Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Building Blocks 2008 Wednesday, August 6th 2:15 PM – 3:30 PM Track IV: The Advertising & Commerce Platform Video Advertising: How New Consumer Habits Are Driving the Advertising Community to Innovate, and the Challenges with Scale Traditional television is moving to the Internet. Though today’s consumer can effectively avoid watching advertising on TV through new time- and place-shifting technologies, the “opt-out” function and other choices make it easier than ever for consumers to skip ads online too. Yet when asked, 75% of consumers prefer advertising over paid subscription models. To keep up with these new consumer video viewing habits and trends towards watching video content online, content owners, advertisers, and technologists must turn into entertainers, or lose precious eyeballs and dollars. To keep audiences captive, advertising must become the new form of entertainment. As content owners, advertisers and technologists begin to better understand video advertising opportunities, one important challenge has come to light: SCALE. On top of creating compelling advertising content, the problem for video advertising isn’t targeting or ad formats. The problem is the inability to scale in-video media buys so that demand (buyers) can leverage the growing supply (sellers). Deeje Cooley, Product Manager, Dynamic Media Organization, Adobe Julian Zilberbrand, VP, Group Director, Technology, Mediavest Digital Keith Richman, CEO, Break Media Jim Larrison, EVP, Platform Sales and Services, Adify John Gentry, President, Spot Runner Cheryl Kellond, former VP Advertising, Yahoo! Geoffrey Coco, Group Product Manager Video & Rich Media, Microsoft Advertising, Microsoft Steve Robinson, President, Panache, Moderator John Gentry, President, Spot Runner, Inc.: John Gentry is president of Spot Runner, Inc., a technology company that is developing the next generation of advertising services. In addition to helping manage the day-to-day activities of the company, Gentry also leads Advertising Services, which includes both the Local and National divisions. Gentry joined Spot Runner in 2005 and started as the chief revenue officer, overseeing all sales and business development activities, strategic partnerships, media, distribution relationships and customer care. Prior to Spot Runner, Gentry was chief revenue officer at Green Dot, the market leader in the prepaid debit card industry. He led the company’s efforts to build out multiple channels of distribution, including expansion of the retail distribution network, new channels of card distribution and the Green Dot Financial Network. Gentry was one of the early employees of Overture Services, Inc., the originator of the paid search advertising model. At Overture, Gentry was senior vice president and general manager of the Affiliate Business and was instrumental in creating the category of “paid search,” building the largest distributed search network on the Internet. Gentry has also held positions in Distribution Strategy at Disney/ABC Cable Networks and Discovery Communications. Gentry holds a B.A. in Political Science from the University of California Los Angeles and an M.B.A. from the J.L. Kellogg Graduate School of Management at Northwestern University. Cheryl Kellond, former VP Advertising, Yahoo!: Cheryl Kellond is a game changing product leader who sees the whitespace in the status quo and fires up teams to deliver competitive advantage that can’t be dislodged. As a results she's delivered over a half billion dollars of incremental revenue from brand new product innovations over the course of her career. Most recently she was the VP of Advertiser Product Marketing at Yahoo!, where she drove product strategy for search, display, and video advertising. At Yahoo she was most passionate about new ad products that helped shift offline budgets online, creative tools to take the difficulty out of display advertising, and video monetization. Under her leadership, Yahoo helped develop the new IAB standard ad formats and drove the acquisition of Maven Networks. Prior to Yahoo!, Kellond was at Adobe, where she led the vertical solutions team in charge of advertising, media, and publishing and launched an internal start-up effort for Rich Internet Applications – which now ships as Adobe AIR. Before Adobe, she provided strategic product management services for start-ups and accelerated growth companies. She launched the first online marketplace for advice and services at EXP.com and was the first to use online community to deliver both bottom line cost savings and revenue lift at E*TRADE. In the mid-nineties, she was a notable blogging personality at a Web site she later sold to AOL. Kellond earned her undergraduate degree from the University of Chicago and an MBA from the Massachusetts Institute of Technology Sloan School of Management. Deeje Cooley, Senior Evangelist, Dynamic Media Organization, Adobe Systems Incorporated: Deeje Cooley, Senior Internet TV Evangelist for Adobe’s Dynamic Media Organization, is responsible for promoting the distribution and playback value proposition of Adobe Flash, including Flash Media Server and Adobe Media Player, to ecosystem partners in the Internet video publishing space. Cooley has been in the software industry since 1985. His second start-up, After Hours Software, was sold to Aldus Corp in 1992. When Adobe acquired Aldus in 1993, Cooley helped design a consumer version of Photoshop called Photo Deluxe. After that, he helped start new initiatives at Apple, LeapFrog and Netscape before founding PuppetTime, a company that developed 3D pre-visualization software for screenwriters, which was sold to Cycore AB in 2000. At Macromedia, he worked as a product manager for Contribute, the popular Web and blog publishing software. After the acquisition of Macromedia by Adobe, Cooley was a founding member and product manager of the Philo project, which became Adobe Media Player. In all, Cooley has been with Adobe for more over a decade. Cooley is an accomplished speaker, having presented at a number of top industry events on topics such as Internet TV, video podcasting and advertising, RSS technology, and personal publishing. Cooley studied computer science at California State University, Northridge before earning his Bachelor’s degree in Business and Marketing from the University of Phoenix. Jim Larrison, Executive Vice President Platform Sales & Services, comScore: Prior to joining Adify, Jim was Senior Vice President of Corporate Development for comScore Networks, where he was responsible running a commercial business unit focused on financial, telecom, and government sectors. Jim was responsible for the development of many cutting edge applications, including the first technology used to collect and report integrated online surfing and buying activity across the entire web. Before joining comScore, Jim held management positions at leading US companies such as: Information Resources, Lever Brothers, and Vision Quest Research. Jim received a BS in Marketing from Bradley University and MS in Information Systems from DePaul University. As the GM of Corporate Development, Jim's focus is developing market relationships while launching in specific vertical segments, working with both large brand enterprises and high quality niche entrepreneurs. Julian Zilberbrand, Vice President, Group Director, Technology and Ad Operations, MediaVest USA: As VP, Group Director, Technology and Ad Operations at MediaVest, Julian Zilberbrand oversees the implementation and reporting of digital campaigns for all MediaVest’s clients. An expert on digital technology, analytics and measurement systems, Julian helps oversee training for all digital staff on buying, planning, trafficking and billing tools. He also manages relationships with MediaVest’s digital and technology vendors. In addition, Julian has helped to lead and oversee the development of the Digital Mediabank platform across MediaVest, as well as the entire Starcom MediaVest Group network. Before joining MediaVest in 2004, Julian held Product Specialist and Client Service Specialist roles at rich media technology provider, Eyeblaster, as well as developing the company's Eyeblaster University training program. Julian was also a Project Manager and Technical Analyst for Doubleclick, balancing product engineering and operational roles while providing support for clients on rich media, third party ad serving and campaign reporting. Geoffrey Coco, Group Product Manager Video & Rich Media, Microsoft Advertising, Microsoft: Geoffrey Coco is a Group Product Manager with Microsoft Advertising, where he is responsible for Atlas Rich Media & Video products for agencies and publishers. He is an active participant with the IAB helping to define standards and best practices for new ad formats. Before getting an MBA from MIT Sloan and turning his focus to quantitative marketing, Geoff was a software architect and designed groundbreaking authoring tools for creative professionals in the areas of electronic music and digital video. His background includes Apple, Real Networks, and Brightcove, along with several startups and the Seattle-based Human Interface Technology Lab. Keith Richman, a recognized industry leader and successful entrepreneur, is chief executive officer of Break Media. Keith is responsible for providing the company’s overall strategic direction and leading the company in the areas of business development and marketing. Break Media is the Internet’s premier entertainment community for men. It’s five wholly owned branded properties (Break.com, Cage Potato, Chickipedia, Holy Taco and Wall Street Fighter) and the over 60 site Break Media Network reach over 50 million men aged 18-34 worldwide. Founded in 2004, Break Media offers advertisers unrivaled opportunities to market directly to a young, male demographic. A sought-after panelist at top industry conferences, Keith is considered a leading expert in marketing to the coveted young male demographic; he was recently included in the AlwaysOn 2008 Hollywood IT List and The Hollywood Reporter’s list of Top 50 Hollywood Innovators. Keith has also been named to the Hollywood Reporter’s Next Gen 2007 New Media list of the most talented executives in film, television, representation, legal and new media, all age 35 and under, recognized in the prestigious annual “40 Under 40” by Multichannel News and was named one of the “10 to Watch” by Television Week in 2006. Steve Robinson, President & Founder, Panache: Seeing the need for a stable and effective advertising revenue model in the media eco-system, Steve started Panache in 2006. He has always been at the forefront of technological solutions, designing and implementing best-of-breed technologies to solve business problems for Fortune 500 companies and government agencies. In 1996, Steve founded Panache's parent company, Panther Software, to develop mission-critical, high-performance data exchange software, video delivery, and advertising solutions for clients such as Motorola, Viacom, Microsoft, NASA, Citicorp, EDS, and Ticketmaster. Under Steve’s leadership, Panther Software grew to a multi-million dollar sale company. While at Panther, Steve’s work in component object modeling and disparate systems connectivity was published in numerous periodicals. Since starting Panache he has been a frequent contributor to new media publications such as MediaPost and regularly speaks at industry events, including OMMA, NAB, IAB’s Leadership Forum and Digital Hollywood. Steve is a magna cum laude graduate of the University of Florida with a degree in Finance and Accounting.