Beyond the banner sale and the brand extension, how are the leading edge mobile magazines leveraging the new platform? Mobile offers media brands the opportunity to follow their loyal user anywhere, but to what end? Should every magazine have a mobile extension, presence on the phone deck, an off-portal WAP site?

This panel will answer these key questions:

• Which magazine content is working best on mobile platforms now?
• Which advertisers and ad networks are helping monetize the platform?
• How do you leverage print and Web to move people to your mobile service?
• Is a text message program, a WAP site or a relationship with carriers the right strategy for you?

Moderator:

As response rates to familiar online ad formats decline and users rebel against some others, ad vendors continue to develop new ways to grab attention in a cluttered environment. As video becomes ubiquitous, publishers are looking for less obtrusive ways to monetize the lucrative format without alienating viewers. And as social networking evolves, publishers need to explore how to leverage the traffic and the audience data for advertisers. Which formats are coming onto the scene and which ones are right for you?

At this panel you’ll discover:

• How ad technology developers are getting beyond the pre-roll with overlays, mid-rolls and skinned players.
• How the out-of-home model can work for you
• How effective or intrusive are the newer expandable banner units?
• Is in-banner video effective or appropriate to a site?
• Whether a distributed media network model is right for your brand
• Whether the new Facebook/Myspace strategies for leveraging social networks for advertisers are re-usable in a publisher’s own site.
• If widgets are the way to expand you ad inventory.
• The effectiveness of video overlays, embedded in-page video and expandable banners.

Moderator: