Meeting Details

The How & Who of Mobile Advertising

It’s just different in mobile. If your message isn’t hyper-relevant then it can be hyper annoying (and who wants that!). Data from mobile apps help you target customers in radically new ways, but there are pitfalls.

On Tuesday, December 10, the Advertising Research Foundation is proud to host an in-depth discussion about achieving business impact through mobile advertising. Learn the “dos” and “don’ts” of what constitutes effective content, segmentation insights, as well as monetization strategies.

Join over 50 ARF members—insights and mobile leaders—from leading advertising, media, agency, and research companies for an experiential afternoon at the beautiful Fernbank Museum of Natural History in Atlanta.

Tuesday, December 10, 2013
2:00–5:30pm: Presentation
5:30–6:30pm: Cocktail Reception

Fernbank Museum of Natural History
767 Clifton Rd NE, Atlanta, GA
*Museum ticket included with registration—arrive early to view the exhibits.

Thank you to our sponsors:




Jack Wakshlag – Chief Research Officer, Turner Broadcasting System, Inc.

Introduction & Overview
Gayle Fuguitt – CEO and President, ARF
Peter Orban – EVP, Research & Innovation: Mobile & Social, ARF

Driving Mobile Brand Loyalty
How do brands use mobile advertising to build brand love? How do you implement reciprocity and rules of exchange in mobile? Learn how to be a servant to your customers, not a vampire.
Joline McGoldrick – Director, Research, Millward Brown Digital


Relevant Reach
Because consumers are selective about what apps they use, app usage is one of the strongest indicators of consumer interests. Hear how Flurry powers advanced audience segmentation based on real consumer interests and how this is impacting businesses.
Mary Ellen Gordon – Director, Industry Insights & Analysis, Flurry

Team Sessions
In these concurrent sessions you will put your learning into tangible takeaways. As teams you will generate a checklist and best practices for creating mobile content and the most effective targeting measures.

Team Sessions Roundup
Team moderators recap conversations and share results.
Mary Ellen Gordon – Director, Industry Insights & Analysis, Flurry
Joline McGoldrick – Director, Research, Millward Brown Digital
Lenny Murphy – Chief Editor & Principal Consultant, GreenBook

Mobile: Same Story or Different Beast?
While the form factor and technology may be different, is mobile marketing and measurement be sufficiently similar to desktop digital to be considered largely the same?  Or, can we learn from mistakes made as desktop advertising evolved to ensure we make the most of the massive shift that's underway in consumer behavior?  The answer is probably a bit of both.
Graham Mudd – Director, Advertising Measurement, Facebook

Closing Remarks

Cocktail Reception


The How & Who of Mobile Advertising
December 10, 2013


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