12:30 PM - 1:45 PM
Track IV:
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.
Michael Zimbalist, President, Online Publishers Association (OPA)
David Tokheim, Vice President, Marketing, IGN Entertainment Inc.
Marianne Caponnetto, Vice President, Publishing, Global Media & Entertainment Industry, IBM
Sam Huxley, Director of Internet Strategy, BrandBuzz, a Young & Rubicam Brand
Daniel Harris, CEO, MediaPass® Network
Josh Rose, Senior Vice President, Director, iDeutsch, Deutsch, Inc., Moderator
Todd Herman, Streaming Media Evangelist, MSN, Microsoft Corporation: 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.
David Tokheim, Vice President, Marketing, 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.Marianne Caponnetto, Vice President, Publishing, Global Media & Entertainment Industry, IBM: As Vice President, Publishing, Global Media and Entertainment Industry, Marianne Caponnetto is responsible for strategy, sales, marketing, solution development and partnerships/alliances in the global Publishing and Marketing Communication segments. Her focus is on helping companies in this industry address critical business issues by leveraging the deep IBM intellectual capital and broad portfolio of solutions, services, hardware and software. She was previously Vice President, Worldwide Media/Digital Media in IBM Corporate Marketing where she built and managed IBM's global advertising media strategy and operations. Marianne was responsible for a $600+ million global advertising budget and pioneered innovative and efficient marketing, media and interactive strategies, processes and tools. Prior to joining IBM, Ms. Caponnetto held the post of Director of Corporate Marketing, Dow Jones & Co. In that role, she was responsible for directing the company-wide portfolio sales, marketing and communications strategy and programs. Marianne began at Dow Jones in 1989 as Director of Strategic Marketing for the Wall Street Journal where she set the strategic marketing direction for the Journal with a focus on marketing, planning and sales issues that cut across departmental lines and on longer range competitive challenges, strategic alliances, investments and new products that extended the Journal franchise. She was a member of the Journal's Management committee that was comprised of the top editors and business executives. In addition to the above positions, Ms. Caponnetto's background includes experience as an advertising agency executive and Media Director on a wide variety of consumer and business accounts at several major advertising agencies including Lord, Geller, Federico, Einstein; Needham, Harper & Steers; McCann Erickson; Foote Cone & Belding. Ms. Caponnetto has served on the Board of Directors of the Audit Bureau of Circulation, the Ad Club and chaired the ABC Board of Directors. She is a member of the YWCA Academy of Women Achievers and has been recognized as a Digital Media Master. She has also served on the Board of Directors of the Business Publications Association, the Association of National Advertisers CASIE Committee, the Fast Forward Steering Committee and the Family Friendly Programming Forum. She is a graduate of the University of California at Berkeley and lives in Westchester County, New York with her husband and two daughters.
Michael Zimbalist, President, Online Publishers Association (OPA
): Michael Zimbalist was named president of the Online Publishers Association (OPA) in February 2004 after having served as executive director of the organization since it was founded in June 2001. Under his leadership, the OPA has grown from 12 founding members to more than 30 of the most well-known and well-respected online media brands. During that time, the OPA has also become a vital and recognized authority on the online media business and played an integral role in promoting the online medium as a viable business for publishers, an effective platform for marketers and an indispensable source of news, information and entertainment for the public at large. Michael is a frequent commentator on issues affecting the online media and advertising business. He has appeared in national broadcast media such as NBC News and CNN and is regularly quoted in The New York Times, the Wall Street Journal, USA Today and a host of other general interest and trade publications. He is also a regular speaker at industry conferences and events. Michael brings more than 20 years of experience in interactive media, advertising and technology to his work. Prior to joining the OPA, he served as executive vice president for marketing and business development of ePod, an advertising technology company that he eventually sold to Star Media Network in May of 2001. From May 1997 to August 1999, Michael served as general manager of online services at United Media, a division of the E.W. Scripps Company where, under his leadership "The Dilbert Zone" website gained national prominence. From February 1995 to July 1997 Michael was director of production for ABC’s multimedia group from where he extended ABC television brands into new media through the development of in-house competencies and the implementation of strategic partnerships. Previously, as a Disney Imagineer, Michael wrote and produced a number of interactive exhibits at Epcot Center and Euro Disneyland for sponsors such as AT&T and IBM. His credits also include television shows for Hanna-Barbara and interactive games for MCA/Universal Studios, among others. Michael earned a Bachelor of Arts degree from Brown University with a double major in chemistry and philosophy. He lives in New Jersey with his wife Melissa, son Quentin and twin daughters Lila and Peri.Josh Rose, Senior Vice President, Director of iDeutsch, Deutsch, Inc.: As Sr. Vice President and Director of iDeutsch, Josh Rose heads up one of the smartest and most creative interactive shops in Los Angeles. iDeutsch offers fully integrated online marketing solutions to Deutsch ’s impressive roster of clients, including Coors Light, DIRECTV, Snapple, Revlon, MCI, California Cheese and JD Edwards and recently won ADWEEK ’s Interactive Agency of the Year award, for 2002. Rose has been working in interactive for 6 years, developing large-scale interactive projects and campaigns for such clients as Mitsubishi Motors, Sprint, Chase Manhattan, Visa, Public Storage, Sony Electronics and Peppers & Rogers, to name a few. Rose has also been on the forefront of music destinations on the Internet having developed the branding, site and software design for RioPort and Spinner as well as similar branding and development work with WherehouseMusic and The Experience Music Project. Rose has also worked as a partnerwith MTV, VH1, House of Blues, Nike.com, Ministry of Sound and Bolt to help them deliver digital audio solutions via the Web. In addition,Rose has developed sites for Alanis Morissette, Marilyn Manson, Brian Wilson and other artists. Prior to working in the interactive space, Josh spent over 3 years at The Walt Disney Company, in Buena Vista Pictures ’ Marketing department, developing promotional campaigns and tie-ins for all Touchstone, Hollywood Pictures and Walt Disney films.
Sam Huxley, Director of Internet Strategy, BrandBuzz, a Young & Rubicam Brand: As Director of Internet Strategy for BrandBuzz, Sam has been responsible for creating interactive concepts for clients such as Sunkist, Schweppes, dnL, Sony, LG Mobile phones, Absolut, and Del Monte. Sam pioneered the first IM agent-based CSD campaign, led the first sponsorship integration in a major game console title, and concepted the successful "Make Your Mark" online promotion for Sony, which won the Interactive Pro Award in 2003. Additionally, Sam co-founded BIG (Bounce Interactive Gaming) in May 2004 and serves as Chief Strategic Officer. In this role, he creates marketing plans for the clients of Y&R Brands across the quickly emerging videogame platform. Prior to joining Brand Buzz, Sam was the Director of Creative Strategy with Luminant Worldwide and the Brand Dialogue Group at Y&R. In this position he created creative concepts, interactive strategies, and architectures for clients such as AT&T, Visteon, and USPS, and was instrumental in winning interactive assignments from Sony and Philip Morris. He began his career at the Corporation for Public Broadcasting's Education Department as a Technical Associate in 1995 where he reviewed interactive grant proposals and did strategic development for the Ready To Learn program. Sam graduated from St. John's College in Annapolis, Maryland, and currently resides in Manhattan with his wife, Elsa.
Daniel Harris, CEO, MediaPass® Network. As company Founder & CEO, Daniel has been responsible for overseeing all aspects of growth and development for the MediaPass.net Network since its inception. This includes managing a 4 year relationship with Microsoft Corporation. During this time, MediaPass has been a featured content partner within Microsoft’s WindowsMedia.com; and most recently, MediaPass participated in a national press launch at SXSW music conference announcing the launch of its new music video download service. Having secured the exclusive content rights for events including: 2002-2003-2004 American Dance Music Awards, Voodoo Festival, UK’s Mobo Awards, and Ultra Festival, MediaPass.net properties have distributed well over 200 live-on-demand webcasts reaching millions of end-users. This vision for cost-efficiently feeding the content needs of Gen Y - X audiences has resulted in establishing relationships with all of the major music labels. MediaPass has seamlessly integrated its original content with mainstream talent including: Madonna, Missy Elliott, OutKast, Beyonce, Busta Rhymes, Radiohead, ColdPlay, and Red Hot Chili Peppers.