Brands converge at Mobile Summit to trade secrets about how to grow on mobile

Mobile Summit is just around the corner and we have gathered top-tier executives from well-known brands to join us for debate, discussion, and networking.

It’s why the Mobile Summit is one of the most valuable annual events for senior executives faced with a mobile-first world. On Feb 23 and 24, some 180 leading executives will convene at the intimate setting of Cavallo Point (just north of the Golden Gate Bridge) and demystify the most essential issues and challenges around achieving growth on mobile. Together, we’ll share the most current knowledge and practices from those on the leading edge.

(It’s an invite-only event for senior-level brand and tech executives: if you’re interested in applying, click here.)

We have executives from a host of leading companies contributing to the debate, including Google, Lyft, American Eagle, Hilton, Clorox, Zillow, Spotify, Hallmark, NY Times, Parse-Facebook, Visa, Expedia, Office Depot, TOMS Shoes, and many more.

Here is a peek at some of the exciting sessions we have added to the line-up recently.

The future is rich advertising: Video advertising on mobile finally clicks

The kind of simple advertising (offered by Google) may soon wither away, according to some analysts. In the highly competitive market of ride-sharing, Lyft has to maintain constant growth while grabbing new users’ attention in a more engaging way. The innovative pink mustache caught everybody’s eye and allowed them to standout amongst their more “traditional” competitors. But now mobile video advertising also provides them with a cool edge. Lyft’s CMO Kira Wampler and Vungle’s CEO Zain Jaffer talk with “sharing economy” guru Jeremiah Owyang about how to deliver reach, relevance, and richness through video advertising — while acquiring new users at the right price.

Whether you’re an all-digital business, or bricks and mortar, it’s about “attribution,” stupid!

It’s inescapable. Marketing is increasingly a technical discipline. Data and algorithms allow us to scale up the reach while refining targeting and personalization. But most brands are selling products that can’t be instrumented as easily as a digital product, especially after purchase. Ashu Garg of Foundation Capital will talk with Doug Miliken, VP, Global Brand Development, Clorox, Jeremy Wacksman, VP, Marketing & Product, Zillow about the challenges facing both traditional and digital brands. How can CPG brands monitor digital attribution the way mobile-first businesses do? And should they?  Can a strictly digital brand like Zillow learn a few new tricks from an old dog like Clorox?

Why you need context for better, more lucrative ads

Spotify is a pioneer in the on-demand music streaming revolution. Connectivity is everywhere and data plans are more affordable letting publishing platforms like Spotify leverage more signals to model their user’s behavior. Users love tailored experiences and advertisers love to know more about their audience’s habits. Always-on allows them to deliver on both. Big brands have advertised through traditional radio content for decades.  Brian Benedik, VP, North America Ad Sales, Spotify & Harry McCracken, Technology Editor, FastCompany explore traditional brands realizing the huge benefits mobile platforms have to offer and they are putting their money where their mouth is.

We look forward to seeing you at Mobile Summit!

The Mobile Summit is taking place February 23 and 24 at Cavallo Point Lodge just north of San Francisco’s Golden Gate Bridge. Fill out an application to attend.

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Thanks to the following industry leaders for supporting the VB Mobile Summit: Skyhook as Platinum Partner; AppLovin as Gold Partners; Tune and Taptica as Silver Partners.