IAB Romania – IAB Europe Course: Mobile First – February 16 – 17, Bucharest, Romania
Mobile first is no longer a claim, it is reality!
The course is divided in 2 sessions of 4-5h each: One dedicated to publishers and one to agencies & advertisers!
On February 16th we invite Agencies and on the 17th the workshop is addressed to publishers!
Agencies & Advertisers: Your customers are mobile. That means you need to be mobile and you need a plan. This is what this course will provide. By looking at the mobile advertising ecosystem, current trends, important terminology, different ad formats and essential targeting processes, as well as leading edge best practice showcases, this course will prepare you to market effectively in an increasingly mobile-centric world.
Publishers: Your users are mobile. That means you need to offer them the same engaging experience with content on every device: By looking at the mobile advertising ecosystem, different ways of creating a mobile presence, adserving, ad formats and essential targeting processes, as well as leading edge best practice showcases, this course will prepare you to market your inventory effectively in an increasingly mobile-centric world. Publishers need to understand the mobile fundamentals as well as build an appropriate mobile portfolio to follow suit, attract relevant marketing budgets and learn how to use mobile to connect, engage and influence consumers throughout their mobile journey.
Course Overview
Consumers have become mobile centric and as a consequence, marketers need to understand the mobile fundamentals as well as follow suit by learning to use mobile to connect, engage and influence consumers throughout their mobile journey.
This IAB course is designed to give participants an introduction to the fundamentals of mobile marketing. Starting with the dramatic adoption of smartphones worldwide, we will examine the key facts & figures as well as trends that are making mobile the fastest-growing marketing channel. We will dive into the different mobile advertising formats and standards set forth by the IAB global, will have a look into trackings & analytics and look at the essential elements of an overall mobile strategy.
We will provide specific examples of successes and failures, dos and don’ts and practical mobile marketing ‘how to’ tips and techniques. The session provides participants with guidelines on mobile marketing strategies and tactics they need to successfully engage consumers with mobile, including building a mobile presence, advertising and optimizing customer engagement across the customer journey from awareness through loyalty.
Facts & figures
Tech trends
Native Apps, Hybrid Apps & Web Apps, Responsive Design
Mobile advertising ad formats & sizes
Tracking & Analytics
Traditional vs Programmatic media buying
Mobile User-Engagement, Gamification & Interaction
Trainer
Gerhard Guenther
Gerhard studied at the University of Economics and Business Administration in Vienna as well as at the University of Illinois, USA, with a special focus on international marketing. He worked for different international companies in the area of new media such as bwin.com, UPC/chello and Hutchison 3G Austria. In 2007 he founded Digitalsunray Media, a full-service creative and mobile marketing agency, focusing on cross-platform development, app design and development, mobile marketing, campaign creation and media planning as well as digital strategy consulting. Digitalsunray Media runs its own rich-media advertising network ADvantage comprising many different Austrian and international mobile sites and apps.
