San Antonio Summit

Jun 5 - 7, 2016 / La Cantera Resort & Spa

Thanks for your interest! We respond to all requests within two days.

Have You Taken Your Mobile from Campaigns to Strategy?

It’s time to stop thinking about mobile as a series of one-off campaigns and start looking at the bigger picture – how to make mobile marketing work for your brand objectives.

- Consumers are Mobile, Are you? -

In this new era of the mobile-first consumer, it’s imperative that marketers understand how to leverage the technology available to efficiently reach their audience with the right content at the right time. Mobilenomics, a 2.5 day invitation-only summit, will bring together senior brand, agency, media, and technology executives to drive mobile forward. This summit will not only provide attendees with actionable insights, strategic partnerships, and emerging mobile solutions, but work towards a goal of lifting transactional barriers in the marketplace.

Mobilenomics will address the essential aspects of mobile media, including:

  • Video
  • Apps
  • Programmatic
  • Social
  • In-store
  • Geo-Fencing
  • Beacons
  • Data, Analytics and Attribution
  • Wearable Media



What makes VMA Summits unique:

Industry-Sourced Agenda: All content starts with brand and agency interviews; sessions are designed by and for marketers.

Buyer-Only Meeting: We kick off with a closed-door meeting for marketers, allowing brand and agency executives to start the Summit from a common reference point. Through presentations and room-wide dialogue, marketers share success stories, pain points, and resources. We take the vendors out of the equation to foster candid conversation.

Roundtables @ the Summit: All executives that attend Mobilenomics are qualified to be put on stage — so we do just that. We breakout all attendees, both buyer and seller, in 60-person groups for in-depth discussions on the industry’s most pressing topics. You’ll love our signature sessions!

Voices on Stage: Content and sponsorship are church and state around here. Content is marketers/practitioner led; you will never be blindsided by a sales pitch.

Networking: From wine tasting, poolside massages, and casino nights to cooking competitions, group hikes, and 5k beach runs, we take networking up a notch.

For sponsorship inquiries, please contact Chelsea Walker at


What past attendees are saying about the Mobilenomics Summit:

“I love being anywhere that has smart people having smart discussions, and I think this is a really good example of that. The people here are at the height of their industry and they’re having conversations that are going to shape the future of our business.”

      Jesse Wolfersberger, Director, Consumer Insights at GroupM Next

“Mobilenomics is unlike any other conference I’ve attended. This conference does a phenomenal job of getting great presenters who are on the leading edge of mobile work and present unfiltered content which provides great fodder for discussion and learning. The format is also really unique in that it offers a nice blend of presentation and interactive breakout sessions allowing attendees to hear from others in the room, not just those on stage. This is a must-attend event.”

      Angela Steele, CEO | Global Managing Director of Mobile at Ansible Mobile

“The opportunity to help shape a new forum where really bright people who are doing really interesting things can come together and share in an environment that puts joint value on the content and the networking I think was terrific. The track record speaks for itself. The facilities here, the support, the content was really terrific.”

      Tom Daly, Group Director, Global Connections at The Coca-Cola Company

“We get siloed in what we do, so being at these events and taking two days off work and realizing that big mobile world beyond us is super valuable. Hearing about things from start-up apps to beacons and drones, that’s not stuff that we’re talking about every day. That was incredibly valuable.”

      Sara Snyder, Sales Director at InMobi

- Speakers -

- The Venue -

- Past Brands & Agencies -

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4:30 pm - 7:00 pm

Brand and Agency Only Closed Door Meeting

4:30 pm - 4:45 pm

Friction: How Great Brands Are Built

In this presentation, Jeff Rosenblum introduces us to findings from his upcoming book, Friction. He offers a new paradigm for success in a world that’s increasingly rejecting advertising. Friction provides a system for embracing transparency, engaging audiences, building armies of evangelists and creating unprecedented growth.

Friction argues that brands don’t need new shiny technologies — they need a fundamental change in strategy. Brands should no longer be built not on interruptions, but on empowering customers across the entire consumer journey. Friction provides a mathematical model for identifying opportunities and prioritizing investments.

What is friction? Quite simply, it’s the difference between the way things are and the way they should be. Fighting friction shifts brands from transactional to emotional. Emotional brands create irrational relationships — in the most positive ways. They generate irrational enthusiasm. They charge irrational prices. They get their customers to ignore the competition. They turn their customers into walking billboards as they evangelize with clothing, online reviews and impassioned conversations around the dinner table. Ultimately, brands that fight friction outperform the competition as much as ten to one!

Jeff captured the industry’s attention with his documentary, The Naked Brand, and wrote Friction to provide actionable advice for brands embracing the digital revolution. He’ll share findings from neuroscience and brand research to explain how friction fighting can help brands dominate the competition.

4:45 pm - 5:45 pm

Roundtable: Tackling Friction In Your Organization

This roundtable discussion will help brands understand how to find, prioritize and remove friction in the consumer journey. It will include brand immersion, brainstorming and mathematical models to help marketers support each other with a fresh perspective about the entire consumer journey. The goal is for each marketer to identify opportunities for turning prospects into customers and customers into evangelists.

In this closed door session, marketers will find ways to remove consumer friction and discuss organizational constraints that prevent us from capitalizing on this compelling opportunity.

5:50 pm - 6:30 pm

Sponsor Presentations

Closed door presentations from major mobile partners, publishers, and cross-platform technology providers exclusive to brand and agency attendees. Hear case studies, exclusive research, and early industry announcements, and get a look at the latest mobile approaches by today’s leading media companies. (Mandatory for brand and agency attendees)

6:30 pm - 7:00 pm

Brand and Agency Only Reception

Wrap the afternoon’s closed door sessions with an intimate cocktail reception and killer views of San Antonio Hill Country.

7:00 pm - 9:30 pm

Opening Reception

Join fellow attendees for a night of networking fueled by dinner, cocktails and game 2 of the NBA finals.

7:30 am - 8:30 am

Morning “Sweatworking” Activity

Join your peers for an all levels 5k run/walk through the San Antonio Hill Country. You'll not only get the heart pumping, but to take networking to a whole new level. . .it's time to sweatwork!

8:15 am - 9:30 am

Pancake Breakfast

9:30 am - 10:00 am

Coffee Break

10:00 am - 10:30 am

Co-Host Kick-Off

You’ve made it all the way to San, how do you make the most of your time here? Join Cheryl & Noah as they guide Summit participants through themes we will be exploring over the next two days including technologies and strategies they find extra noteworthy.

10:30 am - 11:10 am

Fireside Chat: How Whole Foods is Driving Foot Traffic Through Mobile

Marketers' desire to mirror their mobile with thier TV/digital strategy has been a recurring theme: longer term planning, less one off thinking. But what does this thinking look like when you don’t advertise on TV? Until now, Whole Foods has not only been absent from TV buying, it hasn’t spent much on advertising. So, what does it mean for a strong brand to look at advertising possibilities from scratch, and how does mobile fit in this equation?

As part of his charge, Jeff Jenkins is directing Whole Foods' efforts in mobile. Jeff is no stranger to mobile, before Whole Foods, he was launching Taco Bell’s breakthrough mobile app. In this fireside chat, we’ll find out how Jeff thinks about the pre, during, post experience customers have with Whole Foods, how the chain is moving from a provider of content to one of content and utility. Oh yeah, and there will be discussion of Snapchat, chat bots, and the collection of data that impacts decisions down to real estate.

11:10 am - 11:30 am

Next Gen Mobility: Mobile, IoT, Wearables, and Beyond

Jeff Malmad, Head of Mobile and Life+ for Mindshare North America, explores the next wave of innovation in mobility. Exploring interconnected technologies and seamless digital experiences, he'll talk about the best bets and how brands and media companies can integrate with what's coming, from wrists, to homes, to cars and beyond

11:30 am - 11:50 am

Driving Business Value By Going Beyond the :30

Consumers are addicted to their devices but some brands are still addicted to their old school formats. This presentation from Twitter's Head of Content Planning will tackle "Life After :30" and show how brands and agencies can go beyond :30 spots to drive brand and business value. Stacy will present proven techniques that enable brands to tell stories, invite participation, and deliver consumer value at scale. She'll share high impact brand examples along with pro-tips to set campaigns up for success, and break down how to make Twitter a more effective part of your overall communication strategy.

11:50 am - 12:10 pm

Brands: Don’t Just Use the Internet. BE the Internet.

Internet drives culture in today's mobile climate, but ignores advertising. Brands' target audiences are far more sophisticated, rendering them immune to mediocre digital campaigns and 'innovative' marketing efforts that are average at best. So how do you make the biggest cultural driver care about your brand? By taking risks -- strategic risks that insert brands in the cultural conversation. When REI boycotted Black Friday, the #OptOutside hashtag became a movement; when Taco Bell launched the site, they circumvented the URL and transformed it into an idea; when coolers of Gatorade crowned winners via Snapchat, the brand took control of the platform and ignited conversation across the internet. As consumers are constantly online with their ever-present mobile devices, brands must push the boundaries to establish their voice as cultural influencers, and they must do so in a way that transcends traditional notions of advertising or mobile strategy. Hear from Zach Gallagher, EVP, Director of Digital Strategy at Deutsch, about how brands can surpass the whims of the internet to make their voices heard and integrate themselves into consumers' daily lives.

12:10 pm - 12:25 pm

Transition Break

12:25 pm - 1:25 pm

Brand and Agency Only Lunch & Sponsor Presentations

Closed door presentations from major mobile partners, publishers, and cross-platform technology providers exclusive to brand and agency attendees. Hear case studies, exclusive research, and early industry announcements, and get a look at the latest mobile approaches by today’s leading media companies. (Mandatory for brand and agency attendees)

12:25 pm - 1:25 pm

Seller Lunch

1:25 pm - 1:40 pm

Transition Break

2:10 pm - 2:15 pm

Transition Break

2:15 pm - 3:30 pm

Roundtables @ the Summit

2:00 pm - 3:30 pm

Roundtable A: The Great Mobile Content Conundrum

Content — what is right for your brand, how should you distribute it…and how do you not break the bank? In this room wide discussion we’ll tackle these issues; with an open mind towards what we’re calling content.

We’ll look at where audiences are, whether those places are safe or right for your brand (Snapchat, Facebook, Instagram, Buzzfeed, etc) and what resonates best with target audiences.

Additionally, we’ll discuss how brands are creating content themselves or with their agencies, how they are teaming up with influencers as well as media companies to tap existing resources, expertise and audiences. And apps, those are content so we’ll talk about them as well.

2:00 pm - 3:30 pm

Roundtable B: What’s The True Cost of Buying Mobile at Scale

Time and time again marketers proclaim they want scale, and mobile is no different. That said, isn’t scale a codeword for faster business growth? In framing the conversation this way, it opens more doors for your media dollars...and might even change your organizational make-up.

Topics covered in this media discussion include: targeting demographics (think females/moms), the beacon/location opportunity, media’s need for quality creative (and the lack of compelling content), the importance of publishers that differentiate, why millennials matter in teams, and analytics challenges.

By addressing scale through the prism of business growth we’ll see your media dollars going further. The ultimate goal of this conversation? Get your marketing department and C-Suite in lockstep.

3:30 pm - 5:30 pm


7:30 pm - 9:30 pm


8:30 am - 9:30 am


9:40 am - 10:15 am

Fireside Chat: Driving Auto Sales From Mobile

Angela Steele is no stranger to mobile, last year at this time she was head of mobile agency, Ansible, and co-host at our own Mobilenomics. Since then Angela has been recruited to run GM, one of the world's largest advertising accounts. In this sit down, this year’s co-hosts will talk to Angela about the changes mobile has seen in the last year as well as what it means when advertising heavyweights like GM are looking to digital (and mobile!) experts to advise and direct their marketing decisions.

10:15 am - 10:35 am

Hooray, it’s the year of the… [INSERT TECH BUZZWORD HERE]

It feels like every day there is a buzzword associated with a new technology that will be ‘the next big thing’ and one that we’re told we must immediately adopt. Whether it’s AR, VR, IOT, Graphene, Ambient UX, quantum computing or progressive apps, in this session we’ll elevate the conversation to focus on the four key consumer engagement themes you should be across and the implications for marketers:

· Conversational Interfaces - What will your brand say when consumers chat with it via Amazon Echo or Messenger?
· App-ified Television – Who will be watching your ad on cable TV when our TVs are simply screens that use apps just like those on a smartphone?
· Boundless Retail – what is the impact of location-awareness and context on both your customers’ online and offline purchase behaviour?
· Ad Blocking – if you woke up one day and couldn’t advertise using paid media, how would you communicate your products and services?

10:35 am - 11:15 am

Panel: Location & Attribution Brand Reality Check

Brands are being pitched cross screen attribution services regularly and providers are bringing to bear better and better technologies (think location). But a brand exec's time is limited. With so many companies entering this space how do you separate the pretenders from the contenders? In this panel we’ll get an update on the state of attribution and a better understanding of how marketers are reacting to what is being put in front of them…all from a brand perspective.

11:15 am - 11:35 am

Mobile: Creatively closing the loop for more effective marketing

Digital marketing systems don’t fully come alive until they have a closed loop. eCommerce has enjoyed closed-loop systems with true ROI optimization for years. You can identify, score, track and optimize leads to your eStore with ease. Optimizing physical location conversion has historically been difficult because there’s a gap between digital marketing and the action that we want people to take. Mobile has helped revolutionize closed-loop marketing to create a bridge between the physical and digital world. I’ll share three examples of how mobile acts as the connective tissue for our clients to establish closed-loop ROI systems in Entertainment, Gaming and Energy.

11:35 am - 11:45 am

Transition Break

11:45 am - 12:45 pm

Brand and Agency Only Sponsor Presentations

Closed door presentations from major mobile partners, publishers, and cross-platform technology providers exclusive to brand and agency attendees. Hear case studies, exclusive research, and early industry announcements, and get a look at the latest mobile approaches by today’s leading media companies. (Mandatory for brand and agency attendees)

11:45 am - 12:45 pm

Seller Session: Three Things for Sellers to Know

Neil Perry's been on both sides of the fence, first as a buyer during his 25 years at McDonald's Corporation and later,, and then he found himself on the other side of the desk as a Seller for his successful start-up Poptent. During those many years of buying and selling, Neil has seen it all. During Neil's Seller's presentation on Tuesday, he'll share three things that every Seller should know ... cause as you know, they say that most people can only takeaway three things from any given presentation. To get around this issue, Neil will be presenting an assortment of "three things" all related to improving your salesmanship and your effectiveness in the marketplace.

12:45 pm - 1:45 pm


1:45 pm - 2:05 pm

Mastering the M-Factor: Creative for the Mobile Environment

In a world dominated by video and personalized feeds, marketers are faced with complex challenges. Digital content consumption is changing. Digital content production is changing. What does it take to make creative that stands out in this environment? Join Hannah Pavalow, Research Analyst at Facebook, as she discusses how consumer’s mobile behavior is shifting how marketers approach their video ads within the mobile News Feed environment and provide creative considerations that can help marketers adapt their videos ads to deliver better business results.

2:05 pm - 2:20 pm

How GE Is Finding Success in VR

VR has been around for decades, but the last few years have seen breakthroughs that are ushering in the future of computing. Beyond gaming and entertainment, VR will impact design, collaboration, training, education and more. GE has been experimenting with VR experiences for Oculus Rift and mobile headsets since 2014, exploring a wide spectrum of use cases for enterprise. This talk will review lessons learned along the way, and best practices for getting started.

2:20 pm - 2:40 pm

Why and When Do People Share?

The best marketing messages of the future will be the ones that are shared the most. Advertisers that tap into an equation that produces and amplifies content that stimulates massive organic sharing will win. But, what is the equation? When do people care enough to share and how do brands integrate their message within the right stories? This session will look at the brands that are already doing it well and provide specific insight into the key factors that inspire people to share with a look at the most effective way to seed content to ensure the highest likelihood of success. John will also provide a proven process for picking the best influencers to stimulate future sharing among the right audience.

2:40 pm - 2:55 pm

Mobile in-feed auto play research

Shifts in the way people consume video content are changing how marketers strategize about video advertising. Increased consumption of snack-sized content, for example, has made shorter video ad formats very popular. Concurrently, longer video ad formats have become increasingly prevalent as marketers start to invest in custom content created for digital platforms. While marketers are clearly experimenting with varying video ad lengths, they are faced with increasing complexity about what works most effectively.

The IPG Media Lab, the creative technology arm of IPG Mediabrands and YuMe Inc., the global audience technology company powered by data-driven insights unveil the latest joint research that delves into the effectiveness of different video ad lengths across different devices, and the associated impact on client marketing metrics.

2:55 pm - 3:10 pm

How Mobile Can Supercharge Real World Events

Marriott has unleashed the power of it’s brands like Fairfield to create arresting real world events that get amplified by the power of mobile. We’ll talk about how mobile, social, and content can extend the reach of your activation with smart planning and execution using Fairfield’s “National Stay Amazing Month” as an example.

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La Cantera Resort & Spa

16641 La Cantera Pkwy
San Antonio, TX 78256

Where Even Business is a Pleasure

Situated atop one of the highest points in all of San Antonio, you’ll find La Cantera Hill Country Resort. It’s a place where peace and tranquility flourish. Where emerald fairways and sparkling pools are the only things interrupting the scenic vistas overlooking the Texas Hill Country. A place where you’ll find a new sense of relaxation, making a business stay feel like a well-deserved vacation.

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