Deer Valley Summit

Jun 7 - 9, 2015 / Stein Eriksen Lodge

Still focusing on campaigns? Shouldn't you be thinking of brand objectives?

It is time to stop thinking about mobile as a series of one off campaigns and start looking at the bigger picture. This summit will bring together brand, agency, media, & tech executives for 2.5 days of discussion, sharing, networking, and learning. You will walk away with the tools necessary to meet your brand's objectives.

The future of mobile is expanding. Brands and agencies are embracing a longer view approach to mobility.  While media and apps were once at the forefront, now they are a device to achieve something greater. Mobile marketing used to create distance between brands and consumers and now it is creating a better product. Nike+ creates demand for its apparel, more importantly, it creates a healthier lifestyle. Pizza Hut & Visa’s automotive in dash ordering allows busy parents to order on the go. These are tools that solve every day problems.  The ubiquity of mobile means there is no distinction between marketing and product.

Mobilenomics, a 2.5 day invitation only Summit, brings together senior brand, agency, media and technology executives to drive mobile forward through education and connections made at the event.  Participation is limited to 200 leaders ensuring only decision makers are in the room.  Content is driven by VMA’s board of advisors as well as brand and agency partners.  Their goal is to lift transactional barriers in the marketplace and share emerging mobile solutions.

Mobilenomics will address the essential aspects of mobile media, including:

  • Video
  • Apps
  • Programmatic
  • Social
  • In-store
  • Geo-Fencing
  • Beacons
  • Data, Analytics and Attribution
  • Consumer Research
  • Wearable Media

View the full agenda

- Speakers -

- The Venue -

- Participating Marketers -

7:00 pm - 9:30 pm

Opening Reception

6:30 am - 8:15 am

Active Networking: Hike Bald Mountain

Start your day with an exhilarating hike up the beautiful Bald Mountain. It will be a great way to start the day and network with other Mobilenomics participants and work up an appetite for the pancake breakfast that awaits post-hike!

Hiking beautiful Bald Eagle Mountain

8:15 am - 9:15 am

Pancake Breakfast

10:00 am - 10:30 am

Co-Hosts Day 1 Kick-Off

Co-Hosts, Tom Daly and Angela Steele will frame the Mobilenomics themes and discussions in this informative and insightful co-presentation. They will address how marketers need to evolve the way they approach Mobile from campaign/novelty to strategic brand objectives

Tom Daly has been a member of The Coca-Cola Company’s Global Connections team since joining the company in 2005. He currently leads the company’s worldwide strategy for mobile marketing. During that time, he has collaborated with internal and external teams across the globe to deliver many of the company’s highest profile online initiatives.

Angela Steele is the Chief Executive Officer of Ansible, the full service mobile agency of IPG Mediabrands. In this role, she is charged with leading the agency’s strategy, analytics, creative, technology and media capabilities globally, as well as advising Ansible clients on their mobile marketing strategies. Angela currently steers mobile category leadership for some of the world’s largest brands, including Johnson & Johnson, Kia, Microsoft, Intuit, Intel and Wells Fargo. Under her leadership, Ansible has won top honors at several global advertising events, including a Silver Mobile Lion, and awards from IAB MIXX and the MMA Smarties.

10:30 am - 10:55 am

Creative Showcase

Eric Weisberg will showcase his favorite mobile executions, sharing examples from apps, mobile web and mobile video. Rather than analyze his own work, he will be showing off work from a variety of verticals. The focus of the showcase will not just be to show cool executions, instead it will dive into how creative is harnessing mobility to solve for brand objectives.

10:55 am - 11:15 am

Beacons and Drones, the Next Experiential Digital Execution

Beacons are a new addition to the constant evolution in media consumption, and consumer interaction. This session will involve a drone beacon push notification demo and real world application in leveraging and expanding campaigns. Join us as CEO, Doug Robinson, of FreshDigitalGroup shares insights on using drones as a push notification vehicle and content takeaway for consumers. Additionally, he will walk us through the anatomy of a campaign. With a higher understanding of location-based technology working to drive path to purchase, this real world platform allows brands to execute effectively in this space, while tracking the success rate of every single interaction along the way.

11:15 am - 11:30 am

Break

11:30 am - 11:45 am

Brand Apps: Creating Utility that is Actually Useful

Smartphones are now a key part of the life of over 2 billion users worldwide and connected with 80% of your average American consumer for over 3 hours per day. In this session, we will discuss how it is now key for all digital and mobile marketers today to embrace a new approach of "product as a service" and new metrics to measure their efforts to engage with the fast growing audience of “mobile-first” consumers.

Through examples of large brands like Walgreens, McDonalds, Nike or Toyota, you will learn how to use key market data insights on downloads and revenues to pitch for your mobile budget to grow, to know your potential audience and how to appeal to them and finally understanding how you can track actual usage data and ROI to switch from a “fire and forget” marketing to a sustained partnership with your consumer.

11:45 am - 12:15 pm

Fireside Chat: Intel & The Mobile First Native vs. Programmatic Struggle

Join Intel's Julie Keshmiry as she delves into Intel's approach to mobile media planning and buying. Julie's mobile challenge: striving for a balance between leveraging custom creative that enhances and speaks to the mobile experience with a need to reach audiences at scale through the efficiency that programmatic brings. 

There are countless mobile-specific executions that take advantage of the platform's unique capabilities from creative to targeting, data and more. As we move into a programmatic-first planning mindset, how do we find a balance between the desire for efficiency and the importance of mobile-first executions?

We'll learn how Intel approaches the mobile planning process as an ingredient brand and how they prioritize new partners and opportunities for content creation and distribution.

12:15 pm - 1:30 pm

Buyer Lunch & Sponsor Presentations

Closed door presentations from major mobile partners, publishers, and cross-platform technology providers exclusive to brand and agency attendees. Hear case studies, exclusive research, and early industry announcements, and get a look at the latest mobile approaches by today’s leading media companies. (Mandatory for brand and agency attendees)

12:15 pm - 1:30 pm

Seller Lunch

1:30 pm - 3:00 pm

Roundtables

1:30 pm - 3:00 pm

Roundtable A: Reach vs. Connections

From SnapChat to Shazam, sponsored content to homepage takeovers and application development to strategic integration, brands and agencies are forced to prioritize the importance between scale/volume/eyeballs and loyalty/connections/engagement. How do marketers balance niche executions with a limited audience to broad takeovers with little engagement?

1:30 pm - 3:00 pm

Roundtable B: Reach vs. Connections

From SnapChat to Shazam, sponsored content to homepage takeovers and application development to strategic integration, brands and agencies are forced to prioritize the importance between scale/volume/eyeballs and loyalty/connections/engagement. How do marketers balance niche executions with a limited audience to broad takeovers with little engagement?

1:30 pm - 3:00 pm

Roundtable C: Prioritizing Opportunities in Mobile

Mobile marketing creates more dynamic opportunities to engage with consumers than any other medium. It provides powerful means of one on one communication, some of which are truly unique to mobile. One of those is location based marketing. The practice of using location data has evolved over the years to the point that the value goes well beyond just driving in store traffic. Location data, current and historical, serves the marketing interest of brands beyond retail. We’ll take a look at what is driving the growth across the market and discuss the maturity of the category in general. Will the industry see standardization come into play to help define what truly qualifies as location data? Will brands call on more transparency, giving first party data the clear advantage? All of these topics and more will be discussed as well take a deep dive into the subject of location based marketing and all of the elements that make it one of the most relevant means to engage with consumers across mobile.

4:00 pm - 5:30 pm

Local Microbrew Beer Tasting & Massage Chairs

6:00 pm - 7:30 pm

Cocktail Reception

7:30 pm - 9:00 pm

Dinner

8:30 am - 9:30 am

Breakfast

9:30 am - 9:40 am

Co-Hosts Day 2 Kick-Off

Co-Hosts Tom Daly and Angela Steele will provide their take on the previous day of sessions and discussions and set the stage for Day 2.

9:40 am - 10:00 am

The Future of Mobile: Opt-in Advertising

Mobile is a real problem for many brands and agencies. On mobile, content is shorter and simpler, and advertisers have to find their way around new platforms in order to reach consumers. A one-size-fits-all strategy doesn’t work, and neither do old desktop formats, like banners or pop-up ads. So what does?

In this session, Kik Co-Founder and CTO Chris Best will discuss how apps like WeChat, Line, and Kik are connecting brands with consumers in a true one-to-one setting, offering more intimate engagement opportunities than are found in traditional social media channels. Chris will draw on real-life examples from the publishing, retail and film industries, illustrating why opt-in advertising is the future of mobile.

10:00 am - 10:20 am

Paid and Earned Social Media: Building a Mobile Strategy that Drives Sales

The mobile/social market is shifting to programmatic as marketers are finding increased efficiency when buying social inventory. With robust platforms like Facebook and Twitter the need for granularity is essential. Learn the ins and outs of paid social and programmatic from Tim Villanueva, Director of Media at Fetch, who works directly with pioneering digital brands such as Uber, Expedia and Stubhub.

10:20 am - 10:40 am

SMoX: MasterCard, Walmart, AT&T and Coca-Cola Know Something about Mobile that You Don’t!

Based on $2 million dollars to conduct actual in-market studies on the impact of mobile relative to the rest of the marketing mix with these four major brands, we now know for the first time, the real communications and business value of Mobile. Fact based, irrefutable data! First seen in limited release to MMA members just 6 weeks ago, this will be shared at Mobile-nomics, the first U.S. event outside of the MMA. Known as SMoX, this is the most important research the mobile industry will ever do.

Our speaker is Greg Stuart, CEO of the MMA (Mobile Marketing Association), a global trade group of over 800 corporate members including P&G, Coca Cola Co., Dunkin’ Brands, Unilever, Facebook, Google and more; and co-author of What Sticks, the ground-breaking book for marketers that missed the boat on Internet advertising.

10:40 am - 11:00 am

Citi & Razorfish: How and why consumer-first trumps mobile-first

Any modern marketer must seek to reach and engage their audience on mobile devices. But what is the best way to do that? What role does mobile play in the media mix? Should it be planned in a silo as a discrete channel or integrated holistically into the plan? How do you get the metrics to align with other channels? These and other questions keep a lot of us up at night. Razorfish and Citi don’t have all the answers, but we do have a point of view. We’ll share our thoughts on the space and discuss how, together, we have developed an approach that puts the consumer first and delivers maximum results across a variety of mobile tactics.

11:00 am - 11:15 am

Break

11:15 am - 12:15 pm

Seller-Only Session: Big Political Ad Spends Are Upon Us; Are You Ready?

The numbers being thrown out are impressive — $12 billion overall, $900 million from the Kochs alone, and a 500% increase in digital media’s share. Regardless of the numbers, all seasoned observers agree: 2016 Political Advertising will see unprecedented spending. What is your strategy for going after those dollars? This session will cover recent history of political advertising by medium including case studies of races with outside spending that presented multiple ad budgets. We will then dive into a comprehensive overview of where major advertising can be found moving forward and the best strategies sales organizations should deploy for success.

11:15 am - 12:15 pm

Sponsor Presentations

12:15 pm - 1:15 pm

Lunch

1:45 pm - 2:00 pm

Break

2:00 pm - 2:15 pm

The Future of Mobile is Now

Billions of handsets. Billions of dollars. Billions of users. Despite that massive scale, the mobile universe is still in its relative infancy with tremendous room for growth.  Brent Marcus, VP of Strategy and Innovation at SciFutures, a foresight and innovation consultancy, will help map the ongoing mobile evolution. He’ll give a peek into the future that will help brands avoid disruption and identify early opportunities. From enhanced networks and materials to mixed reality and the Internet of Things, we’ll look at the ways marketers in the not-so-distant future can take advantage of significantly enhanced mobile world...we’re talking science fact, not science fiction.

2:15 pm - 2:30 pm

The Future of Shopping: Why Marketers Need to Rethink Consumer Interaction Now

The lines between brick and mortar, e-commerce and m-commerce are blurring at a staggering rate. New technologies continue to revolutionize how the customer and brand interact. Mobile devices have changed the game, and there is no putting that genie back in the bottle. The last few years have seen the rise of showrooming, beacons, and mobile payments. While consumers continue to become more mobile, the next few years will see further expansion of in-store smartphone use, in addition to augmented reality, virtual showrooms and hyper-personalization. Marketers need to throw out the phrase: “That’s the way we’ve always done it,” and reimagine how they will interact with these increasingly mobile consumers in the future. Those clinging to the good ole’ days are about to be left in the dust. This session will investigate these changes through proprietary GroupM research and industry sources, uncovering brand opportunities along the way.

2:30 pm - 3:10 pm

Mobile Innovation & Data Driven Planning, The Ultimate Balancing Act

Using the QSR category as a case study, Amanda Plotkin from OMD and Sara Snyder from InMobi discuss the tension and tradeoffs required to create high-ROI mobile advertising that engages the right consumers through a cluttered environment of data and devices. Takeaways include how insights from this example can be applied to additional brand challenges and verticals.

Stein Eriksen Lodge

7700 Stein Way
Park City, UT 84060

Best Hotel in Park City

Stein Eriksen Lodge Deer Valley, named the Best Ski Hotel in the World, is the place to enjoy legendary services and accommodations, as well as skiing and recreation. At Utah’s only Forbes Five-Star, AAA Five-Diamond hotel, guests enjoy ski-in/ski-out access to Deer Valley Resort, Forbes Four Star dining, and a Forbes Five-Star 23,000-square-foot spa, making Stein a premiere year-round resort destination.