Mobile Advertising Masterclass

Led by Sponge

With inclusive data packages allowing the introduction of richer content and experiences, the role of converged media is becoming an increased focal point for carriers, publishers and brands In the next five years, over half of brands expect to spend over 5% of their total marketing budgets on mobile.

With a rich heritage in integrated mobile solutions, Sponge works with over 200 brands and agencies, enabling them to run in excess of 3,600 mobile services over the last 5 years for many of Europe’s largest brands. The company also runs mobile and IVR services for major media groups across Europe.

From the largest mobile on-pack campaign in Europe (over 5%of the UK population participated) to the latest developments in mobile applications, Sponge’s workshop will focus on practical solutions, actual case studies and hard facts.

• 1 Introduction and market update
• 2 Inside the psychology of the mobile consumer
• a. Invitation or intrusion? Consumers’ expectations from their cherished device.
• b. Understanding what motivates and incentivizes mobile consumers.
• 3 How to deploy the mobile channel cost effectively
• a. Typical campaign pricing
• b. ROI and keeping costs under control
• c. Self liquidating promotions
• d. Campaigns vs valuable customer self service channels
• 4 What works and what doesn’t
• a. Campaign case studies
• b. Insights
• c. Getting it right and avoiding the pitfalls
• d. Defining the right promotional strategy
• 5 The latest leading–edge technologies
• a. What are they?
• b. What can they do?
• c. Is the market ready?
• d. What’s the return on investment?
• 6 CRM & customer self-service
• a. The right way to enter into a long-term dialogue
• b. Gathering meaningful data about your customers

About Alex: Alex Meisl is Chairman and co-founder of Sponge and has 16 years experience of the media and telecoms sectors. Prior to founding Sponge, Alex was CEO of Legion, Europe’s largest IVR business. During his time at Legion, Alexmanaged the expansion of the business across 4 continents and 12 countries, before the company was acquired by Lagardere. Sponge has grown to become the UK’s dominant supplier ofmobilemarketing know-how and solutions with clients ranging fromcarriers to themain advertising and digital agencies to media groups services running across Europe, the USA and Australia. Sponge is an independent and profitable company.

About Jon: An experienced entrepreneur and senior executive, Jon brings 14 years in digital media, ten of which have been dedicated tomobile, to Sponge. He has recently returned from New Zealand, where he helped build two successful businesses inmobilemarketing and mobile banking. Prior to that, as co-founder and CEO of Scan Mobile, Jon developed and secured business-changingmobile solutions with real return on investment for clients such as Home Retail Group (Argos), Orange, Vodafone and several retail banks, including HSBC. Earlier still, Jon built, ran and sold, his own newmedia consultancy, which was contracted extensively on newmedia topics for Financial Times Media & Telecoms.