ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

What did attendees think of the IAB mobile conference?

NEW YORK -- A sampling of the estimated 350 executives who attended IAB's "Marketplace -- Mobile" were overall happy with the content at this year's show.

Representatives from brands, agencies and publishers sat through case studies on Taco Bell, Dockers, Nike, the Weather Channel, NBC Universal and the Today Show, ESPN, the Discovery Channel and RIM/BlackBerry. Based on the questions, the audience seemed engaged and curious. Here's what some of the attendees, delegates and speakers had to say about this second IAB mobile event:

Rich D'Amico, regional marketing manager, IKEA, Conshohocken, PA
"I thought it was a really thought-provoking, comprehensive overview of mobile marketing. What I liked is that they really presented many different perspectives. And I honestly feel there are lots of actionable ideas and thought-provoking things that I can take back with me. It was a good show, very good pace."

Steve Siegel, mobile solutions specialist, Microsoft Advertising, New York
"I found the event useful to both showcase some of the programs Microsoft Advertising has had success with, as well as an opportunity to connect with peers in the mobile space and discuss future programs."

Jeff Arbour, senior vice president of North America for the Hyperfactory
The event was very practical which is a sign of the evolution of the industry, it took mobile thinking and illustrated it through real world campaigns and executions which is a big missing part at a lot of past mobile events I have attended. I think this creates a much more impactful and valuable experience for the attendees.
The conference drew a healthy mix of brands, agencies, and mobile solutions
providers bringing together the right combination to advance the space.

Mitch Paletz, head of publisher acquisition, Americas at Nokia, New York
"The format of the show -- which featured the practical utilization of how to use the mobile for big brands -- helps to bring clarity to the audience in terms of executing programs for their own organizations."

Gary Schwartz, CEO of Impact Mobile, Toronto, Canada
"This event is key because it's a key watershed mark in the market because the IAB is telling the buyer that they can extend all the knowledge that they have of the online digital buy to mobile with the Mobile Buyer's Guide which tells them how to do that in a very simple manner and with measurement standards that make them feel that the buy is now accountable."

Adam Towvim, director of business development at Jumptap, Boston, MA
"Richer in case studies, and more pragmatic on the future and less hype on the future, and that's how mobile should be."

Ken Willner, CEO at Zumobi, Seattle, WA
"Great to see high-profile brands and agencies getting involved with mobile in a meaningful way and integrating mobile into their media mix."

Jamie Wells, US mobile director at OMD's Ignition Factory, New York
"A great mix of mobile veterans and folks new to the space. Folks trading war stories and best practices."

Frank Cefalo, sales executive, AOL Mobile
"IAB taps into the power players of mobile who know the good, bad and future of mobile marketing."

Steven Roselblatt, senior vice president of advertising sales at Quattro Wireless
"The show has addressed some of the key needs in the buying and planning ecosystem with both media companies, agencies and sellers of media. This conference, the objective was to show advertisers and agencies that buying mobile is easy and I think its accomplished its objective in leaving the audience with clear and actionable next steps to get their clients to talk to media sellers about moving their clients into the space."

Marcus Startzel, senior vice president of sales at Millennial Media
"The turn-out was good and I felt the attendee list was representative of not just mobile companies and those in the industry but there were lots of agencies and advertisers to learn about the excitement and growth in mobile. IAB has educated the marketplace and the real take-away is is that advertisers now have a chance to reach millions of consumers via mobile. I hope the great brands in the audience are inspired by the growth of mobile and are encouraged to invest."

Kelly Gray, global advertiser and interactive marketing specialist, New Balance
"The show's been great and there's been a pretty good turn-out so far. The breakout sessions felt a little bit like sales pitches and as someone who lives in the space, I felt like the show was a little bit for the people who don't quite understand what mobile is all about yet. But they are trying and the show has been pretty good."

Elliot Benn, senior sales executive, Tribal Fusion Mobile
"The show has been really good. We finally have real-world examples in our hands and that's really nice. The turn-out on the agency side is really great. If they don't get, they're trying to and that's what we want to see. I thought the keynote session with Taco Bell was great and very informative and like I said, these real-world examples and metrics are what's going to help move the mobile space along."

Danielle Wolfson, senior associate manager at Taco Bell Interactive Marketing
"It's always great to see and speak to fellow marketers who have new ideas and new ways of thinking. I also love to see the publishers and their case studies which teach in a much more powerful way. We are always so busy when we get to work and don't get to take a good look at case studies but being here helps us stick to our motto of "Building Know-how" by hearing about how other companies are thinking."

Joy Liuzzo, director of marketing and mobile research at InsightExpress
"I felt that the content highlighted the real world implementations of a variety of mobile campaigns. However, it wasn't the 'pie in the sky' of what mobile could do like we've seen in years past but what we are doing now is important. Especially, with more than one advertiser present."

Cheryl Lucanegro, senior vice president of advertising at Pandora
"I thought the content was actually very relevant for the buyers and there was a lot of buyers here so for us it was good. Yes I definitely thought it was worth it. Some advice would be to have a few more publishers here on the content side. Everything was mostly mobile, it would be nice to have publishers mixed in there, Pandora being one of them."

Valerie Milkins, senior associate of corporate communications at R/GA
"I think it's a great turn out there is a lot of ppl here. The breakout sessions were really cool. The highlight had to be the break dancer during the Docker session ... I've been talking to a lot of people who have had a great time."

Kate Berg, vice president of corporate communication at Mojiva
"It's about moving the industry forward because what it really is is information-sharing. I've seen a lot of pitches and that was a fun session because I got to see within an hour's time about what four agencies are up to. We're a sponsor but one of our big targets is agencies so it helps to know their world."

Allison Mooney, vice president and director of tends and insights at MobileBehavior
"I thought it did fulfill on its promise of being practical. There weren't a lot [of sessions] that wasn't focused on case studies. Even the case studies were pretty innovative. The part where they presented case studies and then spoke was a strange format. It felt jarring. Any conference is pretty pitchy, but this one worked for me."