- Jeff Janer, COO, Third Screen Media
Driving Further Revenues for Mobile TV through Mobile Advertising
Tuesday 24th November 2006
Chairman's Welcome
09:00
Reaching a Niche and Targeted Market with Engaging Advertising
On the Cusp of an Advertising Revolution
09:15
KEYNOTE SPEAKER / AD AGENCY
- What is the appetite of the consumer for mobile TV advertising?
- Creating sophisticated advertisements the consumer actively wants to watch or interact with
- The dawn of mass viral marketing campaigns
- The success of mobile TV advertising campaigns versus traditional means: Comparing ROIs
- Speaker TBC
From Interruption to Interaction
09:45
AD AGENCY
- The challenges presented by mobile TV advertising to advertisers
- New advertising solutions for a new advertising medium
- Successfully engaging the audience: Case study examples
- Will mobile TV advertisements be more entertaining and more successful than traditional media?
- Nihal Mehta, CEO, ipsh!
Examining the Role of Mobile TV in the Future of Mobile Advertising
10:15
INTERACTIVE PANEL DISCUSSION
- The shift from mass to personal communications
- Important cross over experiences learnt from participation TV
- What power does mobile TV marketing have in engaging brands with the consumer?
- The ultimate direct marketing tool: Realistically, how precise can market segmentation be?
- Bill Jeffries, VP of Network Development, Revver
- Frank Chindamo, President and Chief Creative Officer, Fun Little Movies
- Matt West , VP Mobile Media Worldwide Alcatel (pvNS), and MEF Global Board member
Networking and Coffee Break
11:00
Explaining the Advertising Model and its Potential for the Industry
Mobile TV Advertising: "Brought to You By" or "Bought for You By"
11:30
- What are the various mobile TV advertising business models?
- The models trialled so far and the satisfaction of the results
- Feedback from consumers regarding mobile TV advertisements
- Predictions on the mobile TV advertising future
- Jack Hallahan, VP Advertising, MobiTV
The Advertising Models Available: Who Can Gain from the New Medium?
12:00
CARRIER
- A continuation of the traditional advertising-supported budgets of broadcasters
- Unobtrusive advertisements in return for lower-priced service plans for consumers: an advertising-fuelled industry
- Advertisements as the main entertainment: Made for Mobile content produced and supplied by advertisers
- Which groups stand to make money? Can quality mobile TV exist without advertising?
- Ryan Hughes, Director of Content and Programming, Verizon Wireless
Differentiating between Mobile and Traditional TV; Advertising Accordingly
12:30
- Will mobile TV mean simply television on a smaller screen?
- Exploring the new rules for the new medium
- Advertising possibilities for mobile TV now and in the future
- Is the industry justified in its excitement?
- Cyriac Roeding, VP Wireless, CBS
Lunch
1:00
Maximising ROI: Demography, Enticements and Integration
Understanding the Audience for Mobile Marketing
2:30
- Demographics susceptible to mobile content advertising
- Which mobile content is currently the most popular for advertisers?
- A focus on the industries and companies which have launched the most successful mobile content advertising campaigns
- Are the companies which experience the most success with more established mobile advertising campaigns experimenting with mobile TV advertising?
- Alex Campbell, CEO, Vibes Media
Mobile TV Advertising as Part of the Marketing Mix
3:00
- The role mobile TV has to play in integrated marketing campaigns
- Are low penetration rates of mobile TV delaying the surge in uptake of the new medium?
- The mobile TV advertising hype: Just what are the opportunities and threats to success for advertisers?
- Will traditional advertisers pay attention or will the medium continue to be niche-targeted?
- Dave Whetstone, VP Director of Mobile Marketing, Publicis & Hal Riney
Fighting Fragmentation by Offering Compelling Content
3:30
BRAND
- Creating ads which double as value-added services
- Mini-films - games - tunes: Will advertising become the top billing?
- The new film industry: Will mobile TV advertisements rival the film studios' efforts?
- Case studies of mobile TV advertising, consumers' feedback and ROIs
- Kim McCullough, Corporate Manager Marketing Communications, Toyota
Networking and Coffee Break
4:00
Lessons to be Learnt from the Internet
4:30
- Extending on-line advertising models to mobile
- The potential for Internet and mobile TV advertising integration
- The potential for search leading to mobile TV clips
- Defining the mobile experience
- Michael Bayle, Senior Director Business Development, Yahoo!
Interaction and Direct Marketing: What is Possible?
5:00
INTERACTIVE PANEL DISCUSSION
- Direct marketing and pin-pointing specific audiences
- Personalisation of advertisements to small groups and individuals
- Mobi-Coupons in action: Their success to date
- Interactivity between consumers and creating brand-led communities
- Jack Hallahan, VP Advertising, MobiTV
- Nihal Mehta, CEO, ipsh!
- Kim McCullough, Corporate Manager Marketing Communications, Toyota
End of Special Focus Day
5:45
