Tuesday, May 9, 2017
7:30 AM – 9:00 AM
Networking
Registration & Continental Breakfast
Registration & Continental Breakfast
Ballroom Foyer, 4th Floor
In Partnership With:
9:00 AM – 9:10 AM
Remarks
Welcome from MMA
Welcome from MMA
Broadway Ballroom, 4th Floor
9:10 AM – 9:15 AM
Remarks
Welcome Remarks
Welcome Remarks
Broadway Ballroom, 4th Floor
9:15 AM – 9:45 AM
Keynote
Opening Keynote
Opening Keynote
Broadway Ballroom, 4th Floor
Wendy's & Twitter: Putting your Brand at the Heart of What's Happening
Wendy's & Twitter: Putting your Brand at the Heart of What's Happening
Twitter is what's happening and what people are talking about right now. Brands come to Twitter to be discovered first, be trending, be what's happening. In a world that is moving fast brands can be relevant and authentic in their customer connections using planned and in the moment strategies. Join Leslie Berland, CMO of Twitter and Brandon Rhoten, VP Advertising, Media and Digital, The Wendy's Company for a discussion on how Wendy's consistently leads the pack in mobile branding and customer engagement.
9:45 AM – 10:15 AM
Standard
Session 2
Session 2
Broadway Ballroom, 4th Floor
How Supercell Lives on Mobile
How Supercell Lives on Mobile
Mobile isn’t a channel to Supercell. As the maker of 4 global hit mobile games, mobile is home. So how does that impact how they market their games? They aim to deliver marketing that is fun, innovative, and community-focused - but because of the way mobile has impacted virtually everyone’s lives, their approach needs to constantly evolve.
In this discussion, Ryan Wener, head of marketing at Supercell will talk about the unique challenges & opportunities of marketing games and how they try to inspire over 100 million players every day, all over the world. They will also share what it’s like to work as a marketer in this environment day in, day out.
10:15 AM – 10:45 AM
Standard
Session 3
Session 3
Broadway Ballroom, 4th Floor
Listen up! Programmatic Audio is Here to Stay
Listen up! Programmatic Audio is Here to Stay
The proliferation of streaming services, smart devices, IoT, WiFi, and 4G has given consumers unprecedented access to music when they work, travel, exercise, eat – even as they shower and sleep. As programmatic takes hold of these on-demand and on-the-go streaming services, brand marketers have a new level of audio understanding beyond the songs, artists and playlists people are listening to -- they can determine what a person is doing, thinking or feeling at that very moment. This session will breakdown the future potential of programmatic audio advertising as a way to personally reach connected consumers in a sensory-specific environment.
10:50 AM – 11:20 AM
Networking
Networking Break
Networking Break
Atrium, 4th Floor
In Partnership With:
11:25 AM – 12:10 PM
Breakout
Breakout Sessions
Breakout Sessions
Reimagining Mobile Advertising
Reimagining Mobile Advertising
If we’re serious about building the best future for mobile advertising, then we need to refresh the rapidly aging approaches of the past. Mobile is more than a tactical way to deliver localized messages using legacy creative. Mobile is the ‘virtual shelf’ which influences a CPG purchase; it’s the moment of inspiration that drives a store visit; and it’s the experience that drives aspiration for a vehicle. This session will explore the creative experiences which can unlock mobile advertising’s potential, and the data and metrics which can optimize delivery and maximize performance against the KPIs that matter most to advertisers.
Room 401-402
In Partnership With:
NFC Mobile Marketing: Give Your Brand a Voice on the Retail Shelf and Beyond
NFC Mobile Marketing: Give Your Brand a Voice on the Retail Shelf and Beyond
In that golden moment when the customer has your product in hand, who is whispering naughty things in their ear? Google? Amazon? What if you owned that communication channel and had the advantage of a direct digital link to your prospect? NFC mobile technology can trigger a powerful connection between a consumer and your physical product not only at the point of consideration, but also post-purchase. Learn how other brands are using unique NFC-tag based campaigns to generate unexpected results.
Room 403-404
In Partnership With:
From Gen Z to Boomers: Ranking Businesses by Generational Visits
From Gen Z to Boomers: Ranking Businesses by Generational Visits
Which QSR is a Gen Z magnet? How do millennial shopping habits evolve as they start families? Why should you care about Gen X? At inMarket, we’re answering these questions with first-party mobile location data. The insights are exciting, sometimes surprising, and are powering the most effective online-to-offline campaigns in the industry today. In this session, inMarket will unveil its proprietary “power rankings” for real-world businesses based on generational reach. Attendees will learn how to connect with these audiences at scale; how to determine ROI from O2O efforts; and what’s next for brick-and-mortar businesses in a digital-first world.
Room 405-406
In Partnership With:
12:10 PM – 1:10 PM
Networking
Networking Lunch
Networking Lunch
Times Square Ballroom, 2nd Floor
In Partnership With:
Welcome Remarks
Welcome Remarks
1:15 PM – 1:25 PM
Standard
Proprietary Research Correlating Mobile Success with Stock Market Valuations
Proprietary Research Correlating Mobile Success with Stock Market Valuations
1:25 PM – 1:55 PM
Standard
Session 4
Session 4
Broadway Ballroom, 4th Floor
CMO Connect with RetailMeNot
CMO Connect with RetailMeNot
If you’re a Chief Marketing Officer or a marketer wanting to stay ahead of the curve in mobile, you won’t want to miss this. In this discussion with Marissa Tarelton, Chief Marketing Officer for North America at RetailMeNot, you’ll hear how a top CMO fosters mobile talent and expertise, integrates and embraces new and changing technology platforms, optimizes media spend, and builds deeper relationships with connected consumers.
In Partnership With:
1:55 PM – 2:25 PM
Standard
Session 5
Session 5
Broadway Ballroom, 4th Floor
Driving Digital Innovation from Within
Driving Digital Innovation from Within
Developing a mobile center of excellence allows a financial services company to offer industry-leading experiences through innovation and insights. This session will discuss how you can leverage data and different channels, including mobile, to bring customer experiences to life. You’ll also hear how a mobile center of excellence can fuel pioneering mobility initiatives that can drive digital innovation throughout the entire organization.
2:30 PM – 3:15 PM
Breakout
Breakout Sessions
Breakout Sessions
Going Mobile First
Going Mobile First
Today’s consumer audiences are fast moving and dynamic. They expect highly personalized experiences, and they engage with the world primarily from their mobile devices. In this session, learn about the power of mobile data, how it can help marketers understand customers, and how the power of music can drive deeper engagement across critical consumer segments.
Room 401-402
In Partnership With:
How to Understand Cross-Device Marketing: Measuring Engagement and ROI
How to Understand Cross-Device Marketing: Measuring Engagement and ROI
Mobile is an essential component of any digital campaign, but how do you measure its impact on the cross-device consumer journey and your advertising ROI? In this session you’ll learn how mobile engagement affects the consumer journey and the return on media investment, as well as hear viewpoints on investing in 'full-stack' capabilities to collect, analyze and deploy user engagement data for high-performing brands. Learn about leading mobile solutions for branding, prospecting, performance, techniques for data-driven user acquisition, (re)engagement, campaign optimization, tracking, and attribution strategies that have driven significant results. By the end, you'll have a better understanding of the broader industry and marketer trends driving these initiatives.
Room 403-404
In Partnership With:
First Look: The New Face of Location-Powered Insights and Analytics Driving Business Decisions
First Look: The New Face of Location-Powered Insights and Analytics Driving Business Decisions
Retail, automotive, QSR and travel brands continue to make location data a critical component for understanding the real-world customer journey. What’s different for today’s brands and businesses are the ways in which they can tap into location-aware insights, to fuel a host of new business decisions. Media activation, cross-channel strategy, competitive positioning, retail site selection optimization and financial investments are just a small sampling of the versatility in applying these powerful insights. This session will explore and provide examples of how innovative brands are tapping location in sophisticated ways, such as share-of-visit analysis, visitation measurement, advanced audience analytics, and more.
Room 405-406
In Partnership With:
3:20 PM – 3:50 PM
Networking
Networking Break
Networking Break
Atrium, 4th Floor
3:50 PM – 4:20 PM
Standard
Session 6
Session 6
Broadway Ballroom, 4th Floor
Connecting Analog Products with Digital Customers using Mobile
Connecting Analog Products with Digital Customers using Mobile
Philips’ mission is about improving lives through meaningful innovation. But as a legacy company with more than 100 years of history, it now finds itself in the midst of a digital transformation. This means convincing the company that mobile is not just about building an app, but about connectivity and being closer to the consumer. In this session, hear Emilie Hardick, Global Mobile Lead at Philips share how it has shifted its mindset to become mobile first, using mobile to create new business models and link its analog products with connected brand experiences.
4:20 PM – 4:50 PM
Standard
Session 7
Session 7
Broadway Ballroom, 4th Floor
Grubhub Delights Consumers Through Mobile Product Design & Engaging Content
Grubhub Delights Consumers Through Mobile Product Design & Engaging Content
With more than 60 percent of orders on Grubhub placed through mobile devices, the company drives app adoption and engages its users through product design and channel-specific communications. Tammi Harrison, VP of Customer Experience Marketing at Grubhub, will explore how Grubhub inspires a mobile adoption mindset among its internal team and delivers a feedback loop of delightful content to its users.
4:50 PM – 4:55 PM
Remarks
Closing Remarks
Closing Remarks
Broadway Ballroom, 4th Floor
4:55 PM – 6:00 PM
Networking
Networking Reception
Networking Reception
Atrium, 4th Floor
In Partnership With:
Wednesday, May 10, 2017
8:00 AM – 9:00 AM
Networking
Registration & Continental Breakfast
Registration & Continental Breakfast
Ballroom Foyer, 4th Floor
In Partnership With:
9:00 AM – 9:10 AM
Remarks
Welcome from MMA
Welcome from MMA
Broadway Ballroom, 4th Floor
9:10 AM – 9:40 AM
Keynote
Session 1 Keynote
Session 1 Keynote
Broadway Ballroom, 4th Floor
Redefining brands, experiences, and engagement in an AI-first world
Redefining brands, experiences, and engagement in an AI-first world
Artificial Intelligence is fundamentally changing how we build companies, design experiences, and engage with consumers in an AI-first world. With Machine Learning and Deep Learning beginning to show tremendous potential, we’re witnessing startups and companies leverage AI in entirely new ways. In this session, Suff Syed, who is currently focused on Applied Machine Learning Strategy at SapientRazorfish, discusses challenges brand executives face when it comes to AI. Along with a framework on how to identify ROI in Artificial Intelligence - helping them infuse AI at the right levels in their brand experiences.
9:40 AM – 10:10 AM
Standard
Session 2
Session 2
Broadway Ballroom, 4th Floor
Hallmark Delivers Mobile Experiences that Bring People Together
Hallmark Delivers Mobile Experiences that Bring People Together
Hallmark, best known for its greeting cards, continues to meet consumers’ needs with products and experiences that bring people together. In today’s hyper-connected world that means leveraging mobile for social and display marketing, using dynamic location messaging to create personalized call to actions and building mobile-first creative. In this session, Lindsey Roy, Vice-President Greetings Marketing at Hallmark will share how the organization optimizes mobile, including newer technologies such as VR, to deliver unforgettable brand experiences.
10:10 AM – 10:40 AM
Standard
Session 3
Session 3
Broadway Ballroom, 4th Floor
Hitting a Marketing Home Run by Tapping into America’s Nostalgia
Hitting a Marketing Home Run by Tapping into America’s Nostalgia
How do you create a relevant World Series campaign when you don’t know how the game will end? The obvious move would have been a TV commercial with alternate endings, but Budweiser saw an opportunity to tell a deeper story through digital video. Their homage to Harry Caray became the first brand video to trend simultaneously across Facebook, Twitter and YouTube. In this session, Monica Rustgi, Senior Brand Director at Budweiser and Chris Bradley, VP and Group Creative Director at VaynerMedia will share how mobile video drove millions of views and media impressions.
10:45 AM – 11:15 AM
Networking
Networking Break
Networking Break
Atrium, 4th Floor
11:20 AM – 12:05 PM
Breakout
Breakout Sessions
Breakout Sessions
Customer Conversations in the Digital World: Connect, engage and secure the “last mile” for your organization
Customer Conversations in the Digital World: Connect, engage and secure the “last mile” for your organization
Mobile channels continue to excel in connecting people and businesses and influencing digital journeys. In a recent SAP survey, nearly 70% of enterprises surveyed said that they use mobile channels to directly engage with consumers. In this session we will share our findings and best practices on customer experiences, secure and reliable digital multichannel conversations, and use of mobile ambient data to gain effective consumer insights. Learn how your brands and businesses can differentiate themselves, and hold personalized conversations with your customers.
Room 401-402
In Partnership With:
Unlocking Opportunities from Real-World Location Insights
Unlocking Opportunities from Real-World Location Insights
This is not your typical breakout session. Join Foursquare to learn how location intelligence is used by leading brands to drive business results. In this mini-hack-a-session, you and your peers will be presented with a business scenario to discuss as a team. What better way to learn how location can plays a major role in your brand’s marketing mix than to work with your peers on strategic solutions. Foursquare’s proprietary first-party consumer foot traffic data drives media campaigns at scale, measures visits across all media partners, creates dynamic foot traffic dashboards, and uncovers business trends and predictions such how foot traffic fared on Black Friday, what happened to competitive retailers as others underwent store closures, and how Trump’s campaign impacted visits to Trump-branded resorts and casinos.
Room 403-404
In Partnership With:
12:10 PM – 1:10 PM
Networking
Networking Lunch
Networking Lunch
Times Square Ballroom, 2nd Floor
In Partnership With:
1:15 PM – 1:25 PM
Standard
Broadway Ballroom, 4th Floor
MATT Update
MATT Update
MMA's CEO Greg Stuart will give you an update on where the industry stands regarding MATT and how marketers can take advantage of MMA’s ever-expanding MATT resources.
1:25 PM – 1:55 PM
Standard
Session 4
Session 4
Broadway Ballroom, 4th Floor
SMoX Insights
SMoX Insights
The Mobile Marketing Association (MMA) launched an industry-wide research initiative called SMoX, aimed to quantify the value of mobile in the mix and to provide fact based advice to help marketers maximize the impact of their mobile investment. Hear the latest results from this initiative and discover how you to too can maximize your mobile marketing spend.
1:55 PM – 2:25 PM
Standard
Session 5
Session 5
Broadway Ballroom, 4th Floor
Coke Drives Consumer Engagement with Mobile Marketing
Coke Drives Consumer Engagement with Mobile Marketing
Today’s path to purchase is not a linear track, but a collection of digital moments. Mobile marketing gives brands another tool to deliver “moments” when consumers are most receptive to them based on behavior and context. In this session, Corinne Baker, Marketing Manager, Digital Platforms and Innovation at The Coca-Cola Company will share how they are building out their digital ecosystem to reach the right person at the right moment and the right place to drive consumer engagement and to grow revenue.
2:25 PM – 2:50 PM
Networking
Networking Break
Networking Break
Atrium, 4th Floor
2:50 PM – 2:55 PM
Networking
Passport-to-Prizes & Raffle Drawing
Passport-to-Prizes & Raffle Drawing
Broadway Ballroom, 4th Floor
2:55 PM – 3:25 PM
Standard
Session 6
Session 6
Broadway Ballroom, 4th Floor
Rosetta Stone Translates Success with Mobile
Rosetta Stone Translates Success with Mobile
How do you translate and evolve 25 years of subject matter expertise into a premium mobile experience? Rosetta Stone’s mobile-first approach goes beyond marketing and extends to other parts of the organization, including product development. In this session, TJ Hunter, Sr. Director, Consumer Marketing at Rosetta Stone will share how mobile and data are used to innovate their suite of products to increase loyalty and mobile app engagement, as well as empowering a new generation of consumers by crafting unique immersive experiences.
3:25 PM – 3:55 PM
Standard
Session 7
Session 7
Broadway Ballroom, 4th Floor
How Virtual Reality (VR) is Transforming the Art of Storytelling
How Virtual Reality (VR) is Transforming the Art of Storytelling
2017 is seeing the adoption of Virtual Reality (VR) across many industries to connect with their constituents in creative and amazing ways. VP of Media and Partnerships at Samsung Electronics America, Jay Altschuler, will share how VR and 360-degree technology is transforming the media industry and how this technology extends brand experiences beyond mobile screens and continues to evolve the way we tell and consume stories.
3:55 PM – 4:25 PM
Keynote
Session 8
Session 8
Broadway Ballroom, 4th Floor
How Peloton Uses Mobile to Tell Their Story
How Peloton Uses Mobile to Tell Their Story
Peloton uses technology and design to connect the world through fitness, empowering people to be the best version of themselves anywhere, anytime. Peloton delivered its first home bike in 2014 and has now sold over 100,000 bikes, enabling people everywhere to take live and on-demand group cycling classes from the comfort of their own home. The past three years have been a journey, with significant advertising outlays and lessons learned along the way. Peloton learned early that even though the bike is a $2,000 considered purchase, with only 12% of bikes bought on a mobile device, mobile is the most important medium for telling the Peloton story.
4:25 PM – 4:30 PM
Remarks
Closing Remarks
Closing Remarks
Broadway Ballroom, 4th Floor
250
250 Brand Marketers, with more signing up daily
$60B
Registered Brands represent $60 Billion in media spend
