MediaPost – OMMA Mobile

Agenda

7:30 AM

Registration Opens

8:00 AM

Full Breakfast

8:15 AM

Sponsor Breakfast Presentation

8:45 AM

Introductory Remarks

9:00 AM

KEYNOTE: Enhancing the Starbucks Experience with Mobile

9:45 AM

Brand Panel: Maturing the Mobile Channel

‘Mobile is a channel, not a strategy,’ is the new mantra. As marketers evolve their mobile approach from merely extending Web tactics to leveraging the unique two-way communications and spatial properties of this unique channel, how are brands fitting the pieces together? The most advanced practitioners are using mobile for advertising, CRM, m-commerce, consumer research and more, but what challenges do these marketers now face when trying to integrate mobile’s many pieces into a coherent multi-channel approach? Major brands often have a mobile evangelist now on board, but how are these folks selling investment into this channel to their bosses? OMMA Mobile’s signature panel of marketers takes the discussion of mobile and branding to the next level – true integration, with strategy and organizations. Watch Complete Video

Moderator: Matt Howell , Managing Partner, Global Chief Digital Officer, Arnold Worldwide
Panelist: Chris Brown , VP, Product Management, Apartments.com; Charlie Ciaramitaro , Director of Digital Access Marketing, Fedex Services; Ed Kaczmarek , Director of Innovation and Emerging Technology, Mondelēz International; Lynn Porterfield , Program Director of Global Advertising, IBM; Matthew Roth , Senior Marketing Strategist, Intel

10:30 AM

KEYNOTE: Beyond the Surface in Mobile: a Pendulum, a Paradox and a Pie

11:00 AM

Coffee Break

11:30 AM

Workshop For Media Buyers, Mobile Finds Scale, But Where Is Your Target?

The next great challenge for buyers and planners is carving the newfound scale of mobile Web, apps and text into segments that matter to their marketing goals. But through the fog of hype ‘one-to-one’ marketing on mobile and its famously ‘personal’ qualities, what level of targeting really is or isn’t available here? To achieve scale many campaigns have to traverse platforms, technologies, operating systems, and all kinds of proxies for targeting. We ask some the most experienced mobile planners and buyer in the business to share their latest cases, successes and frustrations in making mobile truly target-able. Watch Complete Video

Moderator: Colin Gillis , Senior Technology Analyst and Director of Research, BGC Partners
Panelist: Jordan Greene , Principal/Mobile Media, MellaMedia; Christopher Keune , Digital Analytics Manager, RAPP; Jaspreet Singh , Director, Digital Strategy - Mobile & Emerging Platforms, SapientNitro; Sacha Xavier Reich , Partner, Media Director, Neo@ Ogilvy

12:15 PM

Opportunity In Aisle 3: Re-Engineering the Retail Experience One Phone at a Time

Scan it, snap it, compare it…oops. That customer in Aisle 3 just scanned your UPC code into his smartphone, found it much cheaper at your competitor and hit someone else’s buy button. Welcome to the next retail arms race. Of all consumer habits, retail shopping is about to be more profoundly transformed by the mobile device than any other. How are retailers and their agencies scrambling to stay ahead of the consumer as in-store use of mobile slams the accelerator and fundamentally changes everything? QR codes? Near-Field Communication? Retail apps that keep users with the brand? What is the answer? Watch Complete Video

Moderator: Chuck Martin , Editor, mCommerce Daily, MediaPost, MediaPost
Panelist: Angel Anderson , Experience Director, CP+B; Molly Garris , Digital Strategy Director, Arc Worldwide, a Leo Burnett Company; Linda Gridley , President & CEO, Gridley & Company LLC; Shehryar Khan , CEO, Ubermind; Meghan Messenger , VP of Merchant Services and Marketing, Next Jump

1:00 PM

Lunch

1:10 PM

Sponsor Luncheon Presentation

2:00 PM

Research Presentation: Love ‘Em or Leave ‘Em: Adoption, Abandonment, and the App-Addled Consumer

2:30 PM

Agency Workshop: Where’s My Mobile Web Strategy?

After the mobile app frenzy finally abated last year, cooler heads started persuading marketers that brands needed to get the basics of mobile down first, starting with mobile Web presence. As consumers become accustomed to smartphone Web access they expect to get mobile-friendly experiences when they enter a “brand.com” in a mobile browser. But the mobile Web is not the same as the general Web for brands that are trying to get discovered, craft search strategies, and decide what to do with the mobilized customers they do attract. What have we learned from those who have embraced the mobile Web? How are agencies incorporating a sensible “dot-m” strategy in with the other bright shiny objects their clients still demand? Watch Complete Video

Moderator: Sandy Martin , Mobile Director, Schurz Communications
Panelist: Chia Chen , SVP, North American Mobile Practice Lead, Digitas; Paul Cushman , Senior Director, Mobile Sales Strategy, Yahoo!; Brenna Hanly , Mobile Catalyst, Mullen; Tim Kilroy , Vice President, Natural Search & Social Media, PM Digital; Bill Litfin , Senior Partner, User Experience, Shift Global

3:15 PM

Coffee Break

3:30 PM

New Deal: Will Coupons, Flash Sales, Check-Ins Localize Mobile?

Finding the key to local marketing dollars has been at least as hard on mobile as it was for a decade online. But two successful models that drive neighborhood business have been migrating quickly to handsets: couponing and daily deals. Add to that the continued growth of check-in retail and social apps like ShopKick and foursquare and marketers now have a portfolio of promising, early stage models that map perfectly to mobile use cases. But how do they move to the next stage, achieve real scale, and activate the local marketing? Watch Complete Video

Moderator: Joshua Black , Director of Business Development, Blue Chip Marketing
Panelist: Brian Dhatt , VP of Engineering, GiltCity; Todd Dipaola , President and Co-founder, Checkpoints; Eric Friedman , Director of Business Development, Foursquare; Nataly Kogan , VP of Consumer Experience, Where.com

4:15 PM

Happy App-Day: Do You Still Want a Branded App For That?

Apple opened its iPhone App Store in July 2008. Brands rushed in as CEOs demanded to know “where is our app?” Three years and thousands of forgotten branded apps later, what do we know better about who should and shouldn’t go down this path? How can agencies better manage their clients’ expectations and map an app approach that connects to larger strategic goals and becomes more than an expensive CEO showpiece? Is the iPad sparking the same irrational app exuberance the iPhone once did? But what do we know in 2011 that we didn’t know in 2008 about the cost of entry and maintenance, the high price of discovery, the available (and unavailable) metrics, and the app genres that really resonate with consumers? Or is HTML5 going to make apps obsolete in two years anyway? We celebrate the third birthday of the modern mobile app with a cool assessment of where we go from here. Watch Complete Video

Moderator: Joe McCambley , Co-Founder, Creative Director, The Wonderfactory
Panelist: Michael Burke , Founder & President, appssavvy; Rex Cook , Founder and Executive Creative Director, AvatarLabs; Eric Litman , CEO, Medialets; Brian Stoller , Leader Digital Strategy - Managing Partner, Mindshare; Jon Vlassopulos , CEO, skyrockit

5:00 PM

Cocktail Party

"The mobile space is expanding and changing so rapidly that it’s essential to get a snapshot of what everyone is talking about (even though most of us will undoubtedly be proven wrong). OMMA Mobile brings together experts of all stripes, in all our wonderful cacophony, to hash out what it is we think we know, and what we’d like to know a year from now."
~ Dave LaFontaine, Editor/Analyst, Artesian Media

"OMMA Mobile shows are consistently in the top tier of content and attendees. Be prepared to take a cornucopia of notes, have quality conversations with smart people, and walk away with real knowledge about mobile advertising and marketing strategy."
~ Joy Liuzzo, Senior Director, InsightExpress

"OMMA conferences and summits are some of the best in the business! I always come away with great insights and a few new connections."
~ Carri Lukasik, Marketing Manager, Disney Store

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