Mobile Marketing

Theme: Designing for Mobility

NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)


I. COCA-COLA WINS BY TAKING A "MOBILE-FIRST" APPROACH (9:45-10:45AM)
Coca-Cola is a leader in connecting mobile, desktop, and the real world. In this session, Tom Daly, Global Group Director, Mobile & Search – The Coca-Cola Company will share insights and best practices around how they design with the mobile-first consumer, whether it be millennials, moms, mobile wallets, and all other aspects of their marketing organization.

Speaker:
Tom Daly, Global Group Director, Mobile & Search  – The Coca-Cola Company


II. JETBLUE AIRWAYS ENHANCES TRAVEL EXPERIENCE THROUGH MOBILE (11:00-11:45AM)
It should come as no surprise that mobile has had a major influence on air travel. More airlines use mobile for travel services, commerce and marketing, as well as extending their brand through the medium. In this session, Chung Ng, Chief Experience Officer and Managing Partner – ROKKAN, and Bryan Le, Creative Director – ROKKAN will share how JetBlue has used mobile to not only engage with its customers, but also enhance the travel experience for the connected traveler. In addition, this session will include how to design and build a digital landscape for success and how to drive brand loyalty through mobile and social.

Speakers:
Chung Ng, Chief Experience Officer and Managing Partner – ROKKAN
Bryan Le, Creative Director – ROKKAN

III. BOT FRAUD – HOW SHOULD ADVERTISERS COMBAT THIS ISSUE? (11:45AM-12:30PM)
There are estimates that 25+% of money spent on digital advertising is wasted and much of that is “bot fraud” – sites with phony traffic that collect payments from advertisers through the intermediaries that aggregate space across many sites and resell the space for web publishers. Bot fraud affects display, video, and mobile advertising. ANA is in discussions with an outside company to conduct a test among ANA members to (a) identify/benchmark the percentage of bot fraud for each participant and (b) provide recommendations / best practices for advertisers to consider going forward. In this open discussion we would like to hear from participants how, if at all, they are currently dealing with bot fraud and also get reaction on the proposed test among ANA members.

Facilitator:
Bill Duggan, Group Executive Vice President – ANA


LUNCH (12:30-1:00PM)


IV. DESIGNING FOR MOBILE COMMERCE: MOBILE SHOPPING STRATEGIES (1:00-1:50PM)
Designing a mobile strategy can seem daunting, but it doesn't need to be. In this session, Duke Marr, Head of e-Commerce – R/GA and David Womack, Executive Creative Director – R/GA break down the barriers of mobile to show how brands can design mobile engagement, commerce, and retail integrations that drive business and build customer loyalty.

Speakers:
Duke Marr, Head of e-Commerce – R/GA
David Womack, Executive Creative Director – R/GA


V. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. In this session, we will discuss key takeaways from today's meeting and open the floor for ANA Mobile Marketing Committee members to suggest topics for future meetings.

Facilitator:
Meghan Medlock, Director, Conferences & Committees – ANA