Presentations the MMA has permission to post are available for viewing and download below. View the full agenda.
Tuesday, May 9, 2017
Wendy's & Twitter: Putting your Brand at the Heart of What's Happening
9:15 AM - 9:45 AM
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.
Listen up! Programmatic Audio is Here to Stay
10:15 AM - 10:45 AM
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.
NFC Mobile Marketing: Give Your Brand a Voice on the Retail Shelf and Beyond
11:25 AM - 12:10 PM
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.
Grubhub Delights Consumers Through Mobile Product Design & Engaging Content
4:20 PM - 4:50 PM
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.
Wednesday, May 10, 2017
Hallmark Delivers Mobile Experiences that Bring People Together
9:40 AM - 10:10 AM
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.
Hitting a Marketing Home Run by Tapping into America’s Nostalgia
10:10 AM - 10:40 AM
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.
Customer Conversations in the Digital World: Connect, engage and secure the “last mile” for your organization
11:20 AM - 12:05 PM
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.
Unlocking Opportunities from Real-World Location Insights
11:20 AM - 12:05 PM
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.
SMoX Insights
1:25 PM - 1:55 PM
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.
Coke Drives Consumer Engagement with Mobile Marketing
1:55 PM - 2:25 PM
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.
How Virtual Reality (VR) is Transforming the Art of Storytelling
3:25 PM - 3:55 PM
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.
How Peloton Uses Mobile to Tell Their Story
3:55 PM - 4:25 PM
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.
250
250 Brand Marketers, with more signing up daily
$60B
Registered Brands represent $60 Billion in media spend
