IAB Forum 2010 in Milan: Event Program

Digital communication is advancing at a pace barely conceivable just 10 years ago. The upcoming edition of IAB Forum 2010 in Milan will take stock of the potential developments and applications of new communication methods in Italy and abroad.
Leading personalities from the national and international scene will animate the discussions held on November 3rd and 4th at the MIC (Milan Convention Center). Among them is the highly anticipated Chris Anderson, Editor-in-Chief of Wired US. He will be the star of the first day, offering insights from across the Atlantic and outlining future horizons for online business models. Complementing these reflections, for Italy, will be sociologist Domenico De Masi, a prominent figure in Italian academia and an expert in new communication technologies.
Also on November 3rd, Riccardo Luna, Editor-in-Chief of Wired Italia, will participate in a discussion with Lorenzo Sassoli de Bianchi, President of UPA, and Diego Masi, President of Assocomunicazione.
The following day, November 4th, discussions will focus on research results for the Italian market in the sector, presented at the event by Accenture and IAB Italia for the Digital Communication Observatory. Subsequently, success stories will be analyzed: projects, initiatives, and individuals who have achieved positive results in digital communication.
Afternoon workshops will also be held, providing valuable opportunities for in-depth discussion with representatives from Google, Facebook, and many other industry players.

Here is the IAB Forum 2010 program*:

November 3, 2010
09:00 – Opening Remarks: Roberto Binaghi, President IAB Italia and Deputy General Manager Manzoni;
09:20 – Chris Anderson, Editor-in-Chief, Wired Magazine and Author, Free and The Long Tail;
10:10 – Domenico De Masi, Sociologist and Full Professor of Sociology of Labor at the Faculty of Sociology, Sapienza University of Rome;
10:30 – Coffee break
11:00 – Riccardo Luna, Editor-in-Chief of Wired, interviews:
Lorenzo Sassoli De Bianchi, President UPA
Diego Masi, President Assocomunicazione

11:30 – Tom Mockridge, CEO Sky Italia;
12:00 – Mark Cridge, Executive Chief and Founder of Glue, Isobar Global Managing Director;
12:30 – Vittorio Zambardino, Journalist, interviews: Giuseppe Civati, Member of the Regional Council of Lombardy and President of the New Languages and New Cultures Forum of the Democratic Party; Andrea Di Sorte, Councilor of the Municipality of Bolsena and Coordinator of the National Association of Freedom Clubs.

13:00 – Closing Remarks.

AFTERNOON WORKSHOPS

15:00 – 17:30 – EMAIL MARKETING – Room ROSSA 2;
15:00 – GATE2000.com
Ten Years of Direct Email Marketing: Past, Present, and Future
How to Build a Quality Database and Execute Effective DEM Campaigns
Fabrizio Corazza, Commercial Director, Gate2000.com

15:30 – CONTACTLAB – UNDERSTAND before SENDING: Market (and Competitor) Analysis to Improve Email Marketing Program Performance
Practical Cases and Presentation of the NewsletterMonitor Analysis Platform
Massimo Fubini, CEO, ContactLab.

16:00 – MAGNEWS – The Contact Plan in Email Marketing: Strategies, Automations, Lead Nurturing
Gianluca Cangini, Account Manager, Diennea – MagNews

16:30 – MAILUP – The Most Effective Email Marketing Strategies: from Data Integration Myths to Social Media
How to Segment Precisely, Improve Open and Click Rates Effortlessly with the New MailUp 7.3
Nazzareno Gorni, General Manager, MailUp

17:00 – ECIRCLE – Email Marketing 6.0
How to Effectively Integrate Social Media, Mobile, and Cloud Computing into Your Email Marketing Strategy. Maurizio Alberti, Acting Managing Director, eCircle Italy.

15:00 – 16:30 – SEARCH MARKETING – Room VERDE
15:00 – WEBRANKING – Search Inside – The Role of Search in Online and Offline Processes
Nereo Sciutto, President, Webranking
15:30 – SEMS // Search Marketing – The Near Future of Search Marketing: Google Instant, Remarketing, Social Media, Tracking… What Advertisers Have Learned, What Are the Next Opportunities for Companies
Elena Riva, Search Marketing Strategic Planner, SEMS

16:00 – INTARGET GROUP – Search Intelligence: Measure to Optimize Search Marketing Activities
Tommaso Galli, Managing Director, InTarget Intelligence

15:00 – 17:00 VIDEO ADVERTISING AND WEB TV – Room BLU 1
15:00 – RAI – SIPRA – The Video Experience is Transmedia: RAI from Broadcaster to Multi-Platform Publisher
Piero Gaffuri, Director of New Media Rai and CEO of RaiNet

15:30 – FOX NETWORKS ITALY – The Fox Ecosystem, the Ideal Media for Branded Content
Francesco Barbarani, Head of .Fox Networks

16:00 – AKAMAI – Akamai, the Online Video Revolution
Luca Collacciani, Major Account Executive, Akamai

16:30 – SIMPLE AGENCY@lternative – TV: The New Frontier of Online Video Advertising.
Quality OTS at an Extremely Competitive GRP Cost
Marco Caradonna, CEO, Simple Agency

15:00 – 16:30 – WEB ANALYTICS – Room GIALLA 2
15:00 – WEBTRENDS – The Art and Science of Digital Marketing Optimization
Germano Marano, Webtrends Consultant for Italy

15:30 – TNS-QAIM – Mobile Audience Measurement Supported by Mobile Analytics and Customer Experience Management
Carolina Gerenzani, Technology Sector Head, TNS Italia
Harri Tammi, VP Sales, Qaim
16:00 – BITBANG – Digital Analytics Management
Giovanni Lorenzoni, CEO, Bitbang

EXCLUSIVE WORKSHOPS

15:00 – 16:00 – GOOGLE – Room ROSSA 1
Inspired by Technology
Creativity Applied to New Media
Francesca Mortari, Head of YouTube & Google Display – Italy
Alessandro Antiga, Country Marketing Manager – Italy

16:00 – 17:00 – BANZAI – Room ROSSA 1
User-Generated Content (UGC) in Advertising: New Online Publishing Models
Andrea Santagata, Head of Banzai Media – Founder of Liquida
Giorgio Galantis, Head of Banzai Advertising
Luca Sofri, Journalist and Blogger – Founder of Il Post

16:00 – 17:00 – LIBERO ADVERTISING – Room BLU 2
Web, Mobile, TV? Your Advertising Everywhere
Salvatore Ippolito, Sales Director – BU Portal & VAS of Wind
Gabriele Mirra, Portal Marketing and Partnerships Director – BU Portal & VAS of Wind
Andrea Di Fonzo, GroupM Interaction, Managing Director

15:00 – 16:00 – T-BUY – Room GIALLA 1
Seat PG – T-Buy (Triboo Group): Partnership for E-Commerce Diffusion in Small and Medium Enterprises
Alessio Barbati, CEO, T-Buy

16:00 – 17:00 – YOUNIVERSAL MEDIA – Room GIALLA 1

Publishers and Search Engines: Enemies or Partners?
Content Search and Consumption in the Digital Age
Emiliano Carlucci, CEO, YOUniversal Media

17:00 – 18:00 PROMODIGITAL – Room GIALLA 1

Video Seeding: Unleash Buzz on Social Media, Increasing Your Videos’ Virality
Pierre Chappaz, CEO, WIKIO
Andrea Febbraio, CEO, PromoDigital
Aziz Addad, CEO, Noyz ISOBAR FRANCE
Elena Avanzi, Marketing & Communication Manager, Ansell Healthcare
Laurent Buanec, Director of New Media, Mindshare

16:30 – 17:30 – BUONGIORNO!DIGITAL – Room GIALLA 2
Mobile is Larger than TV
Filippo Aroni, Managing Director, B!Digital
Lara Gagliardi, Head of B!mobile

15:00 – 16:00 YAHOO! – Room GIALLA 3
Is Online Creativity Dead(? )
Between Performance, Direct Response, CPA: Has Creativity for the Internet Medium Come to an End?
Lorenzo Montagna, CEO and Commercial Director, Yahoo! Italia

16:00 – 17:00 – REITEK – Room GIALLA 3
Online Customer Interactions: How to Increase Lead Generation and Online Sales by Over 20%?
Gianluca Ferranti, Marketing Director, Reitek.

November 4, 2010:

INSTITUTIONAL CONFERENCE
09:00 – Presentation of the IAB Italia/Accenture Observatory Results
Salvatore Ippolito, Vice President IAB Italia and Sales Director BU Portal & Mobile VAS Wind
Federico Rampolla, Partner and Head of Accenture Interactive for Italy

09:40 – The Floor is Yours: Companies Speak
10:40 – Coffee break
11:10 – AssoComunicazione Space
11:50 – Enrico Gasperini, President, Audiweb
12:05 – Carlo Poss, President, FCP-Assointernet
12:20 – Customer Conversion Journey
Matthew Dodd, Senior Vice President, Research & Analytics, EMEA Nielsen
12:40 – The Goals and Objectives of IAB Italia
Roberto Binaghi, President IAB Italia and Deputy General Manager Manzoni
13:00 – Closing Remarks.

AFTERNOON WORKSHOPS

15:00 – 16:30 – MOBILE MARKETING & ADVERTISING – Room ROSSA 2

15:00 TG|ADV – TG|ADV Strategies Towards Total Audience: How Usability Tailored for Each Device Generates New Communication Opportunities
Alberto Gugliada, CEO, Tg|Adv
Giorgia Nessi, Marketing Manager, Tg|Adv

15:30 – NIUMIDIA ADV – Mobile Advertising: Aim for Immediate Benefit
Edoardo Negri, Head of Mobile Adv, Web TV, and Special Initiatives, Niumidia Adv
16:00 – MOBYT – “You Have a New Message.” Renewing the Marketing Mix in 160 Characters
Giorgio Nani, CEO, Mobyt

15:00 – 16:00 – SOCIAL MEDIA & DIGITAL PR – Room BLU 1
15:00 – ADSOLUTIONS INTERACTIVE COMMUNICATION – The Evolution of Sports Information and Fan Communities: The Calciomercato.com Case Study
Cosimo Baldini, Sole Administrator, Calcioinfinito Srl
Luca Tallotta, Editor-in-Chief, calciomercato.com

15:30 – SELLIGENT – Multiply Your Contacts: Extend Your Email Marketing with Social Interaction
Mieke De Ketelaere, Global Solution Expert, Selligent

EXCLUSIVE WORKSHOPS

15:00 – 16:00 – FACEBOOK – Room ROSSA 1
It’s All About People
Diego Oliva, Director of Sales Operations Europe Middle East Africa, Facebook
Valerio Perego, Sales Manager, Facebook

15:00 – 16:00 – MEDIAMOND – Room BLU 2
SportMediaset Enters the Field: Synergies, Interactions, Teamwork of Italy’s Most Famous Sports Publication
Davide Mondo, CEO, Mediamond
Yves Confalonieri, Director, RTI Interactive Media
Alberto Brandi, TV Host

16:00 – 17:00 – REPUTATION MANAGER – Room BLU 2
Conversational Marketing: An Integrated Strategy to Engage with the Digital Consumer
Andrea Barchiesi, Managing Director, Reputation Manager

15:00-16:00 – WEBADS – Room GIALLA 1
LinkedIn: Powering the Professional Conversation
Henry Clifford-Jones, Director, Marketing Solutions EMEA
Constantijn Vereecken, Managing Partner, WebAds

15:00 – 16:00 – CPX INTERACTIVE – Room GIALLA 3
Strategy is the New Creative
The Creative Side of Advertising: Strategy
Speaker: Mike Seiman, CEO and Founder, CPX Interactive
Moderator: Rob Rasko, President and COO, CPX Interactive

16:00 – 17:00 – GOOGLE DOUBLECLICK – Room GIALLA 3
Display Advertising 2015: Sexy and Smart
Jerome Grateau, Head of Media Platforms SEEMEA, Google DoubleClick.

*Provisional agenda

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