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Thursday, February 23
How did a technology that we didn’t think we needed, disrupt our lives in such a short amount of time? At first it seemed smartphones and apps meant the death of the browser-based web as we know it, but the real killer is not pocket sized. A few extra inches of high resolution screen plus the most natural user interface ever between man and machine has changed everything. Content companies are not only thinking differently about distribution but about the nature of their product in order to respect the tablet screen and its capabilities. In the ad business tablets may destroy search advertising, banner ads, and print ads made of paper. How will shifts like these across industries change the relationship between creators and consumers and what are the dangers and opportunities for advertisers?
- Jon Haber, Chief Innovation Officer, OMD
With 24 million in Tablet sales projected for this year, the proof is in the numbers. This may be a medium that's only a couple of years old, but it's no longer one that brands can afford to ignore. Buick's Digital and Social Media Manager explores how his brand’s tablet strategy has helped Buick reach a whole new generation of buyers. What do tablet users want? How can your brand reach them? What mistakes should you avoid? Jim Kruger will answer these questions and more, and explore what's next for this growing medium.
- Jim Kruger, Digital and Social Media Manager, Buick
Tablets are a bright shiny object that brands and agencies have wanted to “get on board” “get in front of” and “be aligned with,” which resulted in some noble and dazzling tests over the last two years. But ultimately marketing needs operational efficiency, repeatable results and scale. Is this tablet – part app library, part DVR, part Web browser, part digital magazine – evolving into something that marketers can plan, budget and mix with the rest of the media plan? And with the success of Amazon’s Kindle Fire and Barnes & Noble’s Nook color, are these Android-powered reader platforms poised to fragment developer attention and budgets even more? Tens of millions of eyeballs and fingertips are engaged with these things every day (especially nights), but do brands really need a “tablet strategy” yet?
- Thom Kennon, CMO, Brabble @tkennon
- Chuck Fletcher, CTO, Executive Director MadSci Labs , Euro RSCG NY
- Melissa Parrish, Senior Analyst, Interactive Marketing, Forrester Research @melissarparrish
- Mark Silber, Executive Creative Director, Joule
- Richard Ting, SVP, Executive Creative Director, R/GA
When the TV goes on, tablets light up. A new 21st Century prime time behavior across America is both a threat and an opportunity to the signature medium of the last century. TV programmers and advertisers either can capture this new dual-screen multi-tasking behavior to enhance engagement with their content, or they can lose their precious TV audiences to distraction. The game is on. Social TV is but one early tactic for capturing this energy. But every network and cable brand, along with a gold rush of third parties, are experimenting with ways of using the new device to deepen the TV experience but also get that feedback and interactive loop with users that ITV long promised but never delivered. The TV providers and their advertisers tell us how they plan make tablets a plus rather than a minus in the new equation of TV squared.
- Brian Stoller, Leader Digital Strategy - Managing Partner, Mindshare
- Dennis Adamovich, SVP Brand Digital Activation/GM Festivals, Turner Entertainment Networks
- Myles Felsing, CMO, Delivery Agent, Inc.
- Mark McLaren, VP, Audience Measurement, IPSOS MediaCT
- Dominique Nguyen, Director, Bravo Emerging Media, NBC Universal
- Scott Rosenberg, Co-Founder & CEO, Umami
Surprise! In 2010 we thought tablets were great “media consumption devices” that supercharged content engagement. But in 2011 the metrics showed us that iPads were also cash registers, driving users to browse and buy from e-commerce sites at levels no one saw coming. Everything from conversion rates to average order sizes get a significant boost from the touch screen, as the tablet proved perfect for lean-back shopping. Retailers are scrambling to retool their sites for tablet browsers and craft app strategies that capture this new T-Commerce channel. We ask retailers and their developers to share what they learned from the most recent holiday shopping season from tablet owners and how they plan to market to the big T-Commerce surprise.
- Chuck Martin, Editor, mCommerce Daily, MediaPost @chuckmartin
- Sarah Amitay, VP, Mobile Marking Director, Mobext/Havas
- Sheila Collins, Senior Manager, CCSG Digital Marketing, American Express
- Derek Fridman, Creative Director, SapientNitro
- Chris Gonzalez, Director, Mobile Product Management, Gilt Groupe
- Alex Schmelkin, President and Co-Founder, Alexander Interactive
Greg Clayman, Publisher of The Daily, discusses how the first ever daily tablet-only publication is doing one year in, and where it is headed in 2012. Clayman will speak to lessons The Daily has learned about the developing tablet consumer market place and share surprising and unique insights.
Two decades of digital media have been tough on the print industry. Time spent with their brands online was a fraction of offline engagement, and they competed directly with TV and Web entities with massive promotional power. Two years ago tablets offered magazines and newspapers a second chance at building a sustainable digital business model. Many have crafted sharp app experiences and even new product lines. But have they gotten the sustained attention of advertisers? What is print media’s plan for making tablet ad environments and business models at least as compelling as they once were in print?
- Rebecca McPheters, CEO, McPheters & Company
- John Cantarella, President of Digital, Time Inc. News Group
- Todd Haskell, Vice President, Advertising, The New York Times / NYTimes.com
- Audrey Siegel, President, TargetCast tcm
- Robin Steinberg, EVP, Director of Publishing Investment, MediaVest
- Gael Towey, Chief Creative and Editorial Director, Martha Stewart Living Omnimedia
Who is doing what on which devices? Tablet habits are evolving as quickly as consumers discover new uses for their new best friend. Now that media and marketers are chasing new levels of content engagement, second screen rituals and t-commerce, what patterns are emerging to surprise us in 2012? And after this holiday, the market added at least two credible iPad competitors. We ask the major metrics companies tracking these audiences to share their vision for the what is on tap.