Cross-Screen Marketing: Mastering the Evolving Media Mix


 As smartphones and tablets evolve, the bright lines that formerly separated digital, print and TV, and mobile and PC, are breaking down.  Content and advertising need to be wherever and whenever the consumer wants them to be, and “mobile” is not so much a device-type as a behavior or state of mind.  The IAB and Silicon Vikings present an industry conversation on the state of cross-media marketing.  An expert panel of thought leaders will examine trends in consumer media behavior, examples of cross-media strategies, and advice getting your message across in a cross-screen, omni-screen media world.


Joe Laszlo, Senior Director, IAB Mobile Marketing Center of Excellence


As the senior director of the IAB’s Mobile Marketing Center of Excellence, Joe Laszlo plays a key role furthering the Mobile Center’s mission of growing the mobile interactive industry.  Joe manages many of the IAB’s mobile standards, best practices, and research projects; advises both buyers and sellers of mobile media; and oversees the IAB’s Mobile Committee and Tablet Committee.  During his IAB career, Joe has led IAB projects including:  writing buyer’s guides to mobile and tablet advertising; designing standards for mobile rich media advertising; and working with the MMA and MRC to establish guidelines for counting mobile web and in-app ad impressions.  Prior to his Mobile Center role, Joe served as the IAB’s Director of Research.  And prior to the IAB, Joe had an eight-year tenure as an analyst and research director at Jupiter Research, where he started researching and writing about mobile internet in 2000. Joe holds an MA from the Fletcher School of Law and Diplomacy at Tufts and a BA from Columbia.  He lives in Manhattan.




Scott Swanson, CEO Mobile Theory, a division of Opera Mediaworks


Scott Swanson has built some of interactive media's most successful and high quality advertising networks. Most recently, Scott served as CEO & Principal of 47 Media, a consulting firm that advises Fortune 500 brands and media companies on ad network strategy.

Prior to founding 47 Media, Scott served as General Manager and Vice President of the Glam Media publisher network, where during his tenure, Glam became a top 20 media property and raised $85 million in funding. Prior to Glam, Scott was Vice President of Network Development at Tribal Fusion, where he led the development of what became one of the industry's largest and highest-grossing advertising networks.

Presently, Scott serves on the advisory board of Glam Media and Wetpaint Inc., and is a contributor to several trade publications, including iMedia Connection, ADOTAS, and eMedia Vitals. Now, as the CEO of Mobile Theory, Scott leads our drive to develop the most premium advertising products delivered through quality mobile publishers and app developers.

Kurt Hawks, General Manager, Greystripe


Kurt drives the market vision, strategic planning and key market initiatives for Greystripe, a leading mobile advertising platform.  With over six years at Greystripe, Kurt was previously Chief Operating Officer where he was responsible for all aspects of the company’s business and media operations.

As a recognized industry expert, Kurt possesses an in-depth understanding of the mobile advertising landscape and how the current trends will impact this constantly evolving industry. He also has significant experience in developing models for evaluating advertisement performance.

Prior to joining Greystripe, Kurt was at Monitor Ventures where he focused on evaluating investment opportunities and building early-stage businesses in the areas of mobile, media, software and business services.  Previously, Kurt was an Engagement Manager at Monitor Group where he advised clients on various corporate strategy issues including development of growth strategies, organizational design and new business creation. 

A frequent guest speaker, Kurt has presented at numerous industry events including AppNation, 360i Marketing Summit: Navigating Disruption, as well various IAB events.

Kurt earned a Bachelor of Arts and Sciences degree in Psychology at Boston College.

Katie Kulik, Global Senior Vice President of Sales Tech, Games, Lifestyle and Business Groups CBS Interactive


Katie Kulik is Global Senior Vice President of Sales and Marketing for CBS Interactive’s Tech, Games, Lifestyle and Business groups.

For the renowned brands CNET, GameSpot, Chow, and others, Kulik leads global revenue and product marketing and directs agency and client media strategy and implementation.

An 18-year sales and marketing veteran, Kulik is an expert in premium digital media and understands how to connect brands with customers anywhere. Kulik directs a worldwide team of more than 100 sales and product-marketing professionals dedicated to building major campaigns for brands across CBSi’s ecosystem of screens, from online to mobile and social platforms.

Kulik has designed innovative marketing programs for nearly every major technology and CE brand, as well as major auto, CPG, and retail industries. Most recently, she deployed “Replay,” a campaign that allows marketing partners to authentically promote CNET editorial content on the site and its associated social properties, which internal research has demonstrated helps drive significant consumer conversion rates.

Kulik’s other expertise lies in change management, helping sales and marketing teams rapidly adjust to – and embrace – the ever-changing digital landscape and the resulting implications on consumer buying habits.

Kulik has spent the majority of her career with CBS Interactive, most-recently as SVP of Consumer Media Sales nationally. Prior to joining CBS Interactive she was in ad sales with the Motley Fool.

She earned a bachelors degree in Economics and Psychology from Lake Forest College and lives with her husband and daughters in Tiburon, CA.


Drew Lipner, Co-CEO, InsightExpress


Drew Lipner serves as Co-Chief Executive Officer at InsightExpress, an industry leading marketing research and data analytics provider specializing in the measurement of brand communications. 

In this role, Drew works closely with Co-Chief Executive Officer, Marc Ryan.  Drew leads the company’s sales efforts across agencies, media and advertisers, and sets product development priorities and strategy. In addition, Drew is responsible for InsightExpress' Adverting Operations group and oversees the Finance & Human Resources function. 

Drew has been instrumental in advancing InsightExpress’ media measurement solutions and evolving online, mobile and cross-media measurement during his 10 year tenure.  

Prior to joining InsightExpress in 2003, Drew served as a Senior Account Executive with CBS MarketWatch (now a Dow Jones Company) as well as an Account Executive for NFO WorldGroup (now part of Taylor Nelson Sofres plc) in New Zealand.

Drew resides in San Francisco, CA and holds a BA degree from Hobart William Smith.


Ulla Mcgee, SVP, Digital Products, IDG Consumer & SMB

Ulla.jpg Passionate media executive with deep business and product development experience. Responsible for all business development activities for IDG’s PCWorld, Macworld, and Techhive brands and oversees mobile app development.

Sponsor and Host:




Silicon Vikings SIG Mobile



Main sponsors:

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Creative Partner:



Wed, May 8, 2013
6 p.m. - 8:30 p.m.
(GMT-0700) US/Pacific

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