Informa Telecoms & Media Shop - Mobile TV Middle East 2008
 

Mobile TV Middle East 2008

3-4 November, Jumeirah Beach Hotel

Focus Day Agenda

Driving Further Revenues for Mobile TV through Mobile Advertising

Tuesday 24th November 2006

 

Chairman's Welcome

09:00
  • Jeff Janer, COO, Third Screen Media

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