Annotated Agenda (w/presentation links)

Announcement: digiday:DAILY now has an iPhone App, thanks to TapLynx. (TapLynx Flyer)

8:00am: VIP BREAKFAST WORKSHOP: More Than Kid Games: The Power of Mobile for Engaging Teens and Young Adults: From texting, to location-based apps, to real-time answers, ChaCha CEO Scott Jones will provide proof of the extreme power of mobile for engagement with teens and young adults. How can marketers interact real-time with the hard-to-reach youth demographic? Scott will share data and results from both ChaCha and other industry sources that will highlight the compelling opportunity that brand advertisers now have in the mobile arena. Presenter: Scott A. Jones, Founder, Chairman and CEO, ChaCha Search, Inc.  Download the Presentation
 
9:00am: Keynote Presentation: Mobile Advertising: The Hype, The Hope, and The Financial Reality. After recent announcements by Google and Apple, the mobile advertising ecosystem is abuzz with optimism and flush with venture capital. Our keynote speaker, industry thought-leader Jordan Rohan, will highlight the areas of greatest promise. Where should marketers and investors place their bets?  And how does the mobile ecosystem compare with the early days of interactive marketing via PCs?  Finally, what catalysts could make mobile advertising and marketing the biggest interactive opportunity yet? Keynote: Jordan Rohan, Managing Director of Equity Research, Internet and Digital Media, Thomas Weisel Partners    Download
 
9:30am: Keynote Panel: The State of Mobile: The Economics Of Critical Mass? Building on the keynote, experts from Verizon, Microsoft and leading digital marketing consultancies will continue to cut through the mobile hype. Panelists will offer concrete insights into a variety of mobile marketing and content issues: campaign sizes, appropriate approaches to measurement, SMS vs WAP banners vs in-app advertising, emerging ad formats, ROI vs online display, search and email, along with the impact of targeting on performance. Attendees will come away with a solid understanding of where mobile marketing is now and how they should best focus their initiatives in this fast changing medium.
Moderator: Vince Thompson, Managing Partner, Middleshift LLC

Speakers:
Carrie Coffee, Mobile Sales Specialist, Mobile Advertising, Microsoft
Evan Neufeld, VP Marketing, GROUNDTRUTH

Will Hsu, Chief Product Officer for AT&T Interactive
Jordan Rohan, Managing Director of Equity Research, Internet and Digital Media, Thomas Weisel Partners

Krishna Subramanian, Co-Founder, Mobclix

10:00am: 'State of the Industry in Mobile' Survey Results: Mojiva and DM2PRO.COM recently conducted an in-depth survey of nearly 1,000 digital media and marketing executives to find out details about their strategic and spending goals, best practices and more. The survey results provide some facsinating insights into what is working now -- and what's to come in mobile marketing. Dave Gwozdz, CEO of Mojiva will highlight some findings of this recent study called "State of the Industry in Mobile." Guaranteed to be a high value session. Presenter: David Gwozdz, CEO, Mojiva 

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10:30am Mobile Spotlight: Do I Really Need an App for That? GetJar is the world's largest app store behind Apple with over 800 million downloads to date covering both smartphones and feature phones.  The company's VP of Marketing, Patrick Mork, will explore the demographics behind the application phenomenon, what makes a good app, consumer expectations and whether marketers really even need apps to engage with consumers on mobile. Presenter: Patrick Mork, VP of Marketing, GetJar

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10:45am: Redefining A Cluttered App Market: Brand marketers and media companies are rushing to develop apps, since they seem to be a buzzworthy, foolproof way to deliver content and advertising to consumers on-the-go. But does every brand need an app? Should brands offer e-commerce through apps? Should media companies offer their content on an ad-supported basis or get users to pay up front? Meanwhile, what's the real ROI from appvertising? In this session, you'll hear from the experts on what the future really holds for the app and if there is a genie in the bottle.
Moderator: Vijay Chattha, Chief Talker, AppLaunchPR a division of VSC

Speakers:
Tony Nethercutt, VP Sales, AdMob
Dave Gwozdz, CEO, Mojiva
Evan Conway, EVP Marketing, Handmark
Patrick Mork, VP Marketing, GetJar
Paran Johar, CMO, Jumptap

11:15am: The Fate of Your Mobile App: Is your mobile app destined for success or failure? R2integrated (R2i) CEO, Matt Goddard, will show you how to determine the fate of your mobile app by asking a few simple questions and plugging the answers into R2i’s Mobile Engagement Quadrant. Presenter: Matt Goddard, CEO, R2integrated (R2i)

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11:30am Location, Location, Location: How are location-based applications and data changing the way that advertisers leverage mobile? Where do the carriers fit in, and what's the best way to overcome privacy concerns? Join our panelists as they discuss how location-awareness is influencing every aspect of mobile marketing -- from campaign creation, to ROI-tracking, to custom ad units and messaging.
Moderator: Matt Snyder, President, MediaMob

Speakers:
Jack Mackin, Sr. Director, Business Development, NAVTEQ Media Solutions
Kevin McKenzie, Founder, JiWire

Matthew Silk, SVP, Waterfall Mobile
Rahul Sonnad, CEO, Geodelic Systems

Jennifer Byrne, Director of Business Development, Verizon

See JiWire's Q4 Audience Research

12pm: Spotlight: Brand Advertising on Mobile – Moving Beyond the Long Tail: The early days of mobile advertising were dominated by ringtone and content providers, and more recently, mobile app developers. Today major brands in entertainment, automotive, travel, technology, and CPGs are embracing mobile, especially mobile rich media, to engage and interact with consumers. This spotlight session will highlight recent mobile campaigns from Infiniti, Paramount Pictures, Lexus, Intel, U.S. Airforce, and others to demonstrate how brands are engaging with consumers. Presenter: Boris Fridman, CEO, Crisp Wireless

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12:15pm: Lunch and Luncheon Keynote Presentation: Mobile-ize Your Business: Opportunity on the Mobile Web: The Internet is mobile. Users are increasingly using their mobile devices to search and consume content, while mobile phones continue to enable this shift with more processing power, storage and higher bandwidth. Join mobile advertising veteran Diana Pouliot as she gets specific on how this evolving landscape is driving consumer mobile web usage in new ways which in turn creates exciting opportunities for advertisers and content owners. Keynote: Diana Pouliot, Director Mobile Advertising, Google

1:00pm: Mobile Spotlight: How Mustang Made Mobile a Must Have: Branded mobile content can be a powerful way for brands to establish a lasting relationship with their customers beyond the framework of a traditional campaign. The mobile device is a very personal accessory, and one that consumers generally have with them, and are aware of, nearly all their waking hours. Learn how Myxer and Ford leveraged personalization content in ways that were easily shared, encouraged brand affinity, and acted as an effective conversation starter for the 2010 Mustang. Presenter: Jeff Sass, Vice President, Business Development, Chief Evangelist, Myxer Inc.

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1:15pm The Mobile Silo: When Will We Break Out? In many cases we still encounter separate mobile budgets, planners, and buyers, yet the advertisers can get the most impact from mobile by leveraging the personal nature and power of mobile by having it as an integral part of a truly integrated campaign across all media platforms. What will it take to change and improve the way mobile is currently planned and purchased by brands and agencies? Who are the agents for the change? The advertiser? The agency? Or the mobile media industry?
Moderator: Dan Flanegan, VP Strategy & Client Services at BrandInHand

Speakers:
Jeff Sass, Vice President, Business Development, Chief Evangelist, Myxer Inc.
Michael Bayle, Vice President, Monetization & Marketing, Amobee
Scott Prindle, VP, Executive Creative Technology Director, Crispin Porter + Bogusky
Erica Chriss, VP of Strategy & Business Development, GreyStripe

Gannon Hall, COO, Kyte

1:45pm: Mobile Sports, Entertainment and Hollywood: How is the multi-billion dollar entertainment industry leveraging the power of mobile? With live streaming content, big movie marketing, and the mobile app explosion, Hollywood is redefining mobile marketing. What are these companies doing now and planning for the future to deliver groundbreaking mobile experiences, drive engagement and buzz among the consumer and for their brand partners? In this session you will see and hear how it's being done.
Moderator: Matt Kapko, Founder, Eye on Media and EyeOnMobile.com

Speakers:
Jeff Glueck, CEO, Skyfire
Jon Vlassapolous, CEO, skyrockit (formerly Moderati)
Ken Graffeo, VP, Business Development, JAGTAG
Steven Goldstein, Chief Revenue Officer, ChaCha Search, Inc.
AJ Rhodes, Director, Mobile Strategy & Marketing, Disney Online

2:15pm: Mobile Spotlight: How Universal and Ignited Unleashed "The Wolfman" in Mobile: AdMob Regional Director Matt Shaw will share insights from a case study for Universal Pictures and their agency, Ignited, detailing how they promoted the release of the film “The Wolfman.” Universal and Ignited used AdMob’s Interactive Video Ad Unit to push the creative boundaries of mobile rich-media advertising. Learn how to make mobile a vital part of an integrated campaign from this proven example of success. Presenter: Matt Shaw, Regional Director, AdMob

Download the Wolfman Case-Movie

2:45: Mobile Brand Case Study: Pizza Hut. Consumers continue to heavily integrate mobile devices into their everyday lives, so Pizza Hut and imc² worked together to develop a one-of-a-kind iPhone app that offered a unique approach to branding and transaction. The new app has translated into enhanced relationships with consumers and increased sales, but also bolstered the effectiveness of the overall marketing mix. Join us to dig deeper into Pizza Hut’s success and discuss how many businesses are rapidly merging digital, social, and mobile tactics. Presenter: Ian Wolfman, CMO, imc²

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Download the TinyDial ppt

3:00pm: The Mobile Commerce Experiment: There is a slew of mobile commerce experimentation starting to pop up on mobile networks and devices. From Pizza Hut's mobile app which allows consumers to place pizza orders to P&G's microsite which allows customers to purchase products through the Drugstore.com mobile site, branded direct response campaigns seem to be picking up steam fueled by mobile commerce applications. When will we reach a tipping point in the consumer psyche in regards to making purchases through a mobile Internet site or an App? eCommerce was a huge driver in the growth of Internet advertising; is this the final piece of the puzzle for mobile?
Moderator: Meaghan Schaefer, CMO, edo interactive

Speakers:
Darren Cross, Director of Business Development, Fandango
John Trimble, Chief Revenue Officer, Pandora
Ian Wolfman, Chief Marketing Officer, imc²
Jeanniey Mullen, Global EVP, CMO, Zinio
Ron Hirson, Co-Founder/SVP Product & Marketing, Boku

3:30pm: How To Innovate with New Mobile Ad Units: What are the best new mobile ad units for mobile today? Which formats are driving the future of the medium and what are the ROI drivers now? What should brands look for when they want to maximize performance and create maximum impact? In this session you'll discover the innovative mobile units of today and what will be the mobile ad units of tomorrow.
Moderator: Mark Donovan, SVP, Mobile Solutions, comScore

Speakers:
Boris Fridman, CEO of Crisp Wireless
Eric Litman, Chairman & CEO at Medialets
Frank Barbieri, CEO and Founder, Transpera
Arte Merritt, CEO, Motally

James Citron, CEO, Mogreet

4:00pm Spotlight: Using Rich Media Ads to Drive Real iPhone Engagement: There are mobile ads and then there are rich media mobile ads. What's the difference? The level of user engagement -- especially when it comes to the iPhone. Join Greystripe's VP of Strategy and Business Development Erica Chriss as she shares stats, research and actionable insights from a variety of successful rich media campaigns on the iPhone. Presenter: Erica Chriss, VP of Strategy and Business Development, Greystripe

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4:15pm Location Redux: Off the Phone and Into the Real World: There are so many theories about how location-based services can change mobile marketing, but no real data on how consumers are actually using them. So in the midst of the hype, can retailers really use mobile to drive in-store traffic? Meanwhile, are the augmented reality apps too high-tech to make it into the mainstream? Join our panelists as they shed light on how brands are using location data to lure consumers from their phones into the real world.
Moderator: Kurt Daradics, Co-founder, CitySourced

Speakers:
Jeff Montgomery, Chief Revenue Officer, Placecast
Craig Daitch, SVP of Activation, Converseon
Tania Mulry, VP, Client Services, IPSH

Derek Merrill, VP Product, MoVoxx