September 18, 2019
The Princeton Club, New York, NY

The Next Mobile Push: Let Mobile Be Mobile

MediaPost's Marketing: In-App conference will explore how marketers best leverage the smartphone environment as apps enjoy the highest levels of engagement, loyalty and monetization of any modern medium. Getting and establishing and maintaining app intimacy with users is more complex and costly than ever. Join us at this event to get the low-down on all.

As the app economy matures into its second decade, marketers are only beginning to tap the power of this most intimate channel. From the high engagement of branded apps to the clutter-busting power of push messaging, the hyper-relevance of geo-targeting to immersion in small screen video storytelling, mobile media is not just a smaller, portable Internet. It requires unique tactics, metrics and a deeper relationship with consumers.

MediaPost's Marketing: In-App explores the marketing tactics and strategies that are leveraging the unique capabilities of mobility and the app environment as well as troubleshoot the challenges of breaking through the crowded small screen. We will highlight brands that make the smartest use of geolocation, app alert. social and SMS messaging, social feeds and video and loyalty to branded apps.

At this conference, we will explore:

  • Calculating the ROI of app development, distribution and retention
  • Managing push in an attention economy
  • Navigating the economy of in-app advertising
  • Finding the right mobile metrics and analytics
  • Understanding the value and cost of location-based messaging and advertising
  • Working across the big walled gardens at major platforms
  • Telling the better handheld video story

Marketing In-App 2019 Attendees Include

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Wednesday, 09/18

8:00 AM
Registration and Check-in
9:00 AM
Opening Remarks
Chuck Martin, Editor, Net Future Institute, AI & IoT Daily 
9:15 AM
Panel: Navigating the In-App Ecosystem

The in-app opportunity transcends well beyond an individual brand’s app. Numerous factors are at play, including the difference between mobile web and in-app ads, how ads are displayed, ways to tap into individualized data and the best formats. Lighter formats like banners may work for awareness but not for interactivity, while video ads can generate clicks, though not all apps can handle these ad types. This panel of experts tackles issues including the best ad delivery standards to follow and how a brand navigates the increasing complexities of the in-app ad ecosystem.

Persephoné Kazl, VP, Associate Media Director, MullenLowe Mediahub 
Jason Blake, CMO, Newhouse 
John Caruso, Co-Founder, Partner and Chief Creative Officer, MCD Partners 
Jesse Hurwitz, Senior Director Of Monetization and User Acquisition, Jump Ramp Games 
10:00 AM
Keynote: The Secret Sauce: Consumer Feedback, Metrics, Rapid Implementation
It didn’t get there overnight, but SimpliSafe App earned the top spot as the Number One Home Security App in both the iTunes and Google Play stores. In this presentation, Rahul Subramany, Senior Product Manager at SimpliSafe, explains how the SimpliSafe team gathered user feedback, set the right metrics and deployed rapid implementation and testing to make the app the best in category.
Rahul Subramany, Senior Product Manager, SimpliSafe 
10:30 AM
Sponsor Spotlight and Coffee Break
11:00 AM
Panel: How Apps Can Actually Make Money
Apps provide remarkably engaged audiences, yet app owners still struggle to best monetize their platforms. They are flooded with thousands of combinations of potential ad partners, creative possibilities and pricing models. This panel of in-market experts lays out effective practices to cut through the noise and provide guidance to maximize revenue.
Jamie Rubin, SVP Managing Director, Media, Campbell Ewald 
Mike Brooks, Senior Vice President of Revenue, WeatherBug 
Ashleigh Rankin, Brand Partnerships - Performance, Reddit, Inc. 
Richard Welch, Head of Programmatic Advertising, Flipboard 
11:30 AM
Panel: Driving the Road to Conversion

Acquiring masses of new, quality customers via apps is continually attractive and potentially lucrative for all kinds of businesses. However, the path to navigate from install to purchase is paved with potholes and wasted budget. Data is abundant and confusing. Advertising platforms are plentiful and often undifferentiated. And lots of clever fraudsters all along the way try to get their hands on your money. This discussion will provide reality-based insight and experience from experts with proven successes on this highway.

Amanda Martin, VP of Enterprise Partnerships, Goodway Group 
Simon Assaad, Co-CEO, Co-Founder, Morris-King 
Jordan Greene, Partner/Mobile Media, Mella Media 
12:00 PM
Presentation: Apps in the Coming Wave of Privacy Regulations
In the wake of the Cambridge Analytica scandal, there’s more attention being paid to the ways personal data is collected, used and shared online, and governments are taking an increasingly active role in regulating the use of data.  The California Consumer Privacy Act goes into effect Jan. 1, requiring additional disclosures and customer options.  This presentation will provide an overview of the current trends in privacy law and enforcement in the U.S. and a discussion of the challenges and opportunities for apps to operate in a world of higher privacy awareness and stricter regulation.
Nathaniel Bessey, Partner, Brann & Isaacson 
12:30 PM
1:30 PM
Keynote: Mobile Remix -- Taking An App To The Next Level
Bareburger wanted to create flash deals using push notifications with geo-targeting along with the ability to add rewards on its mobile app and website, while still maintaining all previous capabilities. The national burger chain redesigned its mobile app in April, in partnership with Lunchbox, a company founded by Bareburger CMO Nabeel Alamgir. The redesigned app will next add curb-side pick up, text-to-order and kiosk self-ordering. This keynote presentation will detail how a company can redesign an app, adding substantive new capabilities on-the-fly without skipping a beat.
Nabeel Alamgir, CMO, Bareburger 
2:00 PM
Q&A: Why Etsy Is Investing In Mobile Marketing
Etsy is a global marketplace for unique goods ranging from unique handcrafted pieces to vintage treasures. Now the company is making an investment in mobile and this discussion will include how the company decided on its media mix.
Mike Jacobs, Head of Digital Marketing, Etsy 
Chuck Martin, Editor, Net Future Institute, AI & IoT Daily 
2:30 PM
Sponsor Spotlight and Coffee Break
3:00 PM
Panel: In-App Messaging: Push, Retain, Repeat

Continuous engagement can require continuous messaging mechanisms. Leveraging real-time customer data and pre-set triggers can drive push campaigns that respond to consumer activity on the app or other platforms. Messaging can be personalized and needs to be highly relevant in an easy-opt-out world. Behavior-based and loyalty activities can trump demographics and location in many cases. Many customers will share data in trade for personalized experiences. This discussion looks at best practices for successful push messaging.

Erin Lynch, VP, Group Executive Creative Director, R/GA 
Matthew Kassan, Director, CRM & Retention, Discovery Inc, GolfTV 
Jonathan Ofri, Senior Manager, Digital Engagement & Communications, Verizon 
Albert Thompson, Managing Director, Digital, Walton Isaacson 
3:30 PM
Conference Concludes

Featured Speakers

Nabeel Alamgir


Mike Brooks

Senior Vice President of Revenue

Jesse Hurwitz

Jump Ramp Games
Senior Director Of Monetization and User Acquisition

Mike Jacobs

Head of Digital Marketing

Matthew Kassan

Discovery Inc, GolfTV
Director, CRM & Retention

Erin Lynch

VP, Group Executive Creative Director

Amanda Martin

Goodway Group
VP of Enterprise Partnerships

Jonathan Ofri

Senior Manager, Digital Engagement & Communications

Ashleigh Rankin

Reddit, Inc.
Brand Partnerships - Performance

Rahul Subramany

Senior Product Manager

Albert Thompson

Walton Isaacson
Managing Director, Digital

Richard Welch

Head of Programmatic Advertising

Simon Assaad Morris-King
Co-CEO, Co-Founder

Nathaniel Bessey

Brann & Isaacson

Jason Blake


John Caruso

MCD Partners
Co-Founder, Partner and Chief Creative Officer

Jordan Greene

Mella Media
Partner/Mobile Media

Persephoné Kazl

MullenLowe Mediahub
VP, Associate Media Director

Chuck Martin

Net Future Institute, AI & IoT Daily

Jamie Rubin

Campbell Ewald
SVP Managing Director, Media

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