By:Lidia Evita, Staff Writer for World Liberty TV
The Mobile Marketing Association (MMA) today announces the Mobile Video Leadership Forum: Sight, Sound and Storytelling, the first industry event focused on mobile video as the ultimate engagement and storytelling tool. Brands whose executives will be sharing their experiences include Choice Hotels, Dunkin’ Brands, Samsung, Target, The Coca-Cola Company and XO Group.
Mobile is quickly ascending as the dominant screen for video consumption. It’s nuanced and intimate and proven to yield impressive results for both direct response metrics (e.g., CTR or CTA) and indirect metrics (e.g., brand awareness or purchase intent). However, the formula for success is far more complicated than it is for a 30-second TV spot. This conference will address the opportunities mobile video offers marketers and provide best practices on creating customized, interactive brand experiences to get the best return on investment from the evolving medium.
“Video’s rich ability to convey sight and sound together with mobile’s intimacy and insights positions mobile video as one of the most effective storytelling vehicles in the marketer’s arsenal. Our SMoX research indicates that mobile video is more efficient than TV especially when applying best practices like multiple creatives and rotation,” stated Sheryl Daija, Chief Strategy Officer, MMA. “The cardinal rule is to understand the medium and context and to mold strategy around both. We’re thrilled to have so many impressive marketers on our line-up to present their success stories and inspire our audience with tangible and implementable strategies.”
The one-day event, programmed by marketers for marketers, will feature in-depth discussions of mobile video’s transformative role in the customer journey. Confirmed speakers to date include:
Opening Keynote: Kristi Argyilan, Senior Vice President, Media and Guest Engagement, Target
Julie Blanche, SVP/Group Account Director, DigitasLBi
Bruce Dincin, Senior Director, Media Strategy and Analytics, Choice Hotels
Jarrett Dube, Senior Director & Head of Creative Brand Marketing: VR/ Content/ Services/ Partnerships, Samsung
Kyle Lebet, Senior Connections Planning Manager, The Coca-Cola Company
Dhanusha Sivajee, EVP of Marketing, XO Group
Rahul Telang, Professor of Information Systems, Heinz College, Carnegie Mellon University
About the Mobile Marketing Association (MMA): The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem, including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and to advocate for mobile marketers. Additionally, MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.
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