Speaker Presentations

Creativity has become a key success factor for companies of all kinds, and Tom Kelley will show how creative methodologies like design thinking can contribute to innovation and growth. Drawing on research from his New York Times bestseller, Creative Confidence, Tom’s presentation will cover three themes in the creative process:

• Blending technology with humanity at the front end of innovation, so that design and innovation resources focus on areas of human need
• Using experimentation to reduce the cost of failure and gain valuable learnings before the launch of a new idea
• Leveraging the power of storytelling to communicate your message and accelerate the adoption of innovations

Mobile has transformed the way fans consume music, express their fandom and engage with their favorite artists, while giving brands a whole new way to participate in these connections.  Vevo will share insights from the inaugural Vevo Music Fan Report and facilitate a riveting discussion with industry experts about how mobile is transforming the relationships between artists, fans and brands.  Industry leaders will discuss how mobile and social are influencing music discovery, fan engagement, and artists' promotional cycle. 

Oceanic

We have been told that a person’s current, past or present location behavior can be a powerful indicator of intent or even an better indicator of who they are.  Data that marketers have been using to increase the performance of their mobile campaigns by 2-3 times the average.  However, can this powerful location data set and the concept of right place / right time actually be used when it matters most – when a child is abducted or goes missing?  During an interactive workshop, Federation of Internet Alerts (FIA), National Center for Missing and Exploited Children (NCMEC) and xAd will share the challenges in emergency communications and how mobile technology can be used to reach the right people in localized areas of interest to drive real world performance – a 97% missing child recovery rate.  

Participants will learn:

• How real-time accuracy of mobile location data can solve real-world challenges 
• The accuracy and scale of this location data
• How to get your target audiences to act in times that matter

Aquitania West

With thousands of campaigns on new devices and channels, competing for concert-goers’ fragmented attention has become difficult. Join us for this interactive session to hear how House of Blues, a global entertainment company owned by Live Nation, with the help of DataXu, increased their marketing ROI in a digital world. You will also learn how House of Blues overcame the marketing challenges of targeting cross-device, on-the-go millennials and leave with tips on how to you can leverage mobile, as massive ad budgets diverge into omni-channel campaigns.

Aquitania East

Consumer mobile behavior continues to advance faster than retailers’ ability to keep up.  U.S. Mobile transactions is above a 30% share.  Apps generate almost 50% of mobile transactions for retailers who have made their app experience a priority.  Cross-device usage is now enormous. Are you maximizing your opportunity across cross device, apps and mobile browser?

In this session you will:

• See actual 3000+ retailer data that highlights % revenues, AOV, conversion rates and quartile performance across apps, cross device and mobile browser from Criteo’s State of Mobile Commerce Report
• Benchmark a leading retailer’s mobile business and provide recommendations on how they can improve
• Hear what the retailer actually did to improve their mobile benchmarks and lessons they learned

Results from SMoX studies released earlier this year, proved that mobile is a very efficient driver of marketing KPIs justifying a higher allocation in the mix. But what about its impact on actual behavior and Sales? Unveiling new results based on sales data from Walmart and new insights from SMoX research with Coca-Cola in China, this session will provide breakthrough insights about the real ROI of mobile in the mix.

Oceanic

In today's fragmented media landscape, marketers are always looking for new and creative ways to add mobile to their media plans. Recent research by MMA SMoX confirms that including mobile in the media mix can increase ROI without breaking the budget. The study found that the optimal spend for mobile is between 8-15% (based on total campaign spend, not just digital). Join Lauren Moores, VP of Strategy, in this hands-on, whiteboard session as she shares how to effectively include mobile signals, digital intelligence and delivery in your media plans. Moores will use real-world examples that resulted in significant results for clients -- from in-store visits to significant sales increases.

Aquitania West

Mobile advertising is exploding, but still bridled by limitations to conclusively identify consumers across devices and platforms.  Better data for targeting and attribution will help mobile advertising reach its full potential.  Through group exercises attendees will learn to unlock mobile advertising potential by unleashing mobile identity without compromising consumer privacy, and be able to evaluate emerging issues including:

• Audience Data
• CRM Data
• Mobile Identities (OS AdIDs, Carrier IDs, IoT/ Proximal IDs)
• Cross-Device Graph Approaches
• Imprecise Location Data
• Privacy

Mobile has enabled marketers to do things they could never do before, such as understand motivations at the point at which it occurs and reach remote audiences. In this insightful presentation, Eric Salama, Chairman and CEO of Kantar will take us through the measurement debate, discuss how to improve your understanding of the consumer at the individual level, and widen your perception of ROI to understand the real "what and why they buy."

In a world where consumers and their mobile devices are virtually inseparable, how can brands create content that impacts and resonates? It’s not one size fits all: mobile content must be customized. Taking work from one medium and placing it on a smaller screen is akin to taking a life-size Picasso and sticking it into a dollhouse. John Osborn, President and CEO of BBDO will explore ways to create rich and ‘unskippable’ mobile content, and feature examples of award-winning BBDO work.

Consumers are hungry for content. In video games, brands are in a unique position to add value that drives engagement in and around the game experience. Hear Dave Madden SVP of Global Media Solutions at Electronic Arts and Amanda Zaky, Head of Digital Media, Snickers for Mars Chocolate North America share how Snickers developed a strategy to satisfy player excitement around Madden 16 and are now using mobile to maintain that connection throughout the NFL season.

Oceanic

Roll up your sleeves and join us in this hands-on workshop to learn how to harness the latest data signals your customers are sending in your mobile app and use them to create ultra-personal experiences across the digital landscape. In the mobile age, up-to-the-second customer context is a necessity. Brent Hieggelke, Chief Evangelist at Urban Airship, and Phil West, lead digital strategist at Urban Airship, will provide insights on how you can unlock the power of mobile and connect it to the rest of your business to improve ad performance, welcome new customers, drive sales, improve customer service and much more. 

In this session you will learn:

• Which mobile data signals to pay attention to
• How to use those signals to power unique omni-channel experiences
• Which techniques have proven performance
• New strategies you can implement in your business in the next 90 days

Aquitania West

Mobile moves fast and has quickly been shaping the landscape for shopper marketing. New use cases for data and an always-on consumer have created an always-on selling opportunity for brands. This interactive session will focus on helping marketers better understand the data, targeting, and measurement tools that can help reach and engage with the right audience to increase in-store sales. Brent Fraser, Chief Revenue Officer, and Brett Kohn, VP of Marketing at Thinknear will leverage case studies, real location data and help from the audience to explore and make sense of the opportunities available in mobile. This discussion will help participants sort through what’s really working now, what’s going to work soon, and what should be avoided when planning a mobile strategy.

Aquitania East

Investigate a sudden drop in the performance of your mobile advertising campaigns leveraging a mobile measurement platform. Perform a deep dive into your campaign KPIs/metrics to identify what is driving performance drop, and submit a recommendation to improve your campaign’s performance. During this workshop we will review key mobile advertising metrics as well as the methodology to leverage measurement platforms to perform campaign optimization.

Oceanic

Hone your marketing skills and find new opportunities to improve your customer journey. This workshop is designed to sharpen your analytical skills, gain best practices, and create recommendations that can be applied to your business. We will challenge you to discover key mobile disconnects your customers face and design a more holistic, immersive experience. The group discussion will enable attendees to leave the session with actionable insights that can be applied in their day-to-day lives.

Today, data is at the core of marketers’ decisions. Algorithms, bots and bits dominate marketing discussions. It’s easy for brands to forget about the human element when telling their stories. But in a world of millennials, it’s more important than ever to remember. Pandora, which has long been known for its personalization technology, realized that listeners – particularly young adults – don’t necessarily know about the humans behind its musical magic – but they want to. In building its latest campaign “The Next Song Matters,” Pandora had to find a way to differentiate itself and tell its story in a way that would resonate directly with this important audience group. The decision? Reveal exactly how Pandora does what it does and highlight the people who go to great lengths to deliver music moments that are right for each individual listener. In this session, Pandora CMO Simon Fleming–Wood shares how the largest music streaming service is using the human touch that built Pandora to tell its story to an emerging generation.

@PandoraPulse  #TheNextSong

HotelTonight reinvented hotel booking for the mobile era by taking a fresh approach to the mobile experience and focusing on last minute bookings. In this session Chris Creel, head of Search/Growth marketing at HotelTonight will share challenges and latest trends of mobile search, how they are using new technology to stay nimble and ahead of the competition, and what new frontiers in the world of search they are implementing to enhance the mobile experience.