IAB Mobile Symposium
The IAB Mobile Symposium convened industry leaders and executives from across the ecosystem to address how publishers and marketers are building out their mobile strategies, measuring efficacy, and ensuring their mobile campaigns are fully integrated into the consumer experience. The sessions and town halls provided tools modern marketers are utilizing to succeed in today’s mobile world.
HIGHLIGHTS & INSIGHTS
- We are moving from a “mobile-first” to a “mobile-only” world, with “mobility” being the key behavior
- Mobile consumption is booming both in the U.S. and globally. According to IAB’s “Always On – A Global Perspective of Mobile Consumer Experience,” 63% of smartphone users worldwide use their device every 30 minutes, and nearly half of all users are motivated to react to ads after seeing them on mobile
- Mobile is an activator, infused throughout our lives and all media consumed, not merely just an engagement platform
- Marketers and brands can experiment with mobile driven platforms like VR, podcasting, and native content to connect with their consumers wherever they are
- When developing products and campaigns, think of the consumer experience throughout the process, and market to the whole person
- Artificial intelligence (AI) is part of the “fourth industrial revolution,” aggregating data for more efficient and strategic digital/mobile marketing
- Virtual reality (VR) is best for breakthrough moments of your brand and should be part of the overall communications strategy rather than a one-off
- Brand safety continues to be a top concern for brands, publishers, and marketers across all screens
- Location can unlock attribution: Mobile devices will be used to identify actual consumers who saw an ad and took an action in the real world. The IAB Mobile Identity Guide for Marketers provides some insights on current approaches for identifying users on mobile and other devices
- The future may see brands paying consumers directly for information about their product and service interests, to support more effective targeting and analytics
- We will look back and laugh at when we were texting and looking at screens, which will seem archaic soon, as technology will permeate the physical world and be connected to everyday living
The digital media industry has shifted toward a mindset where mobile is embraced throughout the entire customer journey. Anna Bager, Senior Vice President and General Manager, Mobile and Video Centers, IAB, kicked off the IAB Mobile Symposium, around the theme of “Always On, Surviving and Thriving in a Mobile World.” She noted that, with consumers spending more time than ever on their mobile, we can no longer operate with a “mobile-first” mindset; we need to start thinking with a “mobile-only” frame of mind. Industry leaders provided best practices to survive and thrive in this increasingly disrupted and disruptive marketplace. During this day-long event in New York City, agencies, brands, and publishers provided examples on how to create experiences that move and delight consumers.
The IAB and PwC full year 2016 Internet Advertising Revenue Report showed that over half of the total digital revenue is now driven by mobile, growing 77% from the previous year, with mobile video (+145%), mobile banners (+51%), and mobile search (+91%) being all up. Consumers spend now nearly three hours a day on mobile internet, according to comScore. Native advertising, social media, and games, including eSports, are all important components of time spent on mobile with 70% of social media consumption occurring on mobile apps. Mobile actually overtook PC as the premier gaming platform in 2016, with mobile accounting for 37% of total gaming revenue. Findings from the 2017 IAB Global Research Study: “Always On – A Global Perspective of Mobile Consumer Experience,” released at the event, showed that time spent on mobile is not only a U.S. phenomenon – mobile adoption and usage are prevalent in all countries. The majority of smartphone owners use their device every half hour or more, with 22% saying they use their phone every 5 minutes.
Some key mobile video insights from the IAB Video Landscape Report by the IAB Video Center of Excellence show that mobile video is taking a greater share of the total digital video consumption and continues to grow. And the IAB Mobile Identity Guide for Marketers highlights the importance of identity management when marketers are designing cross-screen and user level marketing activities. The guide provides information on how to identify users on mobile, and tactics for bridging web to app data sets.
We live in an increasingly mobile world where mobility is the real focus. Bager led a fireside chat with Alexa Christon, Head of Media Innovation, GE, to discuss GE’s Strategy: “From Mobile to Mobility.” Christon stated that GE is a 125-year-old company that is rooted in innovation, and she gave examples of how GE has used content development and new platforms to transform the storytelling experience. From an original science fiction podcast, called “The Message,” which became #1 branded content podcast, to original VR content with The New York Times, GE has been innovative in their choice of media, and will continue to experiment. Christon recommended to steer away from the media flowcharts and to focus on “marketing to the whole person.” GE thrives to reach its audience in unique ways – at the intersection of science and art. Mobility and using mobile as a platform versus a straightforward, traditional mobile strategy that super serves the customer is key to GE’s digital consumer successes.
Next, Mark Howard, Chief Revenue Officer, Forbes Media, talked about “Reimagining the Mobile User Experience.” Howard shared how Forbes Media reimagined a new, highly visual mobile web experience using data and transparency, while rethinking business journalism in today’s world of distributed content. Howard introduced Forbes’ latest product launch, a co-storytelling rallying cry that connects the editorial and business divisions around specific stories and niche audiences. Howard said that they focused on the mobile browser experience and the mobile engagement flow, while being “not only mobile first, but mobile everything,” delivering content in a lightning fast environment. With its “Mobile Cards,” Forbes Media is rethinking its mobile ad experience, infusing the advertiser directly into the content.
Marta Martinez, Chief Revenue Officer, Intersection, discussed the connection of technology and the physical world and how to leverage mobile. She noted how AirBnb, Uber, and soon drones are part of this new physical and mobile frontier that will transform the way we ultimately live. Martinez shared a recent campaign Intersection and New Belgium Brewery did for a new product launch in New York City. Kevin Darst, Digital and Media Manager, New Belgium Brewing, shared that since competition is fierce in the craft beer industry, the need to implement a cost-effective and location targeted digital campaign, where his brand can quickly switch creative when demand shifts, was critical to their success. Darst sees a digital strategy as a great equalizer to compete with big brands.
Anne Frisbie, Senior Vice President, Global Brand and Programmatic, InMobi, alongside Chris Kuist, Senior Vice President, Research and Impact, IAB, hosted the first morning town hall to engage the Mobile Symposium audience on the topic of how to achieve better measurement in an always-on mobile world. Frisbie said she is focused on doing mobile video right. Getting the data signals for measurement and having effective media is critical. She noted that it’s important to understand the use cases and the value we are creating on each platform. Frisbie also stated that there shouldn’t be a trade off between getting KPIs and measurement, and giving the consumers an optimal experience. Educating the buy side with what is happening on the tech side can minimize frustration and allow all parties to understand the overall strategy. Some of the questions addressed during the town hall included: How do you get the viewability signals on the in-app space? What are the greatest challenges in getting the KPIs right for in app? What are the specific issues in measuring mobile and video? And what are the nuances of mobile attribution for both online and offline?
In the following session, Susan Borst, Deputy Director, Mobile, IAB, led a conversation about the rise of eSports and reinventing the live stream experience with Mio Babic, Founder, iStreamPlanet, and Seth Ladetsky, Senior Vice President, Sales / Turner Sports Digital, Turner Broadcasting System. Ladetsky noted that the common denominator of all successful advertising solution is when brands add value to the fans’ experience. Both Babic and Ladetsky highlighted the multi-pronged opportunities that live video experiences offer, especially around sports activations. Since eSports is a high ad blocking space, the need for branded content and custom integration is key.
Dustin Callif, Managing Partner, Tool of North America, Christian Colasuonno, Director of Digital Production, GTB, and Lisa Schoder, Integrated Marketing & Media Lead, Ford Motor Company, presented a case study on Ford’s Return to the 24 hours of Le Mans with the Ford GT, then discussed the business case, results, and KPIs. Ford’s VR immersive experience brought consumers behind the scene like never before. Viewers could ride inside the brand-new Ford GT and see stunning 360-degree glory. Schoder explained how Ford Motor Company decided to build a new channel for their VR experiences – rather than a one-off individual use of VR as a new communication tool. The channel allows them to build the brand and tell the story of Ford’s passion for innovation, using VR technology as a programming platform and moving towards a mobile-first strategy.
Then the IAB Mobile Symposium attendees split into two town halls, before the networking lunch break, addressing the topics of location data and mobile identity.
Kevin Arrix, Chief Revenue Officer, Verve, and Eva Wu, Director of Mobile, led the town hall discussion about “Location Data: How can marketers best leverage it for sales conversion?”
Terrence Coles, General Manager, Americas for Smaato, Benjamin Dick, Director, Data & Ad Effectiveness, IAB Data Center if Excellence, and Eric John, Deputy Director, Video, IAB, engaged the town hall attendees in a lively discussion around “Mobile Identity: What are the challenges of tracking consumers across devices?”
After the lunch, the Mobile Symposium attendees were all invited to join a workshop on “Building Consumer Connections across Every Digital Dimension,” presented by Joe Stephens, Director, Native Strategy, Yahoo.
Then, Chris Jacob, Product Marketing, Salesforce, took on to demystify artificial intelligence (AI) by explaining how it works, what is real, and what we can do today, tomorrow, and beyond. The industry is embracing machine learning and artificial intelligence, bringing them into the mainstream marketing mix. Jacob is calling it the “fourth industrial revolution” where AI and IoT machines help us make sense of all the data available to marketers so that brands can better engage with their customers. Data closes the gap in digital advertising, but existing approaches lack intelligence, and have scale and security issues. Jacobs presented ways to turn machine learning and AI into new revenue streams, and gave examples of how brands can achieve success with AI and customer data. AI can help you grow revenue, reduce cost, and increase productivity. He suggested to use AI across your most important asset in your customer data, to intelligently capture, unify and take action across digital platforms to personalize the experiences, then to bring both worlds together.
In the afternoon, Adam Lichstein, President, Seller Platforms, Tremor Video, and Alanna Gombert, Senior Vice President, Technology & Ad Operations, IAB, and General Manager, IAB Tech Lab, led an audience-wide town hall discussion on how to create brand-safe environments across all screens. It focused on how to ensure that brand safety exists, and they asked the audience about their current actions and challenges.
For the last session of the day, Warren Zenna, EVP, Managing Director, Mobext / Havas Media, provided a mobile agency’s point-of-view on today’s mobile-first world. Zenna closed the IAB Mobile Symposium with a rousing and energizing talk where he shared the buyers’ perspective. He noted that the new mobile imperative and advancements have generated challenges as well. Mobile is no longer just a channel, it underscores everything – it has leveled the playing field. Mobile is activated in everything. Is social mobile? Is video mobile? Our desire for automation is making things more complex too. For Zenna, the traditional creative agency model is outdated – Media took over 15 years ago and the Media Agency started driving the business. Scaling, cross-device tracking are still issues. Yet, making better creative and focusing on the basics, and on the consumer’s experience are still key. Location will unlock the attribution issue. True attribution is desired, yet elusive. Zenna also provided his predictions for the industry: Next, true attribution will arrive – and level set everything. And advertising will become more targeted – and more expensive. Creative agencies will become media organizations, and media organizations will become creative agencies. Technology will “disappear” and be seamless around us. The car will become the new “mobile” device. Zenna reiterated a theme of the day which was that marketers and product developers in the mobile space need to think more of the consumer at all stages. Mobile is moving away from mere engagement and now should be seen as the activator, especially with the proliferation of automated and connected devices.
The full-day event of lively discussions finished around drinks and hors d’oeuvres at the networking cocktails.
Walk Away with Actionable Insights On:
Mio Babic, Founder, iStreamPlanet
Mio Babic founded iStreamPlanet in 2000 and has brought the company to the forefront of the industry, leading his team in architecting, designing and implementing video workflow solutions to meet the needs of iStreamPlanet’s premium media customers.
Babic is recognized as a pioneer in digital media and speaks frequently at industry events such as the National Association of Broadcasters Show, IBC, Streaming Media, OASIS: The Montgomery Summit and more.
Babic has driven many firsts for the industry including the first implementations of digital rights management, the first live, multi-camera webcast, and the first delivery of over-the-top 60 Hz content. Babic was recently awarded Technology Entrepreneur of the Year by the Technology Business Alliance of Nevada, and has been nominated for a Sports Emmy Award for Outstanding New Approaches to Sports Programming in 2009, 2010, and 2011, and in 2012 for the first live streaming of the SuperBowl.
Babic is a named inventor on two patents and holds degrees in finance and economics from Montana State University.
Anna Bager, Executive Vice President of Industry Initiatives, IAB
As EVP of Industry Initiatives at IAB, Anna Bager spearheads the strategic oversight of the digital media and marketing industries’ most vital and fastest growing platforms which include mobile, digital video, audio, measurement, and data. Under her leadership, she brings together and drives growth for three of the organizations’ paramount centers of excellence: The IAB Mobile Center, representing the mobile marketing, advertising, and media marketplace; The Digital Video Center, encompassing Advanced TV, OTT, and The Digital Content NewFronts, and The Data Center, developing consumer identifiers, data quality, industry benchmarks, and tools for data activation and automation. She is a driving force in building a one-stop shop for producing thought leadership, innovation, research, and best practices for these thriving industries.
Prior to joining the IAB, Bager was heading business intelligence at Ericsson Multimedia and head of research at Ericsson’s Business Consulting unit. Earlier, she was Research and Consulting Manager for IDC EMEA. Anna has received numerous accolades throughout her career, including being named “Most Important Women in Mobile Advertising” for Business Insider, and one of the “Top Women in Media” by Folio Mag for the past consecutive five years.
Susan Borst, VP, Mobile, IAB
At IAB, Susan runs the Mobile Marketing Center of Excellence and all mobile-dominant initiatives including Local, Native/Content/Social, B2B and Games. She works with hundreds of digital publisher/technology providers to set guidelines and industry thought leadership. Susan was named as one of “15 People in NYC that are Changing Advertising That You Need to Know About” by Alley Watch, a “Top 50 Content Marketing Influencer at CM World 2016” by TopRank, and a “Top 50 Marketing Leaders Over 50” by Brand Watch for two years running. She is on the jury for the Native Advertising Institute Awards, The Content Marketing Institute Awards and the Shorty Awards and is a frequent speaker at SXSW, iMedia Connect, Business Insider Ignition, Social Media Week and more.
Tool of North America
Dustin Callif, Managing Partner, Tool of North America
Dustin is currently the Managing Partner of Digital at integrated production company and creative studio Tool. He co-leads the day-to-day management of the company and is responsible for leading the growth of the company and establishing the VR, Experiential and Digital practices at Tool, with a focus on producing meaningful, innovation-led advertising that creates cultural impact. Signature projects include “Clouds Over Cuba,” an Emmy award winning interactive documentary produced with the JFK Library in honor of the 50th anniversary of the Cuban Missile Crisis; “Return to Le Mans”, an innovative VR Film project for GearVR, Google Cardboard and Ford; “Take This Lollipop,” a haunting Facebook connect experience that is currently the fastest growing Facebook app of all time and Daytime Emmy award winner; and “8 Phases of Enlightenment”, a mixed reality installation that was showcased at the Palais De Tokyo in Paris.
Before joining Tool, Dustin was Co-Owner & Managing Partner at digital agency Spacedog, with offices in L.A. and New York. In 2008, Dustin helped to negotiate Spacedog’s acquisition by Hakuhodo, the second largest advertising holding company in Asia. Working with clients such as Airbnb, Facebook, Netflix, Google, Under Armour, Land Rover, Intel, Starbucks, Nike and others, Dustin has overseen projects across all digital platforms. His projects have been recognized with numerous awards, including at the Emmy’s, Cannes Lions Innovation Festival, The Webby Awards, AICP Next, Clio Awards, One Show, SXSW, Ciclope, FWA, Awwwards, MTV VMAs, AICP, OMMA and Davey Awards.
Dustin maintains an active presence in the interactive advertising and marketing industry serving as a judge for the Emmys, Webby’s, Davey Awards, FWA Mobile Site of The Day, .net Awards and AICP Next Awards; speaking at conferences such as the AICP Conference, SXSW Interactive Conference (2011, 2012, 2014), Ciclope, TV of Tomorrow, F5 Fest, Cannes Advertising Festival, NAB Conference, Seattle Interactive Conference and Digital Hollywood; and holding membership in the International Academy of Digital Arts & Sciences. He is currently on the Loyola Marymount University’s M-School Board of Advisors. He most recently spoke at the 2016 DMEXCO conference in Cologne, Germany.
Alexa Christon, Head of Media Innovation, GE
Alexa Christon has worked on brands such as Pepsi, Yahoo! and Time Warner Cable during her 10+ career in advertising and marketing. Currently at GE, as the head of global media innovations, Alexa focuses on discovering new and innovative media territories for the brand to live. Most recently with GE’s chart-topping fictional podcast, The Message, partnership with The Tonight Show starring Jimmy Fallon, Fallonventions and Focus Forward Films program.
Christian Colasuonno, Director of Digital Production, GTB
Christian leads the digital production teams at GTB (f.k.a Team Detroit). With over 15+ years of production experience, spanning both coasts & the Midwest, Christian has helped guide award-winning campaigns across multiple mediums for some of the biggest brands in the world – Sony Music, Microsoft, Clorox, Intel, Godiva, Diageo, eBay and now Ford. He is one of the architects of GTB's Content Studio – an always-on newsroom of sorts that reacts to real-time data and social conversation for the brand. Christian is also the co-founder of FordVR – a new platform that brings fans and enthusiasts immersive experiences celebrating Ford Motor Company.
New Belgium Brewing
Kevin Darst, Digital and Media Manager, New Belgium Brewing
Kevin Darst is the digital and media manager at New Belgium Brewing. He leads the team responsible for web and app development, social media content and community management while managing media buys and activation for New Belgium, the fourth-largest craft brewer in the USA. Darst spent a decade in journalism as a reporter and editor before moving into marketing and communications in healthcare and CPG. An avid mountain biker and a member of New Belgium’s expert taste panel, he begins most days by riding bikes and evaluating beer.
Mark Howard, Chief Revenue Officer, Forbes Media
Mark Howard is Chief Revenue Officer at Forbes Media. In this role, he is responsible for the U.S. and European digital and print sales organization, marketing and advertising solutions. Previously, he was SVP of Digital Advertising Strategy.
Mr. Howard also held the position of SVP and VP of Digital Advertising Sales for Forbes Media, overseeing the global sales team in its online sales efforts as well leading the Western Region team in its integrated sales efforts. He was also charged with developing the corporate digital sales strategy, which included new product development, the creation and development of audience segmentation programs and strategic planning.
Mr. Howard joined Forbes Media as a Regional Sales Manager in 2002. During his time at Forbes, he has also served as West Coast Digital Sales Director and Western Region Director of Integrated Sales.
Prior to joining Forbes Media, Mr. Howard held sales positions at Inc. and Fast Company magazines, as well as E-Trade Financial. He began his career as a media planner at Anderson & Lembke. He is a graduate of the University of Arizona with a Bachelor of Science in Business Administration, Marketing. He resides in New York City.
Chris Jacob, Product Marketing, Salesforce
Chris has led the product marketing efforts for Advertising Products globally at Salesforce for past 3.5 years based in New York. He has founded and been a part of technology companies for many years across the globe of which 3 have successfully exited. This includes a first small exit as a founder at 23 in 2005 and as a key team member to Adobe in 2011. He has presented at events like SxSW, SMSS, LinkedIn Summit & Dreamforce, covered in publications like Forbes, The Guardian and AdExchanger and been a guest lecturer at the University of Maryland. Beyond the office he is a passionate advocate for US Immigration founding the “Live & Work in America” portal and authoring the book “How to Live, Study and Work in America” in 2012. He currently resides in New York with his wife and his loves beyond technology, are travel, all cuisines, theatre, fine wines and liquors, audiobooks, politics, history and football of the Australian and round ball varieties.
Turner Broadcasting System
Seth Ladetsky, Senior Vice President, Sales / Turner Sports Digital, Turner Broadcasting System
Seth Ladetsky is senior vice president of Turner Digital Sports Ad Sales, managing sales efforts for Turner’s digital sports destinations, with a specific concentration on NBA, NCAA, Golf and NASCAR digital sales. He is based in New York and reports to Greg D’Alba, president of CNN Networks and Turner Digital Ad Sales.
In this role, Seth is responsible for managing Turner’s relationships and sales with key partners across the NBA, NCAA, PGA and NASCAR. With oversight for national sales in Atlanta, Detroit and New York, Ladetsky is charged with leading a team that sells integrated marketing solutions for advertisers online, within video-on-demand and mobile products while also engineering innovative licensing, marketing and promotional partnerships with advertisers. In 2013, Ladetsky played an integral role in launching the first execution of Turner’s sales and content agreement with Twitter to promote real-time highlights from live events and continues to monetize mobile inventory through the partnership with activations around NCAA Men’s Division I Basketball Tournament and NBA Playoffs, to date.
A Turner veteran of 17 years, Seth began his career at Turner in CNN Ad Sales. In 2001, he transferred to the digital side of the business as an account executive and then sales manager for the Turner Sports Digital division. He held ascending positions until he was promoted to senior vice president in 2011, managing national sales for the NCAA digital business, including live streaming of the NCAA Division I Men’s Basketball tournament, March Madness Live. He had oversight of Turner’s digital sales teams based in New York responsible for selling all Turner Digital properties across sports, news and entertainment, including CNN.com, Funny Or Die, TBS.com, adultswim.com and others.
Seth’s extensive digital background provides unique insight to the evolution of the digital landscape and marketplace over the years, and he is an expert in the space.
Seth earned his Bachelor of Arts degree from the University of Pennsylvania, where he pursued a double major in International Relations and Communications. A native of Valley Stream, N.Y, Ladetsky now calls Milburn, N.J. home with his wife and three children.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.
Marta Martinez, Chief Revenue Officer, Intersection
Marta is the Chief Revenue Officer at Intersection, where she is responsible for the company’s new and existing media revenue streams, sales strategy, and global go-to-market planning, management, and execution. Drawing on over 15 years of leadership in digital advertising and media, Marta leverages her expertise to drive growth across the organization as it scales its portfolio including LinkNYC, LinkUK, and MTA On the Go, to new solutions, products, and markets globally.
Prior to Intersection, Marta served as Senior Vice President of AOL Advertising, where she led a top performing sales team to simplify marketing for AOL’s clients and bring together programmatic advertising and premium video-first content experiences. She was also Global Head of Video Sales before her dual role, where she oversaw all sales and strategy for AOL’s video offerings. Additionally, Marta has previously served in dual roles as SVP of Business Development & Operations and CMO of the industry-leading programmatic marketing company MediaMath, where she led business development, marketing and strategic partnership initiatives, representing Fortune 500 brands and more than 900 advertising and media agencies globally. Prior to MediaMath, she served as SVP, Global Corporate Development at Havas Digital.
Martinez holds an M.B.A. from New York University’s Stern School of Business and an M.S. in Business Administration from ESADE in Barcelona.
Ford Motor Company
Lisa Schoder, Integrated Marketing & Media Lead, Ford Motor Company
Lisa Schoder currently manages Ford’s U.S. Integrated Marketing and Media. In her current role, she is the leader of U.S. digital marketing efforts and total media strategy. Lisa previously led Ford’s US Mobile & Digital Content Marketing, focused on engagement with the Ford brand through content creation across mobile, digital and social platforms. Lisa’s responsibilities cover work across all vehicle nameplates as well as Ford corporate storytelling through Ford’s innovative Marketing and PR jointly-led Content Hub. Prior to her time in Ford’s US Marketing Communications, she held various roles across the organization in Product Marketing, Brand Management and Sales. Lisa has been with Ford since 1999, joining the company as an engineer. After 11 years in Product Development, she transferred to Ford’s Marketing organization. Lisa holds a Bachelor’s Degree in Mechanical Engineering from Michigan State University, a Master’s Degree in Automotive Engineering from the University of Michigan and an MBA from the University of Michigan.
Mobext / Havas Media
Warren Zenna, EVP, Managing Director, Mobext / Havas Media
Warren Zenna is the EVP, Managing Director of North American Operations for Mobext, Havas Media’s Global Mobile Marketing unit. With over 20 years of experience in digital marketing, and vast knowledge of the North American market, Warren is in charge of developing innovative mobile experiences for brands and building value for the Havas Media organization as it advances deeper into the mobile marketing ecosystem.
Warren leads Mobext US from the New York office and oversees the entity’s service groups including mobile strategy, mobile experience and product development, as well as mobile media trading and audience planning. He leads a team of mobile experts across Havas’ US offices – New York, Boston and Chicago – including media strategists, creatives, developers and programmatic traders to create meaningful mobile connections between customers and brands. Mobext currently develops mobile marketing solutions for clients such as Sears, McDonald’s, Louis Vuitton, Fidelity and Dish Network.
Since his arrival in early 2014, Warren turned Mobext from a 4-person internal cost-center advisory unit into a 30 person media buying and planning operation on track to generate over $50 million in billings in just 2 years.
Warren’s digital marketing career started in pre-Google 1995, when the internet was still in its infancy and digital marketing was considered a pioneering innovation. Since that time, Warren has logged over 20 years of Digital Brand Marketing and Business Development experience, having worked primarily in the marketing services /agency side of the business with firms both large and small including BrandGames, IMC2, Zeta Interactive, iCrossing and Publicis Groupe (Phonevalley/Digitas).
From 2011-2015 Warren established his own marketing consulting firm, Zenna Consulting Group (ZCG) focused mainly on Digital Marketing Strategy and Brand Development. ZCG advocates a user-centric, device agnostic approach to digital and works with large to medium sized brands eager to develop a clearly defined digital marketing strategy for their enterprise and consumer marketing efforts. ZCG’s client portfolio includes DJI, Ninthdecimal, Freckle IoT, AdParlor, Pantone, Duracell, Ricoh, United States Golf Association, QuantiaMD, HTC and Digitas Health. Warren’s experience has afforded him an impressive roster of top clients including Citibank, Microsoft, Pantone, Nestle, P&G, Novartis, AstraZeneca, Logitech, Amex, Mack Trucks, Eaton Corp, Duracell Powermat and Sony. Currently, Warren consults the USGA on Gamification and Consumer Learning strategies.
Prior to running his own firm, Warren was the US Strategic Lead for Phonevalley, Publicis Groupe’s global mobile arm. His career in digital marketing dates back to the late 90’s, and includes work for brands across a wide variety of verticals: financial services, consumer electronics, CPG, Healthcare/Pharma, B2B, automotive, luxury, apparel, entertainment, media, retail, etc.
Warren is a frequent speaker at digital marketing conferences, (AppNation, EmMeCon, Mobile Insider Summit, CDX, Modern Marketing Summit, Mobile World Congress, AdTech, Mobile Leaders Alliance, is a featured writer for Examiner’s Tech News section and has been featured in industry publications including Ad: Tech’s Connect blog, Adweek, Ad Age and Forbes.com. Warren has built a reputation as business builder and sales juggernaut having closed over half a billion dollars of deals in his long career.
Warren has lived and worked in NYC since 1987 and is an accomplished artist and performer. He has an amazing wife and three stepchildren.
Breakfast and Networking
From Mobile to Mobility: GE’s Strategy
GE is known as a marketer at the forefront of innovation, having been one of the first advertisers to experiment with branded podcasts and VR experiences. The brand is acutely focused on its consumers’ behaviors, including their mobility, rather than a specific mobile-focused technology. In this keynote presentation, hear how GE sets itself apart by weighing scalable options against cutting-edge solutions in a constantly evolving market.
Reimagining the Mobile User Experience
Hear how Forbes reimagined a new, highly visual mobile web experience using data and transparency, while rethinking business journalism in today’s world of distributed content.
Leveraging Mobile for the Physical World
New Belgium Brewing’s Voodoo Ranger, in order to differentiate itself, captured customer attention on the streets of New York City by using LinkNYC to showcase real-time beer inventory in nearby bars, during peak hours to grab a drink. In this session, Kevin Darst and Marta Martinez discuss how they partnered to help brands leverage data, mobile, and social channels in physical spaces and engage with audiences in new ways, based on time, context, and location.
Town Hall: Better Measurement in an Always-On Mobile World
Join your peers in a debate and discussion to help chart the path forward.
- Anne Frisbie, Senior Vice President, Global Brand and Programmatic, InMobi
- Chris Kuist, Senior Vice President of Research and Impact, IAB
Reinventing the Live Stream Experience
Esports has turned a corner, with publishers shifting their focus beyond what was once an audience of primarily youth males. As the target audience for this market expands, learn how more, unexpected brands are finding this platform effective as an advertising medium and how they are monetizing on a newly engaged audience.
How Ford Races into the VR Age
Last August, Ford Motor Company launched its foray into virtual reality by introducing the auto industry’s first dedicated branded VR app and recurring content series. The launch marked yet another instance of a storied legacy company taking risks and investing in innovation to build relationships with a new generation of consumers. As the pressure to innovate reaches its peak, the ROI of new technologies such as VR remains difficult to measure. Learn how business leaders and marketers are justifying this type of investment, at the same time that content creators are helping clients navigate the what, when, and how of innovation.
Mobile Symposium Town Halls
Join your peers in one of two town halls. Curated by industry experts who will frame and guide the conversation, these town halls will not just address the industry’s most pressing issues, it will help chart the path to overcome them. Town hall topics will include:
Location Data: How can marketers best leverage it for sales conversion?
- Kevin Arrix, Chief Revenue Officer, Verve
- Eva Wu, Director of Mobile, IAB
Mobile Identity: What are the challenges of tracking consumers across devices?
- Benjamin Dick, Director, Data & Ad Effectiveness, IAB Data Center of Excellence
- Terrence Coles, General Manager, Americas, Smaato
- Eric John, Deputy Director, Video, IAB
Building Consumer Connections across Every Digital Dimension
Digital marketing success isn’t just about mobile. It’s about understanding your consumers across all devices and all channels in order to better connect on every level. As consumers continue to multi-task on multiple devices and content consumption habits become increasingly fragmented, marketers are seeing native ads excel at driving engagement and performance. Join Yahoo to learn new consumer insights and best practices to help build consumer connections and drive results with native advertising innovation.
Joe Stephens, Director, Native Strategy, Yahoo
Turning Machine Learning and AI into New Revenue Streams
The industry is embracing machine learning and artificial intelligence, bringing them into the mainstream marketing mix. Learn how marketers are using them today, what they means for the future of customer communication, and how they interface across other screens.
Town Hall: Creating Brand-Safe Environments on All Screens
Join your peers in a debate and discussion to help chart the path forward.
- Alanna Gombert, SVP, Technology & Ad Operations, IAB, and General Manager
- Adam Lichstein, President, Seller Platforms, Tremor Video
A Mobile Agency POV on Today’s Mobile-First World
SPONSORS & PARTNERS
InMobi is a global mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of ad experiences, including video advertising, on the back of deep learning based optimization engines.
InMobi platforms help brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of The Most Innovative Companies in 2016, InMobi reaches over 1.5 billion unique mobile devices worldwide and is redefining business models for the mobile ecosystem. For more information, visit www.inmobi.com.
Smaato is the leading global real-time mobile advertising platform, connecting 10,000+ advertisers – including 91 of the Top 100 Ad Age brands – with over 90,000 app developers and mobile web publishers. Smaato manages up to 10 billion mobile ad impressions daily and reaches over 1 billion unique mobile users monthly. Founded in 2005 by an experienced international management team, Smaato’s global headquarters are in San Francisco, California, with additional regional headquarters in Hamburg, Germany, Shanghai and Singapore. Learn more at www.smaato.com.
About Tremor Video
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.
VerveTM is a location-based mobile marketing platform that connects advertisers with consumers to deliver successful business outcomes. The company’s proprietary location intelligence, patented technology, premium mobile inventory, and analytics capabilities empower marketers to reach and engage consumers with compelling mobile advertising experiences. Headquartered in New York City, Verve has offices in San Diego, Los Angeles, Washington, D.C., Chicago, Detroit, India, and Southeast Asia. For more information, visit www.verve.com.
Yahoo is a guide to digital information discovery, focused on informing, connecting, and entertaining users through its search, communications, and digital content products. By creating highly personalized experiences, Yahoo helps users discover the information that matters most to them around the world — on mobile or desktop. Yahoo connects advertisers with target audiences through a streamlined advertising technology stack that combines the power of Yahoo’s data, content, and technology. Yahoo is headquartered in Sunnyvale, California, and has offices located throughout the Americas, Asia Pacific (APAC) and the Europe, Middle East and Africa (EMEA) regions.
AccuWeather’s mission is to personalize the weather to help people improve their lives. From the billions of visits we received daily across all platforms we understand that bringing this mission to life requires more than just presenting the weather. It’s about innovation, personalization and accuracy. It’s not just answering the questions “What will the weather be today?” It’s about answering questions like, “What time will rain?” “What should I wear this afternoon?” “Should I change my travel plans?” Around the world, more people trust AccuWeather and our Superior Accuracy than any other weather media source.
OpenX, the most trusted independent exchange by the world’s largest brands and advertising agencies, supports premium publishers and app developers to unleash the full economic potential of digital advertising. Rated #1 for quality globally, our technology enables publishers and advertisers to achieve optimal value for every ad served across all screens with greater visibility, transparency, and control.
At OpenX, we have built a team that is uniquely experienced in designing and operating high-scale ad marketplaces, and we are constantly on the lookout for thoughtful, creative executors who are as fascinated as we are about finding new ways to apply a blend of market design, technical innovation, operational excellence, and empathetic partner service to the frontiers of digital advertising.
About Blast PR
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.
About Outsourced Ad Ops
OAO, www.adops.com, is a leading provider of online ad management services to both website publishers and agencies. Our clients receive unmatched quality of service from our experienced staff of ad operations professionals, across our offices in New York, Chicago, Denver, and San Francisco. We utilize some of the industry’s top talent, have built proprietary reporting and analytics tools to assist with campaign delivery and management, and perfected our flow of operations, giving our clients the feel of a strong internal division rather than an outsourced service. OAO makes your business easier to manage and provides you with the knowledge, expertise and customer service your clients expect. To learn more, please email: [email protected].
About Positive Mobile
Positive Mobile develops native mobile video advertising technology solutions to empower publishers and engage users with brands in a premium video environment. The company’s In- Content mobile video solution creates video inventory at scale for premium publishers with full programmatic capabilities that can also be sold by the publisher’s direct sales force. Positive Mobile’s technology provides clients with a full-stack mobile video advertising solution, internally developed with patent-pending technology supported by real-time analytics at the impression level and data layer to better optimize campaigns for higher completion rates and greater view ability. The company works with tier one publishers and leading media agencies, trading desks and video exchanges serving Fortune 500 advertisers from offices in New York, Tel Aviv and Buenos Aires.
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
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VP, Business & Legal Affairs
Viacom Media Networks
Sr. Director, Mobile Demand Partnerships
Chief Revenue Officer
Associate Director, Business Development
Senior Vice President of Marketing, Americas
Ralph Lauren Corporation
Supervisor, TAAG Operations
Managing Partner, Brand Safety
Digital Media Strategist
Sr Account Exec
Agency Demand Sales Director
Global Media Partnerships
Dentsu Aegis Network
The Ad Council
Head, Programmatic Account Strategy
Director, Ad Sales Growth Strategy
Senior Strategist, Trading and Optimization
Senior Vice President
Tool of North America
Enterprise Account Executive
IT Operations Manager
Sr. VP, Corporate Communications
Connected Life & Mobility
Manager, Media Tech Standards
Publicis Media, PMX
Front End Engineer
Group Director, Sales
Global Consumer Engagement Lead
Pfizer Consumer Healthcare
Director, Media Technology
Publicis Health Media
John Michael Chilgren
Senior Product Manager
Head of Media Innovation
Associate Director, Customer Success
Senior Account Manager, DSP Partnerships
Director of Digital Production
General Manager Americas
Global Head of Advertising Partnerships
Director of Innovation
VP of Business Development
Mundo Media Ltd.
Director, Campaign Planning & Development
Digital and Media Manager
New Belgium Brewing
Ad Tech Manager
Director, Client Operations
Sr. Sales Trade Marketing Manager
Head of Business Development & Innovation
The Ad Council
VP, Director OOH
Carat – Dentsu Aergis Network
SVP, Brand & Programamtic
Senior Interactive Designer
Sr Publisher Development Manager
Chief Revenue Officer (CRO)
Horizon Media Inc.
Director of Client Services
Senior Sales Manager
Digital Sales Executive
Video Account Manager
VP, Audience Monetization
VP, Business Development
Sr. Media Manager
The Weather Company, an IBM Business
VP, Advanced Technology and Strategy
Director of Digital Investment
Heart & Science (P&G)
Programmatic Media Director at Neo
COUNTRY MANAGER US
Sr. Manager, Seller Platform Sales
Marketing Manager, Mobile Enhancement Strategy
VP, Demand Sales
Chief Revenue Officer
Sales Development Director
Sr. Account Executive
Associate Director, Ad Operations
Director of Content Marketing
Senior Director, Data Operations
Principal Product Manager
The Trade Desk
Strategy & Analysis
Strategic Account Manager
Austrian Tourist Office
SVP Mobile Innovation
Vice President, Digital Director
Dir Digital Sales
VP Creative Services
VP Digital Marketing
Research & Insights Director
Women’s Marketing, Inc.
VP, Integrated Marketing
Senior Vice President, Sales / Turner Sports Digital
Turner Broadcasting System
Shinko Media LLC
Senior Director, Media & Digital Strategy
VP, Mobile Strategy
Senior Partner, Director – Digital Analytics
Director, Buyer Development
VP Account Planning & Investments
President, Publisher Platforms
Digital Sales Director
Head of Sales
Sr. Digital Sales Executive
sr. art director
Sr Business Development Manager
Chief Revenue Officer
Vice President, Sales
VP, Advertising Sales
Cross Media Strategist
OpAd Media Solutions
Manager Marketing North America
Integrated Media Supervisor
Greater Than One
VP Acocunt Director Integrated Media
VP, Group Partner
Global head of Strat and Ops
Director, Ad Sales
Liquid Brand Agency
SVP, Director OOH
Digital Sales Executive
VP Digital Business Operations
Dentsu Aegis Network
SR. ACCOUNT DIRECTOR
OpAD Media Solutions
Vice President, Sales Engineering
Director of Sponsorship Products
Director, Digital Analytics
Senior Manager, Global Communications at InMobi
Platform Development Manager
Vice President, Digital Ad Experience
Senior Programmatic Analyst
Regional Vice President of Sales, East
Business Development Manager
VP, Director OOH
Partner, Ad Operations
EVP of Product
Senior Director of Integrated Media, Digital
Senior Account Director
Executive Vice President, Performance Media
Mundo Media Ltd.
Vice President, Global Strategic Partnerships
SVP Director international media
National Account Manager
VP, Digital Media Activation
Nexstar Media Group
Head Of Business Development
Senior Business Development
Investment Director Coca Cola
Global Agency Development
Director, National Advanced Advertising
Manager Interactive Communications
Austrian Tourist Office
Director, Creative Agency and Content Partnerships
Johnson & Johnson
Integrated Marketing & Media Lead
Ford Motor Company
Senior Director, Supply Operations
VP, Digital Services
Senior Manager, Business Development
Manager, Multicultural Data Analytics
Head of Demand Sales
VP, Client Engagement
VP & GM Business Development
East Coast Director
Digital Account Executive
Global Agency Manager
Partner Manager, Platform Partners
Brand & Agency Ad Sales
Mundo Media Ltd.
Director, Native Advertising
Group Director, Sales
Business Development Manager
Digital Media Director
LoBo & Petrocine
Account Supervisor, Paid Media
Director Integrated Media
SAP America Inc
Director of Global Digital Strategy
Pfizer Consumer Healthcare
Digital Media Strateigst
VP, Digital Director
VP, Solutions and Partnerships
Director, Ad Sales Marketing
Associate Director, Ad operations
Mobile Product Manager
Chief Global Analyst
Director, Programmatic Platforms
The Weather Company
VP Agency & Brand Development
Sr. Manager, Programmatic Sales
Head of Programmatic Partnerships
VP, Seller Platforms
Sr Director, Creative Client Services
Assistant Media Manager
The Ad Council
EVP, Managing Director
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