Welcome coffee from 9.30

10.00

SESSION 1

The starting point: Why go mobile?

Moderator: Theo Blanco, CEO at Riksmedia Sverige AB, Sweden

1) Because mobile is the future: Global trends in mobile advertising 

• Where the money is made at the moment (what category of ads)
• Where does the journey go

Andrew Martin, Director of Corporate Development, Borrell Associates, Canada

2) Because we make money from mobile

• Mobile devices as marketing tools
• Development of number of users – and revenue
• What successful mobile advertising looks like
• Future investments in the mobile ad business

Tor Jacobsen, Managing Director, VG Mobile, Schibsted, Norway 

3) Because the customer wants mobile: Integrating the customer’s wishes into the advertising strategy

• Who is the customer: advertiser & reader
• From passiv to active 
• Examples of profitable mobile strategies

Claudia Trimde, CEO and founder, City deluxe, Spain

11.30 Coffee break

12.00

SESSION 2

The way to success: Technology shaping the landscape

What is possible - what brings you money?

• Case studies of Germanys biggest media agency
• Innovative technologies at one glance:

1. Targeting/ SoLoMo
2. Mobile websites
3. QR/2D barcodes
4. Augmented reality - increase interactivity
5. Social media: use generated content as a basis for advertising

Steffen Krabbenhøft, Head of Mobile EMEA, MEDIACOM MOBILE, Denmark

13.00 Business lunch

14.00

SESSION 3

The  goal: Multimedia sales force selling multimedia packages

Integrating mobile into the 360° advertising sales strategy

• Our mobile portfolio
• How we make money from mobile: Get good prices for high quality campaigns
• Cross media approaches: enriching mobile campaigns with other platforms

Simone Loesch, Head of Mobile Marketing, Axel Springer Media Impact

Organization of the sales team and selling process

Abba Newbery, Director of Advertising Strategy, News International, UK

Working together with the customer: A campaign from idea to success  

• What we expect from the publisher - More than an ad!
• Finding the right partner for the cross selling
• Developement of an iPhone App for branding together with the publisher
• Organizing the project 

Thierry Vial, General Manager, Inédit Publications SA Verlag,

Michèle Cassani, Responsable communication et presse and

Christophe Leyvraz, Directeur Comptoir Suisse

MCH Beaulieu Lausanne SA, Suisse

Summary and discussion: Success factors in mobile advertising

 End of the conference at 17.00