MediaPost – OMMA Mobile

7:30 AM

Registration Opens

8:00 AM

Sponsored Breakfast Presentation

9:00 AM

Opening Remarks

9:15 AM

KEYNOTE: Using Mobile to Engage Consumers Closer to the Point of Purchase

9:45 AM

PANEL: Can We Talk? The Real Killer App Gets Brands Closer to Customers

You got them to download your cool new app. Fine. Now what? Unless brands have a strategy for getting beyond being cool (or even being of use) then an app is just another media buy. So how are the most evolved brand marketers designing apps that initiate relationships, not just good will? The best apps open a real dialogue where consumers give the marketer actionable information that impacts brand strategy. They integrate with a larger program for market intelligence, customer relations and even product development. We ask a panel of brand managers to explore their use of the app platforms. How do they make their apps really matter to the marketing mix and serve as more than a good press release. And where do the brands sit in this evolving app platform war between Google and Apple, the new iAd and the app?

Moderator: Matthew Snyder , Founder, CEO, ADObjects, Inc/ ResponsiveAds,Inc
Panelist: Ted Hong , Chief Marketing Officer, Fandango; Ed Kaczmarek , Director of Innovation and Emerging Technology, Mondelēz International; Tara Scarlett , Senior Manager, CRM and Precision Marketing, Coca-Cola Company; Brent Tyler , Promotions Manager, Zippo

10:30 AM

KEYNOTE: Make it useful, make it exciting or don’t make it at all

11:00 AM

Coffee Break

11:30 AM

PANEL: Agency Roundtable - Mobile Planning in the Age of Apps, the Mobile Web and the iAd

It’s the first thing out of many clients’ mouths. “We want our branded app.” But is it the best place for a brand to start, and how does an app really map against their marketing goals and brand reputation? As Google and Apple go to war over the smart phone platform and apps, iAds and, m-commerce, SMS mobile Web and CRM vie for mobile marketers’ attention, our panel of Agency executives and planners weigh in on how they are crafting multi-pronged mobile campaigns that put apps in the larger mobile marketing context. If mobile really represents several channels all on the same device, then how are the most experienced planners learning to leverage them in tandem with the app strategy? Are apps and iAds the bright shiny objects that blinds us or shows the way forward? Our roundtable of mobile agency execs tell us how to talk your client down from app-centricity and consider a comprehensive approach.

Moderator: Allison Mooney , VP, Emerging Trends, Omnicom/MobileBehavior
Panelist: Patrick Collins , CEO, 5th Finger; Jordan Greene , Principal/Mobile Media, MellaMedia; Jared Hopfer , Associate Director, Mobext; Courtney Renaud , Supervisor, mec:interaction; Jon Vlassopulos , CEO, skyrockit

12:15 PM

PANEL: iPhones, Androids, and Blackberries Oh, My! Should the Apple vs. Google Platform Arms Race Matter to Marketers?

This is the ‘Year of Android’ we are told, and Google has in its pocket one of the biggest mobile ad networks in AdMob. Apple counters with its own network and an iAd format, which may or may not lock out the third party ad nets that helped build its economy in the first place. Suddenly, Google loves what Apple loathes, Flash, and like Apple is ready to port Android to tablets and beyond. Yet, last time we checked RIM/Blackberry still had a dominant and growing market share and third party ad networks were leading ad innovation. The mobile arms race is about to get ugly. The perennial fragmentation of mobile platforms is still with us but in different form and with higher stakes. Does it really matter to brands and marketers if Google extends its search dominance into the Android platform? Is Apple’s more closed approach to mobile a threat to marketers’ autonomy and interests in an open platform? How does this war among the major players affect marketing plans, budgets and long-term relationships with the warring platforms?

Moderator: Alan Chapell , President, Chapell & Associates
Panelist: Ben Gaddis , VP Growth and Innovation, T-3; Michael Gartenberg , Partner, Altimeter Group; Alexandre Mars , CEO, Phonevalley; Wiley Mathews , Mobile Director, US, OMD; Paul Palmieri , President and CEO, Millennial Media

1:00 PM

Lunch Sponsored by Yahoo! Mobile

2:00 PM

KEYNOTE: Multiscreen Marketing in a Mobile World

2:30 PM

PANEL: Buyers’ Roundtable - From iAds to All Ads, Making Mobile Display Work

In short order the mobile ad networks have formed a display and DM media economy that is at least as confusing as its Web counterpart. Everyone has a novel creative format to push, and now Apple threw a bright shiny object into the mix with its iAd format. But how effective and costly is rich media creative on smart phones? Will an iAd or AdMob eye-grabber amortize across other executions? How are media planners and buyers crafting campaigns that work from this new complicated “stack” of carrier inventory, rich media providers, performance nets, in-app display, mobile exchanges and site-specific inventory? How are they achieving scale in this environment without burning their budgets on multiple creative executions and maintaining a mob of partners? Even as the hype gravitates towards app development and sponsorship, the backbone of mobile remains display advertising. But what are networks good for in this new mix?

Moderator: Noah Elkin , Senior Analyst, eMarketer
Panelist: Sloan Broderick , Director of MBA, MediaCom; David Hewitt , Global Head of Mobile, SapientNitro; Jeremy Lockhorn , VP, Emerging Media, Razorfish; Rachel Pasqua , VP, Mobile – iCrossing, Hearst Company; Chad Stoller , EVP Digital Strategy, BBDO

3:15 PM

Coffee Break

3:30 PM

PANEL: Publishers’ Round Table - Apps to the Rescue, Building New Media Models and Identities on Portable Platforms

Apps are not the Web. Even the Mobile Web is not the Web. “Extending” a media brand onto mobile is so 2009. The smartest media companies are embracing mobile, tablet and e-book platforms as ways to turn content into services and a new experiences, not just as more of the same content everywhere. News organizations are leveraging mobile to activate citizen journalism. Portability and location-awareness are helping service media re-imagine themselves as kitchen cooking tutors, sex position instructors, personal trainers and localized buying guides. And along the way, they are giving marketers new opportunities to connect with consumers in different ways. The most forward-leaning developers from an imperiled media industry discuss how mobile changes everything…they hope.

Moderator: Michael Rogers , Principal, Practical Futurist
Panelist: Ethan Dreilinger CBS News Mobile; Jeff Litvack , GM, Global Product Development, The Associated Press; Sean Nolan , VP Online Operations and External Online Marketing, Rodale; Michael Scogin , Vice President, MTV Wireless; Todd Zander , VP Digital Media Distribution, Discovery Communications

4:15 PM

PANEL: Grilling the Metrics Vendors - When Will Mobile Numbers Add Up for Media Planners?

Mobile metrics remain are a gaping hole for many marketers and advertisers, and it’s no longer enough to talk about app download numbers and call it a day. The major third party measurement players have very different methodologies for sizing a fragmented WAP market and they haven’t cracked the code at all on app usage. The panels have helped substantiate mobile as a growing marketing sector, but are they really useful as media planning metrics? Who is measuring what and how are they planning to evolve their services for the era when mobile devices overtake the PC for web access. Now that mobile is more than just an experimental buy, how can marketers use available metrics to integrate mobile into their media plans? We hear from the leading mobile metrics vendors along with agency pros to determine what we have now, how to use it and what we need for the future. View Presentation Slides

Moderator: Kathryn Koegel , Marketing Lead, Primary Impact
Panelist: David Gill , Vice President, Emerging Media, The Nielsen Company; Larry Harris , CEO, Ansible Mobile; Brian Jurutka , SVP of Mobile Solutions, comScore; Evan Krauss , EVP Advertising Sales, Shazam Entertainment; Evan Neufeld , Principal, Storyline Development; Greg Yardley , VP of Product, Flurry, Inc.

5:00 PM

Conference Concludes

5:15 PM

Cocktail Party Sponsored by Webtrends

Agenda

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