Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, May 4-7, 2009 Monday, May 4th 3:45 PM – 5:00 PM Track II - Reinventing Advertising Advertising Accountability: Metrics and Analytics around Video, Social Media, P2P and User Generated Media With advertising and the new technologies grabbing an ever greater share of the total advertising dollar, the need for accountability is greater now than ever. Data can be interpreted in any number of ways, drawing any number of conclusions, some proving to be on target, others leading to shaky investment of time, energy and useful results. The good news is that the ability to understand the metrics and analytics being applied to the new technologies - broadband, UGM, Social Networks, P2P and mobile – are beginning to show results. In this session, we will take a look at the latest techniques and question the assumptions that underpin advertising in the new medias. Richard Sussman, Director, Media and Entertainment, Nielsen Online Taylor Holsinger, Director of Search and Online Media, TNS Compete Richard Huff, Senior Manager Microsoft Atlas Institute Kerry Langstaff, VP of Marketing, Quova Colleen Quinn, Sr. Program Director, Interactive Advertising and Media & Entertainment, Teradata Corporation Ken Mallon, SVP, Custom Solutions and Ad Effectiveness Consulting, Dynamic Logic Mark Ghuneim, CEO, Wiredset, Moderator Richard Huff, Senior Research Manager, Microsoft Adverting: As a Senior Manager in Microsoft Adverting’s Atlas Institute, Richard continues his years of Internet pioneering and innovation. It was while working in the network engineering field during 1993 that Richard realized the Internet’s potential. "It was one of the most amazing technologies I had ever been introduced to," said Richard in reflection. With no Internet access other than that of the local university, he looked further into the business possibilities and found the technology "too important to be ignored." Richard built Pacific Rim Network to become one of the largest and most successful Internet service providers in Western Washington before selling the company in late 1996 to Verio [NASDAQ: VRIO], a national Internet Service Provider acquired by NTT in 2000. As President and CEO of Media Access Internet Solutions between 1997 and 2001, Richard increasingly turned his energy and technical expertise toward Web business strategies. Today, he manages the direction of key projects and early-stage product development research in Microsoft Advertising’s Atlas Institute. Richard Sussman, Director, Media & Entertainment, Nielsen Online: Richard Sussman is Director, Media & Entertainment for Nielsen Online. In this role, Mr. Sussman has been instrumental in leading all sales related growth initiatives within the Media and Entertainment vertical based in Los Angeles. He oversees such clients as Disney, Sony, Warner Bros and Paramount, to name a few. Mr. Sussman carries an accomplished track record in Management Consulting, Digital Strategy, Sales and Marketing for the Entertainment and Media Industries. He has more than 14 years of experience in corporate development, sales, marketing and strategic partnerships with entities such as content providers for their digital distribution & licensing rights, sales and digital strategy for new media publishers, film studios, television networks, market research firms, and various startup companies both domestically and internationally. Mr. Sussman started his career in investment real estate where he was instrumental in asset acquisition and disposition for various private trusts and private entities. After a successful career in this field, he became a partner and SVP for a digital ad insertion, content and technology company. Following that, Mr. Sussman provided management consulting and digital strategy for entertainment and media companies looking to find new ways to monetize their core offerings and enhance or rethink their existing business strategies. Mr. Sussman has spoken on numerous New Media and Entertainment panels and has worked abroad in Europe, Australia, China and North America. Mr. Sussman is also very active in the Media and Entertainment business community and charitable organizations in the Los Angeles area. Young-Bean Song is a Senior Director at Microsoft Advertising and oversees the Atlas Institute, renowned for its research in digital advertising effectiveness, creative and media optimization, and ROI-driven marketing strategy. Song pioneered the development of “Engagement Mapping”, a new industry ROI reporting standard that goes beyond the last ad or click, and accounts for every digital touch-point in a consumer’s history. The Atlas Institute partners with top agencies and advertisers to deliver custom research and analytic solutions, and publishes an ongoing series of industry research known as Digital Marketing Insights. Colleen Quinn is Senior Director of Interactive Advertising for Teradata Corporation’s Global Industry Solutions group, responsible for deployment of Teradata’s Audience Insight Solution, and overall solution strategy for the Media & Entertainment Industry. Prior to joining Teradata. she served as Ascent Media’s Senior Director for Digital Services and MSOs, responsible for global deployment of Digital Asset Management and VOD Management Solutions. Quinn brings over ten years of expertise in digital media and technology design. Quinn also served as Vice President of Technology for Countrywide Lending, responsible for development and deployment of operational business systems. Quinn served as principal and partner with SoftArt Management Consulting where she led the deployment of supply chain/sourcing and e-procurement technologies. Kerry Langstaff, VP of Marketing, Quova: Kerry Langstaff oversees Quova's marketing vision and product strategy. Prior to joining Quova, she was Principal of Langstaff Communications, a marketing communications agency with clients in the networking and security industry, including Cisco Systems and Juniper Networks. Previously she was Director of Marketing for 3Com Corporation responsible for worldwide small-medium business channel development and end-user marketing communications. Prior to that she was with the Silicon Valley practice of Ketchum Public Relations, where she managed clients including Adobe Systems and Digital Equipment Corporation. Langstaff is the winner of 15 industry awards for public relations, direct mail, advertising and collateral campaigns. In 1990 she received Accreditation from the Public Relations Society of America. APR is a mark of distinction for public relations professionals who demonstrate their commitment to the Profession and to its ethical practice. Kerry holds a Bachelor of Arts degree in Public Relations from San Diego State University. She is on the Board of the Santa Clara Valley Medical Foundation and has held board positions in the Silicon Valley Chapter of the Public Relations Society of America (PRSA) and the International Association of Business Communicators (IABC). Mark Ghuneim, Chief Executive Officer / Founder, Wiredset and Trendrr: As CEO of Wiredset, Mark Ghuneim is a new media visionary with expertise in social engagement, technology and behavioral trending as well as marketing for music, television and brands. Mark launched Wiredset in 2004 as a futuristic digital agency with the ability to incubate, create and execute all aspects of digital marketing. Recognizing the need for real time actionable data for his clients, Mark oversaw the development of a proprietary online tracking service that allows for unparalleled visibility into user behavior and market intelligence across a myriad of internet categories such as social networks, search engines and video sites. With headquarters in New York City and offices in L.A. and Seattle, Wiredset services top entertainment properties such as HBO, MTV, Bravo, Comedy Central, ESPN, Oxygen, Atom Films, Virgin Records, Universal Music Group, Sony BMG, and leading consumer brands such as Apple, Microsoft, Puma and Armani Exchange. Prior to starting Wiredset, Ghuneim spent 16 years with Sony Music USA, where he was most recently Senior Vice President for Online Services. In that role, he created and implemented online marketing campaigns and was responsible for Sony Music's online sales. As Senior Vice President of Online & Emerging Technologies for Sony's Columbia Records Group, Ghuneim was instrumental in the careers of artists such as Destiny's Child, Jeff Buckley, Bruce Springsteen, Bob Dylan and Billy Joel. Mark has pioneered innovations in new media as the music industry has evolved during the past three decades. Before joining Sony, Ghuneim was Director of Press and Video Promotion for the legendary independent label Beggars Banquet Records. In the nascent days of music video, he was program director and production manager at the New York City video nightclub Private Eyes. Ghuneim frequently moderates panels at top industry gatherings and guest lectures at universities such as NYU's Stern and School of Music in New York City and UCLA in Los Angeles. He has worked as a mentor with the Center of Communications. His work in the Information Securtity Space was feature in Time Magazine and cited by the head of the FBI in addressing national infrastructure vulnerabilities. He has worked with NYCLU and ACLU addressing surveillance in public spaces and Ghuneim’s photographs have appeared in publications such as New Musical Express and the British Music Weekly. Known to many online as Mediaeater, Ghuneim reads 10 print newspapers each morning and 100s online each day in his RSS reader. He resides in the tranquil West Village in Manhattan. Taylor Holsinger is director of search and online media for TNS Compete. Taylor focuses much of his efforts in managing business relationships with advanced media clients to implement online channel effectiveness solutions, audience engagement and conversion measurement, and new advertising effectiveness tools. Taylor provides guidance for the integration of online to offline measurement, as well as directing multi-TNS Media company projects, such as social media, clickstream panel, behavioral targeted survey, creative measurement, and post-click analysis of online user experiences. Taylor joined Compete following his work on the publisher-side with Amazon.com, where he developed an ad targeting process and managed key agency relationships. Previously Taylor managed the largest relationship for Nielsen Online, and before that spent five years as a founding member of the successful Seattle-based research startup, GMI. While there he won key contracts with J.D. Power & Associates, pioneered the application of online global theatrical trailer testing for Nielsen Entertainment, and opened offices in Atlanta and Sao Paulo, Brazil. Taylor is a patent holder of an RFID market research process. Mr. Holsinger is a 2005 masters graduate of the University of Washington in business administration. He is also the happy father of four children. Ken Mallon, SVP, Custom Solutions and Ad Effectiveness Consulting, Dynamic Logic: Media Consultant, Media Group, Millward Brown: Ken is a 25-year research veteran having applied research methods, statistics and data mining expertise to a variety of fields including health, pharmaceuticals, marketing and internet behavior. At Dynamic Logic, Ken heads the Custom Solutions team, providing specialized research and consulting services to top clients. Before joining Dynamic Logic, Ken was a Director of Product Development, a Director of Marketing Solutions and a Director of Data Mining at Yahoo! There he helped to create Yahoo!’s data-mining group, as well as their behavioral targeting system, unique consumer insights and passively collecting data and advertising products. Ken holds a Master of Health Science in biostatistics from Johns Hopkins University, a Master of Science in statistics from Stanford University and a Bachelor of Science in secondary math education from University of Connecticut.