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Thursday, October 1
This is not your father’s desktop. Programmatic technology and buying methods seemed tailor made to handle the inventory volumes and complexity of the mobile channel. But are marketers really making use of the targeting opportunities mobility makes possible? When do place, day parts, localized creative, or app behaviors, among other data points, really pay off for media buyers? Mobile marketing mavens talk out of real world cases to share how they have found the ROI by leveraging the unique targeting capabilities of mobile devices.
- Jeanniey Mullen , VP of Marketing , NOOK by Barnes and Noble @jeannieymullen
- Gabriel Cheng , VP, Mobile Strategy , M&C Saatchi Mobile @gabecheng
- James Green , CEO , Magnetic @JamesANGreen
- Krista Lang , EVP, Executive Media Director , 22squared @kicka
- Rachel Pasqua , Practice Lead, Mobile , MEC North America @rachelpasqua
Alan Smith, Chief Digital Officer, Assembly discusses how he and the agency team use mobile data strategy for clients such as Truth Initiative and Timberland. How are the experts planning tracking for the right environment across screens? And what is the secret to best use creative and data for maximum results?
Sorry, but the standard exchange based mobile banners are eyesores. They either miniaturize desktop banners and fit the target mobile screen poorly, or they break the user experience and site design. Are richer and better ad creative ever coming to mobile programmatic? Is a better in-feed experience via native part of the answer? Or should mobile media and advertisers be rethinking ad experiences altogether for this screen?