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OMMA Agenda - Day 1

Monday, February 28
7:00 AM
Registration Opens
8:00 AM
Kickoff Speaker Networking Breakfast Location: Nob Hill C+D
9:00 AM
Welcome and Opening Remarks
9:15 AM
KEYNOTE: Meet the New Boss Location: Main Stage, Networking Pavilion
The world’s largest social network is now its third largest country, and the global population spends more than 112 billion minutes on social sites every day. What are they doing? Delivering messages. Creating content. Influencing each other. Isn’t that our job? The acceleration of social networks has done more to alter the media business than any other technology, discipline or phenomenon. Jack Klues surveys the situation and discusses how media practitioners can stay relevant and valuable to clients.
9:45 AM
PANEL: Can Madison Avenue Step Up to the Social Plate? Location: Main Stage, Networking Pavilion
When it comes to social media, is Madison Avenue repeating the mistakes experienced during the first stages of the digital revolution? That period was met with hyper fragmentation and the emergence of specialty agencies, which created a lot of market confusion (especially for clients, who in the end always want a simple, but effective solution). Some would say that history is repeating itself now with social media; witness the explosion of social media agencies, solutions and providers, and the confusion at big agencies about how best to tackle the opportunities and challenges presented by the burgeoning new market. Will this time be different? Can Madison Avenue step up to the social plate, or will clients be left to rue mistakes and wasted money/energy/resources if they bet on their ad agency partners?
10:30 AM
Coffee and Networking Break Location: Networking Pavilion
10:30 AM
Sponsor Workshops Location: Nob Hill C + D
10:30 AM
Sponsor Workshops Location: Nob Hill A
11:00 AM
Sponsor Workshops Location: Nob Hill B
11:30 AM
Track Sessions
11:30 AM
Yerba Buena Salon 3
PANEL: Is Online Video Too Expensive?
Yerba Buena Salon 4
PANEL: DSP or Not DSP: That Is The Question
Yerba Buena Salon 12
PANEL: Making Money Off of Shared Content
Yerba Buena Salon 13
PANEL: This Time, It’s Personal: Super-Charging CRM with Mobile
Nob Hill C+D
PRESENTATION: What Becomes of Search Marketing In A World of Mobile, Tablet and TV Apps?
12:15 PM
A Brisk Case Study: The Super Bowl, Eminem and Influence
PRESENTATION: Display Trends from 2010, Applied to 2011
PANEL: Finding and Leveraging the Right Consumers for Your Brand
PANEL: After the iAd: Finding Reach and Results in Mobile Rich Media
PANEL: Is Email Still Relevant, and Does All This Data Even Apply?
1:00 PM
Lunch Location: Networking Pavilion
1:00 PM
Speaker Networking Lunch Location: Nob Hill C+D
1:45 PM
KEYNOTE: The Platform Wars and Mobile Disruption Location: Main Stage, Networking Pavilion
Platform focus has been a conundrum for years for marketers. Today’s debate has evolved to include Android vs. iOS not to mention Blackberry, Windows Phone, Symbian, Java and the Mobile Web. At the same time, the number of mobile phones has surpassed the number of PC’s, transforming the way people access and consume information. Steve Horowitz, who led the engineering team for Google’s development of the Android platform and now is CTO of, gives us his unique perspective on how the platforms are evolving in our increasingly mobile society.
2:15 PM
KEYNOTE: This Time It’s Personal: Lessons Learned on Mobile, and What It All MeansLocation: Main Stage, Networking Pavilion
Mobile is everywhere, and now it’s also the year of the tablet. It can be difficult to stay ahead of the innovation and technology becoming available at amazing speeds. Mike Kelly explains the state of the mobile industry from his perspective as CEO of a leading publisher in the mobile industry. We must strive to stay ahead of what consumers want, what advertisers need, and what publishers can do. Consumers are moving in droves to the mobile screen, but before we can ask ‘what’s next?’, we must take a moment to review lessons learned and describe the impact on the world of media and marketing as we know it.
2:45 PM
PANEL: Can Advertisers and Publishers Keep Pace with the Mobile Shift? Location: Main Stage, Networking Pavilion
The movement of eyeballs to mobile content seems to be ahead even of the publishers and advertisers ability to leverage it. Categories like social, search, sports, weather are starting to see significant shares of their overall digital activity now come from mobile devices rather than the desktop. It is time to start asking how this shift affects their whole business - both content creation and the models for monetizing. Is the center of gravity in digital content going to shift to mobile and how will that change what some of these companies and their business models are doing online?  The Web may not be ‘dead’ as Chris Anderson argues, but surely it is cracking into many dispersed pieces.
3:30 PM
Coffee and Networking Break Location: Networking Pavilion
3:30 PM
Sponsor Workshops Location: Nob Hill A
3:30 PM
Sponsor Workshops Location: Nob Hill B
4:00 PM
Afternoon Tracks
4:00 PM
Yerba Buena Salon 3
PANEL: Targeting Technologies Come to Video; Who Wins?
Yerba Buena Salon 4
PANEL: The New Frontier; Using Shopping Marketing Behavior To Drive Actionable Display Marketing
Yerba Buena Salon 12
Q&A: Using the Newest Media Tools to Build Brands
Yerba Buena Salon 13
PANEL: Speaking the New Language of Smartphone/Tablet Apps
Nobb Hill C+D
PRESENTATION: Winning Search Optimization Strategies for Video
4:45 PM
PANEL: Mobility: Video’s Next Big Thing?
PANEL: The Hub & Spoke Effect; Monetizing Syndicated Content From A Central Publisher
Q&A: When Will Social Media Actually Make Money? (And How?)
PANEL: From App to Text and Back Again: Baking the Right Mobile Mix
PANEL: Unlocking Email Relevance and Revenue with Triggered Messaging
5:30 PM
Appy Awards Cocktail Party Location: Networking Pavilion

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