MC

Steve Smith , Columnist, MediaPost

We live in a multi-screen world where people are constantly connected throughout the day, and switching between devices is commonplace. In fact, according to to a recent Google study, 90% of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV. During this keynote, Bon Mercado, an Internet Advertising Veteran at Google, will discuss this new multi-screen reality, how we use these devices together, and what that means for the way that businesses connect with consumers.

Keynote

Bon Mercado , Head of Mobile Solutions, Google

If the new age of marketing really is about putting the “customer first,” then what are brands learning from their base via devices? How is their understanding of the purchase path, the decision process, customer sensitivity to push and pull messaging, and even just the daily lifecycle? We start the Mobile Insider Summit with a report from brands on what mobile platforms are teaching them about customers and the tactics they are using for opening up a listening channel.

Moderator

Steve Smith , Columnist, MediaPost

Panelist

Melanie Allgood , Senior Manager, Mobile, AutoTrader

Michelle Castillo , Senior Online Media Manager, For Rent Media Solutions

David Chen , Sr manager SEM, Grainger

Shannon Lee , Media Lead, Digital Advertising, Obama For America

Randy White , Vice President, Media Solutions, CareerBuilder.com

Whether for business or simply for pleasure, mobile has had a major impact on air travel. Airlines are using the medium as a channel for travel services, marketing and commerce. JetBlue’s Jonathan Stephens will show us how his company’s app strategy worked from an understanding of the connected traveler’s day in order to address this “travel ribbon.” He will show us how the brand is managing the ever changing landscape of innovation and technology to extend their brand through these channels and look ahead at the next steps for the travel industry.

Keynote

Jonathan Stephen , Head Of Mobile, JetBlue Airways

It’s a phone, after all is said and done. Mobile devices are all about intimacy, and the messages brands send to users must respect and reflect that basic reality. From the enduring power of SMS/MMS to new alerting systems, click-to-call, IVR and even the ways in which apps and mobile sites address and respond to users on a personal basis, brands need to create dialogue here, not just impressions. How and how often do consumers really want to hear from their brands? Is mobile a remarketing powerhouse waiting to be unleashed? Can apps really have that “personal” touch that connects with visitors? Marketing experts explore best practices for talking with customers and actually building relationships.

Moderator

Maria Harrison , Partner, Bullseye Strategy

Panelist

James Citron , CEO, Mogreet

Ben Gaddis , VP Growth and Innovation, T-3

Keith Johnston , Director, Technology Strategy, Butler, Shine, Stern & Partners

Angie May-Cook , VP Emmis Digital, Emmis Communications

Mobile platforms give marketers access to more than phone numbers. They are the ‘people meters’ metrics companies have been promising for decades. But what can these devices tell us about your customers, how do marketers access it, analyze it and then integrate it effectively into that growing pile of so-called “big data” that is suppose dot be driving the 21st Century company? We bring in the numbers crunchers to discuss the state of data collection on mobile. If data is “the new media” the currency of customer-focused marketing, then how does mobile fit into the CRM puzzle and the big data train?

Moderator

Jordan Greene , Principal/Mobile Media, MellaMedia

Panelist

Mo Chaara , Director, Site Optimization, Global Web Marketing Team, Lenovo

Arthur Coleman , Chief Scientist, 4INFO

David Ip , Senior analyst, Mobile, BlueCross and BlueShield of Illinois, Texas, Oklahoma & New Mexico

Jim Walz , Director of Mobile Strategy & Services, Alliance Data

Mobile Data: Where Do You Get It? What Do You Do With It? Who Owns It? Dan Israel, Strategy Lead, Mobile and Multi-Channel, SapientNitro
Branded Apps 2.0: Ben Gaddis, VP Growth and Innovation, T3
Managing The Smartphone/Tablet Divide: Jordan Greene, Principal Mobile, MellaMedia
What Does A Mobile Strategy Look Like? James Citron, CEO, MoGreet

Join us for a cruise around the pristine islands of Captiva, ending with a breath-taking sunset over the Gulf of Mexico. Meet at King's Crown lawn at 5:15pm to board the famed Lady Chadwick. The private tour includes open bar, hors d'oeuvres and an incredible combination of the beautiful surroundings and the relaxing conversations with your Summit colleagues. Definitely a uniquely "Captivan" event.

The mobile creative awakening has begun. In this session, we'll look at some of the best mobile work of the past year and chat about our 5 rules for unlocking great mobile creative.

Keynote

Eric Weisberg , Executive Creative Director, JWT

In a breakthrough campaign for its line of car care products, Meguiars demonstrated that hyper-local mobile ad targeting combined with rich mobile brand assets really can lead to more than increased foot traffic and purchase intent. It can lead to measurable sales lifts at retail. Senior Marketing Manager Kristin Ryba shows us the receipt.

Presenter

Kristin Ryba , Senior Marketing Manager, Product and Brand, Meguiar’s

Mobile advertising talks a good “local” game but where are the examples of tightly geo-targeted campaigns that actually move foot traffic or have proven to capture people at that critical point and place of decision? This panel brings together agency execs and marketers with real local tales to tell – about the effectiveness of localized mobile advertising, its scalability, the reality of geo-targeting via ad networks and the metrics these campaigns cast off.

Moderator

Rachel Pasqua , VP, Mobile – iCrossing, Hearst Company

Panelist

Luanne Bryant , Senior Manager, Digital Marketing, City Furniture

Kristin Ryba , Senior Marketing Manager, Product and Brand, Meguiar’s

Eric Vaughn , Director, Interactive Marketing, Monte Carlo Resort and Casino

Craig Weinberg , Mobile Practice Lead, Mindshare

Warren Zenna , Managing Director, Digital / Mobile Practice, Woods, Witt, Dealy & Sons

How has the mobile phone helped our 'marketing super hero' make the world 'safe' for corn dogs, snacks and beer? Tune-in to learn how ampm convenience stores have made mobile a cornerstone of their marketing arsenal. From paid digital advertising and foot-traffic-driving marketing programs to social media and loyalty, this speaker shows how to fly without a cape and tights.

Presenter

Gary Schechner , Advertising and Marketing Manager & Social Media Scientist, ARCO/ampm

‘Showrooming’ is so 2011. Instead of trying to chase away online interlopers who were purportedly hijacking customers in Aisle 5 via smartphones, retailers wised up to the new reality of bricks and mortar in 2012. This is all about enhancing the in-store experience. Entertain and inform the mobilized shopper – that is the mantra of 2013. Devices now give merchants the opportunity to personalize the shopping journey, enrich engagement with products, answer questions, and even keep the conversation going outside of the store. In these early days of augmented retail, how are the best practitioners rethinking how devices can redefine the shopping experience?

Moderator

Chuck Martin , Editor, mCommerce Daily, MediaPost, MediaPost

Panelist

Roman Hasenbeck , Managing Director, Metaio

Jeff Headley , SVP, Global Personalization, Dunnhumby

Dan Israel , Strategy Lead, Mobile and MultiChannel Practice, SapientNitro

Sarah Van Heirseele , VP, Digital, Blue Chip Marketing Worldwide

Carin Van Vuuren , Chief Marketing Officer, Usablenet

The Mobile Insider Summit gets the first look at what CBSSports.com learned from its most ambitious second screen effort around 2013’s biggest TV event, Super Bowl XLVII. SVP and General Manager Jason Kint will share this first look at the ways in which CBSSports.com built and executed the companion experience.

Keynote

Jason Kint , Senior Vice President, General Manager, CBS Interactive's Sports Division

Getting Past Showrooming: Chuck Martin, Director, Center for Media research, Mediapost
Augmented Reality: Roman Hasenbeck, Managing Director, Metaio
Buying and Building Local Mobile Marketing Efforts: Rachel Pasqua, Mobile Lead, iCrossing
Optimizing Your Mobile Presence for M-Commerce: Craig Weinberg, Mobile Practice Lead, Mindshare

Deep Sea Charter Fishing
Shelling/Dolphin Cruise
Parasailing
Stand Up Paddleboarding

The most visited online newspaper site in the world is now The UK based Daily Mail, and its aggressive and successful expansion into the U.S. helped push the brand even beyond the NYTimes’s massive reach. Digital Editor Martin Clarke explores what the brand has learned from its 31 million monthly mobile unique users and the challenges of monetizing a channel that is engaging readers longer and more often than the Web itself.

Keynote

Martin Clarke , Publisher, Mail Online

Interviewer

Steve Smith , Columnist, MediaPost

Mobile is not “mobile” anymore. Consumer engagement with digital media occurs across multiple screens at home and on-the-go and in multiple contexts and user modes. Consumers are swapping different screens in and out, performing different tasks when in various modes of use, and then pushing content to themselves and others on yet another nest of multiple screens. Context just isn’t what it used to be.  These new behaviors bring marketers closer to the real-world path to purchase, but  how can ad planning and technology adapt to the new stultifying complexity of it all? Are messaging and distribution strategies being built to accommodate this lifestyle? At what level (branding, technology, messaging?) do we solve for the multi-screen challenge?

Moderator

Sarah Calkin Ward , Director, Product Leadership for Advertising Effectiveness, Nielsen

Panelist

Matthew De Ganon , VP of Mobile Product and Operations, Gannett Digital

Tamara Gaffney , Senior Marketing Manager, Digital Index, Adobe

Kelly Jones , Senior Research Manager, Microsoft Advertising

Lara Mehanna , General Manager, Mobile, DataXu

Mobile marketing remains new territory for many brands, but they need to tread carefully here in order to connect with consumers without overstepping boundaries. Millward Brown’s AdRaction study found that only 11 percent of smartphone users and 16 percent of tablet users indicate they are favorable toward mobile advertising, indicating a chasm between effectiveness and love. This session includes an overview of the ad formats that successfully achieve the right balance in reaching consumers via mobile and opportunities for marketers and publishers to innovate, test, learn and effectively use mobile to build great brands.

Presenter

Joline McGoldrick , Research Director, Dynamic Logic

Can smartphones and tablets transform the signature “passive” medium of the last century into a truly interactive one for media companies and their marketing partners? Pioneers of second screen design discuss what we know thus far about this new living room dynamic in which devices bring a viewer’s social network into the living room. How should we treat this newly created digital space – as we would a social network, as an extension of TV programming or as a whole new platform with its own rules? Is this the “interactive TV” we have been waiting for? Or is “social TV” and the untethered “third screen” going to shake up TV as much as did cable, DVRs and the remote control?

Moderator

Ted Boezaart , Vice President, Moxie Interactive

Panelist

David Kaplan , VP Bravo Ad Sales Research, Bravo TV

Joline McGoldrick , Research Director, Dynamic Logic

Carla Paschke , Director of Mobile Innovation, Engauge

Strategies for Multi-Screen Marketing: Sarah Calkin Ward, Director, Product Leadership for Advertising Effectiveness, Nielsen
Making Content Mobile: Tamara Gaffney, Senior Marketing Manager, Digital Index, Adobe
Should Brands Cultivate a Social/Mobile Presence? Ted Boezaart, Client Partner, Moxie Interactive