FutureM 2013 has ended
Thursday, October 17 • 3:15pm - 4:15pm
Brand Advertising on Mobile Platforms: What Does the Future Hold? -
Featuring Speakers from Celtra, DigitasLBi, Mobile Theory, and SapientNitro

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Despite the rapid growth of mobile display advertising and a huge promise of mobile as an advertising channel of the future, TV is still a go-to medium for brand advertising. 

As we are witnessing a fundamental shift from "art" to "science" in digital display advertising, making the effects of "art" in mobile ads measurable, and brand advertising more "scientific" could be the key to bringing more brands to mobile. Breaking free from the desktop legacy and making these ads truly "mobile" could make them the next TV.

This session will include a presentation with examples and studies that make a case for mobile as the future of brand advertising. After the presentation a panel will address the current state of the industry, touch on oligopoly of media sellers and look into the challenges and opportunities ahead of us.

The session will address the following:

  • The current state of the industry: How big is it? Who's doing it? What kind of campaigns are successful?
  • Oligopoly of media sellers with different advertising philosophies - Google, FB, Twitter: Monopoly is never healthy, but is one approach better for the industry than the other? Which one should and which one will prevail?
  • Challenges: We all agree that measurements are broken. Is the main problem attribution tracking? Or lack of standardized and easily understandable metrics?
  • Opportunities: We know how to optimize the media buy and we know how to optimize the performance of simple click-through ads. But how do we optimize richer and more interactive display ads? What are we doing to prevent banner blindness and how happy are we with mobile ads as they are today?

avatar for Matevz Klanjsek

Matevz Klanjsek

Co-founder & CPO, Celtra Inc
Matevz sets the overall product strategy and is responsible for product design, development and marketing. With 15 years of digital advertising experience, he spearheads Celtra’s product innovation, having conceived and introduced to the market innovative new ad products, such... Read More →
avatar for Brett Leary

Brett Leary

Vice President, Group Director of Mobile, DigitasLBi
As VP of Mobile Strategy within DigitasLBi’ Mobile Practice, Brett provides guidance on how best to navigate and act upon mobile technologies, tactics and trends across the agency’s clients which include P&G, Dunkin' Donuts, and more. Brett also oversees the agency’s Mobile... Read More →
avatar for Matt Lindley

Matt Lindley

Director of Innovation, SapientNitro
Matt Lindley spends his time at SapientNitro exploring, understanding and exploiting value found in brand messaging platforms, from traditional through online, analog and digital, stand-alone and networked. Matt thrives on figuring out how brand messaging can cross these mediums... Read More →
avatar for Mihael Mikek

Mihael Mikek

Co-founder & CEO, Celtra Inc
Mihael sets the vision and strategy at Celtra, where he has overall responsibility for establishing Celtra as the leading rich media mobile advertising company. He incubated Celtra at Babson and led the company to become the preferred technology vendor for the mobile advertising... Read More →
avatar for Scott Swanson

Scott Swanson

Mobile Theory, Co-founder and CEO
Scott Swanson has built some of interactive media's most successful and high quality advertising networks. He most recently served as CEO & Principal of 47 Media, a consulting firm that advises Fortune 500 brands and media companies on ad network strategy. Now, as the CEO of Mobile... Read More →

avatar for Celtra


Celtra Inc. is the global leader for rich media mobile ad serving and analytics. Celtra’s AdCreator 3 platform, which is used by world’s leading agencies, publishers and networks in more than 30 countries, is the only complete SDK and ad server agnostic platform for rich media... Read More →

Thursday October 17, 2013 3:15pm - 4:15pm EDT
Hynes Convention Center, Room 304 900 Boylston St Floor 3, Boston MA