IAB Mobile Symposium

June 13, 2017 New York

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

KEY TAKEAWAYS

  • 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

EVENT HIGHLIGHTS

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:

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Following the Money: Buyers Tell All
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Tying Content into ROI
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Turning Machine Learning and AI into New Revenue Streams
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Leveraging Data for Targeting and Creative Development
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Measuring Mobile in an Always-On World
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Building Invaluable Moments with Mobile
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Creating Brand Safe Environments Across Screens

FEATURED SPEAKERS

Mio Babic Mio Babic Founder
iStreamPlanet

Mio Babic, Founder, iStreamPlanet

Mio Babic

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 Senior Vice President and General Manager, Mobile and Video Centers
IAB

Anna Bager, Senior Vice President and General Manager, Mobile and Video Centers, IAB

Anna Bager, Senior Vice President and General Manager, 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 Ericsson’s Business Consulting unit. Earlier, she was Research and Consulting Manager for IDC EMEA. Business Insider named Anna to the Most Important Women in Mobile Advertising in 2012, 2013 and 2014. And one of the 2014 top women in media by Folio Mag.

  • Social:
Susan Borst Susan Borst Deputy Director, Mobile
IAB

Susan Borst, Deputy Director, Mobile, IAB

Susan Borst

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.

Dustin Callif Dustin Callif Managing Partner
Tool of North America

Dustin Callif, Managing Partner, Tool of North America

Dustin Callif

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.

  • Social:
Alexa Christon Alexa Christon Head of Media Innovation
GE

Alexa Christon, Head of Media Innovation, GE

Alexa Christon

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.

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Christian Colasuonno Christian Colasuonno Director of Digital Production
GTB

Christian Colasuonno, Director of Digital Production, GTB

Christian Colasuonno

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.

  • Social:
Kevin Darst Kevin Darst Digital and Media Manager
New Belgium Brewing

Kevin Darst, Digital and Media Manager, New Belgium Brewing

Kevin Darst

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.

IAB Ad Blocking & User Experience Summit 2 Mark Howard Chief Revenue Officer
Forbes Media

Mark Howard, Chief Revenue Officer, Forbes Media

IAB Ad Blocking & User Experience Summit 2

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.

  • Social:
Auto Draft 162 Chris Jacob Product Marketing
Salesforce

Chris Jacob, Product Marketing, Salesforce

Auto Draft 162

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.

Seth Ladetsky Seth Ladetsky Senior Vice President, Sales / Turner Sports Digital
Turner Broadcasting System

Seth Ladetsky, Senior Vice President, Sales / Turner Sports Digital, Turner Broadcasting System

Seth Ladetsky

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 3 Marta Martinez Chief Revenue Officer
Intersection

Marta Martinez, Chief Revenue Officer, Intersection

Marta Martinez 3

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.

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Lisa Schoder Lisa Schoder Integrated Marketing & Media Lead
Ford Motor Company

Lisa Schoder, Integrated Marketing & Media Lead, Ford Motor Company

Lisa Schoder

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.

  • Social:
Warren Zenna Warren Zenna EVP, Managing Director
Mobext / Havas Media

Warren Zenna, EVP, Managing Director, Mobext / Havas Media

Warren Zenna

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.

Agenda

8:00 am - 9:00 am

Breakfast and Networking

9:00 am - 9:15 am

Opening Remarks

9:15 am - 9:45 am

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.

9:45 am - 10:05 am

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.

10:05 am - 10:30 am

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.

10:30 am - 11:00 am

Networking Break

11:00 am - 11:40 am

Town Hall: Better Measurement in an Always-On Mobile World

Join your peers in a debate and discussion to help chart the path forward.

Moderated by:

  • Anne Frisbie, Senior Vice President, Global Brand and Programmatic, InMobi
  • Chris Kuist, Senior Vice President of Research and Impact, IAB

Sponsored by:
InMobi

 

 

11:40 am - 12:05 pm

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.

12:05 pm - 12:30 pm

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.

12:40 pm - 1:25 pm

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?

Moderated by:

  • Kevin Arrix, Chief Revenue Officer, Verve
  • Eva Wu, Director of Mobile, IAB

Verve

Mobile Identity: What are the challenges of tracking consumers across devices?

Moderated by:

  • Benjamin Dick, Director, Data & Ad Effectiveness, IAB Data Center of Excellence
  • Terrence Coles, General Manager, Americas, Smaato
  • Eric John, Deputy Director, Video, IAB

IAB Mobile Symposium 14

1:25 pm - 2:25 pm

Networking Lunch

2:25 pm - 2:55 pm

Workshop

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

Presented by:
Yahoo

3:05 pm - 3:30 pm

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.

3:30 pm - 4:15 pm

Town Hall: Creating Brand-Safe Environments on All Screens

Join your peers in a debate and discussion to help chart the path forward.

Moderated by:

  • Alanna Gombert, SVP, Technology & Ad Operations, IAB, and General Manager
  • Adam Lichstein, President, Seller Platforms, Tremor Video

Sponsored by:
IAB Mobile Symposium 16

 

4:15 pm - 4:45 pm

A Mobile Agency POV on Today’s Mobile-First World

4:45 pm - 5:45 pm

Networking Cocktails

NEWS/PRESS

PHOTOS/VIDEOS

PARTICIPANTS

IAB Mobile Symposium 24

Janet Abrams

VP, Business & Legal Affairs

Viacom Media Networks

Alberto Aceves

Sr. Director, Mobile Demand Partnerships

Tremor Video

Dan Altiero

Sales

Tapad

Kevin Arrix

Chief Revenue Officer

Verve

Travis Ayer

Associate Director, Business Development

OAO

Mio Babic

Founder

iStreamPlanet

Amanda Bacal

Senior Vice President of Marketing, Americas

Ralph Lauren Corporation

Greg Barbash

Supervisor, TAAG Operations

Starcom

joe barone

Managing Partner, Brand Safety

Groupm

Paige Beaudoin

Digital Media Strategist

OpAD Media

kristen berke

Sr Account Exec

LA Times

Lauren Bernard

Agency Demand Sales Director

FreeWheel

Kristina Berthelius

Supervisor

Carat

Rebecca Bonell

Account Manager

OpenX

Jennifer Bongiovanni

Global Media Partnerships

Dentsu Aegis Network

Dana Borne

Director

The Ad Council

Bismit Boruah

Head, Programmatic Account Strategy

InMobi

ciaran bossom

SVP, Strategy

VaynerMedia

Kristina Bruehl

Director, Ad Sales Growth Strategy

NBCUniversal

Thomas Byllaardt

Senior Strategist, Trading and Optimization

Gamut

Matthew Caldecutt

Senior Vice President

Blast PR

Dustin Callif

Managing Director

Tool of North America

Will Camp

Enterprise Account Executive

AppsFlyer

Ron Campbell

IT Operations Manager

WDA llc

Al Caplan

CEO

722 Investments

Mia Carbonell

Sr. VP, Corporate Communications

Forbes

Felicia Carmichael

Connected Life & Mobility

MEC Global

Thomas Carroll

Manager, Media Tech Standards

Publicis Media, PMX

Anthony Castro

Front End Engineer

Verve

Allison Catliota

Group Director, Sales

Verve

Julie Chan

Global Consumer Engagement Lead

Pfizer Consumer Healthcare

Yuyu Chen

Reporter

Digiday

Angel Chen

Manager

IPG Mediabrands

Karina Cherfas

Senior Manager

TIAA

James Chester

Director, Media Technology

Publicis Health Media

John Michael Chilgren

Senior Product Manager

Shazam

Alexa Christon

Head of Media Innovation

GE

Chike Chukwuma

Associate Director, Customer Success

PubMatic

Jake Chun

Partner/Senior Director

Mec

Daniel Church

Senior Account Manager, DSP Partnerships

FreeWheel

Christian Colasuonno

Director of Digital Production

GTB

Terrence Coles

General Manager Americas

Smaato Inc

Christine Cook

Global Head of Advertising Partnerships

Flipboard

Misty Cornelio

Director of Innovation

AT&T AdWorks

Jordan Cunningham

VP of Business Development

Mundo Media Ltd.

Christine Curtin

Director, Campaign Planning & Development

Pearson

Brady Dale

Reporter

Observer.com

Kevin Darst

Digital and Media Manager

New Belgium Brewing

Ilya Degtev

Ad Tech Manager

Brightcove

Adam Dershowitz

Director, Client Operations

Verve

Troy Devers

Sr. Sales Trade Marketing Manager

Yahoo

Vitaliy Dubinskiy

SVP

Citi

Beth Ellard

Head of Business Development & Innovation

The Ad Council

Marc Fenty

VP, Director OOH

Horizon Media

Joe Fried

Associate Director

Carat – Dentsu Aergis Network

Jon Friedman

Client Development

Verve

Anne Frisbie

SVP, Brand & Programamtic

InMobi

Alisa Fujita

Senior Interactive Designer

Verve

Josh Garcia

Sr Publisher Development Manager

OpenX

blandine Genix

SVP Digital

Media Assembly

Gregory Glenday

Chief Revenue Officer (CRO)

Shazam

David Glicksman

Digital Director

Horizon Media Inc.

Rosario Gonzalez

Director of Client Services

Gravity

Rebecca Granat

Senior Sales Manager

InMobi

Carlos Green

Digital Sales Executive

Valassis Digital

Rob Grossberg

CEO

TreSensa, Inc.

Christopher Guenther

SVP

News Corp

Ricky Gutierrez

Video Account Manager

Extreme Reach

tom hadlock

senior executive

sma nyc

Lisa Hafer

Account Director

Powell Communications

Trevor Hamilton

VP, Audience Monetization

Kochava

Tom Hammer

VP, Business Development

MobileFuse

Joo Han

Sr. Media Manager

Macy’s

Shawna Harris

VP, Measurement

The Weather Company, an IBM Business

Clarence Hau

VP, Advanced Technology and Strategy

NBCUniversal

Erin Hauck

Director of Digital Investment

Heart & Science (P&G)

Manny Hernandez

Programmatic Media Director at Neo

Ogilvy

Samantha Hoffnagle

COUNTRY MANAGER US

Thirdpresence

Lauren Hollinger

Sr. Manager, Seller Platform Sales

Tremor Video

Derek Hotter

Marketing Manager, Mobile Enhancement Strategy

Macy’s

Jeanne Houweling

VP, Demand Sales

Tremor Video

Mark Howard

Chief Revenue Officer

Forbes Media

Carolyn Hudson

Sales Development Director

Targetspot

Efe Ihonde

Sr. Account Executive

PubMatic

Chris Jacob

Product Marketing

Salesforce

Jared Jall

Supervisor

starcom

monica jamali

Associate Director

Starcom

Erica Johnson

Associate Director, Ad Operations

Carat

Elizabeth Johnson

Director of Content Marketing

Frost Miller

David Justus

Senior Director, Data Operations

Lotame

David Kaplan

Managing Editor

GeoMarketing

Ivo Karadjov

Principal Product Manager

The Trade Desk

Sarah Kelley

Strategy & Analysis

Digitas

Allison Kennedy

Account Director

Ad Council

Josh Kerschner

Account Director

OpAd Media

Joe Kimsal

Strategic Account Manager

Turn/Amobee

Marsa Kindl-Omuse

Marketing Manager

Austrian Tourist Office

Kevin King

SVP Mobile Innovation

GfK

Joel Kirk

Marketing Manager

InMobi

Margit Kittridge

Vice President, Digital Director

Intersection

Ethan Koehler

Dir Digital Sales

NBCUniversal

Jason Koscho

VP Creative Services

Quattro

Don Kransteuber

VP Digital Marketing

U.S. Bank

Kerri Krom

Research & Insights Director

Women’s Marketing, Inc.

Melissa Kuper

VP, Integrated Marketing

AccuWeather

Seth Ladetsky

Senior Vice President, Sales / Turner Sports Digital

Turner Broadcasting System

Julie Lane

SVP

Freedom Mortgage

Imani Laners

CEO

Shinko Media LLC

Matt Lantier

Sales Manager

Blis

Jaclyn Laske

Senior Director, Media & Digital Strategy

Liqiudus

Alice Le

VP, Mobile Strategy

Ansible Mobile

Tatiana Lee

Marketing Associate

Smaato

Natalie Lee

Senior Partner, Director – Digital Analytics

MEC

Joey Leichman

Director, Buyer Development

OpenX

Chelsea Lerch

VP Account Planning & Investments

OpAD Media

Craig Leshen

President

OAO

Bea Leung

Media

Planet Pentia

Adam Lichstein

President, Publisher Platforms

Tremor Video

Yvonne Lienhard

Digital Sales Director

Valassis Digital

Jamie Lowe

Head of Sales

Intersection

Gary Lowry

Sr. Digital Sales Executive

Valassis

matt manderachi

sr. art director

quattro

Forbes Marsh

AVP

SAP

Eli Martin

Sr Business Development Manager

OpenX

Marta Martinez

Chief Revenue Officer

Intersection

April Matteotti

VP, Digital

Mediabrands

Stefan Mayo

Executive Director

Valassis

Chase McArthur

Account Executive

Jun Group

John McCormick

Vice President, Sales

Zumobi

William McGarry

VP, Advertising Sales

AccuWeather

Paige McGovern

Cross Media Strategist

OpAd Media Solutions

Danielle McMurray

Development Director

AARP Media

Ashley Menschner

Account Director

Ad Council

Bethany Merchant

AMD

Merkle

Diego Michel

Manager Marketing North America

Switzerland Tourism

Christine Mormile

Integrated Media Supervisor

Greater Than One

Rena Moskovic

VP Acocunt Director Integrated Media

Active International

Shari Munoz

VP, Group Partner

Universal McCann

Kunal Nagpal

Global head of Strat and Ops

InMobi

Elizabeth Neubauer

Director, Ad Sales

AccuWeather

Beth Newman

Client Director

Liquid Brand Agency

Jill Nickerson

SVP, Director OOH

Horizon Media

John Nutter

Digital Sales Executive

Valassis

Olga O’Donnell

VP Digital Business Operations

Dentsu Aegis Network

Dessy O’keefe

SR. ACCOUNT DIRECTOR

OpAD Media Solutions

Michael Osei-Ampadu

Vice President, Sales Engineering

Smaato

Erica Osher

Director of Sponsorship Products

NPR

Kinjal Parikh

Director, Digital Analytics

MEC

Anneka Patel

Senior Manager, Global Communications at InMobi

InMobi

Adam Pavely

Platform Development Manager

Impact Radius

Nicole Pegg

Vice President, Digital Ad Experience

NBCUniversal

Joshua Pianko

Senior Programmatic Analyst

Starcom

Chris Pirklbauer

Regional Vice President of Sales, East

Tapad

Mike Popa

Business Development Manager

Impact Radius

Katie Portman

VP, Director OOH

Horizon Media

Valtteri Pukander

CEO

Thirdpresence

Michael Quigley

Partner, Ad Operations

IPG Mediabrands

Rachel Quigley

Director

Merkle

Ragu Ram

EVP of Product

Publicis Media

Casey Riccaldo

Senior Director of Integrated Media, Digital

Active International

Christina Riccitelli

Senior Account Director

OpAD Media

Ben Richardson

Account Director

Yahoo

Mitch Richler

Executive Vice President, Performance Media

Mundo Media Ltd.

Leon Ridderbroek

Vice President, Global Strategic Partnerships

Smaato

Darren Riley

SVP Director international media

Active international

Bryan Rojas

National Account Manager

Intersection

Marika Roque

VP, Digital Media Activation

Nexstar Media Group

Nir Rosner

Head Of Business Development

Positive Mobile

Jake Rothman

Senior Business Development

Positive Mobile

Dan Sauvigne

Investment Director Coca Cola

UM

Allison Schiff

Associate Editor

AdExchanger

Liz Schiff

Global Agency Development

Yahoo

Richard Schlobohm

Director, National Advanced Advertising

Viamedia

Eva Schmiedleitner

Manager Interactive Communications

Austrian Tourist Office

Sylvie Schnaier

Director, Creative Agency and Content Partnerships

Johnson & Johnson

Lisa Schoder

Integrated Marketing & Media Lead

Ford Motor Company

Jerrold Seeman

CEO

Luxcore, Ltd.

Sachin Shah

Senior Director, Supply Operations

Tremor Video

Ronan Shields

Digital Editor

The Drum

John Siemienski

VP, Digital Services

Quattro

Ben Silverstein

Senior Manager, Business Development

Smaato

Priya Singhal

Manager, Multicultural Data Analytics

GroupM

Greg Smith

Head of Demand Sales

Ericsson

Jeremy Smith

VP, Client Engagement

Ansible

Sameer Sondhi

VP & GM Business Development

InMobi

Sowoon Song

East Coast Director

OMD Mobile

Margaret Southwell

Digital Account Executive

NBCUniversal

suzette sozio

Global Agency Manager

Yahoo, Inc.

Jillian Spina

Partner Manager, Platform Partners

Appnexus

Justin Stanimir

Brand & Agency Ad Sales

Mundo Media Ltd.

Oliver Stauffer

Manager Online

Switzerland Toursim

Mariah Stein

Account Manager

Powell Communications

Joe Stephens

Director, Native Advertising

Yahoo

Gabby Stoller

Group Director, Sales

Verve

Alexandra Storey

Business Development Manager

PulsePoint Inc.

Virginia Suhr

Digital Media Director

LoBo & Petrocine

Patrick Sweat

Account Supervisor, Paid Media

Porter Novelli

Travis Teo

Director Integrated Media

SAP America Inc

Courtney Thom

Sales Director

InMobi

Tara Thomas

Director of Global Digital Strategy

Pfizer Consumer Healthcare

Sam Treinish

Digital Media Strateigst

OpAD Media

Michael Tripodi

VP, Digital Director

Horizon Media

Michael Tuminello

VP, Solutions and Partnerships

Innovid

Alana Turoff

Director, Ad Sales Marketing

AdColony

Kevin Vail

Manager, AdOps

IPG Mediabrands

Rosario Valdez

Associate Director, Ad operations

Carat

Jamie Valencour

Mobile Product Manager

OUTFRONT Media

Anatoly Veltman

Chief Global Analyst

M3 Capital

David Virenius

Director, Programmatic Platforms

The Weather Company

Gregory Vlahakis

Analyst

Deutsche Bank

Bo Wang

Monetization

OpenX

Christina Wein

VP Agency & Brand Development

InMobi

Jeff Williams

Sr. Manager, Programmatic Sales

Tremor Video

Kayla Wilson

Head of Programmatic Partnerships

InMobi

Calvin Wong

VP, Seller Platforms

Tremor Video

Aaron Wood

Sr Director, Creative Client Services

AOL, Inc

Olivia Zderic

Assistant Media Manager

The Ad Council

Warren Zenna

EVP, Managing Director

Mobext

VENUE

Convene
237 Park Avenue
New York, NY 10016