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Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB, opened the 6th annual IAB Mobile Marketplace by shedding light on the day’s compelling theme, “Mobile: Key to Unlocking the Cross Screen Universe.” It all started with a town hall at the Annual Leadership Meeting in February, she said, about how the ecosystem can fully leverage the mobile opportunity. At the meeting, three focal areas came to light: creating ads from the mobile screen up, measuring ROI across platform, and the development of targeting solutions that cross screens. Today is “all about what the industry needs, what solutions exist, and how we can make even greater strides in the marketplace,” she said.
To the standing-room only crowd, Ben Phillips, Global Head, Mobile, MediaCom Worldwide, offered clear-sighted and sharp insights into media strategies for the “first screen.” Think strategy, not campaign. Campaigns are finite and disposable; strategy allows you to think a little more long term, he said. “We have a no-handset-left-behind model,” he said. Most mobile growth in the next 2-3 years will be in emerging countries where feature phones remain prevalent, he said. “We need to start to demonstrate true ROI in mobile.” It’s the only way we can increase our budgets, and it’s the only way to demonstrate mobile’s power of engagement. How would he define mobile? “Mobile is engagement marketing not just the device.”
Kelly Jones, Head, Global Thought Leadership Research Program, Microsoft, unveiled the results of eye-opening research, created through a partnership with IPG Mediabrands and The Future Laboratory, showcasing consumers’ evolving expectations of mobile. She highlighted four trends: Value Me, Enhancing the Real, IntelligentlyOn, and My Analytics. Value Me speaks to consumers’ increased awareness of data collection and how consumers are more likely to buy from a brand if they’re rewarded for their digital data. Enhancing the Real describes consumers’ incredibly high expectation for technology to amplify real life by “bringing the best of digital into the real world and the best of the real world into digital.” IntelligentlyOn challenges the notion that brands should be always on, as consumers expect brands to know when not to contact them. My Analytic refers to the growing trend of self-quantification, and consumers’ desire to buy products that helps them identify how to make improvements to their lives.
Lou Paskalis, Senior Vice President, Enterprise Media Executive, Bank of America, challenged the audience to do better. “I am a little worried…a lot of the things that we’re seeing that we like are not routine,” he opened. The work that inspires us requires an extraordinary amount of effort. The time consumers spend with mobile has eclipsed the desktop, yet the desktop still receives the bulk of the resources. “This is a tidal wave of opportunity for us as marketers to get creative with our consumers,” but our great, creative minds have come up with banners, he said. As a result, the makers of next-gen apps see advertising as “meh.” “I don’t want to work in the meh industry.” His advice was direct and plentiful. “In order to be a successful advertiser, don’t think like an advertiser…do think of mobile as the human operating system;” “Don’t focus on transactions first…focus more on creating relationships in mobile;” “Don’t ask for a mobile extension to a big idea…we need to demand that a big idea be expressed in mobile first and then inform the other channels;” and “Add value to the experiences that consumers are having, and consumers will always reward you with brand love.”
Following a networking refreshment break, attendees enjoyed intimate deep-dive track sessions dedicated to these topics: Programmatic Buying and Selling in Mobile, Mobile Measurement, and Building Brands with Mobile. Then after sharing lunch in the Times Square Ballroom, the group of mobile enthusiasts split up for workshops on cross-platform audience measurement, the future of programmatic mobile, and how to leverage the IAB Mobile Marketing Center of Excellence.
The general session reconvened with a series of How-To’s. Stephanie Bauer Marshall, Director, Precision Market Insights, Verizon Wireless, advised the audience on how to really target with mobile. Her examples included bringing offline, direct marketing data to mobile and retargeting from the PC environment to mobile. David Wyler, Vice President, Business Development, AdTruth, and Ed Chater, Vice President, Media Operations, Somo, delved into how to maximize reach on mobile. Chater advised attendees to find technology that leverages across device IDs, referrer methodologies, device recognition technologies, and cookies, as well as to be flexible with attribution methods, use specialist tools built for mobile, work with transparent vendors, closely monitor performance, and be pragmatic.
Joe Laszlo, Senior Director, Mobile Marketing Center of Excellence, IAB, and Marshall Cohen, Executive Vice President, Corporate Research, Univision, presented discoveries from the new study “US Hispanic Millennials: Portraits of a Mobile-First Generation.” The highlights presented fall into three categories: connections, devices, and advertising. Regarding connections, Hispanic millennials are naturally always online. The only time they want to be offline is when they want to hide. As far as devices, they want the coolest, new phone, but also feel great attachment to their old phones. Ads are welcome if they’re about something they want to purchase, are cute or sentimental, or feature a celebrity of interest.
Up next: busting the myths that hold mobile back. Craig Weinberg, Director, Mobile, Mindshare, busted the myth that it’s impossible (or unprofitable) to develop and deploy great creative across a myriad of screens, devices, and operating systems. “The market is now catching up to where marketers want to be,” he said. Marketers are doing cross-screen campaigns. Christine Cook, Head of Revenue, Flipboard, dispelled the myth that mobile pennies are inevitable with examples from Flipboard in which the ads act more like traditional, aspirational, beautiful, 100% viewable print ads, instead of interruptive banners. Jason Fulmines, Senior Director, Mobile Ad Products, Gannett, busted the myth that apps make the mobile landscape too fragmented to cohesively target and track consumers. Yes, fragmentation is a challenge, but there are ways to simplify the environment. On the publisher side, product and marketing teams must be in sync and he suggested the use of first-party data for better targeting. From a buying and selling standpoint, embrace programmatic. Programmatic budgets aren’t that high, but it’s not going away.
After a networking refreshment break, attendees split into three groups for marketplace conversations, an opportunity for attendees to engage one another in spirited discussion and debate—while sipping some spirits. The hot topics under discussion: consumer privacy and trust in the mobile marketplace, finding the best creative formats for optimal mobile experience, and the power of programmatic. The issues raised and possible solutions will be presented at the end of this chock-full day.
For the final keynote of the day, Graham Mudd, Director, Advertising Measurement, Facebook, opened by comparing mobile to traditional display, and ended with intriguing insights into consumer behavior and cross media measurement. “It is now the case at Facebook that everything is designed to work on mobile, and then it scales to desktop…It’s the center of our experience at this point,” he said. However, we must talk to advertisers about mobile and measure mobile in the same way we do display and video to enable cross media campaigns. Still, mobile is different. It’s snackable. It’s one of a number of devices that consumers are using all at once. “Within Facebook, large numbers of users are switching devices by the hour,” he said. “Forty-two percent of people switch between platforms to get things done.” Because of this, to truly understand consumer behavior and ROI, the industry needs to move beyond samples and cookies, and to census-based measurement. As more devices become addressable, identity needs to be the linking variable.
The jam-packed day of new ideas and new connections ended with report-backs from the marketplace conversations. Once adjourned, attendees headed to the networking cocktail reception to look back on what they’d learned and to share it with their new prospective partners and friends.
Mobile as the Key to Unlocking the Cross Screen Universe
Make Every Interaction with Mobile Customers Count
Microsoft partnered with IPG Mediabrands and The Future Laboratory to discover eight new consumer trends that tell a story of changing expectations and attitudes toward devices, platforms, services, and brands. Learn how marketers can better understand evolving consumer expectations in order to future-proof their mobile strategies.
Dig into the topics that matter most to your business objectives.
Programmatic Buying and Selling in Mobile
Technology and the Future of Mobile Advertising
Room 406, 4th floor
Transacting programmatically on mobile creates incredible opportunities for buyers and sellers to leverage data-driven, targeted, and cost-effective inventory. However, the programmatic mobile ad landscape is incredibly complicated. This track takes a deep-dive into how all parties in the value chain can use advertising technology to increase the efficiency and the impact of mobile marketing.
Finding the Metrics That Matter
Room 402, 4th floor
Reliable, consistent mobile measurement standards are key to attracting greater marketing investment in the platform. While there is still work to be done in this arena, current capabilities generate an incredible amount of intelligence around behavior and engagement when it comes to content, advertising, and real-world locations. This track takes a deep dive into the present opportunities for marketers and content companies to understand audience behavior and ad effectiveness.
Building Brands with Mobile
Creativity, Technology, and the Consumer Experience
Room 404, 4th floor
Mobile was once considered a direct response mechanism, limited by its size. Today, there is great potential for brands to create rich, engaging consumer experiences on mobile platforms. While there are definitely still challenges in developing and deploying cohesive creative across multiple screens, operating systems, and devices, the marketplace is rapidly maturing. This track takes a deep dive into how advertisers and their partners are marrying creativity and technology to build brands with mobile.
Unlocking Mobile Advertising
Today, there are more end-users in HTML5-compatible environments than in flash-compatible ones. Even though smartphones and tablets are becoming the main devices for consumers, they still take second place in most digital campaigns. This session explores the challenges and opportunities facing programmatic mobile advertising, and what needs to happen to help marketers and publishers capture the mobile revolution.
Marc Theermann, Head, Mobile Platform Sales, Google
Reliable, consistent mobile measurement metrics are critical for building brand comfort and investment in mobile advertising. There are capabilities using big data, real-world location and scientific method that generate an incredible amount of intelligence around behavior and engagement when it comes to advertising. A series of case studies illustrate the present opportunities for marketers to understand audience behavior and ad effectiveness.
Jarod Caporino, Managing Partner, Resolute Digital
Luke Edson, Vice President National Sales, YP
David Petersen, Vice President, Mobile, YP
The Future of Display Advertising is Mobile
Mobile has fundamentally changed how we explore, access, and interact with content—and is quickly transforming the advertising industry. Mobile devices, social media, and video create a far more complex eco-system for brand advertising than ever before. Last year we were looking at mobile to fill a role in the interactive ecosystem—and today we view mobile as the key to unlocking the cross screen universe.
Learn how brands create great ad experiences and transcend screens, how the evolution of video has made beautiful, engaging campaigns scalable, and how we can measure success that is meaningful and relevant to brands.
Miha Mikek, Co-Founder and Chief Executive Officer, Celtra
Matevz Klanjsek, Co-Founder and Chief Product Officer, Celtra
Time & Weather Go Native
How the Fusion of Real-Time Bidding, Native, and Mobile are Changing Digital Advertising
The massive consumer shift to mobile devices is fundamentally—and rapidly—changing digital advertising.
Leading publishers will explore how the fusion of Real-Time Bidding, new Native ad formats and mobile are reshaping the multiscreen landscape.
Jeremy Hlavacek, Vice President, Programmatic, The Weather Company
Rob Kramer, General Manager, Mobile, OpenX
Liz White, Vice President, General Manager, People & Entertainment Weekly Digital, Time Inc.
Mobile Measurement: What’s Now & What’s Next?
Industry leaders explore what matters most in mobile measurement. Hear from buyers, sellers, technologists and those at the forefront of the cross-industry initiative “Making Measurement Make Sense”.
Sarah Baehr, Senior Vice President, Group Director, Digital Strategy, Carat
Sherrill Mane, Senior Vice President, Research, Analytics, and Measurement, IAB
Mitchell Weinstein, Senior Vice President, Ad Operations, Magna Global
Moderator: Joe Laszlo, Senior Director, Mobile Marketing Center of Excellence, IAB
How to Build Brands on Mobile
Uncover how brands and agencies plan for mobile. Learn what opportunities have emerged through new capabilities available on mobile devices. Discuss what challenges still exist for brands and the solutions available to overcome them.
Angela Gruszka, Director, Marketing & Communications, ABC Carpet & Home
Ben Phillips, Global Head, Mobile, MediaCom Worldwide
Moderator: Peter Minnium, Head of Brand Initiatives, IAB
Times Square Ballroom
We’re All Mobile Now
Cross-Platform Audience Measurement Becomes Essential for Publishers
Publishers who aren’t measuring their mobile properties are missing a huge and growing audience. Explore how top publishers navigate the mobile revolution, and learn why cross-platform measurement has transitioned from nice-to-have, to must-have.
Matt Clark, Head, Global Publisher Development, Quantcast
The Future of Programmatic Mobile Video
Programmatic video advertising is here to stay. Get past all the buzz and learn how to take advantage of the opportunities and efficiencies that come with buying all video ads programmatically, even mobile.
Lucas Krump, Director, Sales, Brightroll
Leveraging the IAB Mobile Center
For over three years, the IAB Mobile Marketing Center of Excellence and its members have produced resources for the entire industry to better understand and do business in the mobile ecosystem, work that continues today. From proprietary research and whitepapers as well as live events and webinars that cover everything from measurement to public privacy there are many opportunities to both learn and lead in the space. This workshop focuses on key initiatives to help advertisers, publishers and technologists alike understand how to get the most out of the work being done by the group.
Joe Laszlo, Senior Director, Mobile Marketing Center of Excellence, IAB
A series of “how to” presentations provide actionable insights to help advertisers, publishers and technology companies get the most from the mobile marketplace.
HOW TO Retarget Using Online and Offline Data
HOW TO Maximize Reach on Mobile
HOW TO Effectively Build Brands on Mobile Platforms
Research being released from the stage will explore what Hispanic millennials’ behaviors on mobile devices indicate about the future of the marketing industry
Overturning the Common Myths that Hold Mobile Back
A series of presentations refute commonly held beliefs about challenges in mobile marketing by leveraging real-world examples and case studies.
It’s impossible (or unprofitable) to develop and deploy great creative across a myriad of screens, devices, and operating systems.
Mobile Pennies Are Inevitable
Apps make the mobile landscape too fragmented to cohesively target and track consumers.
Pose questions. Share experiences. Exchange insights.
Walk away with new ideas and new connections.
The best conversations at conferences often happen in hallways and over cocktails when attendees engage one another in spirited discussion and debate. IAB Marketplace Conversations tap into this energy by creating interactive town halls focused on hot topics in digital marketing and media.
Facilitated by an industry leader, each session is an open forum to share challenges, collaborate on solutions, find inspiration and ideas, and make contacts that translate into business solutions.
Drinks will be served.
Consumer Privacy and Trust in the Mobile Marketplace
Room 402, 4th floor
The “always on” and “always with” nature of mobile devices provides vast opportunities for brands to deliver messages in relevant and engaging ways like never before. How can advertisers leverage the technological capabilities that come along with it, while still putting transparency and consumer control first?
Sarah Hudgins, Director, Public Policy, IAB
Native Formats & the Mobile/Creative Challenge
Room 404, 4th floor
Finding the Best Creative Formats for Optimal Mobile Experience
Advertisers Discuss the Challenges and Opportunities Within the Native-Mobile Ecosystem
With 55% of Americans on smartphones, it’s time for brands and advertisers to smarten up in the mobile arena. As users grow to expect customized and tailored content within their mobile experience, advertisers expect to be able to connect with them in a manner that matches the platform. In this industry town hall, we will discuss and debate mobile advertising tactics and techniques, from standard to native, to provide clear perspective on where the industry is going.
Eric Franchi, Co-Founder, Undertone
The Power of Programmatic
Mobile Gets REAL with Real Time Bidding
Room 406, 4th floor
Discuss the evolution of programmatic, the exponential growth we’ve seen over the last year in mobile, and explore the types of campaigns, goals, and execution elements that marketers are having success with.
Jon Cooke, Sales Director, EAST, Rocketfuel
While the form factor and technology may be different, at its core, is mobile marketing and measurement sufficiently similar to traditional display to be considered largely the same? Or, can we learn from mistakes made as desktop advertising evolved to ensure we make the most of the massive shift that’s underway in consumer behavior? The answer is probably a bit of both.
Anna Bager, Senior Vice President, Mobile and Video, brings together two of the digital media and marketing industries most significant growth platforms under her leadership. The IAB Mobile Marketing Center of Excellence, an independently funded and staffed unit inside the IAB, charged with driving the growth of the mobile marketing, advertising and media marketplace. The Digital Video Center focuses on tying together various IAB video activities including Advanced TV, Digital Video, and the Digital Content Newfronts providing a one-stop shop for thought leadership, innovation, research, and guidance for the burgeoning digital video industry.
Prior to joining the IAB Bager was heading business intelligence at Ericsson Multimedia and head of research at Ericssons Business Consulting unit. Earlier, she was Research and Consulting Manager for IDC EMEA. Business Insider named Anna to the Top 20 Most Important Women in Mobile Advertising in 2012, 2013 and 2014. And one of the 2014 top women in media by Folio Mag.
Ed is an advertising technology specialist and a firm advocate for data-led programmatic media buying. He is responsible for developing Somo’s app tracking tool, Lithient App Tracker, from the ground up to the robust mobile tracking technology it is today, having launched it across the EU, US and APAC.
Ed previously headed up Somo’s media operations for three years, overseeing the management of all Somo’s media campaigns and working to drive efficiencies, improve results, and define best practice. He is an expert in app distribution strategy and a specialist in mobile search.
Ed began his career at international market research agency TNS before moving to The Search Works where he worked on some of the industry’s earliest search campaigns, pioneering optimisation algorithms, complex attribution modelling and studies into consumer online journeys.
Ed was recently selected as one of Media Week’s 30 under 30 in recognition of his contribution to the industry.
Marshall Cohen is a marketing and brand strategist with expertise in interactive and traditional media, marketing research, strategy, and consulting. Prior to joining Univision, Marshall was a partner at Pilot Group, a New York-based private equity firm that specializes in innovative companies that have established themselves as trendsetters in their space. He served in an advisory role to all Pilot Group portfolio companies, including DailyCandy, acquired by Comcast; OTX Research, acquired by IPSOS; Thrillist Media Group; PureWow; TastingTable; and Barrington Broadcasting, acquired by Sinclair, among others. In addition, Marshall operated Marshall Cohen Associates, an entertainment, media and market research company providing research and consulting to numerous media companies, national brands and start-ups, including: ESPN, CBS, PBS, Clear Channel Media + Entertainment, CNET, About.com, and Bluefin Labs, recently acquired by Twitter.
Before joining Pilot Group, Marshall was senior vice president at AOL/TimeWarner. While at AOL, Marshall built the company’s consumer research department and UI lab, where all products were tested with consumers, and in 1998, created The AOL/Roper Cyberstudy, the first comprehensive nationwide survey of the attitudes and behaviors of all Americans online. Prior to founding his consulting company, Marshall spent 12 years in the cable TV programming and distribution business at MTV Networks, holding various roles, including serving on the management team that developed, launched and operated Nickelodeon, MTV, VH1, Nick at Nite, TV Land, and Ha! the Comedy Channel, which became Comedy Central. While at MTV Networks, he conducted the first Nationwide political poll of 18-34 year olds which supplied important information leading to the famed MTV Rock the Vote initiative.
Christine Cook is Senior Vice President, Digital Advertising Sales for Martha Stewart Living Omnimedia. In this role, she spearheads the sales effort in support of MSLO’s Internet business segment.
Christine has 15 years of experience in digital advertising sales. She joined MSLO in July 2006 from IAC Partner Marketing, where she served as Vice President, Sales, managing an 82-person team and bearing responsibility for national advertising revenue across such IAC sites as CitySearch, Evite.com, Expedia, Match.com and Ticketmaster.
Previously, Christine served as Director, Consumer Advertising at the Financial Times. Prior to that, she spent five years at The New York Times Digital in various sales executive roles, culminating in her position as Vice President, International and founder of nytimes.com’s first international sales office in London.
Jason Fulmines is responsible for the strategy and development of Gannett’s mobile advertising business across USA TODAY and more than 100 local media properties and affiliates. He is a mobile product veteran at Gannett and also ran Travelocity.com’s global mobile and tablet products from 2012-2013 in Southlake, TX.
Kelly Jones currently heads up the global Thought Leadership research program at Microsoft, where she delves into the guts of human behavior and motivation in order to reveal new ways of thinking about engaging consumers within digital environments.
In her 7 years at Microsoft, Kelly has been fortunate to work with products such as Bing, MSN, Xbox, Windows 7 Phone and now Windows 8. Her work has fueled executive keynotes, thought leadership publications and marketing campaigns, as well as actionable product insights.
Kelly moved to New York City to work in book publishing. Despite her 10-year digital DNA, she still prefers hard cover books and the print version of the Sunday Times.
As the Director of the IABs Mobile Marketing Center of Excellence, Joe Laszlo plays a key role to the mission to grow the mobile interactive industry. He manages many of the IABs mobile standardization, best practices, and research projects; provides advice for both buyers and sellers of mobile ; and oversees the IABs Mobile and Tablet.
Joe served the IABs Director of Research from Sept. 2007-Dec. 2010. During his IAB career, he has led IAB projects including standards for mobile rich advertising and guidelines for mobile web ad impression counting.
Prior to the IAB, Joe had an eight-year tenure at Jupiter Research, where he started researching and writing about mobile interactivity 2000.
Joe holds an MA from the Fletcher of Law and Diplomacy at Tufts and a BA from Columbia.
Stephanie Bauer Marshall is the director of Precision Market Insights at Verizon Wireless, a business segment focused on providing brands with a variety of Target Marketing solutions, powered by layering behavioral audience insights that are based on mobile engagement, location, and demographic information. Prior to Precision, Ms. Marshall led Verizon Wireless’ mobile marketing and advertising group, where she launched the company’s first mobile web advertising programs.
Before joining Verizon Wireless, Stephanie was at Merchant Link, a subsidiary of J.P. Morgan Chase, where she was responsible for defining and marketing the company’s products and directing strategy for new product creation. Previously, she worked at the Cellular Telecommunications & Internet Association (CTIA-The Wireless Association) in the Wireless Internet Development group.
Stephanie serves on the Boards of the MMA as well as the Internet Advertising Bureau’s Mobile Center of Excellence.
Graham Mudd is Director, Advertising Measurement at Facebook. Graham leads the Vertical Measurement team, which is responsible for developing and executing measurement solutions that provide insight into the value Facebook creates for North American marketers. Prior to assuming this role, Graham developed Facebook’s global partnerships with research and measurement companies. Prior to joining Facebook, Graham was Senior Vice President, Media & Entertainment Practice, at comScore. At comScore, he managed client relationships with a number of prominent Internet companies in the media and entertainment sectors, including Google, Facebook, Yahoo!, Fox, Hulu, Disney and Glam Media. Prior to that, Graham worked in marketing and product strategy in Yahoo’s Search division.
Lou Paskalis is the Senior Vice President, Enterprise Media Executive, for Bank of America. He is responsible for leading a team of communications professionals in developing and implementing comprehensive media strategies to drive enterprise business objectives. Paskalis oversees media strategy and investment across traditional, digital and social channels with an eye toward driving innovative solutions across lines of business. He is tasked with identifying and delivering opportunities to leverage customer insights and industry best practices in the rapidly evolving communications landscape. He leads the team that delivered a game changing real-time 360 degree program around the World Economic Forum which leveraged the bank’s extensive original content assets. He also lead the paid media strategy for the bank’s highly successful (RED) partnership that combined the universal appeal of U2 with the cultural moment of the Super Bowl and harnessed the power of the Twitter, iAd, ClearChannel and Facebook platforms in original ways that lead to the program being recognized with a Bronze Medal for Media at the 2014 Cannes Advertising Festival.
Prior to joining Bank of America, Paskalis was the Vice President of Global Media, Content Development and Mobile Marketing at American Express where he lead innovative, cross-channel communications and engagement initiatives for the American Express brand and core U.S. product portfolios, as well as mobile marketing.
During his tenure at American Express, Lou created and launched their interactive branded TV channel to 60 million U.S. homes making Amex the first brand to have a dedicated television channel. In addition, he forged the first T-Commerce programs in partnership with NBC and FOX, which enabled consumers to purchase featured products in real-time while watching their favorite network shows. Paskalis is a three time recipient of the American Express Chairman’s Award for Innovation.
Paskalis also lead communications planning for the annual Small Business Saturday campaign, which was awarded the Grand CLIO in the Content and Contact category, the CLIO Special Award for Facebook Integrated Media and the Gold CLIO for Interactive/Social Media in addition to multiple MIXX awards. Some of his earlier achievements at Amex included a strategic partnership with NBC News that lead to the creation of Your Business, a weekly news program that serves the small business community and is the longest running program on MSNBC.
Paskalis holds an MBA in finance and marketing and a B.S. in business management from the University of Notre Dame. He lives in Manhattan where he indulges his passion for bike riding, travel, fine wine and Formula One motor-racing. He is a board member of the Mobile Marketing Association and a jury member of the IAB MIXX Awards.
As Global Head of Mobile, Ben Phillips works with MediaCom’s local teams to define best practices across the agency as more and more digital campaigns are expanded into mobile. He works to ensure that clients benefit from the latest knowledge and understanding of this important channel.
With over a decade’s experience and a 100% focus on mobile strategy, Ben identifies ways to exploit the strengths of mobile for always-on campaigns, such as driving footfall for retailers, acquisition for direct-response clients, engagement and customer retention for brand-led clients and m-commerce for e-commerce clients.
MediaCom’s mobile billings grew more than 117 percent in 2013 and the agency has seen spectacularly strong growth in markets where it has specialist mobile divisions, such as the UK, Germany, Scandinavia, Singapore and India. These teams have developed unique and first-in-market mobile services for clients, ranging from creative to apps, vouchers, coupons, augmented reality and QR, codes to geolocation campaigns. Ben’s goal is to ensure this level of expertise and creativity is available to all MediaCom clients, wherever they are and whatever challenge they face.
Jason Pope is VP, Mobile for Audience On Demand® (AOD), the addressable media buying platform for VivaKi. Here, Jason oversees the development and delivery of products, partnerships and services for the mobile channel that enable Publicis Groupe agencies and their clients to effectively reach and understand addressable media in mobile. Jason has been in the digital space for over 15 years with prior roles at Performics, Yesmail and Classified Ventures.
As Director of Mobile at Mindshare, Craig Weinberg is the strategic lead for mobile marketing on Mindshare’s Sprint Account. With a strong background in mobile marketing, Craig provides the overall mobile marketing strategy for Sprint, which includes planning, buying and execution. He is also responsible for incorporating mobile strategies and tactics into Sprint’s digital and traditional marketing plans. Craig is new to the Mindshare family, joining in April 2011.
Prior to Mindshare, Craig was the Mobile Strategy Manager at MediaVest, where he oversaw the mobile communications strategy and provided direction on holistic digital communications integration to maximize North American mobile investments for P&G.
Before joining MediaVest in March 2010, Craig worked at Sony Music Entertainment, where he held multiple digital roles, including Mobile Marketing & Mobile Sales Analyst.
David Wyler serves as Vice President of Business Development for AdTruth, a division of 41st Parameter. Prior to joining AdTruth, David led a 30+ person panel operations team responsible for managing 25 online and mobile panels at the Nielsen Company. David joined Nielsen throughout its acquisition of IAG Research in 2008 where he helped drive the adoption of IAG Research’s ad performance and product placement data with Fortune 100 advertisers and broadcast and cable networks. Before joining IAG Research, David held various Business Development, Finance and Research roles at both traditional and digital media companies including Primedia, Zagat Survey, Reuters and CBS.
Director of Publisher Sales
Fresh Digital Group
SVP Digital Sales
Vertical Search Works
Team Detroit, RETAILFIRST
Director of Product Management
Director of Product
VP, National Sales
VP Media Director
Integrated Marketing Strategy Director
VP, Regional Marketing
Chief Revenue Officer
Director, Client Marketing Operations
McGraw Hill Construction
VP, National Ad Products
Mobile Ad Product Manager
evp, managing director, digital
Director of Strategic Partnerships
Ernst & Young LLP
Manager, Publisher Development
Manager, Business Strategy and Analysis
Conde Nast Entertainment
Vice President, Business Development
AdColony, a division of Opera Mediaworks
Director of Product, Mobile
VP Market Development
Digital Marketing Strategist
Vice President, Offsite Media
Triad Retail Media
Senior Delivery Manager
Stephanie Bauer Marshall
Director, Precision Market Insights
Marketing Manager North America
Aruba Tourism Authority
Digital Media Planner
Senior Director, Product
Sr. Director, Digital Products
Time Warner Cable
Sr. Manager Digital Yield
VP of Ad Sales, East Coast
Head of Apps, Music and Gaming Partnerships
Media Technology Manager
Director East Sales
Publisher Development Manager
RVP – Sales Media Agency
East Coast Advertising Director
Director of Digital Sales
Time Warner Cable Media
Sales Director, East
Director of Digital Marketing
Junior Data Analyst Intern
M&C Saatchi Mobile
Associate, Ad Operations
Director, Product Marketing
VP Mobile Strategic Sales
Senior Director of Publisher Development
SVP Global Advertising & Sponsorships
Franklin Templeton Investments
Director, Strategy and Solutions
President & CEO
SVP, Digital Sales
Univision COmmunications, Inc.
Director of IT
Senior Associate Ad Ops
Global Marketing Manager
VP, DR Display Media
VP, East Coast Ad Sales
Specialist Sales Executive, App Advertising
IPG Media Lab
Manager, Ad Traffic
Head of Publisher Development
FCB New York
Executive Vice President, Corporate Research
Head of Advertising Partnerships
VP & GM, Brand Business, North America
Associate Media Manager
Director, Business Development
United Online, Inc.
NBC Universal// CNBC
Director, Product Management
matias de tezanos
Barbara Delfyett Hester
Managing Partner, Strategic Planning Director
Media and Print Servcies Director
Director, Global Media and Sponsorships
Project Manager, Mobile Ad Products
Executive Director, Integrated Programs
Conde Nast – GQ
Varick Media Management
Director, Strategic Accounts
Head of Special Media Projects
VP Digital Agency and Mobile Sales
VP National Markets • National Sales-Direct
Senior Product Manager
Business Development Manager
Mobile Marketing Manager
Sr. Manager, Marketing Services
Integrated Media Planner
Karen Fahey Advertising
Account Executive • Director Search
Global Chief Marketing Officer
Digital Associate Director
SVP, Ad Measurement Solutions
National Director, App Advertising
Sr. Manager, Marketing
MLB Advanced Media
Director of Business Development
Senior Director, Ad Products
Group Vice President
Client Partners Manager
SVP, Publisher Development
DIRECTOR, DIGITAL SALES AND STRATEGIC PARTNERSHIPS
Director of Marketing
BUSINESS DEVELOPMENT DIRECTOR
VP, Digital Sales, Digital CNBC Sales
NBC Universal, CNBC
Senior Director, Digital & e-Commerce
Hermes of Paris
Account Executive, Mobile Technology
eyereturn marketing Inc
Senior Manager, Marketing Analytics
Director, Strategic Alliances, Advertising
Monotype Imaging Inc.
Digital Marketing Manager
Director, Advertising Services
Email Marketing Coordinator
VP, Data Driven Marketing
Director, Client Development – Client Division
Senior Manager, Publisher Development
Director, Publisher Business Development
Manager, Ad Ops
SVP of Product
Sr. Manager, Global Media Insights
Electronic Arts, Global Media Solutions
Bed Bath & Beyond
Director of Content
VP Strategic Sales
Chief Product Officer
?Sales Account Executive
Director, Marketing & Communications
ABC Carpet & Home
Director, Integrated Insights
Digital Media Supervisor
Director, Strategy and Partner Outreach
AgencyKube + IdeaKube
Chairman and Founder
Partner, Group Planning Director
Vice President, Media Strategy
Manager, Mobile Ad Sales
The Washington Post
Director of Search Engine Marketing
VP, Business Development
The Weather Company
Vice President, Mobile Marketing
VP, Digital Ad Sales Research
Director, Digital Marketing & Media
Global Media Planner
Head, Global Thought Leadership Research Program
Director of Strategy and Sales Planning
U.S. News & World Report
Senior Product Manager, Mobile
The Trade Desk
Soubriet Byrne & Associates, Inc
Digital Marketing Associate
Account Management Director
HN Media and Marketing
EVP, News & DIgital Sales
Media Planner/ Buyer
Founder & CPO
Director, Global Media Insights
VP Strategy & Operations
Columnist / Multiscreen Strategist
Women’s Marketing, Inc.
Director Demand Partnerships
BrightRoll / Yahoo!
Sr. Director, Digital Research
AVP, Global Head of Product Development
Manager, Email Marketing
VP of Product
VP Product Management
Senior Associate, Ad Ops
Sr Partner, Director – Digital Analytics
Associate Director of UX
Global Marketing Director
National Head of Mobile Sales
SVP, National Sales
Partner, Digital Media Director
Senior Mobile Marketing Specialist
Senior Digital Strategist
Senior Director Business Development
Director, Paid Media
VP, Product Marketing
Sr. Vice President
Content Licensing for Digital Media
VP Digital Ad Operations & Strategy
CEO & Co-Founder
Head of US Business Development
Digital Advertising Director
Golf Digest Properties – Conde Nast
J goldman and co
Ex Direcrtor Digital Media and Performance
Founder & CEO
Mobile Project Manager
Associate Ecommerce Manager
The Metropolitan Museum of Art
Director, Advertising Measurement
Sr. Director Sales and Marketing
Director, Programmatic Sales
Director Product Management
VP Mobile Product Marekting
Head of Digital Advertising & Integration
The Wall Street Journal
Director of Ad Operations
Sr. Director, Mobile Ad Products
Sr. Account Director
Director of Partnerships
Technical Account Manager
Dir of Data and Architecture
Mobile Inventory Manager, BD
Adap.tv an AOL company
SVP of Sales
Senior Vice President, Enterprise Media Executive
Bank of America
Vice President, Mobile
SVP Strategic Partnerships
Global Head of Media
Mobile Lead – AdX
Senior Director, Sponsorship
New York Public Radio
Digital Media and Advertising
Director, Mobile Sales
Sr. Director, Mobile Products
National Account Director
Sr. Product Manager
Manager, Ad Operations
Director Digital Ad Sales
Scripps Networks Interactive
VP, Strategy Director
Digital Sales Operations Director
Time Out North America LLC
Information Resources, Inc. (IRI)
Director of Sales, East
Network Advertising Initiative
MARKETING SERVICES DIRECTOR
Maria Isabel Ruiz
SVP, Digital Marketing
SAS Institute Inc.
Senior Product Marketing Manager
SVP Enterprise Media
Sharon Seidman Berdugo
Head of Business Development
SR VP Sales & Marketing
Director, Client Enablement
Publisher Solutions Consultant
Client Director, Mobile
Sr. Director – Publisher Business Development
Silver MT Media
Sr. Manager Ad Innovation & Strategic Accounts
Senior Director of Strategic Partnerships
Vice President, Product and Marketing
Senior Solutions Specialist
Platform Solution Consultant
Dominion Digital Media
Matchflow Media LLC
Senior Manager, Network Partnerships & Programmatic
Digital Account Services Manager
LoBo & Petrocine Marketing
Sr. Director Mobile Ad Strategy
Manager, User Experience & Product Design
Senior Associate, Ad Operations
Vice President, Operations
EVP of Global Strategy, Sales and Services
Digital Ad Operations Manager
Senior Vice President
Head of Mobile Platform Sales
VP, Publisher Sales
VP US Media
Group Planning Director, Digital
Sarah van Mosel
Sr Dir Digital Underwriting Strategy and Ad Operations
Managing Partner / Director of Radio
Client Services Manager
Senior Manager, Publisher Business Development
Director, Digital Media
Director of Sales
Associate Planning Director
Integral Ad Science
Director, Digital Ad Operations
Kevin Wan Min Kee
Associate Director, Ad Ops
VP Mobile and Connected TV Sales
Publisher Business Development Manager
Senior Media Strategist/Account Exec
Senior Vice President, Director of Ad Operations
Chief Digital Sales Officer
Wall Street Journal
Vice President, General Manager, People & Entertainment Weekly Digital
Manager, Channel Development
Senior Partner Manager, Global Alliances
AdTruth, a division of Experian
Vice President, Research
Group Planning Director
Director of Mobile
VP, Managing Director, North America
Celtra Inc., empowers agencies, media suppliers and brand leaders alike with an integrated, truly scalable cross-screen HTML5 technology for brand advertising on smartphones, tablets and desktop. AdCreator 4 is built to run large-scale and complex campaigns. It is a single platform for streamlined ad creation, performance optimized serving and consolidated reporting with common metrics across all screens.
Celtra is headquartered in Boston (MA), with offices in New York City, Chicago, Los Angeles, San Francisco, London (UK), Tokyo (JP) and Ljubljana (SI). For more information, visit Celtra at www.celtra.com or @CeltraMobile on Twitter.
BrightRoll is Yahoo’s brand for programmatic advertising technology. The BrightRoll DSP is media-agnostic and provides exclusive access to Yahoo’s wealth of data and insights from one billion users and 165 billion daily data events. BrightRoll’s advanced programmatic technology, coupled with flexible client-service options, empowers advertisers to deliver against complex branding and performance goals.
Google’s innovative search technologies connect millions of people around the world with information every day. Founded in 1998 by Stanford Ph.D. students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google’s targeted advertising program, which is the largest and fastest growing in the industry, provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. Google is headquartered in Silicon Valley with offices throughout North America, Europe, and Asia. For more information, visit www.google.com.
As a global leader in Artificial Intelligence technology, Quantcast is using machine learning to drive human learning to help brands grow in the AI-era.
Founded in 2006, Quantcast is the real-time pulse of the Internet helping marketers and publishers understand their audiences through 1st party direct measurement. With the largest AI-driven audience insights platform measuring over 150 million web destinations, Quantcast’s predictive analytics powers insights, targeting and measurement solutions for marketers, agencies, consultancies and publishers worldwide.
Headquartered in San Francisco, Quantcast employs more than 800 employees in 22 offices across 10 countries. For more information, visit www.quantcast.com.
Undertone is a digital advertising company that sits at the intersection of media, creative, and technology. We connect brands with consumers across smartphones, tablets, and desktops through our suite of high impact, video, and display ad units. Through our technology platforms, we deliver these ads at the right time and in the right context on a handpicked portfolio of the world’s best media properties. Find out more at www.undertone.com.
The top retailers, brands, and agencies use MaxPoint’s Digital Zip® technology to exceed goals and drive sales. By layering a variety of data sources, we make it easy to reach interested consumers while eliminating wasted impressions and maximising campaign returns.
Get the customers you want at the scale you need with MaxPoint—the only digital advertising solution on your plan that precisely reaches your target audience.
Rocket Fuel (NASDAQ: FUEL) was founded in March 2008 with a vision of transforming the digital advertising industry through big data and artificial intelligence. At a time when RTB and ad exchanges were still nascent, Rocket Fuel quickly grew into the industry leader by bringing the precision and conclusiveness of science to the world of marketing to drive higher ROI.
Today, Rocket Fuel is a full Programmatic Marketing Platform designed to go beyond 1:1 marketing by learning to predict what marketing actions to take with a particular person in a particular moment of time. Our methodology, which leverages artificial intelligence (AI) and big data, is called Moment Scoring™, and it results in a much more efficient use of marketing dollars.
YP is a leading local marketing solutions provider in the U.S. dedicated to helping local businesses and communities grow. YPs flagship consumer brands include the popular YPSM app and YP.com, which are used by more than 80 million visitors each month in the U.S. (Internal Data, September 2014). YP solutions include online presence, local search, display advertising and direct marketing. YP solutions and services are backed by thousands of media consultants and customer service professionals in local markets across the U.S. with relationships spanning more than half a million advertisers. For more information on YP, visit us at http://corporate.yp.com.
Marketers are rapidly increasing their investments in content marketing, but the content being produced is typically not optimized for mobile distribution. Zumobi, the leader in Mobile Content Marketing Solutions, enables marketers to more effectively distribute their content (branded content, social media, videos, etc.) and measure its’ impact across important mobile touch points, including their own mobile apps, web and media. The Zumobi Brand Integration (Zbi) platform makes it easy to distribute content via dynamic targeted mobile experiences called “Microzines” to drive customer acquisition, engagement and conversion, while providing a robust set of data and analytics to optimize their content mix and ROI. Zumobi has been pioneering mobile technologies since 2006. To learn more, visit www.zumobi.com or follow @Zumobi on Twitter.
Beachfront Media builds software powering the next evolution of programmatic video. From vertical video to VR, Beachfront offers diverse formats across all devices to reach audiences on any screen at any time. Beachfront’s data-driven SSP lets publishers grow their revenue, as well as expand their video distribution with video creation units, video player and syndication platform, and custom apps for mobile devices and Connected TV. With more than 100 billion video ad opportunities per month, all protected and measured by leading verification partners, Beachfront delivers effective and efficient video everywhere. For more information, visit http://www.beachfrontmedia.com
Need to elevate your brand and grow your audience? Blast is a full-service public relations firm committed to driving measurable results for our clients. With a smart, passionate team and offices in all major North American markets, we’ve got you covered. Just ask our clients, a world-class portfolio of brands, marketing technology, software companies and associations, including Factual, FastPay, Interactive Advertising Bureau, Opera Mediaworks, SheKnows Media, and The Trade Desk. For more information, please visit www.blastpr.com and follow us on Twitter @blastpr.
Dstillery is a trailblazer in big data intelligence. It uses a combination of proprietary technology and human intuition to help brands and media companies achieve their marketing objectives. The company distills massive data sets to identify patterns in consumer behavior and build custom audiences across multiple channels. Brands and media buyers activate these audiences using Dstillery’s managed service or programmatic self-service platform. Dstillery is distinguished by its transparency and passion for good science, values held by its 165 employees across eight offices in the U.S. Its 97% client retention rate is testament to the quality of both its performance and its service. More information: dstillery.com
Lotame is the DMP for Maximum Audience Impact—helping publishers, marketers and agencies maximize the way they collect, unify, protect, and activate audience data. Leveraging the industry’s most robust audience management engine, they’re able to intelligently monetize data, create premium properties, target more efficiently, and drive higher campaign performance and revenue. We’re dedicated to constant innovation, and helping our clients take full advantage of big data. Together, we’re doing things that others haven’t thought of yet. To learn more, visit lotame.com.
Theorem is a full-service digital media and marketing services company that delivers an extensive range of flexible, tailored solutions.
Theorem serves more than 350 leading agencies, publishers, networks, technology providers, and brands. The company works with leaders in all categories of the digital advertising technology landscape, including ad networks, exchanges, demand-side platforms, social and data management platforms, and the technology innovators that fuel online advertising. Theorem underpins the digital program successes of such companies as Salesforce, Hearst, Pandora, and Advance Digital.
Headquartered in NJ, Theorem has offices in NYC, London, India, and the Dominican Republic. Visit www.theoreminc.net for more.
Tremor Video (NYSE:TRMR) provides software for video advertising effectiveness. Our buyer and seller platforms enable seamless transactions in a premium video marketplace by offering control and transparency to clients. We employ patented all-screen technology to make every advertising moment more relevant for consumers, and deliver maximum results for buyers and sellers.
Advertising Age (adage.com) is a multi-platform media brand delivering news and intelligence to the advertising, marketing and media industries, as well as targeted strategies for brand building and messaging in todays complex business world. From the digital community to the entertainment industries, from the Hispanic market to the global stage itself, agencies, media, and marketers all turn to Ad Age print, digital, and special event brands for the insights and analysis they need to succeed.
With $1.3 trillion in annual spending and rising, the global media industry is more influential than
ever. At the center of this dynamic and ever-evolving industry is Adweek—The Voice of Media.
Adweek covers all the aspects of the modern communications business—from advertising,
media buying and brand building to content, social networks and digital strategies – with its
weekly magazine and cutting-edge web destination.
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