12:30 PM - 1:45 PM
Session D:
Broadband Advertising - Merging Commerce and Content: From Feature Film and TV Tie-ins to Search Engines
In this session, we bring together a group of the most experienced professionals in the field of broadband advertising and content delivery and we look forward to it being a truly visionary look into the future of the marketplace. The projections of broadband into the home and workplace, along with the explosion in wireless, bring the issues of brand extension, advertising and commerce to the forefront of our industry once again. What can we seriously expect from the merger of content and commerce? With broadband and wireless taking off, it seems as if the entertainment and information industries have reached a new taking off point for the e-commerce revolution. With the technology just about in place, this time there will be no false start.
Todd Herman, Streaming Media Evangelist, MSN Video, Microsoft Corp.
Andrew Rosenman, Director, Account Management, 141XM North America, div., WPP Group
Chris Colborn, VP of Interaction Design, R/GA
Paul Zullo, CEO, Muze
Scott Ehrlich, co-founder & CEO, Red-Tie Media
William Fulco, CTO, Avant Interactive
Susan S. Bratton, Vice President, Sales and Marketing, mailblocks, inc., Moderator
Todd Herman, Streaming Media Evangelist, is responsible for the strategy, implementation and communication of advertising sales for MSN Video. Mr. Herman began working in streaming media in 1996, shortly after its inception, while working at the forefront of the Hot Talk Radio movement. In 1998, he co-founded and served as CEO of theDial, (now Loudeye Radio), a seminal Internet Radio Pioneer. theDial provided private labeled audio and Internet radio technology to offline music service providers and top 100 web properties; theDial was the first company to welcome multiple Fortune 500 companies to Internet Radio advertising. As President of Mediagasm, LLC, he consulted media and technology companies on crossing online and broadcast advertising models, his clients included Microsoft, Windows Media, MSNBC.com and Ads.com -an early pioneer in serving Television advertising online- where he conceived his three C's of streaming media for consumers: control, condense & combine. He sits on the board of the International Webcasters Association and is a contributing author to The Streaming Media Bible by Steve Mack (2002, Wiley & Sons). Before co-founding theDial, Mr. Herman worked in most every facet of radio including several years as a nationally known radio talk show host. Todd Herman is an exciting, provocative speaker on media, advertising, pop culture and the Internet as the entertainment delivery device of the future -- and the present.
Paul Zullo, the CEO of Muze, is an entertainment industry expert who starte
d at the King Biscuit Flower Hour radio show. Later, recognizing that CDs were going to be the next big thing, Zullo launched the CD Hotline in the 80s -- a resource for people wanting to know when the latest albums would be published on CD. Since then, Muze has been on the cutting edge of providing entertainment information to consumers: first via consumer-friendly kiosks installed in record stores such as Tower Records, then via the Internet by providing the information about literally hundreds of thousands of albums, artists and songs to online stores such as Amazon.com and iTunes. Zullo has been "paddling in front of the wave" of the entertainment business for more than 30 years, and is a sought-after speaker about both the traditional and the online music and entertainment industry. He enjoys discussing constantly changing music formats, the challenges retailers face today because of the Internet and megastores and where he sees the industry moving over the next decade, among other industry topics.Andrew Rosenman, Director, Account Management, 141XM North America,
a division of the WPP Group: A native of Washington DC and educated at McGill University, Andrew Rosenman is a 10-year interactive industry veteran who is currently Director of Account Management for 141XM North America, a division of the WPP Group company Ogilvy Advertising. He has developed and deployed dozens of large-scale interactive software development projects and online media campaigns in his role as Senior Producer for Magnet Interactive Studios, Eagle River Interactive, K2 Design, and XM. Clients include The Smithsonian Institution, The Wall St. Journal., Compaq / HP, Visa International, The Ford Motor Co., Michael Jordan Enterprises, and Borders Books and Music. A frequent speaker at new media industry events, he is a contributor to several annual technology forecasts and lectures to key industry events including those hosted by Seybold, Kagan, and ICM/Marcus Evans. He is currently contributing to the development of graduate-level interactive media curricula in the US and Canada. Andrew is a Governing Member of the Interactive Television Alliance, a non-profit trade association promoting the adoption of ITV by content creators, advertisers, and networks. Andrew is fluent in French and conversant in German, with extensive European experience in Switzerland, France, Spain and the UK.Chris Colborn, Vice President, Interaction Design, R/GA: Chris has m
ore than a decade of interactive entertainment and design experience from CD-ROM games and Web applications to kiosks and wireless devices. As the Vice President of Interaction Design, Chris leads a team of nearly thirty interaction designers who are responsible for the customer experience and the integration of new technologies, including broadband and wireless, across all R/GA projects. One focus of his work is in systematic design, establishing structured design systems for ecommerce and marketing driven experiences, visual cues and branding, copy and content, and client and customer data. Not only do such design standards lead to more usable and consistent brand experiences for global customers such as IBM and Ericsson, but they also provide the groundwork and flexibility to empower communications across multiple customer channels, from Web to email and call center to automated voice systems, broadband digital signage and handheld devices. Chris has overseen over 200 projects for diverse clients, including Activision, AOL Time Warner, Avaya, Bank of America, Bed Bath & Beyond, Ericsson, Estée Lauder, Merck, Nestlé Purina, Nike, Reuters, and Verizon. Prior to R/GA, Chris was VP of Online Services at Byron Preiss Multimedia Company (BPMC). While there, he managed the development of a range of online projects for MSN, America Online, and the Web, including an AOL joint venture entitled Virtual Comics and a presidential campaign simulation for Microsoft and NBC. He created some of the earliest interaction design for virtual entertainment and Web-based gaming. Chris also produced a series of CD-ROM titles, including the Sci-Fi Channel Trivia game for which he executed a series of 24 broadcast interstitials. Before BPMC, Chris worked at Science Application International Corp. (SAIC), a leading science and technology company, where he built CD-i-based interactive kiosks and pioneered first generation Web sites. He developed interaction design and architecture standards, specifically focusing on the energy sector. Chris graduated from the University of California at Davis with a B.A. in International Relations with concentrations in design and electrical engineering. R/GA (www.rga.com) is an interactive advertising agency based in New York and is part of The Interpublic Group of Companies (NYSE:IPG), one of the world’s largest advertising and marketing services organizations.Susan S. Bratton, Vice President, Sales and Marketing, mailblocks, inc.:
Susan Bratton’s 22 years of experience in marketing and sales dovetails perfectly with Mailblocks’ strategy to leverage the best that technology offers on behalf of the consumer market. Most recently, Ms. Bratton founded her second rep firm, Cendara, Inc., with a hand-picked, thoughtful roster of next generation companies that offer better "marketing mousetraps" for her power-rolodex of customers in the high-tech, consumer goods, retail, finance, automotive and telecommunications industries. Prior to Cendara, Ms. Bratton was the Senior Vice President of Sales and Marketing for Excite@Home’s media business, in charge of PR, marketing and the advertising sales organization. This was the most recent position in her six-year career with the company where she was fortunate to manage the team that invented broadband online advertising. Prior to Excite@Home she was an independent publisher’s representative, having founded her own company and first rep firm, Media Associates, in 1988. Susan Bratton currently serves on the advisory board of Effective Brands and has held board and advisory board positions with Enliven, Inc, Unicast, DeltaClick and the ADTECH series of professional conferences. She has been the Chair of ADTECH since 2002. Ms. Bratton provided five years of industry leadership on the Board of the Internet Advertising Bureau, www.iab.net, which brings standards and leadership to the online media market, including one election as Vice Chairman. Additionally, she is recognized by Advertising Age magazine as a "Digital Media Master" – one of the top 25 most influential professionals in the online media space.Scott Ehrlich, CEO, Co-Founder Red Tie, Inc.: Scott Ehrlich has more than a decade of top-tier television and Internet management experience, serving in the senior management teams at Real Networks, Rivals.com and News Digital Media (Newscorp/Fox). In these positions, Scott has managed staffs of more than 200 employees, and annual budgets in excess of $40 million. He has negotiated landmark deals with major media entities in news (CNN, ABC News, The Weather Channel, CNET, WSJ.com), sports (NBA, NFL, NASCAR, MLB, PGA Tour, FOX Sports) and entertainment (E! Entertainment, CBS (Big Brother and Survivor), iFilm, Starz On Demand, Playboy) for the carriage, distribution and packaging rights to their content over IP, at various times managing relationships with four of the largest media companies in the world (Viacom, Disney, AOL Time Warner and News Corporation). Currently Scott serves as CEO of Red Tie, Inc., a digital media strategy and development firm with offices in New York and Seattle. In the past year he has served as a consultant and advisor to top management at divisions of two major studios and several high profile technology companies. Scott has overseen industry-changing initiatives and the development of ground-breaking applications in digital media. Expert in strategic planning, product and business development, he has been responsible for all content, revenue, product development, creative services, deal making, marketing, and long-term strategy. He is widely recognized as a leader in digital media, winning industry awards, serving as company spokesperson, and in high demand for public speaking engagements and panel appearances at industry conferences. Prior to forming Impulse Media, Scott served as Vice President of Media Acquisition and Distribution for RealNetworks, Inc. (Nasdaq: RNWK) In that role, he developed strategies, negotiated, implemented and managed product deals and relationships for the GoldPass and RealOne SuperPass services, and drove growth of Real Networks' subscription services to more than 1 million subscribers. Previously, Scott was Executive Vice-President and General Manager for Rival Networks, the publisher of Rivals.com, where he oversaw all aspects of the business including advertising sales, e-commerce, content, business development, marketing, public relations and creative services. At Rivals.com, Scott grew the network from 350 niche sports sites to over 800, while fostering revenue growth in excess of 400%. He developed and executed the operations plan, business strategy and documentation for Rivals' S-1 filing, securing financing ($35M, Softbank, 2000) and significant distribution deals (Yahoo! Sports, 2000). In addition, Scott supported international development with Rivals UK and Japan. Earlier in his career, Scott was the senior vice president and executive producer of News America Digital Publishing, with responsibility for all editorial, production, technology and product development for News Corporation's content-based digital publishing ventures, including FOX.com, FoxNews.com, tvguide.com and FoxSports.com. Scott has years of television management and consulting experience working with major broadcasting outlets other than Fox, such as NBC Cable, Twentieth Television, Paramount and McGraw-Hill Broadcasting. Ehrlich received his masters degree from The Graduate School of Political Management, now part of George Washington University and his undergraduate degree from Kenyon College.
William Fulco, CTO, Avant Interactive: Bill Fulco has been working pr
ofessionally in the computer industry for over 35 years - as a Startup Founder, Executive, Senior Manager, Market Analyst, Writer, Technology Editor, Software Engineer, Programmer, Consultant, Conference Speaker and Technology Evangelist. Currently, Bill is co-founder and Chief Technology Officer for Avant Interactive, Inc. – developer of a "clickable-video" technology based on the ability to track "objects" in video content so that these objects can be made "hot". Bill manages the technical staff of engineers and scientists at Avant, as well as serves as Sr. Executive in the business development arena. Avant’s technology comprises tools for the production of clickable-video and delivery platforms for broadband, "shiny-disc", 1-screen & 2-screen ITV as well as PVR solutions. Bill started his career as a software engineer in the late 1960s, when at the age of 13 he worked at the premier defense computer software firm of the day -System Development Corporation. In 1974 as freshman at UCLA - he worked with the team that created the Internet (at the time called "The ARPANET"). Bill did both his undergraduate and graduate work in computer science at UCLA. In 1986 Bill embarked on the path of his current specialty – technology and uses of audio/video compression by investigating full motion video capture, compression and editing on desktop computers. Three years later, with $5M of funding from Intel Corporation, Apple Computer, c.itoh and Jostens Learning, Bill co-founded his second startup - New Video Corporation - that delivered the very first commercially successful cross-platform (Mac and PC), encode/decode, full-screen, 30fps video to the Macintosh desktop, two years before Apple's QuickTime came into existence. In 1994 Bill began developing tools for the nascent World Wide Web, including one of the first application-servers for web-application integration. By 1995 these tools were being used to integrate a wide variety of operations ranging from program scheduling at CBS to integrating an existing telephone (audio) dating service onto the web. During the "dot-com" boom Bill was the acting Vice President of Research and Development for Digital Entertainment Network (den.net) the first major "online TV network" followed by a stint as VP of Technology Assessment, Research and Development at Radical Communications (RadicalMail.com). At these firms, he and his R&D teams prototyped tools and developed technologies for new services and forms of web-content and advertising delivery, including DTV (digital television), data-casting web-content (in conjunction with Intel Architecture Labs); Wired and wireless Webcam networks; Audio/video entertainment and advertising on handheld devices and "converged living room" appliances including PDAs, Cell Phones, set-top boxes, PVRs and new user interfaces for delivery of audio-video content and advertising to consumers. Following the "dot-com" era, Prior to becoming Avant’s CTO, Bill was a Sr. Processor Architect at Atsana Corp (Ottawa Canada) developing an industry-leading, ultra-low power, 5-Billion op/second video-processor for MPEG-4 encode/decode video-on-cell-phone applications. Throughout the years, Bill has been a leading expert on video-compression technology, Internet applications, Content distribution and protection. Bill has also been a leading industry analyst with one of the top analyst groups in the world (The Envisioneering Group), providing his consulting expertise to senior management at firms like Intel, Apple, Sony, Toshiba, Philips, Qualcomm as well as numerous startups and venture capitalists. In addition Bill is often a conference speaker at major trade shows in the technology industries, including Comdex, CES, Digital Hollywood, CTIA and others.