Off Deck Mobile Content & Search '07

There is a flurry of activity in the very new world of mobile advertising. Google and Yahoo are making major inroads into this space and a slew of mobile advertising companies have sprung up in the last two years. With all this hype, is there really a mobile advertising opportunity? Will it get as big or ever bigger than web advertising? These questions and many other unanswered questions will be explored in depth in our workshop.

Handsets are becoming the predominant personal computing platform and sophisticated media processing will be central to this revolution. Khronos Members recognize that there is a significant opportunity for the entire rich-media food chain: Silicon, middleware, platforms, application, carriers and have organized to develop the tools and technology require to quickly capitalize on this opportunity.

1.What do we mean by ‘mobile advertising’? How is it different from web advertising?

2.How does it fit into overall mobile marketing or the overall marketing strategy?

3.Do brands want to buy? Is it a huge opportunity or is it a lot of hype?

4.What has been done so far and what are the results?

5.How will Google, Yahoo, and the network operators shape this market?

6.Who are the players in this space (tech companies, media/digital/mobile agencies, brands, ad networks, web advertising companies)? What will this world look like in the next 3 years?

7.How do you get started with mobile advertising?

8.What are the best practices?

9.00 Registration & Coffee
9.30 Introduction to Mobile Advertising
10.30 Case studies
11.00 Refreshment Break
11.30 The art of mobile ad buying and mobile search marketing
12.30 Lunch
1.45 Measurements and results (30 minutes)
2.15 Group Exercise (1 hour)
3.15 Refreshment Break
3.30 Conclusion
4.00 Close

Todd is a mobile marketing industry expert with over 6 years of mobile marketing experience, including as Managing Director at Flytxt. Currently Todd leads MINICK’s mobile marketing practice and also runs MINICK UK and USA. Todd has helped brands such as Coca Cola, adidas, Novartis, MTV, and Sony Pictures with their mobile marketing strategy and implementation.

Tero is a mobile industry expert with over 10 years of mobile experience. Tero has led MINICK to tremendous growth and success over the last 5 years, including selling the company to Swisscom. Tero remains MINICK’s CEO and visionary leader and has helped the company launch pioneering products and services and helped clients achieve success and leadership in the mobile marketing and mobile content space.

James is a digital marketing expert and has worked in digital and mobile media since 1996. He has planned and managed numerous mobile media campaigns with the most notable being the global adidas World Cup 2006 campaign. Prior to joining Inside James held senior marketing positions at a variety of international companies including MGM Mirage, Weight Watchers and the Guardian Media Group.