Mobile platforms, especially combined with the explosion of mobile video, provide a wealth of opportunities for media companies and brands to engage in immersive, interactive—and most important—relevant ways. Learn how and why to create customizable experiences that are tailor-made to each and every moment.
Brands need to think beyond advertising to compete for attention in the world of today’s always-on consumer. Learn how Bank of America utilized this insight to bring real-time value to a global audience and create substantive relevance for the brand by harnessing interest in news from the World Economic Forum.
In order to engage with the liquid consumer, brands must understand how, when, and where users are interacting with mobile video. Learn about cross-screen behavior, including second-screen research findings.
Though it has long been an accepted truism that desktop video ads should be shorter than TV spots, and ads on smartphones should be shorter still, quantitative evidence has thus far been lacking. IAB, Tremor Video, and Millward Brown shed light on a recent study where they partnered to examine two ad executions for three unique digital video campaigns across smartphones, tablets, and desktops. Discover the findings of this research and what it means for publishers and marketers seeking to engage cross-screen consumers.
VR is becoming a reality, and many brands are seeking opportunities to include it within their marketing strategies. Hear how and why MINI USA embraced brand storytelling by creating a series of VR films, while promoting the MINI Connected system. Lee Nadler shares how the auto brand disseminated the content to ensure the films were seen by the right people in the right way.
App discovery, which connects brands with customers and converts them to active users, is becoming mainstream. What are the challenges that both the demand and supply sides of the ecosystem face? Gain an understanding of the environment, and learn how Hulu has used app discovery as a tool to reengage existing clients after introducing its ad-free model.
Mobile App Inventory: Why brands Want You to Download their Apps, and What’s In It for Advertisers
Mobile as a whole is on track to account for 50 percent of all inventory by the end of the year. App inventory makes up more than half of this piece. There’s a reason brands want you to download their apps vs. using the mobile web, and there’s definitely an upside for advertisers as well. Tim Sims from The Trade Desk, explains the value of mobile app advertising as a standalone and the role it plays in attributable cross-device marketing.
Tim Sims, Vice President of Inventory Partnerships, The Trade Desk
Local Creative Storytelling: Strategies and Technologies for More Personalized Campaigns to Reach Mobile Audiences
Combining technology, data, and creativity allows publishers and marketers to build stories that resonate with audiences in specific markets. Discover best practices to customize brand messaging using big data, as well as strategies that provide consumers with targeted utility and entertainment, all while being mindful of their privacy. Learn how to build creatives, execute campaigns at scale, and make the most of media distribution partners, including local and national websites.
Mark Egan, Chief Client Officer, Maxus
Kristen Leone, Vice President of Sales Strategy, The Weather Company
Eva Wu, Senior Manager, Mobile Marketing Center of Excellence, IAB
The industry is taking action to improve the user experience across devices using LEAN (Light, Encrypted, Ad choice supported, Non-invasive) ad principles and engaging with ad-blocking consumers using the DEAL (Detect, Explain, Ask, Lift restrictions or Limit access) approach. Learn how publishers are using these tactics on mobile to guarantee premium user experiences, and gain an understanding of best practices for solving for ad blocking across devices.
How have the lessons learned on desktop impacted the way the industry discusses mobile viewability? Hear from industry leaders on mobile viewability and the role it plays in cross-platform measurement. Gain an understanding of the current standards and the importance of accreditation.
Bridging the Gap between Mobile and Offline Data
What does the customer journey, from mobile to offline, look like? Gain an understanding of how brands and publishers can close the loop on the path to purchase and discover best practices for targeting consumers to drive them to buy offline.
Recognizing the Consumer Behind the Device
Consumers use an average of 4.1 connected devices, according to Forrester, making it challenging to understand the person—and not simply the cookie—behind the device. How can publishers and brands tie online and mobile data to offline transactions, while respecting consumer privacy and choice? Learn how brands are reaching consumers—beyond just one campaign—cross all devices and channels to deliver integrated, relevant, experiences.
Nancy Hall, Senior Vice President, Eastern Sales, Conversant
Kerry Morris, Senior Vice President Portfolio Leader, Aspen Marketing
Enriching the Mobile to Offline Experience
Hear how brands and publishers have leveraged mobile apps and technologies to enhance the customer journey—and to keep them engaged beyond the purchase. Learn what the future has in store for enriching the offline to online experience through technologies such as augmented reality.
Nicholas Illobre, Director, Enterprise Media Solutions, Merkle
Eric John, Senior Director, Mobile, IAB
Mobile Video Goes Programmatic
Automated buying and selling continues to grow at an exponential pace. Discover how programmatic transacting around mobile video will impact your business.
Unlocking the Value of Premium Programmatic in Mobile Video
Programmatic video is expanding into mobile, but despite the increasing demand, premium inventory remains scarce. Discover how the perception of programmatic inventory quality has shifted from remnant to premium, how the proliferation of transparency and verification tools has made it more difficult to find quality mobile video inventory in open programmatic channels, and how publishers and brands are dealing with inventory scarcity.
Rebecca Mahony, Chief Marketing Officer, Teads
Pete Miles, Vice President, Ad Ops, Shazam
Mobile Video at the Right Time and Place
More and more brands are committing larger portions of their media spends to programmatic in an effort to reach their consumers at the right time, in the right place. Hear how marketers utilize programmatic mobile video within their media strategies to effectively tie together creativity and targeting to reach their audience.
Jim Daily, President of US & Canada, Teads
Benjamin Dick, Director, Industry Initiatives, IAB
Robert Gibbs, Senior Vice President Global Digital Director, Starcom
From three-second gifs to videos created on Vine, Periscope, and beyond, brands are evaluating how to create best-in-class mobile-first video. Learn how the :30 and :15 have changed from a content creation standpoint, and hear how marketers can use these tools and techniques to drive conversations and connections with their consumers.
A series of brand-presented case studies shed light on how marketers and their partners are successfully implementing data strategies and mobile video in their advertising initiatives to target content, drive engagement, and improve the user experience.
Sherwin Williams: Using Data to Inspire Shareable Ideas
Deutsch built a creative and media strategy around infiltrating existing dialogue—about paint—to deliver significant increases in video views, social media engagement, and search performance for brands under The Sherwin Williams company. Discover how the marketer successfully drove conversions and engaged its three unique target audiences through native and pre-roll videos.
Kristen Radomski, Integrated Media Supervisor, Deutsch
Tyler Helms, EVP, Group Account Director, Deutsch
IBM Watson: Merging Data and Targeted Content to Drive Customer Engagement
Discover how IBM Watson and Zumobi partnered to merge technology with data to create highly engaging mobile experiences that foster brand awareness, increase conversion, and drive customer loyalty. Learn how the IBM Watson/Zumobi partnership makes content “shoppable,” increasing revenue with mobile content marketing, and discover how to leverage mobile data to gain sharper customer insights and increase the effectiveness of cross-channel marketing.
Jodie Sasse, Director, Watson Ecosystem, IBM Watson Group
Ken Willner, Chief Executive Officer, Zumobi
The concept of “watercooler” programming is no longer about five to six hit shows found across cable and broadcast television. Instead, it’s about personalized entertainment within online video communities accessed at scale via mobile devices. More than ever, marketers need to leverage data to identify and target users in the content they love. Learn how an evolving customer data ecosystem are quickly defining what is considered the new premium in digital video entertainment.
Hear from an industry leaderabout the next wave of innovation in mobility. Learn where to place your bets and hear how brands and media companies can seamlessly integrate with next gen mobility, from wrists, to homes, to cars and beyond.
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 Town Halls 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.
Leveraging Location Data in Mobile Advertising
In today’s technology-driven world, data is increasingly critical for personalized experiences on mobile devices. Ensuring the right message is delivered to the right person at the right time, in the right place, can greatly increase attention, engagement, and effectiveness. Enter location data. This discussion addresses identifying quality location data in mobile ad opportunities, and how to make the most of it.
Discussion points include:
- How does location data, coupled with dynamic content, drive more personalization?
- How are publishers leveraging location data to enhance the value of their mobile inventory — or why are they not?
- Why does the quality of location data matter? What measurement is needed to ensure buyers are getting accurate, precise, recent location data in their buys?
- What concerns do publishers, agencies, and brands have around location data and security and privacy—and how can the industry address them?
Moderator: Vikas Gupta, Director of Marketing, Factual
Maximizing Cross-Screen Video Investment through Creative
Video is an advertising strategy that seeks to engage the user, regardless of device. However, each device offers its own unique opportunity, and cross-screen video advertising engages with the user at the right time, in the right place, no matter the screen size. With the ability to leverage a variety of creative formats, publishers and advertisers are seeing higher engagement rates and more time spent with the ads. This discussion addresses maximizing video investments through higher-quality creative.
Discussion Points Include:
- How should publishers and brands differentiate their video creative based on device, and what are the most successful creative formats?
- What are the trade-offs between running the same creative on all screens, versus customizing it for each device/platform/screen?
- What are some best practices for publishers and brands looking to monetize cross-device video?
- How are media companies and advertisers measuring the success of their cross-screen video investments?
Moderator: David Sanderson, Vice President, Creative Strategy & Operations, Tapad