Monday, September 25, 2017
Registration Opens
Registration & Networking Breakfast
In Partnership With:
Exhibit Hall Open
MMA Welcome Remarks
MOSTT Announcement
Session 1
Making it Personal – Pushing Past the Sea of Sameness & Igniting the Personalization
As shopping has become mundane, more habitual, it’s time to wake up and provide an alternate experience. eBay recently launched a new brand platform to express individuality and push past the sea of sameness. Suzy Deering, CMO of eBay will discuss how marketing efforts have to be democratized and therefore, not a one-size-fits-all approach. It is the consumer’s expectation after all, to be connected in more relevant ways, across each connection point of their own unique journey. As a leader in mobile, Ebay continues to invest in these moments in order to meet consumers where / how they spend their time. Ultimately, while staying true to who eBay is, by helping to celebrate individuality.
Session 2
A Mobile Impact
Brad Grossman, CEO and Founder of ZEITGUIDE, a consultancy that helps leaders and their organizations stay relevant in the face of rapid cultural change, will provide us with his insights on how mobile technology is reshaping our consumers, and therefore our businesses.
Remarks from Presenting Partner Ubimo
Networking Break
In Partnership With:
Masterclasses
From 4 to 40 inches: Finding, Targeting, and Measuring Your Brand's Mobile Audience On TV
Studio 1, Level 1
Wouldn't it be fantastic if you could use the rich data you've acquired about your mobile customers to find them (and others like them) on linear TV? And once you've found them, wouldn't you love to measure their responsiveness to TV ads in a similar way to your mobile advertising. Now you can. In this session, experts will walk you through a step-by-step instruction on how to increase the value of mobile customer data by applying it in the world of TV advertising. You'll come away not only knowing that using this data is possible; but also how to make it happen, including an overview of today's rapidly-evolving TV advertising landscape and where it's headed.
In Partnership With:
Is Cost Per Visit the future?
Studio 2, Level 1
The rise of mobility is bridging the gap between online and offline, breaking down channel walls and providing a real opportunity for brands to influence the $4.4T still spent in-store. Join GroundTruth as they reveal how location technology has evolved to finally enable an offline performance buying model, Cost per Visit, allowing you to transact on store visits. See real examples of how restaurant and retail brands are taking advantage of this revolutionary approach to mobile advertising and how the insights gained transcend media to inform all facets of your business.
In Partnership With:
Session 3
Beyond Connected In-Vehicle Screens to Understanding
Growing revenue in and around connected vehicles is more complicated than selling advertising and infotainment. It starts with really understanding who our customers are and what they value, today and in the future. Ms. Kimen will talk about some of the tools Ford uses to generate meaningful experiences and how it broadens their perspective on mobile marketing.
Session 4
Go Out in the World and F*&% It Up Beautifully
Through dogged pursuit and massive investment, we’ve created a vast array of features and Stasi-level targeting in mobile advertising. So why do you see the same Final Fantasy promo every 18 seconds in your solitaire app? What will it take to make mobile ads as compelling as they are well-targeted? This session will offer practical mobile marketing solutions brought to life with examples of specific global brands who are leading the pursuit of delivering the perfect mobile moment.
Networking Lunch
In Partnership With:
Masterclasses
Break Through the Clutter: The New Art of Conversation
Masterclass 3: Studio 1, Level 1
In today’s busy, distraction-filled world, there is a new language of interaction driving conversation. To see strong customer engagement, savvy brands depend on highly-relevant, personalized outreach across channels to drive brand loyalty and amazing experiences that keep customers coming back. This masterclass will dive into various perspectives from Appboy (soon to be Braze) and Lyft to learn best-practices for assembling a unique marketing technology stack, build authentic brand and customer relationships, and master the art of conversation.
In Partnership With:
Taking Control of Your Data Destiny
Masterclass 4: Studio 2, Level 1
Join Chris O’Hara from Salesforce DMP as he leads an interactive and entertaining session on defining and refining digital media data strategies. Drawing on real-world examples and Salesforce’s unrivaled market experience, participants will come away a deeper understanding of the value of their data assets, a clearer view into what they can expect from putting that data to work, and a detailed appreciation of the cross-team investments required for success.
In Partnership With:
Networking Break
In Partnership With:
Session 5
Social is the New TV
Just as the advent of cable in the 1980s changed consumers’ behavior, the proliferation of smartphones and rise of the social platforms today has revolutionized how audiences consume content. 50% of video is now viewed on mobile making social the new TV. In this session, Ben Lerer, CEO of Group Nine Media will share insights and tips to creating content that works across platforms, how to distribute for maximum engagement and measure success.
SMoX Update: What a “Top Five Burger QSR” Doesn’t Want You to Know About Getting Mobile Marketing Right
Most recent MMA SMoX Study Shatters Thinking on Mobile Ad Performance with Optimized Spend of 33% and Increase of 166% in Business Impact. The results are so dramatic that in an unprecedented move, the MMA has agreed to hold back the name of the brand for at least 6 months to allow the marketer a runway for competitive advantage. Be among the first to hear what they know.
Session 6
Captivating an Audience: Delivering Great Storytelling in Virtual Reality
The number of virtual reality users is forecasted to reach 171 million by 2018. Early adopters of this technology will have the upper hand and gain an immersed audience interested in their content. And while VR is less forgiving that other media, the opportunity for much higher user engagement is unparalleled. In this session, Brian Seth Hurst, president and chief storyteller for StoryTech® Immersive, will share how VR is transforming how stories are told and consumed, how to determine which experiences to bring to this medium, and ways marketers can reimagine their brand and consumer’s experiences through VR.
Closing Remarks
SM2 & Smarties Reception - Exhibit Hall
In Partnership With:
Smarties Gala - Ballroom
Introduced to America on NBC’s Last Comic Standing, Alonzo Bodden was runner up on season 2 and came back to win it all in season 3, “Battle of the Best.” He recently filmed his second stand-up comedy special, and he’s a regular on NPR’s Wait Wait…Don’t Tell Me! It’s going to be an amazing night.
The Celebration of Talent begins with a cocktail reception followed by a seated dinner for ticketed guests.
For information on buying a full table, please email Sheryl Daija at [email protected].
Tuesday, September 26, 2017
Registration Opens
Registration & Networking Breakfast
In Partnership With:
MATT Breakfast
MATT MTA Initiative Breakfast
Start your day right with MMA’s latest progress on one of the industry’s hottest topics, Multi-Touch Attribution. This breakfast meeting will celebrate our inaugural year of the MMA’s Marketing Attribution Think Tank (MATT). You’ll get a brief review of our past deliverables, hear about our current work, and see what’s next this fall. As a special treat, be the first to catch a glimpse of our new MATT Data Map© and MTA Strategy Guide©, both launching at SM2!
Exhibit Hall Open
MMA CEO Remarks
MMA Host Remarks
Session 1
Thriving in an Era of Disruptive Innovation
Globally, Uber is the largest taxi company but it doesn’t own any cars; Airbnb is the largest accommodation provider but it doesn’t own any rooms; Facebook is the largest content provider but it doesn’t create any content. All of these companies have leveraged disruptive innovation to blindside their competition. Jim Harris, principal of Strategic Advantage and international best-selling author of Blindsided!, answers the key questions: How can you identify the early warning signs? What systems and structures can be put in place to avoid being blindsided? And, knowing all this, how can you blindside your competition?
Session 2
GSK Uses VR to Dimensionalize Migraines
The proliferation of new and emerging technologies means that marketers must constantly evaluate how technology can be used to create unique brand experiences they wouldn’t encounter in the real-world. Chief Marketing Officer of GSK Consumer Healthcare, Theresa Agnew will walk the audience through their award-winning VR enabled campaign sharing insights into how they used VR to create an immersive and emotional brand experience and how it complemented the marketing mix and added value to its consumers.
Announcement from Research Partner
Networking Break
Breakout Sessions
Premium Matters: Why Nurturing the Publisher-Direct Relationship is Key to Brand Building
Studio 1, Level 1
It’s more challenging than ever for marketers and brands to create meaningful and relevant experiences that align with what consumers really want. With the ever-increasing need to drive scale and reduce cost, brands have struggled to scale their direct—publisher buying, the strategy which many have found to drive the greatest brand results. In this workshop we will bring together brands, agencies and publishers to discuss the best ways to tell brand stories and build relationships with consumers through media.
In Partnership With:
How Blockchain Will Revolutionize Online Advertising
Studio 2, Level 1
Blockchain is impacting every industry with its transformative attributes, and advertising is next. The future of advertising is secure, verifiable, scalable, and standardized. Join Kochava CEO, Charles Manning and Matthew Hrushka of Rosetta Stone to hear how XCHNG will lead the digital advertising revolution and what it means for marketers like you.
In Partnership With:
How Chipotle Drives In-Store Purchase Conversion with Mobile Engagement
General Session Room
Jack and Kam will engage in a interactive session where they share industry benchmarks for mobile engagement success and in-store purchase conversion. They will dive deep into specific examples any digital marketer would want to know about running effective and innovative mobile marketing campaigns.
Session attendees will learn about:
- The state of the mobile industry – Get insights into where the mobile industry is today, and how you can take advantage of where it’s going
- How Chipotle has become a leader in the mobile marketing space by leveraging mobile wallet and text messaging
- How your brand can leverage mobile and integrate these winning methods into your existing marketing strategy.
In Partnership With:
Session 3
Insights from The Smarties Jury Room
The Smarties are judged equally on creativity, strategy, execution and results. Have you ever wondered what goes on during judging? Our panel of jurors will share how they came to their final decisions on this year’s winning mobile campaigns. Find out which entries stood out and why. What key themes came out of the judging sessions and what are the trends that will affect and influence the direction of our industry?
Session 4
The Advent and Importance of the Conversational Medium
With the introduction of devices like Amazon's Alexa, Google Home and chat bots on Facebook Messenger and Slack, we are the front-end of another major interface advancement that will fundamentally change how people interact with technology. Like early versions of the web or mobile, you must see what this will become. That said, there is both enormous opportunity and significant risk. Shelby Bonnie will cover what it means at the highest level and how he is approaching it with his new company Pylon ai.
Mobile app install ads are a huge global business -- Mobile marketers spent $5.5 billion on them in 2016 in the United States alone, and will probably spend another $6.2 billion on attracting new mobile customers in 2017. Vast revenues like this attract vast numbers of fraudsters. TUNE will share the first-ever global report with specific details on app install fraud rates by region and by country. It is based on an analysis of 627 million installs driven by 705 ad networks, measured from January 1 to July 31, 2017.
In Partnership With:
Networking Lunch
In Partnership With:
Session 5
Mobile-First in the Age of the Consumer
With mobile technology and a consumer that wants to be in control, retailers and brands are faced with the challenge of keeping up in a continuously evolving industry. How do you switch to a mobile-only mindset to match the consumer, ensuring they’re in sync with your brand through all touchpoints? We’ll discuss new strategies and pain points in marketing content, customer acquisition and retention, and brand loyalty with RetailMeNot CMO, Marissa Tarleton.
Session 6
Impractical Magic: Navigating the Tension between Innovation and Scale
As the mobile landscape evolves and fragments, brands struggle with the pace of change, the bewildering array of technologies available, and the need to make every marketing dollar count. Innovation doesn’t have to be intimidating and can be attainable and yield big results if you approach it as a PR goal vs. scale or one friction point vs. a whole new product. This session will look at the different framings of how the mobile innovation challenge can address the scale imperative, while making innovation achievable.
Networking Break
Passport to Prizes Winners Announced
Session 7
Purposeful Innovation by Design
Innovation and human-centered design should at the core of creating mobile experiences that matter for people. This session will look at how Allstate uses innovative capabilities and a human-centered focus in mobile to better connect with its customers and deliver engaging experiences that add value. The session will also provide one guy’s learnings from the innovation trenches and ten touchstones for future success for consideration as your organization travels on its innovation journey.
Session 8
Wheels Up: Democratizing and Disrupting Private Aviation with Digital Technology
Wheels Up is disrupting the aviation industry by making private flying easily accessible to a wider audience through the use of digital technology. It’s where private aviation meets social activation. In this session, Dan Crowe CIO & EVP of Digital of Wheels Up will talk about their unique on-demand membership model, how mobile technologies and social platforms are used to engage members, and how data science supports these initiatives.
