Mobile marketers looking forward to ad:tech New York

By Giselle Tsirulnik

November 2, 2009

This year's ad:tech NY will take place at the Javits Center

As the digitization of media continues to redefine marketing, ad:tech New York is coming to town to provide brands, agencies and others in the industry�a forum to exchange ideas, experiences, new practices, emerging models and expert opinion.�

This year�s show will have its first-ever Mobile Mix track on Wednesday, Nov. 4. Mobile marketers are eager to sit through these sessions and learn from one another.

�We will be watching for the record number of attendees for the Mobile Mix track as a validation to the traction and maturation mobile advertising has seen this year,� said Paran Johar, chief marketing officer at Jumptap, New York.� �Mobile has moved into the mainstream and is no longer viewed as a nice to try but a must have key media component for both brand and performance marketers.

�We are especially excited to return to the main stage to present the results of our Mobile Immersion Giveaway which will feature a close-up look at the real-world trials and tribulations of what it took to get the mobile side of Hardee�s comprehensive integrated campaign up and running,� he said.

This mobile session will feature executives from Jumptap, iLoop Mobile, InsightExpress, Hardee�s and its agency, Mendelsohn Zien Advertising, for a close-up look at the real-world trials and tribulations of what it took to get the mobile side of a comprehensive integrated campaign up and running�from creative to site development, media planning, execution and measurement.

Show-off

The group pulled it all together in less than�four weeks and will divulge what really goes on behind those dazzling case-study presentations.

"Mobile needs to be viewed�as an integrated media solution and so ad:tech is a perfect venue," said Gary Schwartz, president of�Impact Mobile, New York. "When at the show I advocate looking for simple solutions with the largest technology install base in-market.

"Try to stay away from sexy mobile solutions and stick to modest applications that effectively follow and engage the mobile consumer," he said.

The mobile phone's replaced the laptop as the latest side-activity at ad:tech

Mr. Schwartz is planing on asking the following questions�in the mobile sessions:

� For the state of mobile panel: If mobile is a crosschannel solution how do you measure last-mile ROA? How can we get away from running campaigns and move towards a channel horizontal solution that drive sales and measurable conversion?

� Applications panel: With Nielsen warning that the smartphone consumer is only utilizing five applications in any given month: ask hard questions on reach and frequency of applications and whether the market needs to focus more on the mobile Web as a brand solution.

� Measurement panel: After two years of back and forth, the IAB, MMA and Media Rating Council are finally at the table discussing extending IAB online measurement guidelines to mobile. With this coming out next year, this is the biggest news to hit mobile in years.

�I am excited to hear Sir Martin Sorrell speak," Tony Nethercutt, vice president of sales at AdMob, San Mateo, CA. "His insights are important for all of us to hear and he�s typically quite humorous in his remarks as well.�

Another one of the Mobile Mix sessions will highlight the fact that mobile marketing isn�t a year away � it is here now and is being practiced by Fortune 500 companies as well as midsize businesses looking to reach consumers on the go.

Today�s marketer has several vehicles available, including targeted banner advertising on publisher sites, mobile Web sites, loyalty programs through SMS opt-ins, in-game ads, mobile video, mobile commerce, mobile search and click-to-call lead-generation efforts, for reaching a mobile audience.

While more brands will incorporate mobile into their multichannel branding and interactive marketing plans, the medium still has to work through a thicket of issues related to measurement, privacy and standardization.

This panel of speakers from the publishing, industry association, agency and ad networks will bring their unique perspectives on where mobile is today and where it is heading in 2010.

We all know there is quite a craze with iPhone applications. Ad:tech will have a panel that focuses on what marketers need to know about mobile applications and the mobile Web.

In this session, panelists will discuss how brand marketers should be�and already are�integrating mobile deep into the fabric of their all-channel marketing programs and campaigns. From branded applications and content sponsorships, to local search and mobile display, to SMS alerts and contests, to apps-sparked location-based services with contextual retail tie-ins.

"In the last year, ad buyers have had vast trials and tests in mobile ad network performance, and this year, I expect to see rich case studies and the ripple of change through the crowd for mobile advertising where it works, like SMS ad networks,� said Eric Holmen, president of SmartReply. Irvine, CA.

Comments on "Mobile marketers looking forward to ad:tech New York"

1. Dario Meli says:

   November 2, 2009 at 3:50pm

   If you want to follow the Ad:Tech NY speakers on twitter i created a list here: http://twitter.com/quikness/ad-tech-speakers