Monday, June 8, 2015
Registration & Networking Breakfast
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Welcoming Remarks
Opening Keynote: Expedia Uses Mobile To Drive Innovation and Enhance Brand Experiences
For Expedia, mobile isn’t simply regarded as a device or channel, but as an opportunity to design an experience that solves a pain point for consumers. This session will share how mobile is driving innovation at Expedia transforming it from a booking engine to a 24/7 travel companion. Attendees will learn how mobile is creating real-time opportunities to enhance brand experiences, is helping drive product and services innovations including pilot testing new devices such as wearables, and creating new opportunities to connect with consumers in a multi-device world.
Mobile 2020: A Glimpse into the Future
Emerging technologies are being incorporated intro mobile devices and networks, continuing the elements of innovation in smartphones. Short-range wireless technologies, NFC (near field communication), Beacons and drivers for continued investment in smartphones are just a sample of how the future of mobile will be impacted. Are we likely to be reaching peak smartphones? What is the meaning of 5G and LTE-advanced? Attendees will learn the shape of demand for smartphones, what to expect over the next three years and how consumers are likely to react to and harness the innovations in smartphones as well as the need that they serve.
The Power of Relevance, Making Creative Connect
We talk a lot about the revolution in technology, but we’re seeing this being paralleled by a creative renaissance of equal value. Mobile devices are driving the decade’s second great revolution in consumer communications: video. And with over 4 billion video views every day, Facebook is at the heart of the shift. Facebook’s UK Managing Director, Steve Hatch, will explore creativity in a connected world, the explosion of mobile video and the implications and opportunities for brands and advertisers.
Networking Break
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Breakout Sessions
Breakout #1: Deliver Now on the Mobile Moments that Matter
Broadgate Suite
After nearly a decade of the “year of mobile”, it’s now clearer than ever that this era has actually arrived. In 2015, desktop has become the minority across major properties such as YouTube, Google and Facebook. Yet, due to technology fragmentation, brands' marketing spend on mobile does not reflect the time consumers devote on their connected devices. To help bridge that gap, we'll showcase a practical framework for brands to follow and deliver on the mobile moments that matter, leveraging programmatic tactics.
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Breakout #2: Why Brands Should Consider In-App Native Advertising When Crafting a Marketing Strategy
Bishopsgate 2
No brand will ever want to advertise on mobile if the ads through which they are represented are intrusive, disruptive or low quality. For this reason mobile native advertising has gained a considerable attention in the past 12-18 months, and this is good news for advertisers, publishers, and users alike. Native advertising is the only type of advertising capable of ensuring a smooth and pleasant user experience which, in turn, attracts and retains quality users while fostering genuine engagement with a brand.
- In-app native advertising - the future of brand marketing. Why brands should add it to their marketing strategies?
- Buying native advertising at scale is a soon to be reality. Why is the industry moving in that direction?
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Breakout #3: Connecting Everything, Engaging Everyone
London Wall
By 2020 the connectivity will flow everywhere, connecting everything. But what kind of connectivity are we talking about? What value will this add to businesses and consumers and how will this connectivity impact for the eco-system? Join us as we explore how consumers will accept the future advertising model and how brands and mobile provides can secure the best dialogue possible with end-users.
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Groundbreaking Research Results: An Introduction to the MMA's SMoX Proprietary Studies
Overview of SMoX & Introduction by the Weather Channel to the Walmart Case Studies
Results from Walmart and MasterCard using the MMA’s proprietary SMoX research demonstrating the impact of mobile on purchase intent, foot traffic and brand image, including insights into how to optimise your mobile budgets.
Back to School and Savings Catcher Campaigns from Walmart
In this session, Wanda Young, VP, Media & Digital Marketing, Walmart will share results from two studies, one for “Back to School” and one for the “Savings Catcher” campaign. The results will provide more evidence about the value of mobile in the mix, its ability to drive Brand KPIs, foot traffic and actual sales, focusing on mobile tactics like native, mobile video and location targeting.
Introduction by Out There Media to MasterCard Case Study
Good Card to Carry When Traveling Campaign from MasterCard
In this session, Marc Michel Vice President/Business Leader - Digital Marketing Europe MasterCard will share results conducted for the “Travel” campaign. The results will provide additional empirical data about the value of mobile in the mix, focusing on mobile video, display and mobile Social as drivers of Brand Attitudes.
SMoX Panel Discussion: Bringing It All Together and Next Steps for Participating Marketers
The leadership of the participating SMoX marketers is evidenced by their commitment to digging deep into understanding the impact of every dollar spent across their marketing campaigns. For the first time, these marketers have garnered unprecedented insights into how they can optimize mobile within their mix to make their marketing work even harder and smarter for them. Hear from this expert panel of some the world’s leading brands on the results from SMoX will impact their future decision making as they all face increased pressure on achieving profitable growth for their individual businesses.
Networking Lunch
Introduction of McDonalds Keynote and ustwo Session by Telefonica
Keynote: From Billions of Likes, to Billions Served
To become a mobile business marketers must embrace change, and not just in the marketing department but throughout the business. Digital transformations demand learning, recruiting and restructuring. Lex Bradshaw-Zanger, Sr. Director Digital Strategy, Europe, McDonald’s will share key insights on how to re-learn marketing not just reach, but content & context and talk about taking business mobile like you’ve never seen before.
Creatively Creating Opportunities for All
The ability to identify and satisfy the needs of the consumer are front and center in the minds of all successful brand marketers. Hear how ustwo bring groundbreaking products to market with a focus on creativity and collaboration, which has led to successes like Monument Valley, President Underwood’s favorite obsession in Season 3 of House of Cards.
Breakout Sessions
Breakout #4: Capitalizing on Mobile Moments: 7 Key Mobile Trends for 2015
London Wall
No doubt, consumers love mobile apps…but what will that mean for you? Mobile apps are more favorable than mobile internet alternatives, as they are slicker, faster, and offer a greater variety of experiences. Discover the key mobile trends taking over and shaping success in 2015. We will look at the key areas that will dominate the app ecosystem. Some relate to developments in technology, others to changes in how we will do business. To succeed in the future, you will need to be on top of them all.
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Breakout #5: Technology Tips for Creating an Engaged Customer Experience with Mobile Marketing
Broadgate Suite
There are many ways to engage with consumers but very few are driven by context. Location, time of day, recent purchases, weather, all can be used to create a context so specific to an individual, it can’t help but engage them. Our recent survey conducted alongside the MMA concluded that 74% of British consumers were willing to share their location data but they are seeking reassurances they won’t be bombarded with adverts, or it will provide a tangible social benefit like fighting crime, improving the health sector or a money-off voucher. Join us as we answer the question of technology’s role in allowing context to shape a good customer experience.
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Breakout #6: Mobile Advertising: The Difference Between Hype and Reality
Bishops Gate 2
$18 billion in mobile ad spend this year and the judges are still out deliberating the results. If you really think about it, when was the last time a mobile ad made an impact on you in such a way that you actually did something with it? Mobile is the most personal of media channels, it provides the opportunity to establish a consistent, recognizable voice and to hold meaningful one-on-one conversations with customers, It’s where personalisation, relevance, and responsiveness matter , so then why are mobile ads not as effective as we think they should be? Carlos Lopez-Plandolit from Sizmek will explain how it’s not innovation but rather a return to the fundamentals that will take mobile advertising to the next level.
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Networking Tea Break
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Apps - How to Harness the Power of RTB to Fuel the Apps Marketing Loop
Getting users to install your app is the easy part but how do you get them to purchase, book, search, post? This session will look at the practical experience of building and executing successful RTB driven app user acquisition and re-targeting campaigns that focus on generating in-app activity.
- The value of tracking the right in-app events
- Choosing which events to focus on and pass to your marketing supplier
- Optimising dynamically for your key events
Start-Up Stories: A Journey Worth Making
Marketers are not the only ones who must think mobile, entrepreneurs have a lot to consider. Join Daniel Benamran, BlaBla Car’s UK Manager, as he shares unique insights about the evolution of the mobile usage and why it matters for a marketplace like BlaBlaCar to become mobile first; both from a business and from a user experience perspective.
Closing Remarks
Cocktail Reception
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