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Agenda

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Thursday, January 29, 2009

Internet2Go: Conversations about Mobile Marketing will bring together agencies, search engines, ad networks and technology providers with an emphasis on practical information and case studies.

Agenda subject to change.

9:00 a.m. - Registration Opens

9:30 a.m. - 10:00 a.m.
Welcome: The Internet to Go
After many years of hype without substance, the age of the "mobile Internet" is finally here. LMS senior analyst Greg Sterling presents a high-level marketplace and data overview of the state of mobile.

Speaker:
Greg Sterling, Senior Analyst, Opus Research's Local Mobile Search Advisory Service
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10:00 a.m. - 10:45 a.m.
Roundtable: Genesis of a Breakthrough Mobile Campaign
A rare look inside Porsche's decision to leverage the mobile medium to reach an affluent audience. Shunning conventional wisdom that the mobile medium is one only for youth, this session shows how mobile advertising is attracting luxury brands and will look into how the campaign was developed to reach its target audience, and how Porsche measured its success.

Speaker:
David Katz, Vice President, Mobile Advertising and Publishing, Yahoo!, Inc.
Brian Mandelbaum, Vice President, Interactive Group Media Director, Cramer-Krasselt
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10:45 a.m. - 11:00 a.m. - Break

11:00 a.m. - 11:45 a.m.
Panel: Removing Roadblocks to Mobile Marketing
Where are media planners and buyers today in their thinking about mobile? What do they need from publishers, ad networks and vendors in the near term in order to start spending more money? This panel will provide a forum for discussion of these fundamental and critical issues, necessary to move mobile advertising and marketing into the media mainstream.

Speakers:
Paran Johar, CMO, JumpTap
Michael Ball, Director of Marketing, iconmobile
Niles Lichtenstein, Manager of Mobile Strategy and Integration, Ansible Mobile
Jon Kaiser, Digital Marketing, Strategy and Training

11:45 a.m. - 12:30 p.m.
Case Studies: Mobile Integration with Traditional Media Campaigns
NearbyNow will present and demo a new iPhone-traditional media integration; HipCricket will offer case studies and response metrics tied to SMS integration with traditional media.

Speakers:
Jeff Hasen, CMO, HipCricket
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Scott Dunlap, CEO, NearbyNow

12:30 p.m. - 1:30 p.m. - Lunch

1:30 p.m. - 2:15 p.m.
Panel: SMS - Not Sexy but Voluminous
Americans now spend more time texting than talking on their phones. The monthly volume of mobile messages has now reached 75 billion -- with a "B." SMS is also device-independent and can be done on the more than 85% of the market constituted by feature phones. Yet most marketers and pundits appear to be looking beyond SMS to the "mobile Internet." Are they missing a huge opportunity? How should agencies and advertisers think about SMS and where it fits into a mobile marketing plan?

Speakers:
Zaw Thet, CEO & Co-Founder, 4Info
Jay Highley, Chief Sales and Marketing Officer, Cha Cha
Greg Hallinan, VP of Marketing, Verve Wireless
Alec Andronikov, Chief Mobilizer/CEO, MoVoxx

2:15 p.m. - 3:00 p.m.
Panel: Search Marketing in a Mobile Environment
Search marketing commands the largest piece of the online advertising pie at 41%. But will it fare as well in mobile? Inventory on mobile devices is scarcer (for the time being), so ads need to be even more relevant. What do the early experiments and consumer response data indicate about the outlook for search marketing in a mobile context?

Speakers:
Diana Pouliot, Mobile Ads Sales Director, Google
Scott Kelliher, Category Director, Telecommunications, Platform-A
Bob Heyman, Chief Search Officer, Mediasmith
Michael Bayle, Senior Director, Global Mobile Monetization, Yahoo! Inc

3:00 p.m. - 3:15 p.m. - Break

3:15 p.m. - 4:00 p.m.
Panel: Mobile ROI - What Is It, How Do We Measure It?
What does "ROI" mean in a mobile context? Is it response? Is it engagement or customer acquisition? Is it brand recall or sales? How should marketers and agencies track and measure mobile ROI? And what are the right metrics to focus on? At a time of tight ad budgets, every dollar must be justified. This panel will focus on how marketers and agencies should think about and measure mobile return-on-investment.

Speakers:
Jennifer Petrovic, Senior Director of Sales, Quattro Wireless
Bruce Braun, CEO, Agent M
Lee Durham, CEO, LSN
Tony Nethercutt, Vice President of Sales, AdMob
Anne Bezancon, President, 1020 Placecast

4:00 p.m. - 6:00 p.m.
Mobile Ad Creative Showcase & Internet2Go Networking Reception
This session will showcase different types of mobile campaigns with an emphasis on the (ad) creative (iPhone, SMS, mobile Web).

Speakers:
Marc-Henri Magdelenat, Director, Mobile Advertising, Microsoft
John Van Wagner, Director, Advertising, Ad Infuse
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Jenny Burrington, Director, Advertising Sales, Greystripe
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