April 29, 2009
Download Presentation 1 (PDF)
Download Presentation 2 (PDF)
- Joy Liuzzo , Founder, Wave Collapse
Ads are going where consumers go. But how will this evolve? Anyone who works in the mobile industry knows there are challenges - carriers, technologies, and privacy concerns that are limiting mobile advertising growth. Where and when will this growth happen? What form will mobile advertising take? What will be the most effective approaches? And how will consumers respond? There is a huge promise of mobile as a new transformative advertising and marketing communication channel. The impact of always on, always with you, location aware with activation possibilites is endless. So how do we as marketers start to take advantage of it?
- Maria Mandel , Executive Director - Digital Innovation, OgilvyInteractive
Media planners continue to complain that as a standalone execution mobile still lacks scale. For now, this medium does not always work best in the lead role. But when integrated into a larger marketing plan, the mobile piece can activate a multi-platform campaign in a number of ways, from extended reach to list building to feedback loops on the effectiveness of your online and offline creative. In this unique panel we go outside the mobile fold to bring in media directors from digital and general agencies to discuss how they see mobile working within the larger picture. When can it extend reach? How can it measure the effectiveness of your other creative? And at what point do media directors start considering mobile a must-have piece of the media mix?
- Jordan Greene , Principal/Mobile Media, MellaMedia
- Patrick Cartmel , Managing Director, MEC Interaction
- Greg March , Media Director, Wieden+Kennedy
- Walter Schild , CEO, Genex
- K-Yun Steele , Media Director, U.S. Digital, Zenith Media
- Andy Von Kennel , SVP, Divisional Director, Measure2X
Major TV and Web content brands are driving substantial traffic into their mobile properties now, but are they taking marketers with them? Massive mobile inventory (often unfilled) is opening up from the media brands but is it all just that – more inventory on just another platform? Are the publishers offering real value by integrating cross-platform buys with the unique properties of the mobile device? Can they leverage content sharing, location, SMS, and interactivity, and personalization? We interrogate some of the leading cross-platform content brands to see what they can give us beyond reach.
- Frank Barbieri , Consultant, Transpera
- Salil Dalvi , SVP, Mobile Platform Development, NBC Universal
- Jason Fulmines , Director, Mobile Products, Gannett/USA TODAY
- Jeff Sellinger , Co-Founder and Chief Product Officer, shopkick
- Michael Shim , Managing Director, Head of Mobile Sales and Business Development, Yahoo! Inc.
- Lisa Valentino , VP, Digital and Mobile Sales, ESPN
Social networking has been the quiet giant of mobile media for years, producing massive media inventory that monetized just as poorly on handsets as it did on the Web. But with Facebook’s recent announcement that 25 million of its users access their service via mobile each month (4 million each day) and Twitter now a household name,, it is clear that mobile represents the biggest growth opportunity for social networking. But are we any closer now than two years ago in figuring out what role brands play here? Will branded apps penetrate this world, or does this content represent just more invisible banner inventory? Or perhaps mobile (with local search, precise geo-location, etc.) is the key to activating social network marketing across platforms. Our panel of mobile social network providers and early clients share early learnings and emerging models.
- Catharine P. Taylor , Senior Editor, MediaPost
- Kristen Fox , Group Media Director, Social & Mobile, CP+B
- Sabine Irrgang , COO and co-founder, GoFresh/itsmy
- Brandon Lucas , VP and General Manager, Mobile, BET
- Dan Roselli , CEO, mobisix
- Neal Shenoy , Managing Partner,  Media
Google’s Eric Schmidt predicts that ultimately most of Google’s usage will come from mobile, and in the past year the path to that future finally became visible. Over 70 million people have accessed some form of mobile search. But the handset changes everything about search – adding geo-location, image indexing, more local usage, and even social network layers. Is mobile what local search has been waiting for all along? Do traditional search marketers need to re-think their strategies as search goes mobile? Is text entry really the best mobile search box or do image search, voice queries and scan codes alter the path search marketers will have to take? The real question may not be what can search do for mobile but what mobile does to search?
- Chad Stoller , EVP Digital Strategy, BBDO
- David Berkowitz , Chief Marketing Officer, MRY
- Farhan Memon , Senior Prodcut Manager, AOL
- Danielle Nohe , Director of Telecommunications and Media, Compete
- Justin Scarborough , Senior Search Manager, Razorfish
- Greg Sterling , Principal, Sterling Market Intelligence
Talk about integrated marketing! The Apple App Store not only changes the distribution model for mobile content and marketing; it also connects brands more directly with consumers, with e-commerce and leverages the multimedia functionality of their phones. Thanks to Android, Amazon can start selling its MP3 media directly on the phone and deliver it to the phone. American Idol or Warner Bros. artists can link directly into the music store for a direct sale. Mapping, m-commerce, image and voice search are all now available to a marketer from within their own or other apps. What kind of new integrations does this model promise. We bring together some early-in developers of multi-dimensional mobile apps with the merchants who will run the new stores.
- Joe Jasin , Managing Director, DNA Partners, LLC
- Jordan Berman , Founder & CEO, OFC: Office Entertainment Network
- Jim McDonnell , Marketing Manager, Emerging Channels, Papa John’s International, Inc.
- Rana June Sobhany , VP, Marketing, Medialets
- Phuc Truong , Managing Director, U.S. Mobile Marketing, Mobext/Havas
- Jonathan Zweig , CEO, Jirbo/EpicTilt
Like the Internet before it, media buyers will take mobile seriously when they feel secure in the metrics surrounding it. How big is this market? How large is my addressable audience? Who is using SMS when and where? And we do fly a campaign how do the back end metrics across the various platforms and networks jibe? And how do we evaluate the effectiveness of this campaign after all? If this medium is so different, what are the critical metrics and how should they map against the online, on-air, in-print plan? We bring together representatives of the metrics front end (market measurement) and the back end to see what numbers (and whose) we should trust.
- Dan Hodges , Chief Revenue Officer, Verve Wireless
- Stephanie Bauer Marshall , Associate Director, Mobile Marketing & Advertising, Verizon
- Evan Neufeld , Principal Analyst, Storyline Development
- Sanjay Pothen , Regional Director, Phonevalley
- Ali Rana , VP, Digital Strategy, Dynamic Logic
- Julia Resnick , VP, Mobile Media Solutions, Nielsen Online
When mobile marketers get out from the echo chamber of our own press releases and have to fight for a piece of the marketing budget, they continue to get rebuffed more often than they get embraced. Many buyers push back on mobile hype and question its scale, ease of use, accountability and compatibility with the rest of their marketing plan. So let’s have at it. We end this iteration of OMMA Mobile with a lively debate. A team of unconvinced planners will defend the proposition that mobile still isn’t ready for their serious attention and ad money. A team of mobile marketing firms and ad networks will do their best to defend mobile as critical platform and that it is worth more than a test.
- Lauren Rich Fine , Research Director, ContentNext
- Linda Gridley , President & CEO, Gridley & Company LLC
- Evan Krauss , EVP Advertising Sales, Shazam Entertainment
- Adam Shlachter , SVP, Media, Digitas
- Steven Siegel , Mobile Solutions Specialist, Microsoft Advertising
Thanks To Our SponsorsTitle Sponsor