09.00 Chairman's introduction
Jonathan MacDonald,
CEO,
JMA
&
Founder,
Every Single One Of Us
09.20 The Results of Mobile Advertising UK: Defining the
parameters of the research and presenting the key findings
·
How big is the mobile advertising market today and what are the
current trends?
·
What are the biggest barriers impeding growth?
·
What is the user perception of mobile advertising
·
Outlining the key findings from the Mobile Advertising UK
Research project
Tarik Fawzi,
CEO,
ÆNEAS Strategy
Peggy Salz,
Founder,
MSearchGroove.com
09.50 How can technology and business innovation create new
value and increase ROI from mobile media?
·
Enabling new advertising revenue streams for mobile network
operators by delivering large scale mobile inventory
·
Providing agencies with easy and efficient access to mobile
media inventory
·
How to leverage Alcatel-Lucent’s expertise with mobile
networks, ad serving and mobile network capabilities to deliver
innovative mobile media
Richard Fraser,
Director Business Strategy,
Alcatel-Lucent
10.20 Panel debate: Is opt-in marketing and advertising the
key to success on mobile?
·
Why is opt-in so important for mobile campaigns?
·
What are the best techniques for building opt-in databases?
·
How can the industry ensure opt-in best practise to protect
user information and keep control of information in the hands of the user?
Moderated by:
Alain Heureux,
President & CEO,
IAB Europe
Panellists:
Carl Taylor,
Director of Service Strategy,
3UK
Rory Mudie,
Head of Mobile Advertising,
Vodafone UK
Craig Patton,
Managing Director,
R/GA
Tsipi Joseph,
Marketig Director,
Comverse
10.45 Overcoming the challenges associated with fragmentation
in mobile advertising
·
What factors make mobile a truly mass market medium?
·
What impact does handset fragmentation have on the
attractiveness of mobile as an advertising channel?
·
How can voice be leveraged to deliver mobile advertising inventory?
·
Case Study: driving revenues from mobile voice advertising
Igor Hendriksen,
Director,
adfortel
11.05 Tea, coffee and chit-chat
11.35 Panel debate: Is market education the key to driving
mobile advertising growth?
·
Who needs education and what do they need to learn?
·
How important is operator collaboration in presenting a clear
message to the advertising industry?
·
How can industry bodies help educate the advertising industry
on the benefits of mobile advertising?
·
Whose role is it to educate the end user?
Moderated by:
Paul Berney,
Managing Director,
MMA
Panellists:
Steve Ricketts,
Head of 3rd Party Services & Mobile Advertising,
Orange UK
Jonathan Mew,
Head of Mobile,
IAB UK
Alex Meisl,
Chairman & Co-Founder,
Sponge
Andy Wasef,
Emerging Platforms Director, Interaction,
Mediaedge:cia
12.00 Are app stores a viable mobile advertising channel or a passing fad?
·
Analysing trends in mobile app usage
·
What are the business models for generating revenues from apps?
·
What do apps mean for brands and advertisers?
Patrick Mork,
VP Marketing,
GetJar
12.20 Panel debate: What does the mobile advertising ecosystem
need to look like if the market is to take off?
·
Who are the key stakeholders?
·
Who 'owns' the end-user?
·
Can the ecosystem survive in its current form?
·
Does mobile have sufficient reach to justify ad-spend or
current CPM/C/A/E levels?
Moderated by:
Helen Keegan,
Managing Director,
Beep Marketing,
and Co-Organiser,
Mobile Monday London
Panellists:
Sean Gregory,
Head of Mobile Advertising,
O2
Dusan Hamlin,
Co-Founder & Joint Managing Director,
Inside Mobile
Alex Rahaman,
Director of Mobile,
Unanimis
Harry Dewhirst,
Co-Founder & Operations Director,
ringring media
12.45 KEYNOTE: Sky Mobile Case Study
Tim Hussain,
Head of Mobile Advertising,
BSkyB
13.05 Lunch
14.20 Panel debate: Making mobile simple with clear planning
methodologies and metrics
·
How can mobile be integrated effectively into currently
planning tools?
·
What metrics must mobile deliver in order to survive?
·
Should mobile metrics be an evolution from online or distinct
from other media?
·
Can there be a clear reporting system with such a diverse medium?
Moderator:
Ilicco Elia,
Product Manager, Mobile,
Thomson Reuters
Panellists:
David Fieldhouse,
Head of Mobile,
Mediacom
Claire Valoti,
Head of Digital & Mobile,
Mindshare
Rick Gleave,
Head of Interactive & Mobile,
Trinity Mirror
Panellist tbc
14.45 THE VIEWPOINT: How will mobile change the advertising industry?
A senior exec from the ad-industry will be
interviewed by a leading mobile journalist about mobile advertising.
Interviewee:
Rory Sutherland,
Vice Chairman,
Ogilvy Group UK
15.10 Topic to be confirmed
15.30 Panel debate: Does mobile social advertising offer more
to brands than mobile search?
·
How are users engaging with the mobile internet?
·
Will advertising on mobile social networks be seen as intrusive?
·
Will search advertising on mobile ever live up to online?
Moderated by:
Andrew Darling,
Director,
West Pier Media
& Communications Director,
AIME
Panellists:
Dan Rosen,
Head of Mobile,
AKQA Mobile
Damien Byrne,
Head of New Propositions,
T-Mobile
Richard Ashley,
Head of Partnerships,
Google
Ben Scott-Robinson,
Creative Advisor,
WeLoveMobile
15.55 Tea, coffee & chit-chat
16.25 Panel debate: Can mobile advertising be useful for the end-user?
·
How does mobile advertising impact usability?
·
What are the key usability considerations when designing a
mobile campaign?
·
Can mobile advertising actually enhance usability?
Chris Liu,
Managing Director,
Fjord London
Giles Rhys-Jones,
Director, Interactive,
Ogilvy
Gary Danks,
UK Head of Sales,
YOC Group
16.55 EverySingleOneOfUs Campaign of the Year 2009
Introduced by: Jonathan MacDonald,
CEO,
JMA
8 campaign finalists will get 5 minutes to
explain their campaign, focusing on the objectives, why mobile was
used to achieve these objectives and how the campaign delivered
results for their brand.
For an entry form to submit your campaign for the awards please
contact James Cameron on james@camerjam.com or +44 7940 749874
Judges tbc
17.40 Final wrap-up and review of twitter feed
18.00 Free drinks and EverySingleOneOfUs Campaign of the Year 2009
Winner announcement
