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 Tuesday, May 5th 10:45 AM - Noon Track II: 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). Nada Stirratt, EVP for Digital Advertising, MTV Networks John Vincent, CEO, EyeWonder Kevin Yen, Director of Strategic Partnerships, YouTube Ramiro Sanchez, Director, Advertising Sales Strategy and Programming, Reuters Media, Thomson Reuters Jason Forbes, Group Vice President, Strategy, New Products & Marketing, Time Warner Cable Media Sales Mark Marvel, Senior Director of Video Monetization, msnbc.com Steve Robinson, President, Panache, Moderator Nada Stirratt is Executive Vice President, Digital Advertising for MTV Networks. In this role, she leads the company’s digital sales organization in its aggressive expansion into the digital and multi-platform advertising arena across all properties, including: MTV, VH1, Nickelodeon, ComedyCentral, iFilm, xfire, Gametrailers, CMT, SpikeTV and Logo. Prior to MTV Networks, Nada spent three years at Advertising.com, where she held three leadership positions during her tenure there. She was hired as Senior Vice President, Corporate Development and tasked with positioning the company for acquisition. Upon the successful sale of Advertising.com to AOL in 2004, Nada moved to head-up the media-buying arm of Advertising.com, and grew the network to become the largest third-party network in the industry. Nada was tapped to do the same on the ad sales side in 2005 and, under her leadership, the sales team generated its most successful quarters in its nine-year history. Prior to joining Advertising.com, Nada was Vice President, Business Development at AOL, where she led a team driving content integration and CPG revenue for the portal. Nada has been in the digital space since 1997, when she joined Moviefone as Senior Vice President, Advertising Sales, and was tasked with adding structure and expanding the revenue base for that entrepreneurial company, culminating in its sale to AOL in 1999. Nada spent eight years in magazine sales; first at Hearst, where she managed the beauty category for Cosmopolitan and then at Conde Nast, where she served as advertising director of Allure magazine. She has a BS in Advertising from the University of Illinois and lives in New Canaan, CT with her husband Avery Stirratt. Rebecca J. Paoletti, Senior Director, Video Strategy, Yahoo! Inc.: Rebecca J. Paoletti serves as Yahoo!’s senior director of video strategy and is responsible for developing, executing and leading Yahoo!’s online video sales strategy including products, marketers’ objectives, sales support plans and the go-to-market roadmap for current and future innovations. She currently focuses on video monetization across the Yahoo! owned and operated sites, as well as publisher partner sites, with a specific focus on competitive ad formats, branded channels and content syndication. With more than 17 years of media communications experience and 13 years in Internet, broadband and iTV strategy, publishing and production, Paoletti has developed a strong understanding of industry trends and dynamics, and market challenges. Before joining Yahoo!, Paoletti served as the creative director at Maven Networks, where she managed broadband strategy for CSTV and NBC and various Fortune 500 companies including GM/Chevrolet, Pepsi, Nike and 20th Century Fox. Prior to her work with Maven, she spent two years as vice president of strategy and programming at Gotham Broadband, where she oversaw client sales and content strategy, and developed broadband programs, business cases and marketing methodologies for clients such as Deutsche Telecom, AOL/Road Runner, British Telecom and DirecTV, among others. Paoletti also served as editor in chief and senior director of programming for AOL Time Warner’s Road Runner broadband service. She developed e-commerce and community strategies that could be implemented on both the national and local levels. In 1995, Paoletti was charged with launching Turner Network Television’s first interactive programming venture and building the audience for the award-winning site. Paoletti holds a Bachelor of Arts in English/Creative Writing and a minor in Russian Studies from Princeton University. John Vincent, CEO, EyeWonder: Vincent co-founded EyeWonder in August of 1999 and was part of the original team that pioneered the first-ever instant-play video ad in 2000. Under Vincent's leadership, EyeWonder has grown to become the leading interactive digital advertising provider of many of the world's top agencies, publishers and advertisers. His vision has helped drive EyeWonder's success and revolutionized online advertising. As the company's CEO and Chairman, Vincent positions EyeWonder to best take advantage of the industry's astounding growth. Active in setting direction for the future of online rich media, Vincent sits on the board of the Interactive Advertising Bureau (IAB) and is a member of the Rich Media Task Force for IAB standards, the Interactive Broadcasting Committee and a Presidential Advisory Board member of Jumpstart Automotive. Vincent was named one of the Digital Media 100—a special recognition in the field of leaders, influencers and innovators in the digital media industry. Prior to co-founding EyeWonder, Vincent worked extensively in the field of media and advertising, with a focus on coordinating media strategies and communications. His career includes key executive and leadership positions with Leap Online, an online marketing company that merged with EyeWonder in 1999, as well as Magellan TSA, Inc., Place Space Media and Captive Concepts, Inc. Vincent earned his bachelor's degree from Vanderbilt University. Kevin Yen, Director of Strategic Partnerships, YouTube: As Director of Strategic Partnerships, Kevin Yen is responsible the performance and expansion of YouTube's content and distribution deals, as well as the industry marketing of the YouTube platform. His online video expertise spans monetization models, marketing strategies, research methods, and rights management. At YouTube, Kevin created the Four R's marketing framework of Revenue-Reach-Research-Rights, and established and chairs the partner Video Advisory Board. Prior to the Google acquisition of YouTube in October 2006, Kevin built and directed the partner management team for Google Video, and negotiated over $250 million in large-scale ad syndication deals with Google's top partners such as AOL and InfoSpace. Before joining Google, Kevin held senior product positions at Netscape and AOL, where he also led technology and distribution deals with Sun Microsystems and Macromedia, among others. In addition, he helped pioneer advertising optimization systems at a Silicon Valley startup. Kevin earned his BA with distinction in Applied Mathematics from UC Berkeley, MS in Engineering from Stanford, and MBA from the Haas School of Business at UC Berkeley. Mark Marvel, Senior Director Video Monetization, msnbc.com: Mark Marvel has had a varied history in publishing and sales. After graduating from Columbia University he worked as an editor and writer for a number of publications including Esquire magazine, The New York Times, Elle, Interview and Details. His favorite article was called “Sexless in Seattle,” which he wrote for Elle magazine, and which explored the differences between being a single man in New York and Seattle at the time he moved from NY to Seattle to begin working for Microsoft twelve years ago. At Microsoft Mark was one of the original editors hired to produce Sidewalk. He helped launch MSN Shopping and ran the publishing team at MSN Entertainment, returning to New York three years ago to work with the sales team to develop packaging solutions for the MSN Entertainment site. In his current role as the Senior Director of Video Monetization at msnbc.com he oversees the video monetization strategy for the #1 news site on the web, working closely with the NBC News team to develop original programming concepts for the web and other cross-media strategies. Mark lives in an area of New York called DUMBO. If anyone asks you, it stands for Down Under the Manhattan Bridge Overpass. Jason Forbes, Group Vice President, Strategy & New Products, Time Warner Cable Media Sales: accountable for defining and executing on the strategic direction for the Media Sales group. This includes both enhanced products on the linear side (HD targeted advertising) as well as Advanced Advertising including new products around interactivity, addressability and data monetization across VOD, online and other TWCMS joint ventures. Prior to joining Media Sales, Jason was Vice President of Strategy & Transformation with Capgemini where he lead the team in the delivery of programs across News Corp, CBS, MTV, Warner Bros and other leading media entities as well as the launch of HP’s digital media platform. Jason has spoken and shared panels at many leading industry events including Digital Hollywood, Digital Entertainment Group (DEG), ESCA and the Future of Television where he provided the key note speech on Digital Natives and implications for Advertising. He is also the author of several published works including “Digitize or Die’ the “Targeting Factory” and Dollars for Digital” and has spoken across numerous media outlets including the BBC, Sky TV and several leading online publications. Ying Shan, Scientist, MSN AdLab, Microsoft: Ying Shan does research and development in the fields of computer vision, machine learning, pattern recognition, and computer graphics. He is a Senior Member of Technical Staff at Sarnoff Corporation. He is a Senior Member of IEEE. He has published more than 25 articles, holds 8 US patents, and has 15 others pending. He has contributed to, initiated, led, and successfully delivered a number of government and commercial projects in Sarnoff Corporation, and several research products in Microsoft Research. He is in the program committee of ACCV 2004, 2006, ICPR 2006, CVPR 2004-2006, ICCV 2005, and ECCV 2006. He has severed as the reviewer of top journals and conferences such as PAMI, IJCV, CVPR, ECCV, ICCV, and SIGGRAPH. He is the recipient of Sarnoff's Recognition Award in 2003, Innovation Award in 2003, 2004, and 2005. Ramiro Sanchez, Director, Advertising Sales Strategy and Programming, Reuters Media, Thomson Reuters: Ramiro leads Reuters advertising strategy and content programming across Reuters Media digital platforms: Reuters.com, Mobile, TV Online and Outdoor. In this capacity he leads advertising solutions innovation and monetization of the Editorial calendar. He also works with clients and Reuters innovation team and new technology companies to create digital advertising programs to bring to market. Has head of Programming, Ramiro has led commercial solutions to sponsor events such as Olympics, Election, WorldCup, CES coverage, etc. Before joining Reuters, Ramiro was Sr Marketing Manager at AOL Time Warner, where he led the creation of several customer retention programs and developed user predictive behavior models to predict cancellations and increase engagement. Prior to AOL Time Warner, Ramiro was a Consultant at The Boston Consulting Group where he led several international projects on Media and Telecommunications Practice, mostly focused on strategy and customer loyalty. Ramiro has a Master in Engineering from Instituto Tecnologico Buenos Aires (Argentina) and an MBA from UC Berkeley (US). Steve Robinson, President & Founder, Panache: Seeing the need for an effective advertising revenue model for video in the media and entertainment eco-system, Steve started Panache in 2006. Since then, Panache has been building sell-side software solutions for linear television and successfully applying the same principles to online video for major publisher clients. Steve has always been at the forefront of technical innovation, 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 enterprises 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 and Digital Hollywood. Steve is a magna cum laude graduate of the University of Florida with a degree in Finance and Accounting.