Thursday, January 5 3:00 PM - 4:00 PM Session A - DH4: Advertising Strategies in the Diversified Digital Culture: Broadcast, Cable, Satellite, Broadband, Games and Mobile A transformation of advertising is steadily taking form. As the digital technologies emerge and engage the consumer in new and better understood ways, the relationship between the brand, the agency and the consumer is beginning to take shape. With a stronger economy and the gaining strength in all sectors of digital transmission, from cable and satellite to mobile, games and broadband, an advertising strategy in a diversified digital environment, which proving to be challenging, is nonetheless finding its footing. Technology has forever changed the landscape and it is up to the creative team to design and develop new tools, visions and strategies to grow within it. Vince Messina, Entertainment Category Development Officer, Yahoo! David Ernst, Executive Vice President, Director, Futures & Technologies, Initiative Worldwide Tim Hanlon, Senior Vice President/Director, Emerging Contacts, Starcom MediaVest Group Suzie Reider, Senior Vice President, Sales and Marketing, CNET Networks’ Games and Entertainment Division Barry Frey, SVP, Cablevision Advanced Platforms Kevin Browne, General Manager, New Media & Franchise Development, Microsoft Corp. Ben Fritz, Technology Reporter, Variety / Daily Variety, Moderator David Ernst, Executive Vice President, Director, Futures & Technologies: In his role as Executive Vice President, Director of Futures & Technologies, David leads the company's research team in the development and deployment of proprietary research initiatives, providing clients with a distinct advantage in today's dynamic media environment. David has a broad range of experience that he uses to develop consumer insights and identify the greatest media value that can be leveraged in the media process, across all media forms. Prior to his promotion in spring of 2003, David held the position of senior vice president, direct of Initiative Solutions, in which he developed research applications, policies and priorities for Initiative clients. David joined Initiative in August 2001 when True North Media merged with Initiative. Throughout his 20-year career, David has developed several methods of consumer-driven brand-building approaches for media planning and buying. Prior to joining True North Media in 1997, he was Senior Vice President, Associate Director of research and strategic media insights at Young & Rubicam (Y&R). He began his career in 1980 in local market television and radio, where he held various sales, programming and management positions at WBFO-FM, WUWU-FM and WIXT-TV. David also has extensive experience in the development of media and marketing models for budget determination and allocation, advertising productivity measures, and optimizing media investments. He has published a number of papers, participated in leading industry panels and also serves on several committees at the Advertising Research Foundation, Media Ratings Council, Agency Media Research Council (AMRC) and the Interactive Television Association. In 2002, David coauthored a groundbreaking paper on understanding interaction and consumer media value that was delivered at the opening session of the prestigious ESOMAR (World Association of Opinion and Market Research) conference in Cannes, France. David initiated and directs Initiative's exclusive research partnership with the Massachusetts Institute of Technology (MIT) School of Comparative Media Studies, which has resulted in breakthrough research on a number of key industry issues, including consumer behavior, interactivity and media convergence. In his spare time, David enjoys skiing and biking. He resides in Norwalk, Connecticut with his wife and two children. Tim Hanlon is Senior Vice President/Director, Emerging Contacts for Starcom MediaVest Group, a global media services network of Publicis Groupe, S.A. He is chiefly responsible for all US client activity and agency initiatives in the field of emerging media technologies, including the firm’s ground-breaking TV 2.0 Practice, centered around evolutionary television platforms such as interactive/enhanced television, on-demand video, digital video recording, interactive program guide navigation, addressable advertising, and digital broadcasting/datacasting. Hanlon has over a decade of traditional and interactive agency media experience including roles as Vice President/Director, Strategy & Business Development for the Digital Marketing Group of Chicago-based marketing services agency Frankel, and Director of Interactive Media at Creative Alliance in Louisville, KY, USA. He also served as Advertising Media Manager for the in-house agency of credit card issuer MBNA America in Wilmington, DE, USA. Hanlon also has wide-ranging journalism experience, including production and writing stints at CBS News, Sports Illustrated and the Voice of America. Among numerous advertising and television industry activities, Hanlon currently serves as Chairman of the American Association of Advertising Agencies (AAAA) Advanced Television Committee, as a member of the Steering Committee of the Innovation in Digital Advertising (IDiA) Consortium, and as a member of the National Academy of Television Arts & Sciences (NATAS) Advanced Media Committee. He is also an inaugural recipient of Interactive Television Today’s Leadership in Interactive Television Award, and has been named as one of MEDIA Magazine’s "100 People to Know." Hanlon holds a BA from Georgetown University, an MBA from the University of Chicago Graduate School of Business, and an MA from the Annenberg School for Communication at the University of Southern California. Vince Messina, Entertainment Category Development Officer, Yahoo!: Vince Messina serves as entertainment category development officer for Yahoo!, where he was recently promoted from entertainment sales director. As entertainment category development officer, Messina will develop and lead the go-to-market strategy for media sales in the Theatrical, Home Video, TV and Game industries. Additional oversight includes Product Marketing, Research, Market Insights and Client Development. During Messina’s tenure at Yahoo!, he has substantially grown Yahoo!’s entertainment business and sales by building stronger relationships with the major studios. From 1995-2000, Messina was SVP/General Sales Manager for Telepictures Distribution, a division of Warner Bros. Studios. Under his leadership, the group developed and distributed original and off-network series to the broadcast syndication market. Prior, Messina was vice president at Warner Bros. Domestic Television, where he started in 1984. Additional roles at Warner Bros. included the marketing and sales for all Warner Bros. feature films to the broadcast and cable market. Messina got his start in media as an account executive at Katz Communications. He graduated from Hostra University’s School of Communications with a B.A. in 1983. Barry Frey, SVP, Cablevision Advanced Platforms: Mr. Frey, having earned a reputation as one of the industry’s most innovative marketers, now heads up Cablevision’s Advance Platforms initiatives by developing and launching on demand and interactive opportunities for national and regional sponsors and their advertising agencies. Prior to joining Cablevision, Mr. Frey founded Next Level Media & Marketing LLC, which created and executed successful media and marketing strategies for companies in the cable, multimedia and interactive industries. His clients included The Advertising Council, Resorts Sports Network, VOY Hispanic CONCERT Video on Demand, and Laureus Sports Awards. Previously, Mr. Frey was in charge of sales and marketing divisions at leading companies including: Crown Media, the National Basketball Association (NBA), and USA Networks. While at Crown Media, Mr. Frey served as senior vice president of global media sales and managed the sales division responsible for creating the first digital product placement agreements on television. Previously, Mr. Frey was senior vice president with the National Basketball Association and oversaw the development of leading multi-million dollar, multi-platform advertiser agreements. Earlier in his career he was responsible for overseeing international sales and new business development at USA Networks. Suzie Reider, Senior Vice President, Sales and Marketing, Games and Entertainment Division, CNET Networks Inc.: As senior vice president of sales and marketing for CNET Network’s Games & Entertainment division which consists of GameSpot, TV.com and MP3.com, Suzie Reider oversees all aspects of sales development, marketing strategy and online advertising research trends. Under her leadership, the GameSpot and MP3.com sales and marketing teams have created some of the most innovative online advertising campaigns in the industry. In August 2004, Reider received the CNET Networks Excellence Awards, which acknowledge extraordinary contributions to the company by individuals who have performed at the highest level to move the business. Reider also spearheaded the ground-breaking first online Starch campaign which received critical acclaim in the advertising industry. Before joining CNET Networks, Reider spent 14 years in high-tech publishing where she leveraged her expertise in advertising sales, promotions, research and marketing for publications such as Computer Gaming World, Computer Life and PC/Computing at Ziff-Davis Publishing. From its launch in 1996 to 2005, she played an integral part in conceiving, planning and implementing the speaker sessions for the Ziff Davis Electronic Gaming Summit, a two day event where top gaming executives network and learn about new marketing strategies and industry trends. Reider has been quoted in the Wall Street Journal, MediaPost, and Advertising Age. She can speak to any topics in the online advertising space as well as innovative ways to reach the burgeoning youth and 18-34 demographics. Ben Fritz covers video games, the Internet, animation, New Line, and business out of Variety's Los Angeles office. After starting out as a Variety intern, he was managing editor of the now defunct Digital Coast Reporter. Ben is also an editor of the satirical website Dateline Hollywood (www.datelinehollywood.com) and the political rhetoric site Spinsanity (www.spinsanity.org). Before starting as a journalist, he served for a year in the AmeriCorps*National Civilian Community Corps.