MediaPost – OMMA's Tablet Revolution

Agenda

8:00 AM

Registration Opens

9:00 AM

Welcome and Opening Remarks

9:15 AM

Keynote: Tapping into a Tablet Strategy: Why We’re Here

9:50 AM

Buyers Get Touchy Feely, But What Kind of Marketing Tool Is a Tablet, Anyway?

The touch interface has invigorated the imaginations of marketers and agency creatives everywhere, resulting in a great first generation of iPad ads. But how does the tablet fit long term into brand strategy, media buying and planning, creative workflow if it is neither Web nor mobile? With a few test campaigns under their belts, what did agency and marketing execs learn about the new platform and especially its long term potential as part of the marketing mix? What does it do for the plan nothing else can achieve, and where will the budgets and resources come from to drive innovation once the novelty testing is over? Watch Complete Video

Panelist: Sloan Broderick , Director of MBA, MediaCom; Michael Fischer , CMO, Coldwell Banker; Derek Handley , Co-Founder, CEO, The Hyperfactory; Jeremy Lockhorn , VP, Emerging Media, Razorfish; Rachel Pasqua , VP, Mobile – iCrossing, Hearst Company

10:40 AM

Coffee Break

11:10 AM

Research Presentation: From a Consumer Perspective - The iPad as an Advertising Vehicle

11:45 AM

Publishers Get Real About Next Screen Expectations

Early overheated enthusiasm notwithstanding, the iPad did not “save” print, although every major magazine and newspaper publisher immediately rushed the App Store with every manner of touch and swipe interface. What have the media makers really learned thus far about how their users engage content on tablets and how it can it be shared, scaled and leveraged with advertisers? And what unique challenges does an app-driven platform pose for the distribution strategies of media brands? They know how to work a newsstand, and may even know their way around a search engine. But what discovery mechanisms, subscription models and marketing plans will get media apps to get and retain mindshare in such a fragmented field? We know the iPad scales well for Apple. But do the apps scale for publishers and their marketing clients? Watch Complete Video

Moderator: John Gallant , Chief Content Officer, IDG Enterprise
Panelist: Sheila Buckley , SVP, Digital Ad Sales, Weather Channel Interactive; Christine Cook , SVP, Sales and Advertising, The Daily; Mark Johnson , CEO, Zite; Matt Jones , Vice President, Mobile Strategy and Operations, Gannett; James Smith , Senior Vice President, Revenue, Flixster

12:30 PM

Buffet Lunch Served

12:45 PM

Luncheon Panel: Second Screening - Making the Most of TV

If TV viewers must multitask in their living rooms, then at least have them multitask with TV. And it turns out that for all of the purported “mobility” of the next screen, prime time is tablet time for most users. As a companion, a guide, a complement, an additional monitor or even a synchronized experience, the tablet could be the “interactive TV” everyone has been waiting for. ABC, MTV, Bravo and BET and other have tied their apps to live programming, While Discovery, CBS and ESPN have turned our iPads into portable DVRs. Some of the early second screeners report on lessons learned from a range of new and still-evolving parallel programming models. More to the point, how and when will two screens be better than one for marketers? Watch Complete Video

View presentation slides for Mitch Oscar

View presentation slides for Aimee Viles

View presentation slides for Frank Foster

View presentation slides for Doug Craig

View presentation slides for Jon Brendsel

Moderator: Mitch Oscar , EVP, Televisual Applications, MPG
Panelist: Jon Brendsel , VP, Product Development, PBS Interactive; Doug Craig , SVP, Business Planning and Operations, Digital Media and Commerce, Discovery Communications; Frank Foster , Vice President, IPTV Solutions, AT&T; Aimee Viles , VP, Emerging Media, Bravo Media

1:40 PM

Panel: Not the Web and Not the Phone - Ad Networks Find a Place at the Table

A conversation with major mobile and Web ad networks about who will be serving what kind of media onto the tablet platforms…and who won’t. How do the oversized touch screens influence creative, marketing messages and business models? Watch Complete Video

Moderator: Matthew Fanelli , Executive Director, Digital Media Group, Media Networks, Inc.
Panelist: Tom Limongello , VP of Marketing, Crisp Media; Jesse Marmon Haines , Group Marketing Manager, Mobile Ads, Google; Marcus Startzel , SVP, Sales, Millennial Media

2:25 PM

Best Use Case Scenarios: Marketing and Media Opportunities in the New Tablet Habit

Most consumers have had less than a year with a device few of them had ever imagined owning let alone liking only two years ago. Marketers publishers and users all are learning how best to use the big touch platform at once. We bring together metrics experts, agency researchers and publishers to explore what we already know about how early adopters are using the devices. More importantly, we will lean forward to track the trends in the audience demographics, use cases, media preferences and mind share shifts this device represents. As consumers find a comfortable place for the tablet in their everyday media mix, what are the best opportunities for marketers to create utility and value and become a partner in the fun? Watch Complete Video

Moderator: Kevin Thompson , SVP of Digital and Social Media, Ipsos OTX MediaCT
Panelist: David Gill , Vice President, Emerging Media, The Nielsen Company; Dan Neumann , Lead Strategist, Emerging Channels, ORGANIC; Michael Yonker , VP of Mobile, Rockfish

3:10 PM

Coffee Break

3:20 PM

Tablet Revolution Showcase - Medialets

3:40 PM

Tablet Revolution Showcase - Yahoo

4:00 PM

Tablet Revolution Showcase - Jivox

4:20 PM

Tablet Revolution Showcase - Monsoon

4:45 PM

Conference Concludes

5:00 PM

Cocktail Party

"Mark Walsh recently asked in MoBlog, ’If you’ve gotten a tablet recently, how much has it changed how often you use other hardware around the house, at work or in between?’ My short answer: A LOT. Mark’s column cited research from Nielsen on how tablets are eating into the use of PCs and laptops, as well as newer devices like e-readers. ’Yes,’ he wrote, ’the tablet drives another nail in the coffin of the traditional desktop computer in the era of cloud computing and portable machines.’

Here at MediaPost, Editor-in-Chief Joe Mandese, who’s always ahead of the curve, has been wanting to stage a dedicated tablet show for some time now. Thanks to his efforts, we’re proud and excited to kick off Internet Week on June 6th with OMMA’s Tablet Revolution. Contact me (rob@mediapost.com) for details and special member pricing!"

~ Robert McEvily, Director of Marketing, MediaPost

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