Forum 2013, New Yorkillustrated by ImageThink

Closing the Loopon the Path to Purchase

MXM Mobile: the world’s most established mobile agency

Established in 2001, MXM Mobile (formerly, The Hyperfactory) is one of the most experienced, full-service mobile agencies in the world. We have the scale and know-how to make mobile work for big brands. We provide content-powered engaged for today’s hyperconnected world.

We believe that mobility goes further than mobile; mobility is about connecting whenever, wherever and whomever. Over the past few years, being or doing “mobile” was good enough. Now, to be successful, brands mobile efforts must extend beyond handsets, operating systems, apps and mobile web sites.

We’re excited to be leading this next phase in the evolution of mobile and to have been a part of this year’s New York MMA Forum. Nowhere is this change in mobile marketing more evident than at one of the industry’s premiere events.

Day 1

MMA Presents: Mobile Economic Impact Study

The MMA Forum opened with the unveiling of the first objective of, and comprehensive overview of U.S. economic performance across, the mobile marketing industry. With research conducted by mLightenment, the MMA Mobile Marketing Economic Impact Study reviews mobile’s sales impact, employment generated by the mobile industry, mobile marketing expenditure, as well as other critical insights that illustrate mobile’s influence on the U.S. economy and marketing landscape—and that influence is transformative. Download the study at www.mmaglobal.com/whitepaper/mobile-economic-impact-study.

Presented by:• Greg Stuart, Global Chief Executive Officer, Mobile Marketing Association• Joseph Plummer, Adjunct Professor of Marketing, Columbia University

The Mobile Revolution

The path to purchase is not linear, but you can still direct the journey via mobile. Matt shared how top brands are changing the way they engage consumers, providing a holistic experience across digital and in-store experiences. Mobile, the ultimate communication tool, allows us to connect these meaningful touch points to inspire consumers on their paths to purchase.

Presented by: Matt Wise, Chief Executive Officer, ePrize

Bridging the POS Gap Between Mobile and Retailers

Apple’s Passbook, technologies like NFC and advances in digital redemption are bringing mobile rewards and point of sale success closer than ever before. The next transaction hubs for consumers are their phones. Understanding and catering to consumers’ online-to-offline engagements provides a huge opportunity for mobile marketers to drive user engagement. We believe it’s important to stop focusing on screen size and start realizing the potential of mobile as the best device for in-store redemption.

Presented by:• Brian Wong, Co-Founder and Chief Executive Officer, Kiip• Gabriel Cheng, Media Director, M&C Saatchi Mobile

ROI of Activity: Where Context Meets Engagement

Mobile marketing’s opportunity is to think beyond the status quo—to really take users into account and understand what they are doing—because mobile is the most personal of all devices. Mobile provides unique opportunities to leverage people’s activities through data, insights and creativity to drive ad engagement for leading brands, in context, moving from just targeting the “who” to the “how” and “when” as well.

Presented by:• Yale Cohen, Vice President, Activation, Zenith• Chris Cunningham, Co-founder and Chief Executive Officer, appsavvy• Robert Tas, Managing Director, Head, Digital Marketing, JP Morgan Chase

Putting the Puzzle Pieces Together: How Strategy, Data, Creative and Media Come Together to Deliver Measurable Results

Together, the marketer, creative agency, publisher and data platform provider give us a 360-degree view of the entire process of engaging consumers throughout the path to purchase to drive measureable results. With today’s richer, more native, creative capabilities, we can reimagine editorial, increase consumer value and deliver new ad solutions that enhance the entire user experience—ultimately leading to audience growth.

Presented by:•  Cyrus Beagley, SVP and Group General Manager, Advertising Sales and Marketing, Time Inc.• Chia Chen, Senior Vice President and North American Mobile Practice Lead. Digitas• Tony Jackson, Director, Digital Marketing, Sprint• Dan Polk, Head, Mobile Advertising, Pinsight Media+, Sprint New Ventures

Mobile Wallets Redefined and the Impact of Apple’s Passbook

Passbook has redefined mobile payment, but Apple is not the first, nor the last, to enter this market. Though Google, Samsung, Blackberry, ISIS and mobile operators all have fingers in the mobile wallet pie, Passbook is the first solution to address the broader non-payments value proposition, combining time, location and interaction to create more relevant offers. Early adopters have proven that Passbook drives engagement and foot traffic that leads to actual sales; consumers see passes as assets and Passbook as a trusted platform. As with all mobile implementations, marketers can win big by focusing on the experience, informed by data.

Presented by:• Steve Ibach, Vice President, Digital Partnerships, Inmar• Jack Philbin, Co-founder, President and Chief Executive Officer, Vibes• Catherine Tabor, Chief Executive Officer, Sparkfly• Anne Zybowski, Vice President, Retail Insights, Kantar Retail

Tablets Rising: A Collaborative Study on the Future of Tablet Advertising

An interactive, data-rich account of unprecedented research into the tablet advertising landscape. Based on 14 months of testing that reached 20 million users, VivaKi’s The Pool: The Tablet Lane reveals best practices and key findings for ads on the revolutionary medium.

Presented by: Beth Doyle, Vice President, Innovations Director, VivaKi

Closing Keynote: The Power of Mobile Innovation For Brands

Anheuser-Busch InBev believes in mobile and has a broad, global view of its positive impact on the bottom line and its ability to provide its customers with rich, lasting, brand-engaging experiences. AB InBev’s innovative approach to mobile marketing is all about testing and learning with technologies and ultimately focusing on enhancing and adding value to the inherently social activity of beer drinking. What works? Mobile platform approaches that give users reasons to re-engage and build on the brand values, like MXM Mobile’s app for AB InBev, iLoveBeer: Zythology.

Presented by: Winston Wang, Global Directory, Strategic Innovation, Anheuser-Busch InBev

The day according to Twitter

Day 2

Mobile’s Varied Role in the Consumer Path to Purchase

Today, four out of five consumers use mobile devices for shopping-related purposes. For marketers, reaching them at the right place and time requires understanding and targeted strategies. Mobile’s role in the purchase path varies widely based on differing consumer needs, usage location and even by business category. Speakers from Nielsen and xAd provided an exclusive peek at the key findings from their latest research that uncovers mobile usage differences and similarities in some of the fastest-growing mobile categories—as well as specific findings related to smartphone vs. tablet usage behaviors.

Presented by:• David Gill, Vice President, Mobile Media and Marketing, Nielsen• Monica Ho, Vice President, Marketing, xAd

Fans First—How Rovio Catapulted From Mobile Game Company to Global Media Brand

How did a small mobile games developer from Finland create an undeniable global cultural phenomenon? From the beginning, Rovio, best known for its Angry Birds franchise, had a motto that has proven to be a winning success strategy: “Fans First”. This concept has grown well beyond a motto and is now woven into the very fabric of the company. From a massive media network to consumer products, games, animation, publishing and activity parks divisions, Rovio’s “Fans First” approach has enabled it to continue to surprise and delight an ever-growing fan base worldwide.

Moderated by: Erin (Mack) Mckelvey, Founder and Chief Executive Officer, SalientMGFireside chat with: Michele Tobin, Vice President, Brand Ad Partnerships and Advertising, Americas, Rovio

Harnessing the Power of Mobile Advertising in the Era of Redefined Relevance

What makes an enormous consumer brand like AT&T successful in mobile? Above all else, it is a deep understanding of the space, and the recognition that you can use mobile to reach consumers in ways that are not possible through any other medium. Advertising relevance is being redefined in the palm of our hands, in a new “mobile-first” world. Mobile can not only enhance, but drive, media campaign decisions.

Presented by:• Alla Lamborghini, Regional Vice President, Sales, Millennial Media• Julia Plourde, Director, Digital Media, AT&T

15.  Mobile Marketing: Demographics are Dead

With today’s technological advancements, advertisers are able to identify purchase behavior and use data to get the right message to the right person at the right time. Consumer adoption of smartphones—and their willingness to browse, shop and purchase items on them—is forcing marketers to give media targeting a second thought. We are now in a world where we are able to instantly influence Martha-Mom-of-3, who just bought hazelnut coffee at her local grocery store, by targeting her with a specific ad for creamer or filters. It’s time to forget demographic targeting when it comes to mobile media and focus on the context.

Moderator: Sarah Fay, Former Chief Executive Officer, Aegis Media North AmericaPanelists:• B. Bonin Bough Vice President, Global Media and Consumer Engagement, Mondelēz International• Todd Morris, Executive Vice President, Mobile and Marketing, Catalina• Angela Steele, Chief Executive Officer, Ansible

Four Critical Insights For Connecting with Today’s Shopper

Six in 10 shoppers own smartphones and can connect with extensive branded content while shopping. To drive shopper engagement, marketers must understand and address shoppers’ most important everyday needs. Based on the BrandSpark North American Shopper Study of 175,000 shoppers, there are four critical needs that drive engagement: value, convenience, health and keeping up with the “new”.

Presented by: Robert Levy, President and Chief Executive Officer, BrandSpark International and Best New Product Awards

Mobile, Social, Ambient: M-Commerce and the New Customer Journey

The customer journey used to be relatively linear. But widespread smart device adoption has transformed it into a complex maze of online and offline activities that occur along parallel paths. Drawing on insights from their new book, Mobile Marketing: An Hour a Day, Rachel Pasqua and Noah Elkin explored leveraging mobile to improve the in-store experience, mobile CRM tactics to keep customers loyal and engaged, and more.

Presented by:• Noah Elkin, Principal Analyst, eMarketer• Rachel Pasqua, Vice President, Mobile, iCrossing

Understanding Consumers Paths to Purchase in a New, Multi-screen World

People are constantly connected and moving from one device to another to communicate, shop and stay entertained. While new devices (such as smartphones, tablets, mini tablets) proliferate, we’re no longer seeing a linear path to purchase that ends with an e-commerce purchase on the same screen. In a multi-screen world, multi-device marketing makes for a seamless consumer connection.

Presented by: Tim Reis, Head, Mobile and Social Solutions, Americas, Google

Reinventing Retail

The point of engagement and the point of transaction have never been closer with mobile now playing a key role in facilitating and completing transactions. Mobile enables the always-on socialization happening on devices—including time spent in store. Retailers must adapt and embrace modern consumer behavior to ensure they not only survive, but thrive, in this post-digital economy fueled by social flow and reflex. There are many roles of mobile in Macy’s approach to omnichannel retailing. And it takes the collaboration of brand, agencies, media owners and technology companies to develop everywhere-communications and commerce platforms that fulfill the brand promise and deliver mobile utility, service and entertainment in store and in the everyday lives of consumers.

Presented by:• Jennifer Kasper, Group Vice President, Digital, New Media and Multicultural Marketing, Macy’s• Jason Newport, Senior Vice President, Mobile Strategy, Carat

Mobile Through the Panoramic Looking Glass: Preparing Yourself for 2023

Mobile is a moving target and, if you take too narrow a view, you’ll miss the trends that will materially affect the potential for your business. The convergence of media, advertising, commerce, augmented reality and so much more will fundamentally change the landscape of marketing and business, globally—the future is mobile.

Presented by: Tomi T. Ahonen, author, consultant and motivational speaker

The day according to Twitter

The world’s most established mobile agency has just been reestablished.

Introducing MXM Mobile, part of Meredith Xcelerated Marketing.

Since 2001, The Hyperfactory has delivered innovative mobile solutions for the world’s leading brands. Now, as MXM Mobile, we go beyond the device to keep brands and consumers connected.

Established in 2001. Reestablished everyday since.Leave no people behind. Contact Doug Rozen at 212.574.6512 or douglas.rozen@mxm.com.