Wednesday, September 29 12:50 PM - 2:00 PM Track IV: Guys, Geeks and Men's 18-34 Digital Lifestyle: from Wireless and Broadband to Games, iTV and TV As technology matures, targeting and reaching each of the larger demographics becomes that much more practical and efficient. The shotgun approach of broadcast TV advertising in reaching the 18-34 is history. The new technologies from wireless and broadband to gaming are opening doors to an entirely new approach, not only to finding marketing vehicles, but also as product platforms in and of themselves. The world of iTV, cable and satellite, along with the world of reality TV programming, are also opening up an entirely new universe of entertainment and relationship building. In this session, we bring together content creators and marketers at the forefront of the 18-34 movement. Erin Hunter, Senior Vice President, comScore Networks, Inc. Derek Smithwick, Senior Systems Evangelist, RealNetworks Ankarino Lara, Director, GameSpot, CNET Networks, Inc. Charlie Moore, Vice President, Business Development, Ruckus Network David Tokheim, Senior Director of Marketing Intelligence, IGN Entertainment Inc. Robert Ferrari, Executive Director, Marketing, Turbine Entertainment & Managing Director and founder, Convergence Ventures Steve Bradbury, President, Marketing By Design, Moderator Charlie Moore, Vice President, Business Development, Ruckus Network: Charlie Moore, vice president of business development for Ruckus Network, is responsible for expanding the company's network of partnerships and working with those partners to build an unsurpassed library of digital content and efficient distribution network. Prior to his work with Ruckus Network, Moore was VP of Business Development at RadioAMP and also with Meridian Technology Marketing, where he was in charge of sales and business development. Moore also spent several years at NorthPoint Software Ventures and Digital Equipment Corporation. He holds an MBA from Babson College and a BA from Union College. Erin Hunter, Senior Vice President, comScore Networks, Inc.: Erin Hunter spearheads the Marketing Solutions group at comScore Networks with responsibility for the Media, Search, and Portal industries. She is a seasoned industry analyst, with a background in marketing, marketing research, statistical modeling, and media consulting. Prior to joining comScore, Ms. Hunter spent more than eight years at Marketing Management Analytics (formerly Media Marketing Assessment), a media consultancy in Westport, Connecticut where she used MMA’s proprietary regression-based methodology to quantify the return to clients on investment in traditional marketing vehicles. Ms. Hunter had responsibility for engaging and growing relationships with numerous blue chip clients, including Clorox, RadioShack, Procter & Gamble, Nestlé Purina Pet Care, and many others. As Senior Vice President, Ms. Hunter led a landmark effort among MMA, Information Resources, Inc. and Nielsen Media Research to measure the ROI of TV advertising on over 1,000 consumer packaged goods brands. The results of this broad study – titled How Advertising Works 2 - were widely published and utilized within the media industry. Previously, Ms. Hunter contributed to the growth of the Coors and Keystone brands while at Coors Brewing Company in Denver, Colorado. Ms. Hunter began her career with Procter & Gamble where she was responsible for the marketing research of many established brands in the Soap and Household Cleaning sectors. Ms. Hunter earned a BBA in Marketing summa cum laude from University of Cincinnati. Derek Smithwick, Sr. Systems Evangelist, RealNetworks, Inc.: Working with media companies, Derek demonstrates the capabilities and newest authoring methods to take full advantage of the Real 10 Platform. He delivers seminars and speaks on the latest encoding techniques for RealVideo 10, ranging from High Definition to content for the global explosion of mobile and handheld devices. Derek also evangelizes to ISP's to drive deployment and adoption of the Helix Universal Server. Derek joined RealNetworks in July of 1998 as their first Consultant in the Professional Services Group and later created the Training Department that has developed into the RealNetworks University of Streaming Arts. Prior to joining RealNetworks, Derek was an independent Technology Consultant, designing networks for corporate and education facilities and delivering training in multimedia authoring throughout the US and Asia. Derek started off his career in technology working as a Systems Engineer for Apple Computer, covering the Northwest. Derek graduated from Oregon State University with a degree in Electronics and Electrical Engineering. Ankarino Lara, Director, GameSpot, CNET Networks, Inc.: Ankarino Lara is the director of GameSpot, the leading source for gaming information. Ankarino’s responsibilities include managing several aspects of the GameSpot product, such as design, development, editorial, and production of the Web site. Ankarino was a key player in the launches of GameSpot Community, GameSpot Basic, GameSpot Complete, GameSpot Live studio, and GameSpot News. At GameSpot, Ankarino has held several managerial positions over the years, which include Director of Operations, Director of Business Relations and Programming, and Manager of Business Relations. Prior to the CNET/ZDNET acquisition, Ankarino was a Senior Editor for ZDNet Music. Ankarino received a Bachelor of Arts from Harvard University and graduated Magna Cum Laude. Launched in 1996, GameSpot is a CNET Networks media property. David Tokheim, Senior Director of Marketing Intelligence, IGN Entertainment Inc.: David is responsible for implementing cutting edge integrated marketing methodology into the IGN Entertainment sales process. This approach empowers advertisers to run strategic objective driven campaigns utilizing the power of the Internet with a focus of maturing online marketing as a whole. Recently, David has architected the vision behind GamerMetrics™ a business analytic web application which provides insight into the purchase intent and activity of the IGN audience. GamerMetrics™ is the industries leading business intelligence tool that analyzes awareness and activity of between 15- 18 million gamers, 1.2 million daily gamers, as well as game ownership metrics from over 330K+ panelists. David joined IGN Entertainment in August 2002 from Midway Games Inc., where he was responsible for managing all online related efforts, including the strategy, marketing, maintenance and development of www.midway.com. While serving as Director of Internet, David launched over 40+ websites in support of all of Midway’s product releases. Prior to working at Midway, David used his 8 years as a professional baseball player to assist in the development of several baseball games, contributing to the motion capture work, game design, artificial intelligence and 3-D modeling of the games. David roots in console gaming started with the Atari 2600 and Colecovision, where he "wore out" titles such as Stampede, Kaboom and Video Olympics. Currently, David is playing NCAA Football, Splinter Cell Pandora’s Tomorrow and looking forward to Halo 2. Robert Ferrari, Executive Director of Marketing, Turbine Entertainment Software: Robert Ferrari overseas marketing and business development initiatives at Turbine Entertainment Software - a leading developer, operator and publisher of online entertainment. The company's premiere properties include the Asheron's Call series of MMOGs, The Lord of the Rings Middle Earth Online MMO game, and the Dungeons and Dragons Online MMO game. Robert is a twelve year veteran of the convergence industry and an active speaker in the areas of online games, mobile entertainment, and digital electronics. Robert's tenure includes Convergence Ventures as Managing Director, Merinta Software as EVP Sales & Marketing, ZipLink Networks as VP Business Development, and Philips Electronics as VP Sales & Marketing. He resides in the Boston area and is a graduate of Stonehill College. Steve Bradbury, President, Marketing By Design, Moderator: Steve Bradbury is focused on the entertainment technology convergence and its resulting impact on the consumer experience. During a 20+ year career, he has brought extensive business strategy, corporate alliance, strategic marketing and operational management experience to both established and young entrepreneurial environments. He currently teaches the UCLA Extension course Hollywood & Digital, a salon-style program that connects working professionals with panels of senior executives from companies like DirecTV, Sony, ESPN, Fox, TiVo, NBC, Best Buy, HD Net, Movielink, E!, Activision, AEG and many others. Most recently, he served as Chief Corporate Relations Officer for Veritasiti Corporation, whose mission is to create a single ratings system for all forms of entertainment content. He has also worked at MGM and Universal and was President of Marketing by Design, a company which provided corporate strategy, business model analysis, tactical alliance and brand development support for clients such as Sony, The Improvisation, Proprietary Media, eSportsworld and Engage Games Online.