The Summit will cover many topics in panel discussions with industry leaders
(Panels are still subject to change)
- May the best mobile ad format win – mobile advertisers today have many ad formats to choose from: video, native ads, interstitials, rich media / playable ads and banners of all sorts. Taking into account performance and cost, is there a clear winner, or do all formats still relevant? Will “banner blindness” affect any format after some point? Which formats are expected to phase out and which formats are getting stronger?
- Mobile Advertising Creative hacks – With ad formats getting more and more sophisticated, creative is getting a lot of focus. What are some of the tips and hacks to get your creative and messaging right? What is the impact of a great creative work, can it totally break typical ad performance, or is it a slight boost? And how do you adapt creative efforts to ad formats, and with programmatic?
- The future of Programmatic – mobile programmatic advertising is expected to grow even further and faster this year, and yet it suffers the most from some of the mobile advertising problems such as fraud, lack of adaptive creative tools and a finer control that is possible in direct channels. What technologies and tactics are necessary to ensure the growth of this channel?
- Stopping the ad fraud epidemic - Mobile traffic fraud is out in the open – all the players in the market acknowledge the fraud problem, and most offer their own solutions of how to combat it. What should be the role and active ways taken by the various players (ad networks, advertisers, publishers, trackers) to minimize this epidemic?
User Acquisition & Growth
- Mobile Gaming User Acquisition – Game publishers are firing in all directions in attempts to lower rising user acquisition costs - what are some of the most cost effective ways to get new users? Do some ad formats work better specifically for games? And with word of mouth still being a good driver for downloads, how can publishers increase word of mouth and social media sharing?
- Measuring LTV for UA in non-gaming apps – Unlike games in which revenue is easier to measure, non-gaming apps have different KPIs which vary according to the vertical and type of app. Are there some common cross vertical insights? And with typically longer lifespans, how do you measure the lifetime value – and what user acquisition strategies should a publisher implement based on that LTV?
- Optimizing traffic quality and managing ad fraud – Advertisers know that the ad fraud problem is not going away anytime soon, and even with all the solutions that providers offer, it is still a cat and mouse race, which the advertiser often pays the price for. How can advertisers manage the situation? What should their checklist include when choosing ad networks and partners? And what “sanity checks” can they make during campaigns to make sure their traffic is real?
- Grow like a pro – A mobile growth strategy is key to any app developer and publisher. Aside of paid user acquisition, what are the ways in which an app can gain organic traction and beat typical growth figures? How can you harness social networks, influencers and other channels to escape the traditional UA loop?
Monetization & Games
- In-app purchases that work - Game publishers today compete for the attention and the wallet of casual gamers. Creating a robust in-game economy is a work of art that starts in the early design stages of the game, and lasts even after launch with fine tweaks. What are some of the lessons we can learn from the top grossing games? And how can you adapt these to your own game according to its type?
- Monetizing games in the short attention span generation - Mobile games lifespans are getting shorter, making the monetization window even smaller than it was. This gives publishers two choices: finding a way to extend their game lifespan, or hitting hard with monetization tactics early on (which may lead to even bigger and earlier dropout rates) - how can publishers cope? What are some techniques to extend the game's lifespan, and how can publishers monetize softly to prevent the feared uninstall button?
- Track me if you can - Tracking user's behavior paired with where they came for is important both to understand which channels and networks perform best, and also to monetize better according to purchasing patterns and offer a personalized game experience to retain users. What are the most important events to track? What is needed to tie in all the knots and turn individual events to actionable data?
Entrepreneurship & Personal Growth
- Adtech and App entrepreneurship –The dynamics of an adtech company is quite different than an app developer/publisher, but still both work in the same ecosystem. In this panel we’ll hear from entrepreneurs from both company types about their respective challenges and their tips for other starting entrepreneurs, and how can both players help each other grow.
- Fundraising for an app – It seems that due to today’s low tech barriers, VCs expect app entrepreneurs to launch an app on their own before getting any serious funding. With all the angles that a developer needs to cover when launching an app - are the barriers indeed that low? We’ll hear from VCs and app entrepreneurs about their expectations and experiences in these critical first steps.
- It's not really business development if you don't sweat - Business Development is one of the most vague yet essential positions in the mobile marketing industry. Is it just a nicer word for sales or does this title have much more to it? We will hear from top companies and their BizDev team about this role and how to create value and uniqueness to your company in this saturated market, while also looking after personal and career development.
Future Techs (that are already here)
- The rise of the machines: Bots - It seems that bots have taken the interest of many app developers and publishers. What can we expect to see in the coming years? Will bots replace apps? change them? Or just provide an add-on solution for apps? And how will bots affect mobile advertising budgets and monetization techniques?
- VR/AR – where are we heading? It's been over a year since Zuckerberg's announcement of VR as the next social platform, how can the app ecosystem prepare itself for the next wave of games and apps, and what does it mean in terms of advertising and monetization? Will VR indeed rise rapidly as a dominant platform as mobile is, or is its future more similar to smart TVs?