This is the archived SXSW 2012 schedule. Please see the current schedule here.

In-App Mobile Ad Implementation Challenges

#sxsw #RichMedia

Mobile advertising spending is poised to top $1 billion in the U.S. for the first time, according to eMarketer. Of that potential billion dollar spend, in-app advertising is expected to double to over $600 million. The driving force behind this dramatic growth is rich media in-app advertising. 

As online advertising reaches a tipping-point into the mobile arena, there is a glaring realization that the mobile ecosystem is not ready to handle the predicted advertising volume and growth. 

This panel will focus on one area that is hindering the scale of rich-media in-app advertising – proprietary software development kits (SDKs).  In order to execute a rich media in-app campaign, ad networks require that publishers implement unique software into each campaign. Developers have to expend significant time and resources to learn and implement the coding requirements, and when multiplied over several ad partners it becomes a burden and hindrance on growth and adoption. By introducing a standard open-code SDK, the industry can overcome this roadblock in time to capture the tide of advertising budgets headed in the mobile direction.

This session will cover the evolution of the in-app advertising ecosystem, as well as highlight the current issues with implementing a rich media campaign. Finally, it will offer solutions, including an open-code SDK and other initiatives that are currently in progress.



Brian Bos SVP, Group Dir, Emerging Tech Mindshare – Team Detroit

Brian Bos, Senior Vice President, Group Director – Emerging Technology
Team Detroit

Brian Bos, Senior Vice President, Group Director – Emerging Technology for Team Detroit, is responsible for the media buying, planning, and strategy for all Interactive Television, Video Game, Digital OOH and Mobile Marketing campaigns on behalf of the Ford Motor Company, and Team Detroit – Pulse clients (Scotts Miracle Gro, Bosch, Sports Authority, Carhartt and Warrior).

Before joining Mindshare – Team Detroit in 2005, Brian was a Manager of Emerging Technology at GM Mediaworks where he led ground breaking Emerging Media campaigns for Pontiac, Buick, Chevrolet and Cadillac, winning Digital Hollywood’s award for the Best On Demand Advertising Technology & Programming Innovation for the 2004 launch of the Cadillac CRX.

In 2008, Brian was awarded an OMMA for the Best Online Widget for his work on the Ford SYNC – RagingMonk42 campaign. This same campaign also went on to receive Gold in the Lester Wunderman awards for the best work produced by a WPP agency globally in 2008. In Jan. 2010, Mobile awarded Brian a Bronze Medal for Mobile Marketer of the Year (2009), and in Feb. 2010 he won the Best iAd award from Dish Network for his work on the 2009 Ford Taurus launch.

An Emerging Technologies veteran, Brian has 15 years experience marketing automotive brands in Emerging Media and over 16 years in digital advertising. His vision of how to approach consumers via these channels is continually sought out by the press and advertising industry and he has been featured in articles in the Wall Street Journal, Forbes, The Financial Times, Ad Age, Fast Company, Brandweek and Automotive News.

Bos holds a Bachelor of Fine Arts degree in Visual Communications from Kendall College of Art & Design in Grand Rapids, Michigan and a degree in Business Administration from Wayne State University in Detroit.

Iryna Newman Mobile Mktg Groupon

Iryna Newman, Mobile Marketing Manager at Groupon, leads the development of comprehensive marketing strategy for mobile user acquisition and engagement in Groupon’s Palo Alto office. She, along with the department she oversees, identifies and executes co-marketing initiatives with key mobile platforms and partners, works with the analytics team to quantify values and measure ROI, and defines the framework for hyper-local targeting and deal distribution.

Before joining Groupon, Iryna guided the creation and growth of the WAP (mobile to mobile) channel at SendMe, Inc., a leading mobile entertainment provider. There, she was focused on driving growth, maximizing ROI, managing mobile CPM partnerships and amplifying SEO initiatives.

Iryna Graduated Magna Cum Laude from Oregon State University with a BA in Business Administration, and also conducted graduate work in Environmental Policy at the Monterey Institute on International Studies.

Kamal Kaur VP of Mobile & Display RadiumOne

Prior to joining RadiumOne, Kamal managed the media team at Yahoo! Ad Network. There, she provided leadership and direction in all aspects of the Yahoo Ad Network and also contributed strategic direction after the acquisition of BlueLithium.

Kamal co-founded and developed BlueLithium, a pioneer behavioral targeting ad network. She was instrumental in coordinating design, the flow of all UI features, analytical modeling of optimization algorithms, and the execution of the flagship products. She was also heavily involved in developing new business and building out the team. Prior to BlueLithium, she co-founded ClickAgents and served as the Director of Network Development, where she successfully brought brands to the premium publishers via performance-based initiatives. She has over 12 years of experience in online media buying and is an expert in building stellar products and teams from ground zero.

Krishna Subramanian Co-Founder Mobclix

Krishna joined Velti as the co-founder of Mobclix, and in 2011 was promoted to chief marketing officer. Prior to Mobclix, Krishna was a co-founder and general manager of new business for BlueLithium (acquired by Yahoo! for $300M), the world's largest behavioral targeted ad network. Krishna also launched MingleNow, the first online social network focused on offline places, events, and people. Prior to that, Krishna was co-founder of Burrp!, a localized review and recommendation internet portal for metropolitan India (acquired by media conglomerate TV18). Krishna was also Founder and CEO of conceptK, a successful internet design services and web content development firm for mobile devices that was acquired by an offshore web development company.

He serves on various MMA committees and has served on the Internet Advertising Bureau Committees for Broadband and Lead Generation where he created best practices guidelines for lead generation across the education vertical. Krishna has been interviewed by Fox News, Fox Business and Bloomberg on numerous occasions. He has authored articles in MediaPost, AdWeek and Mashable in regards to inventory and creative optimization in advertising. Krishna is also a frequent speaker at internet conferences such as OMMA Mobile, APPNATION, Digiday, AdTech, AlwaysOn, Commonwealth Club, and Churchill Club. He also blogs for Huffington Post, iMedia, Adotas, and AdExchanger.

Seth Hart Global Assoc Strategy Dir Starcom Worldwide

I'm never content with what I do. I live in a sort of permanent dissatisfaction. I think that's the secret to doing things well.

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