Mobile Advertising & Marketing USA '08

An opportunity to meet your peers and set a relaxed and informal atmosphere

• Understanding the latest developments in US mobile advertising & marketing
  • can the North American market still be said to trail that of Europe?
• To what extent is the US mobile advertising industry moving away from the on-deck model, and what implications is this having on the space?
• Examining the changing factors enabling the growth in mobile web usage, and how they are affecting mob-ad revenue in the US:
  • Devices - screen resolution & keyboard entry
  • Data tariffs
  • Content quality
• Bridging the gap - learning from experiences of companies conducting business across the continents. Is it a seamless transition to roll out campaigns on both sides of the Atlantic, and in Asia?

• Examining how this unique venture has developed in the 4 months since launch
• What is the discovered tolerance level of consumers to mobile advertising?
• Within the youth demographic which sub-sections of consumers have been most receptive to the concept?
• What has been learnt thus far about the possibilities of mobile advertising and marketing from the experiences of this ad-funded MVNO?

• Market size and evolution
• Effects of the changing value chain
• Carrier requirements to build a differentiated market
• Evolving standards in mobile advertising
• Inventory types
• Demographics, metrics and auditing
• Web services - the key to economic growth in targeted advertising

• Shaping initiatives to bring brands to life via mobile - can mobile advertising rival traditional media when it comes to capturing the hearts and pockets of consumers?
• Strategies for moving past the trial/test/learn stage of running campaigns on mobile - using mobile in the most creative ways to gain concrete results
• From creative strategy to technology choices - following the process all the way from conception to roll-out
• Case study of a compelling and successful campaign on mobile

• Overcoming the challenges of market fragmentation across:
  • Operators - Handsets - Ad serving platforms
• Examining the difficulties of buying mechanisms for mobile - how is this holding back brands from spending budget on mobile campaigns?
• How are the latest campaigns making the most of the growing demographic base and reach of mobile advertising?
• Measuring effectiveness - what are the latest techniques being used to evaluate performance in the multi-platform mobile advertising world?

• Mobile market overiew and opportunity analysis
• Review of basic mobile marketing tactics
• Case studies and examples from clients including DHL, American Express, # IBM, Lenovo, Cisco and Johnnie Walker

• How do traditional, digital and mobile advertising agencies see the possibilities for mobile advertising developing?
• What are the main concerns of traditional agencies when considering how much of a brand’s budget to invest in developing the mobile element of campaigns?
• What are agency views on the latest mobile and integrated campaigns - are they equalling non-mobile campaigns in creativity and impact?

• Coordinating all the ‘moving parts’ of getting a mobile campaign off the ground creatively and effectively including:
• Collaboration with Media, Creative, Planning and Content
• Multi-touchpoint integration for a multi-tiered campaign design, including:
  • Messaging platforms - Video and content platforms
  • Operator connectivity - Handset, bandwidth and carrier issues and user-interface treatment strategies
  • Mobile web development - Mobile media options
• Challenges, opportunities and what the future holds

• Catalyst for a mob-ad revolution?: Examining the arguments for and against the iPhone opening up the mobile advertising market
• To what extent will the combination of the iPhone’s mobile functionalities and browser with its potential to offer a compelling user experience create a mobile marketing phenomenon?
• How important are custom made mobile-internet destinations and interface design when creating effective brand presence on mobile - to what extent is the industry embracing the need to tailor creative and user experience across devices?
• Does "one size fit all" - does the iPhone’s full web browser mean the end for the mobile-web and WAP?
• Will the iPhone’s relatively small market reach limit campaigns to targeting early adopters - or does the potential exist to drive large-scale campaigns?

• How are divergent operator strategies with regard to mobile advertising and marketing impacting on the growth of the industry?
• What are the issues carriers are currently most concerned about in terms of protecting their subscribers - are these being justified?
• What plans do carriers have to progress their on-deck mobile advertising plans, as the off-deck advertising world evolves? To what extent do these strategies remain in the experimental stage, and what are the carriers’ future plans to open up this revenue channel?

An opportunity to meet your peers and set a relaxed and informal atmosphere

• Learning from the latest experiences of brands engaging consumers and generating revenue with mobile advertising and marketing techniques
• Which advertising formats and mediums are proliferating in different areas of Asia given their market trends? How can this be translated to enable the US market to learn from them?
• Spotlight on the most exciting new work in Asia - how brands, agencies and carriers are working together to advance mobile advertising and marketing in the region

• Major brand case studies generating high response rates and conversion to sales
• Discover the secrets of some of the largest campaigns
• How to run cost-effective campaigns with high-impact results which minimise risk
• Spotlight on the most recent developments in video, rich media and CRM - how brands, and agencies are driving the growth of mobile marketing

• Clarifying the unique challenges of the mobile web - how does it crucially differ from the web for mobile advertising purposes?
• Forming a coherent mobile web strategy to ensure a positive user experience every time
• Understanding the mobile web’s innate fragmentation across operator and handset lines - and overcoming the challenges this poses to the mobile advertising & marketing industry
• Evaluating the strategies of the WAP based household names taking content to mobile - what will their impact be on the evolution of mobile advertising?

• Monetising and engaging consumers within the new mobile social networking landscape
• What kind of mobile advertising offerings can be made to consumers in a mobile social networking environment?
• Making advertising relevant to the person rather than the page - strategies for ensuring ads are matched to the individual
• Learning to speak the brands’ language - understanding how to work with brands to create campaigns they want in the mobile social network environment
• Evaluating the kind of brand advertising that works on mobile social networks
  • pitching at the perfect level, depending on content, to maximise results

• Debating the combination of social networking with mobile and its potential as a new avenue for mob-ad revenue - a marriage made in heaven?
• How can advertising in social networks be used to build a dialogue with consumers in the age of consumer control and user generated content?
• How will the ad-funded mobile social network model work? Who are the trailblazers developing the initial models and how are they faring thus far?
• How does widget advertising work?
• Examining the major challenges faced by companies exploring the space, and how they can be overcome:
  • Handset restrictions
  • Site development
  • Site reach and marketing

• Assessing the effects of the rapidity and direction of growth in the US market with regard to SMS campaigns
• How are the latest, most successful brand campaigns using SMS?
• Evaluating opt-in and P2P SMS - which consumer segments are these working best for, and to what extent does their success come from the personalised nature of mobile?
• What is the effect of reduced data charges on the use of MMS campaigns?
• Push vs. Pull: how effectively are on-pack promotions being integrated into campaigns? Strategies for successfully using call-to-action and placements and assessing best practice examples that gain consumer buy-in

Meet and hear from the most exciting companies making waves in the mobile advertising and marketing industry around the world, with exceptionally creative thinking, innovative business models and cutting edge technologies. These players are the ones to watch in 2008 - with experiences of deployment in Asia and Europe, and a fresh take on the latest revenue opportunities emerging in the mob-ad industry. Learn from their perspectives and examine whether the new revenue streams they are finding can be leveraged for your business.

• Understanding the latest advancements in the mobile landscape with regard to mobile advertising and search
• Examining best practices for reaching consumers with mobile search and content discovery
• How can local ad dollars be captured with LBS and local search?
• What will the effect be of the first mobile search code of conduct?

• Is mobile advertising in games realising its promise, and fulfilling expectations by making the most of its captive audience?
• Evaluating the brand lift effectiveness of the mobile in-game full screen ad format and what other mobile rich media ad formats are on the horizon
• Understanding where mobile fits into the gaming ecosystem, and which games and titles offer the best opportunities for marketers
• How does the value of free Java mobile games drive wider consumer adoption and affect the success of in-game mobile advertising?

• Tracking the current status of the mobile commerce market in the US and Europe - which mobile marketing segment is being deployed with most success, and which is predicted to have the most promise?
  • Ticketing
  • Couponing
  • Banking
  • Sampling
  • Loyalty
  • NFC and payments
• What are the trends and strategies marketers must know in order to stay ahead of the competition?
• What predictions can be made for the future of the US mobile commerce industry considering the evolution of the European market?

Hear the latest developments in these two exciting areas of mobile marketing from one of the most active protagonists in the space