The fragmentation and diversity of mobile devices is an opportunity, not a problem. Netbiscuits’ Craig Besnoy will illustrate how brands, retailers and publishers can harness device fragmentation and diversity to drive significant mobile revenues.
Presenter: Craig Besnoy, managing director and president North America, Netbiscuits

Marketers are not focusing enough on the opportunities presented by mobile, according to Business Insider's Henry Blodget. They need to understand that mobile isn’t just another platform but a marketing, communication and sales channel. In this session, he'll discuss the growth of the industry, including emerging ad formats and strategies.

Mobile apps have overtaken browsing on the desktop Web, and consumers are spending nearly two times more time in mobile apps than on the Web. It’s now critical for marketers to have relevant metrics on the branding impact of their mobile in-app marketing campaigns. Learn about Nielsen’s solutions for quick and cost-effective mobile brand advertising effectiveness measurement and optimization to help advertisers maximize their mobile ROI and understand how to best take advantage of this growing medium.

There's been a sharp shift of audience to mobile devices, but the demand for advertising on mobile hasn’t kept up. Despite this, publishers are left with an evaporation of ad revenue as the mobile user continues to be worth far less than the desktop user. In this session, get the perspective from both the buyer and the seller of mobile.

Digital consumers rely on their mobile devices everyday, from receiving their early morning wake-up calls to updating their grocery lists.  For advertisers to do their jobs effectively, they need to go where the consumer goes. The mobile device is a prime medium to deliver relevant messages with a captivated audience on the other end. Today, advertisers have approached mobile using a very fragmented approach. Mobile web, mobile apps -- It's time to defragment mobile and focus on mobile being a single channel.  In this session, the audience will be guided in a discussion about circumventing their mobile battle and helping the advertiser achieve the ultimate goal: reaching the consumer and creating a relevant seamless experience.

Atlantic Media Company recently launched Quartz, a mobile-first and tablet-focused publication that was created to allow advertisers to engage directly with their readers by making ads complementary. Kevin Delaney, editor-in-chief, talks to Digiday about why Quartz is mobile-first and how it won't make the same mistakes as some other mobile-first publications.

Mobile advertising continues to grow rapidly and yet it still has capability gaps -- such as enhanced targeting, privacy management  and brand safety controls -- that limit the ability of publishers and advertisers to fully capitalize on the mobile opportunity. The goal is to build and deliver these capabilities in the first-party data economy that defines mobile advertising. This session will discuss how to integrate and deliver these capabilities that both accelerate and simplify publisher, buyer and advertiser businesses.

The industry continues to bemoan the lack of effective mobile ads, despite the tremendous shift of audiences to mobile devices. Some publishers have developed alternative ad formats, while others have turned to a more native approach. Find out what formats are working -- and which ones publishers hope to never see again.

To date, to much of the hype around mobile advertising has focused on banners, but it remains to be seen whether display will ever really drive the channel. Marchex's Pete Christothoulou will talk with Digiday's Jack Marshall about why mobile's true power might lie in more performance-centric formats instead.

Hear how Food Network revamped old apps and created new ones to build a comprehensive mobile strategy. In this case study, Bob Madden will discuss the rationale behind the complementary and specialty apps, the team Food Network put together to develop and implement the strategy, and the successes it has seen so far.

In rapid-fire presentations of five minutes, digital-media leaders will present their solutions to an industry problem.

Mobile is driven by "need it now" moments. When a consumer on a mobile phone, he’s looking for something now  -- as opposed to browsing for an item on a desktop computer that he doesn’t need for months. Carla Paschke will explain how different types of behaviors impact marketing.

The rise of social TV and the second-screen experience have been one of the most talked-about phenomena in 2012. With the rise of co-viewing with mobile devices, marketers need to focus on the different ways consumers interact with their various go-to social networking platforms. In this discussion, hear how entertainment TV brands must think differently about the ways they engage with consumers while watching their favorite shows and movies.

Just a few short years ago, the question for marketers was whether they should even bother investing in a mobile strategy tailored to their brand objectives. Today, that question has been answered with a resounding yes. Now, the question is, "What's the best route for delivering effective mobile marketing content?" The answer is complex and multilayered.

There are those who proclaim responsive design as the savior of mobile. Then there are others who think it’s not nearly as effective -- or targeted -- as a good mobile website. In this session, hear two industry execs debate the merits of responsive design.

Several years recently were supposed to have been the year of mobile. What will mobile look like in the year ahead? Two industry execs lay out their forecasts and discuss emerging trends that will -- or won’t -- continue through the year ahead.