Tuesday, September 30 12:30 PM - 1:45 PM Session D: Session Sponsored & Hosted by Google From Buzz to Release of Your Product – How Search Marketing Captures Mindshare Find out how to harness the potential of search advertising as people are searching for entertainment products around the clock. In this session, Justin will explore how entertainment marketers use search engines to reach qualified customers throughout their marketing campaign – from early buzz to wide release of your product in theatres or stores, and beyond. Justin will give examples of how leading companies have used search marketing to drive traffic to their entertainment properties and how these leads have turned into sales. Learn how search provides companies with an opportunity for real-time conversation with potential customers – globally and domestically -- and how companies can build a return on investment based model of customer acquisition. Justin McCarthy, Head of Entertainment and Media, Google Justin McCarthy, Head of Entertainment and Media, Google: As Head of Entertainment and Media at Google, Justin McCarthy isresponsible for leveraging Google's volume of entertainment searches forthe top entertainment marketers. McCarthy joined Google fromDoubleClick Inc., where he was the General Manager, Travel &Entertainment Networks and responsible for leading the businessdevelopment and advertising sales effort behind DoubleClick's Entertainment & Youth Network. In that role, McCarthy managedpartnerships with Comedy Central, Billboard, A&E Properties, CosmoGirl, Zagat, GamePro.com and directed advertising relationships with WarnerBrothers, Sony, Universal, Disney, Fox and other major entertainment customers. Prior to joining DoubleClick, McCarthy was the MarketingManager at CondeNast Publications Interactive Division, CondeNet,helping to develop the company's Web brand, Concierge.com.McCarthy earned a BA in English from Trinity College in Connecticut. Hecurrently lives in New York City.