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AGENDA
Mastering Mobile Marketing:
Delivering on What Consumers Want Most


Monday, November 14

MAIN CONFERENCE

11:30-12:30pm
Welcome Lunch

12:30-12:35pm
Welcome from our Host
Daniel Slotwiner – Head of Measurement Solutions Group, Facebook

12:35-12:50pm
Opening Remarks
Chris Bacon – EVP, Global Research Quality & Innovation, The ARF

12:50-1:20pm
Keynote Speaker
Eric Zuncic – Chief Strategy Officer, CP+B

1:20-1:30pm
The ARF’s How Advertising Works – Mobile Advertising Preview
Dr. Manuel Garcia-Garcia – SVP, Research & Innovation: Global & Ad Effectiveness, The ARF

1:30-1:50pm
Improving Mobile Creative through Great Insight
Peter Minnium – President, US, Ipsos Connect

1:50-2:15pm
Break

DEEP DIVE BREAKOUT SESSIONS – MOBILE QUALITY – FRAUD, BLOCKING, VIEWABILITY AND CONSUMER ENGAGEMENT

2:15-2:45pm
Making Mobile Listening More Insightful
Dave Vannette – Principal Research Strategist, Qualtrics

 
On the Road to Programmatic Out-of-Home
Dan Levi – CMO, Clear Channel Outdoor Americas
Andy Stevens – SVP, Research & Insights, Clear Channel Outdoor Americas

2:45-3:15pm
Evaluating Quality in Mobile Research Options
Michael Smith – Chief Product Officer & Director of Panel, MFour

 
Building Day Part Segments Using Location Data
Seamus McAteer – VP, New Ventures, Neustar

3:15-3:30pm
Break

MAIN CONFERENCE

3:40-4:00pm
Ad Blocking Explained by IBMs Watson
Tammy Luke – Senior Social Media Research Consultant, IBM
Anup Sharma – Analyst, Socia Media Insights, IBM

4:00-4:20pm
Maximizing Mobile Impact: The Importance of Identity
Audrey Thompson – Director, Data Science, Oracle Data Cloud

4:20-4:50pm
Panel Discussion: The Big Business of Mobile App Advertising
What’s driving mobile advertising revenues? It’s not your usual advertiser. In this session, our panelists will address what makes for effective mobile app advertising, and how all marketers can better maximize the ROI of their mobile app investments.
Moderated by: Barb Murrer, Senior Director, Global Marketplace Insights, Levi’s; ARF Board of Directors
Jehan Damji – Product Manager, Mobile Monetization, Facebook
Erica May – Director, Global Mobile Engagement & Acquisition, Electronic Arts
Marcus Pratt – VP, Insights & Technology, Mediasmith
Hannu Verkasalo – CEO, Verto Analytics

4:50-5:00pm
Day 1 Closing Remarks
Chris Bacon – EVP, Global Research Quality & Innovation, The ARF

5:00-6:00pm
Reception


Tuesday, November 15

9:00-9:30am
Mobile: Shaking Up the Shopper Journey
Naomi Grewal – Manager Consumer Insights, Facebook
Fernanda Alcantara – Consumer Insights Analyst, Facebook
Jason Boyd – Senior Research Director, GfK Shopper & Retailer Strategy

MAIN CONFERENCE

9:30-9:35am
Day 2 Opening Remarks
Chris Bacon – EVP, Global Research Quality & Innovation, The ARF

9:35-9:45pm
What we’ve learned – Mobile ROI Insights from The ARF’s How Advertising Works
Jasper Snyder – EVP, Research & Innovation: Cross-Platform & Media, The ARF

9:45-10:05am
Facebook Keynote – Cross-Channel Planning
Brad Smallwood, Vice President, Measurement and Insights, Facebook, ARF Board of Directors
Dave Morgan, Founder & CEO, Simulmedia; ARF Board of Directors

10:05-10:25am
The Ability of Mobility
Barbara Singer – VP, Advertising Insights, ESPN
Chris Barton – Director, VP, Advertising Insights, ESPN

10:25-10:45am
Twitter Keynote – Mobile Intercepting the Path to Purchase
Meghann Elrhoul – Research Manager, Twitter

10:45-11:00am
Break

DEEP DIVE BREAKOUT SESSIONS – OPTIMIZING MOBILE ROI AND THE CREATIVE MESSAGE

11:00-11:30am
Olympics, Sports, and the Second Screen
Rolfe Swinton – Co-Founder & CEO, RealityMine
Lindsey Rutter – Senior Research Director, NBCUniversal

 
Insights from Winning Mobile Marketing Campaigns: 2016 MMA Smarties Awards Analysis
Drew Lipner – Chief Client Officer, Agency & Media, Kantar MillwardBrown

11:30-12:00pm
How Does Mobile ROI Stack Up?
Leslie Wood – Chief Research Officer, Nielsen Catalina Solutions

 
Best Practices in Cross-Device & Cross-Channel Identity Measurement
Jane Clarke – CEO, Managing Director, CIMM; ARF Board of Directors

12:00-1:00pm
Lunch

DEEP DIVE BREAKOUT SESSIONS – MOBILE RESHAPES THE PATH TO PURCHASE

1:00-1:30pm
It Takes Two to Make a Thing Go Right:
Who & Where

Jennifer Pelino – VP, Omni Channel Media, 84.51°

 
Cross-Channel Reshapes the Shopper Path to Purchase
Elliott Waldron – VP, Placed

1:30-2:00pm
Mobile’s Role in Reshaping the Path-to-Purchase: A Panel Discussion
Moderated by: Anneka Gupta – Chief Product Officer, LiveRamp
Julie Bernard – CMO, VerveMobile

 
Mobile & Programmatic
Saqib Mausoof – EVP, Global Programmatic Insights, Cadreon

2:00-2:30pm
Break

MAIN CONFERENCE

2:30-2:50pm
Location@Waze: Reaching People On-the-go
Sara Hall – Commercialization Specialist, Google

2:50-3:10pm
Mobile: Remaking the Path to Purchase
Andrew Pancer – COO, dstillery

3:10-4:15pm
Special ARF Leadership Lab class – Leadership Impact, Influencing with Insights: a Panel Discussion
Learn how four industry luminaries got their start in the business and what they’ve learned along the way to help you take your seat in the C-suite. Joining us on our panel are:
Artie Bulgrin – SVP, Global Research & Analytics, ESPN; ARF Board of Directors
Jane Clarke – CEO & Managing Director, Coalition for Innovative Media Measurement (CIMM); ARF Board of Directors
Jed Meyer – EVP, Corporate Research, Univision Communications, Chair; ARF Board of Directors
Brad Smallwood – VP, Measurement & Insights, Facebook; ARF Board of Directors

4:15-4:30pm
Conference Closing Remarks
Chris Bacon – EVP, Global Research Quality & Innovation, The ARF

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