eric Litman, Chairman & CEO at Medialets
Frank Barbieri, CEO and Founder, Transpera
Arte Merritt, CEO, Motally
4:15pm: Brand Innovators in Mobile Media: How do successful companies strategically utilize brand innovation in mobile to connect in new ways and build loyal relationships with consumers? More importantly, how do these innovations grow revenue right now and in the future? Four leading Brand Marketers will share how they’re shifting their corporations to invest more significantly in mobile based on building their own wins.
Moderator: Brandon Gutman, Partner, FOCi Group
Speakers:
Paul Yanover, EVP & Managing Director, Disney Online
Dave Bagchi, Integrated Marketing Manager, The Dial Corporation
Chris Cunningham, CEO and Co-founder, Appssavvy
Andrew Koven, President of eCommerce & Customer Experience, Steve Madden
5:15pm: digiday:HAPPY HOUR: The cocktail party and networking function will allow attendees to continue to carry on conversations after the general session and sessions conclude. It will give attendees a chance to discuss the ideas, sessions, debates presented at the event over food and drinks.
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