Agenda

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Sunday, August 17

Monday, August 18

7:30 AM
Registration Opens
8:45 AM
Opening Remarks
MC
Steve Smith, Editorial Director, Events, MediaPost
9:00 AM
Whether booking a hotel stay, preparing for departure, arriving in market or managing a stay on property. InterContinental Hotels Group (IHG) recognizes that guests utilize devices as constant travel companions throughout all stages of their journey. Understanding the importance of staying completely connected to customers, and finding unique ways to address traveler needs are imperative to creating a competitive advantage. Director of Mobile Solutions Bill Keen explores the importance of focusing on the guest’s travel cycle and their mobile use at every stage and the platform challenges of staying connected to that customer at every step.
Keynote
Bill Keen, Director - Mobile Solutions and Emerging Channels, InterContinental Hotels Group
9:30 AM
The “funnel” has become a “path,” which is now a “journey” that looks more like a labyrinth. Mobility and countless connected screens force all marketers to recalibrate their understanding of how, where and when consumers are making decisions. The old media and touchpoints have been diffused, fragmented, indistinct. How are marketers leveraging the multi-screen data to put back together a map they can target for having conversations across platforms and be there at those moments of truth? We start the Mobile Summit by asking brands and agencies to tell us where their consumers are and how mobility is accessing new points on the journey.
Moderator
Joe McCaffrey, Planning Director, Head of Social, Huge
PanelistS
Igor Krakovsky, Vice President, Online Acquisition, Beachbody
Adrian Olvera, Global Consumer & SMB CRM, Business Development Manager, Dell
Jesse Wolfersberger, Director, Consumer Insights, GroupM Next
10:15 AM
Keynote
Keynote
Julie Ask, VP, Principal Analyst, Forrester Research
10:45 AM
Your app and optimized site are not enough, namely because your customers are spending almost all of their mobile time in other people’s apps. On mobile especially, brands need to partner up with a range of third party platforms, from social to shopping, messaging to games, in order to target a range of user contexts throughout a day. How are brands locating, vetting, and leveraging these third party opportunities? More to the point, how do brands effect an authentic presence when they use tools like incentivized ads, rewards, sponsorship, app partnerships, advergaming or social presence to be in places where consumers may not expect to find them? In other words, how do brands use the always-there mobile ecosystem to weave themselves into everyday living?
Moderator
Scott Holmes, Founder and President, United Future
PanelistS
Maile Krauss, Director of Business Development and Client Relations, Ansible
Richard Rabbat, VP of Platform, Tango
Fred Steube, Senior Director of Emerging Technology, Valpak
11:30 AM
Not all brands and products have obvious and inevitable mobile strategies, and more than a few marketers are reserving investment and organizational commitment deliberately and until a path is clearer. We step back from the bleeding edge and momentum of mobile to explore with our Summit marketer/guests why they think it is prudent to take their time with mobile. What are the challenges internally and in the mobile ecosystem for them? How are they struggling to map business goals with mobile capabilities? Where do their misgivings lie about overinvesting too early in a platform that is still evolving?
Interviewee
Jeff Bixler, Manager, Scale Digital Marketing, Georgia-Pacific
Moderator
Steve Smith, Editorial Director, Events, MediaPost
12:00 PM
A primary role of the traditional agency is to act as a filter bright shiny objects in the market for clients and identify the technologies and trends truly worth pursuing. We end each morning of the Mobile Insider Summit leaning far forward, asking a senior agency executive to present three "picks" of startups, apps, ad formats or technologies that should be front and center on marketers’ radar for 2015.
Presenter
Rachel Pasqua, Senior Partner, Head of Mobile, MEC North America
12:15 PM
Mobility and the New Path To Purchase
Mobile Misgivings: Why Aren’t You Investing More In Mobile?
Partnering With Third Party Apps
1:00 PM
Lunch
Golf at the Resort at Squaw Creek
Rafting/Tubing on the Truckee River
Horseback Riding
Yoga
Cable car to high camp for swimming (heated), cocktails and roller skating

Tuesday, August 19

8:45 AM
Keynote
Keynote
Megan Hughes, Director of Product - Mobile, Orbitz
9:15 AM
We know that mobility has disrupted retail experiences, exploded the path to purchase and turned the shopping journey into a dizzying multi-screen tango. But how are mobile media planners combining available targeting capabilities, mobile ad platforms and media to drive shoppers to stores and sites? We focus here on pure mobile advertising and ask how and where it has impact at retail? How, where and when can mobile ads move the sales needle? Is this really a job for diminutive banners or richer bigger media? How much can search advertising do when mobile users are investing so much more time in apps? Is geo-targeting, even on programmatic platforms, really capturing and influencing people at moments of decision? Can mobile advertising really sell the goods?
Moderator
Colette Dill-Lerner, Consultant
Panelist
Gerardo Castillo, Paid Search and Digital Advertising Manager, Zagg
9:45 AM
Keynote
Keynote
Devon Nicholson, Brand Manager, Stubhub
10:15 AM
Unless you are Twitter, Facebook or another publisher with a unified login, good luck knowing with any accuracy whether you are seeing the same user across Desktop, tablet and phone, let alone do it at scale. How real and scalable are the many models that purport to track consumers cross-screen? We ask buyers and planners to share how they are knitting together data, and the high-flown promises, around cross-screen use tracking and targeting. How do the various models differ? Who is just making best guesses, inferring identify by behavior, by faux-cookies and IDs, by extrapolating third party data? What are the real differences here, and are the different models better and worse for different goals, audiences, product categories? What appears to be working, and what just needs a lot more work.
Moderator
Stuart Meyler, Principal, Beeby Clark + Meyler
PanelistS
Rahul Bafna, VP Product, Drawbridge, Inc.
Michael Foschetti, Managing Director, Havas Discovery
Mike McMeekin, Director, Advertiser Analytics and Insights, Bing
Lauren Moores, VP of Analytics, Dstillery
11:00 AM
Pinging your customer’s phone as she enters the store is a cool first shot in the mobile shopping revolution. But the deeper value of in-store proximity platforms may come from the data and shopper intelligence they make available to retailers. Beacons and apps can track in-store movements, how loyal and new customers respond to store and shelf environments, time spent, and the sequence with which shopper encounter products. But mobility only drops a “cookie” on the shopper if marketers build these emerging systems from the start to take a more sophisticated role than pushing coupons at the door.
Moderator
Tim Dunn, Director of Mobile and Strategy, Isobar
PanelistS
Todd Dipaola, CEO and founder, inMarket
Patrick Moorhead, VP, Mobile Brand Development , Catalina Marketing
Bryon Morrison, President Mobile Marketing, The Marketing Arm
11:45 AM
Presentation: Bright Shiny Objects II
Presenter
Ben Gaddis, Chief Innovation Officer, T3 (The Think Tank)
12:15 PM
How Does Proximity Marketing Fit Your Brand? - Tim Dunn, Isobar
1:00 PM
Lunch
Golf
North Shore Kayak Tour
Truckee River Bike Ride
ATV Tour

Wednesday, August 20

8:45 AM
Keynote
9:15 AM
The “Second Screening” buzzword of 2011 has evolved far beyond companion apps and on-air hashtags. The synergies between prime time and relentless nighttime mobile use run deeper now, informing the ways in which programmers, advertisers and mobile content providers re-think the TV context. From targeting TV audiences with mobile ads to device based VOD, remote control apps to live polling and activating on-air ads, how are agencies, brands and media reconsidering their on-air content now that they know a tandem screen is always on. How has the TV and mobile relationship matured so that two screens can add up to something more?
PanelistS
Jared Lake, Director, Digital Media, Hawthorne Direct
Kevin Lange, SVP, Paid Social Media, Starcom Mediavest Group
Jason Sullivan, Managing Director, Publics Seattle
10:00 AM
Video that is truly untethered from either TV or desktop, is no longer video as we have known it. Mobility potentially changes everything about the classic lean-back medium. More than just fleeting attention spans, devices redefine the media consumption context, with a constricted screen, a wholly new range of always-on media consumption patterns and rhythms, different need states, as well as a trove of geo-location and tools for multimedia user input. How do the narrative arcs, formatting, voice, interactivity all need to change to accommodate the untethered future? Is this the dawn of the three-second spot? The two-minute episode?
Moderator
Adam Cossman, Partner, President, Sentient
PanelistS
Katriona Connolly, Account Director, Fetch
Ujjal Kohli, Entrepreneur-in-Residence, Trinity Ventures
Jeremy Lockhorn, VP, Emerging Media, Razorfish
Tom Lofthouse, SVP of Programming, Discovery Digital Network
10:45 AM
Presentation: Bright Shiny Objects III
Presenter
Sean Miller, SVP of Strategy , Rokkan
11:00 AM
Roundtables
11:15 AM
Conference Concludes