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Mobile Marketing Day

Thanks for joining us at Mobile Marketing Day! Check back often for updates regarding our 2017 event, see below for last year’s program agenda, and get pumped for another great event in 2017!

The 7th Annual Mobile Marketing Day, co-hosted by DMA and New Marketing Institute, the educational arm of MediaMath, and sponsored by Vistar Media, is designed to help marketers not only learn and share mobile strategies and tactics, but also network with peers in the industry. This year's event will feature top mobile experts from a variety of verticals as they offer tips, tricks and advice related to mobile marketing best practices and emerging trends.

Join us at MediaMath HQ in downtown Manhattan on Wednesday, November 9th for an unforgettable day of learning and networking!

Schedule:

8:15-9:00 AM: Registration & Breakfast
9:00-9:15 AM: Welcome Address

Neil OKeefe 318x318Presented by: Neil O’Keefe, Senior VP, CRM & Member Engagement, DMA
Neil O’Keefe is DMA’s SVP, CRM & Member Engagement. In this role, O’Keefe is responsible for Business Insights, Marketing, Digital Strategy, Education, and Member Retention & Acquisition. As a senior executive on the DMA Leadership Team, O’Keefe leads the association’s strategy of modernizing the CRM and digital infrastructure. O’Keefe is also responsible for the reinvigoration of DMA’s communities and DMA’s Marketing Education Program, which delivers certifications in multiple marketing concentrations to a global audience. He also serves as Co-Executive of DMA’s Data-Driven Marketing Institute with colleague Lindsay Hutter, who is DMA’s Senior Vice President of Communications and PR.

9:15-10:05 AM: Mobile Marketing on Consumers’ Terms

The biggest opportunity for marketers right now is mobile. This opportunity is even more important for brands like TD Ameritrade, whose customers are tech savvy, mobile first users. Understanding the nuances of marketing in a mobile world and delivering the right message at the right time on users’ terms is vital to delivering on the organization’s brand promise. This presentation will look at mobile marketing strategies and tactics at TD Ameritrade – how is the global organization reaching customers on their mobile devices in the most effective ways?

francie_staub_td_ameritradePresented by: Francie Staub, Director, Digital Marketing, TD Ameritrade

Click here to view presentation

10:05-10:55 AM: Defining Targeting Strategies For Your Audience On Mobile

Location-based advertising represents a significant portion of digital ad spend. In fact, in 2015 alone, location-targeted mobile advertising accounted for $6.8 billion in ad spend. Experts say this number is projected to reach $15.7 billion by 2018 (Source: BIA Kelsey). Regardless of vertical, one of the biggest challenges marketers face today is determining accuracy in targeting efforts. Precision is a direct result of extending beyond where someone is (hyperlocal) but also to where someone has been (historical) and what someone has done (attribution). Join Michael Weaver of MediaMath as he hones in on the importance of how location and data can come together for marketers to best leverage mobile as a channel through illustration of best use cases and location segmentation strategies.
michael_weaverPresented by: Michael Weaver, ‪Vice President, Growth Media Product Strategy, MediaMath
Michael Weaver is a seasoned programmatic industry leader and innovator, bringing over two decades of digital advertising experience to MediaMath. He is responsible for guiding MediaMath’s mobile advertising efforts across programmatic media in RTB, Direct, Private Marketplaces and other media buying methodologies. Prior to MediaMath, Mike was a key player in driving advertising revenue at Microsoft, Crisp, Phluant Mobile, Hipcricket and Waterfall. Mike also helped shape both desktop and digital advertising as the first employee of Bluestreak and founder of Third Screen Media, and is a regular speaker at industry events including ad:tech, Cannes Lions, CTIA, MMA and OMMA events.

10:55-11:10 AM: Break
11:10-12:00 PM: Mobile Website vs. Mobile App: Where Should You Invest Your Next Marketing Dollar?

It’s a question your company may be asking at this very moment: Which is more beneficial to us at this stage – a mobile app, or a mobile website? As more and more companies disable their apps in favor of enhanced mobile web capabilities, it’s time to seriously consider which option makes the most sense for your unique business.

Lauren Epshteyn, Performance Marketing at Google, has her finger on the pulse of what is new and hot in the mobile space. In this dynamic presentation, she will provide a clear outline as to the differences between a mobile website and a mobile app, the advantages and disadvantages associated with each, and how to determine which one makes the most sense for your company now, and in the future.

lauren_epshteyn_googlePresented by: Lauren Epshteyn, Performance Marketing, Google
Click here to view presentation

12:00-1:00 PM: Networking Lunch
1:00-2:00 PM: Keynote — How Mobile Data is Redefining Marketing

Mobile advertising has grown faster than any other medium in the last four years, and key to that success has been solving the attribution problem. While early conversations around mobile measurement centered on cross-device attribution, solving for last-touch models, and proving mobile’s value as a branding channel, those conversations have increasingly shifted over the past two years to focus marketers’ attention on mobile-first KPIs that describe the unique offline context of reaching consumers when they are not tethered to their desktop devices. It’s no coincidence that our search for better mobile attribution birthed strategy — with location-based mobile ad spend accounting for 39 percent of total mobile ad revenue this year and poised to grow to 41 percent by 2020. Mobile has finally come of age and it didn’t grow up to be just a media channel, it became a data channel that is redefining how marketers measure ROI.

Michael-provenzanoPresented by: Michael Provenzano, CEO & Co-Founder, Vistar Media
Michael is the CEO and co-founder of Vistar Media, a geospatial technology company bridging the space between advertising ecosystems and consumer movement patterns.

He previously co-founded Invite Media, Inc., the first universal demand side platform for online display advertising and was acquired by Google in 2010 for $81 million.

Michael received a BSE in Materials Science and Engineering from the University of Pennsylvania.

Click here to view presentation
2:00-2:50 PM: Maximizing Mobile Marketing with Location Context

In this session, we will explore the critical step of assessing incremental visits by focusing on the nuances of location context. Moving forward from geo-fencing and established approaches, we will turn to the full dynamics of user behavior, including response timeframes and the real implications of device location at the time an ad is served. Highlighting new measurement methodologies that give us better understandings of marketing outcomes and effects — and addressing the evolving roles of beacons around location intelligence and targeting precision — this session will pinpoint advanced ways in which marketers can maximize their efforts and extract new insights from every campaign.

Presented by:
TimGoughTim Gough, Vice President, Insights and Analytics, Verve
As vice president of insights and analytics at Verve, Tim Gough is responsible for maximizing the mobile marketing platform’s campaign analytics capabilities on behalf of clients, providing performance analysis that is deeply rooted in action-oriented consumer observations and informs future campaign strategies and innovative tactics.

danny_newman_verveDanny Newman, Senior Director, Product Innovation, Verve
Click here to view presentation

2:50-3:10 PM: Break
3:10-4:00 PM: TRUTHS and LIES: A look into Identity-Based Marketing and Media — How to Close the Expectations Gap in the Buy-Sell Equation

At a time when mobile device usage is outpacing traditional computing, it is no surprise that consumers are demanding seamless cross-device marketing and media experiences. Advertisers and content companies are embracing cross-device to drive fully-connected, cost-efficient marketing plans and media execution. But while identity technology is high on the list of what buyers want to buy and sellers want to sell, the gap between expectations and reality has created unnecessary friction in the marketplace.

Join this engaging panel of experts who will explore why identity-based marketing and media is critically important in engaging today’s multi-device connected consumer. You’ll learn what’s possible in cross-device identity technology, what the key terms really mean, and where the promise and the reality aren’t quite in sync. And, more importantly, you’ll walk away armed with what buyers need to understand to buy with confidence, and the disclosures both sides of the transaction need to articulate to reduce the gap between cross-device promise and reality.

Panelists:

anthony_iacovone_adtheorent kate_clough_mrm_mccann kumar_pradeep satish
Anthony Iacovone
CEO
AdTheorent
Kate Clough
SVP
MRM//McCann
Pradeep Kumar
Global Data Officer
FCB Chicago
Satish Krishnamurthy
SVP of Mobile
Rakuten Marketing

Moderator:
David_KohlDavid Kohl, DMA’s Structured Innovation Program Project Manager and CEO, Morgan Digital Ventures
David Kohl is a media and entertainment industry consultant who drives growth for digital businesses. David was formerly Ernst & Young’s Advertising Sector Leader, and prior to that, was on the leadership team of PwC’s Entertainment, Media and Communications Advisory Practice.

David helps M&E companies of all sizes take growth strategy from concept to commercial reality. He has a proven track record of driving quantifiable business and operations performance improvement with some of the largest cable and broadcast networks, global advertising agencies and emerging-growth digital media companies. David is a hands-on leader that makes strategy real across the organization and into the market.

4:00-4:05 PM: Wrap-Up

Neil OKeefe 318x318Presented by: Neil O’Keefe, Senior VP, CRM & Member Engagement, DMA
Neil O’Keefe is DMA’s SVP, CRM & Member Engagement. In this role, O’Keefe is responsible for Business Insights, Marketing, Digital Strategy, Education, and Member Retention & Acquisition. As a senior executive on the DMA Leadership Team, O’Keefe leads the association’s strategy of modernizing the CRM and digital infrastructure. O’Keefe is also responsible for the reinvigoration of DMA’s communities and DMA’s Marketing Education Program, which delivers certifications in multiple marketing concentrations to a global audience. He also serves as Co-Executive of DMA’s Data-Driven Marketing Institute with colleague Lindsay Hutter, who is DMA’s Senior Vice President of Communications and PR.

4:05-5:00 PM: Networking Reception – Sponsored by Vistar Media

Check back often for program updates and speaker details, which will be added over the course of the next few months!

Pricing:

DMA Member: $299
Non-member: $599

Co-hosted by:

DMA-Logo--Direct-Marketing-Association-Logo
mediamath-nmi-logo

Sponsored by:

VistarMedia-black-and-red

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