Ad:tech Expositions will debut its first mobile-dedicated conference at ad:tech San Francisco, signifying its increased commitment to mobile marketing.

The MobileMix show will be held April 21 to coincide with the first day of the regular ad:tech conference April 21-23 in San Francisco's Moscone West Convention Center. In this Q&A, ad:tech content director Warren Pickett explains the focus of MobileMix, its target audience and how marketers have reacted to the idea.

"With traditional marketing budgets being dramatically cut in the current economic climate, mobile actually represents a bright spot for the industry," Mr. Pickett said. He also discusses how ad:tech -- the nation's preeminent interactive marketing show -- is adjusting to the new realities of the market as well as its decision for the first time to let other shows co-locate with ad:tech San Francisco. Read on:

There are so many mobile conferences out there. What makes MobileMix different?
What sets MobileMix apart is its inherent synergy with the existing ad:tech audience to capitalize on the success of the expo component, "Mobile Zone," and create a conference counterpart that dives deeper on our existing mobile programming to provide a richer experience for conference attendees.

Why the need for a separate show within ad:tech?
Marketers have been waiting for mobile marketing to turn the corner and become a central component of a marketer's media mix.

With traditional marketing budgets being dramatically cut in the current economic climate, mobile actually represents a bright spot for the industry.

And as iPhone and other smartphone sales continue to climb rapidly, there's a clear desire from consumers for a Web-on-the-go experience.

Taken together, these advances in technology, consumer behavior and marketing awareness indicate that the timing is right for ad:tech to introduce MobileMix and provide marketers with a dedicated look at the mobile channel.

Who does MobileMix target?
MobileMix reaches marketers, agencies and technology companies wanting to break into, or already invested in, mobile marketing.

What's the focus of the content?
MobileMix touches on several key areas to ensure success when marketing to on-the-go consumers.

Mike Wehrs, Mobile Marketing Association president/CEO, will provide a strategic keynote as he surveys the mobile landscape and identifies opportunities for today's marketers, publishers, agencies and technology providers.

Breakout sessions during the day will focus on marketing to and building brand awareness with a mobile audience, mobile media publishing and tracking advertising performance, and exploring the steps marketers need to take to add mobile to the marketing mix.

How is the content different from the mobile tracks that ad:tech runs?
MobileMix expands on the mobile coverage that we've always included and puts mobile marketing in context against the many other marketing opportunities discussed at ad:tech.

The MobileMix day is free to all full-conference ad:tech attendees.

By dedicating an entire day to mobile, attendees will get dedicated, detailed instruction on how to market to mobile users, exposure to in-depth real-world marketing and branding case studies, and access to leading mobile publishing, marketing, agency and technology experts.

Which companies have signed up to exhibit near the MobileMix area?
2ergo, Apptera, CRM Text Solutions, iLoop Mobile, NeuStar Inc., Ringplus Inc., SMaSh and, of course, Mobile Marketer. We're expecting several more to participate over the next seven weeks.

What kind of attendance are you expecting at MobileMix?
We're expecting somewhere between 300 and 500 for the conference and approximately 10,000 who will visit MobileMix expo as it co-located on the main ad:tech expo.

How many delegates and exhibitors do you expect at ad:tech San Francisco?
We're expecting over 10,000 total attendees, including between 800 to1,000 conference delegates and 300 exhibitors.

How does that compare to last year?
The conference is expected to be down 15 [percent] to 20 percent and the expo down 10 percent -- which is actually remarkable in this environment.

What interactive trends are you seeing out there?
Obviously growth in some emerging/expanding areas such as mobile, out of home, location-based advertising and a retreat to more stable, tried-and-true direct response marketing efforts.

There's more importance being placed on metrics and measurement, a stronger focus on search performance and a continuing resizing of the industry as some brands, agencies, solutions providers weather the economic storm while others do not.

How is ad:tech positioning itself in this environment where travel and marketing budgets are not what they used to be?
We're focusing much more on our local and regional marketing efforts.

We always pull a large majority of our attendees from the immediate region, but we have increased our presence with local media, and double-up our marketing partnership efforts with local associations and ad clubs.

In addition, we've negotiated aggressive discounts with our hotel and airline partners.

Anything else different about ad:tech San Francisco?
The entire show is different. We've partnered with more experts, including other event producers to deliver a rich and varied program.

Here's a sampling of co-located events with ad:tech SF this year:

-- Adspace: a contextual advertising conference & expo
-- MobileMix: a mobile marketing conference & expo
-- with Danny Sullivan: a search marketing conference
-- "Get Digital" workshops with Shelly Palmer: "Digital Power User Bootcamp"
-- Habitat, by Upstream Group: a media sales training program

Plus these first-time receptions:

-- SF Bay Area Interactive Group: co-locating their member reception for the first time at the show
-- Affiliate Summit: hosting a "beer garden" exclusively for affiliate marketers

What's the watchword this year?
Maximizing ROI and measurement and metrics. A marketer's flight to response.