Monetizing Mobile At Your Station
If you think advertisers got excited about online advertising, wait until you see what's happening with mobile. Just about any app can show an ad, and that anywhere, anytime interaction is very tempting to advertisers -- so tempting that their money is moving to mobile -- fast. And they're not going to be satisfied with just putting their logo on a screen.
Do you have a mobile app that advertisers will want to be a part of? And once they're on board, do you know how to get listeners to respond to offers and engage with your clients? You'll need to learn how to create better, more targeted, and more efficient opportunities or risk missing the boat on mobile.
Paul Jacobs, who runs the successful JACApps program at Jacobs Media, is moderating a panel at Radio Ink's Convergence where you can learn all about it. Jacobs says, "Without question, advertisers are shifting dollars to mobile. But they want more than traditional banner ads. This panel will explore mobile revenue for radio from an outside perspective, bringing together a leading display advertising company who interfaces with advertisers daily (Verve), Pandora, which is generating significant revenue with their unique deliverable approach, and Ford, which is setting the pace for in-car connectivity with consumers and their mobile apps via their SYNC AppLink system. Together, these leaders will outline the market today, and what's around the corner."
Paul Jacobs is VP/GM of Jacobs Media and runs its successful mobile apps division, JacAPPS, which has produced apps for such brands as C-SPAN, Dan Patrick, and stations including WEEI/Boston and WRIF/Detroit. Jacobs began his radio career in sales, working for and running stations in Dallas and Detroit, and in 1991 joined his brothers Fred and Bill at Jacobs Media. Paul Jacobs is known as a leading radio consultant, specializing in generational marketing, sales development, and research.
Scott Burnell is Global Lead, Business/Development & Partner Management for Ford Motor Company. He most recently facilitated the creation and launch of the Ford Developer Program, the first developer ecosystem for in-vehicle connectivity open to all global app developers. Before joining ford, Burnell spent 16 years in the wireless industry; as director of mobile content for Wireless Developer Agency, he led the mobile apps team at the largest content aggregator in North America. Earlier in his career, he launched both retail and indirect sales channels for wireless operators as Verizon, Sprint, and T-Mobile.
Tom Kenney, President of Verve Wireless, has mobile-industry experience that dates back to 1994, as an early employee at start-up mobile carrier GO! Communications, a spin-out of MCI. Before Verve, he was a venture capitalist with Blue Run Ventures, formerly Nokia Venture Partners. While at BRV, Kenney was a contributing principal on many investments, including PayPal (sold to eBay), eVoice (sold to AOL), MongoMusic (sold to Microsoft), and Lightningcast (sold to AOL). Prior to Blue Run Ventures, Kenney spent several years working in Nokia Corp.’s Mergers and Acquisition Group.
Doug Sterne is VP/Audio Sales for Pandora, overseeing a nationwide network of media salespeople delivering custom audio solutions for online and mobile. He also in charge of Pandora Audio Lab, the company's testing ground for creative and best practices. Before joining Pandora, Sterne was VP of sales at Clear Channel Online Music and Radio, where he restructured and grew the sales organization while increasing online revenue. He's also served as a VP at Infinity Radio.
Santa Clara Convention Center
Santa Clara, CA