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 9:00 AM - 10:15 AM Track I: Contextual Media & Advertising: Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms The world is becoming an ever-growing contextual media and information experience. Consumers get to watch TV news shows that lean to the left or to the right depending on how they like it. And on the web, the degrees to the left and to the right can be calibrated down to the millimeter. Radio is broken down so that stations can reach and satisfy a distinct and unique group of listeners and the web can drill down even further than that. The web is able to distill the users experience to actual needs, to the actual and definable likes and dislikes of each and every consumer. While the system has yet to be perfected, the learning curve of contextual media content to the consumer along with its advertising and commerce-based partnering activities is moving right along. The personalized relationship between media and advertising has always been with us. Families watch TV shows that advertise soap and teenagers watch shows that advertise cola. But the degree of personalization and how fast it arrives is presenting an interesting set of musical chairs for the media, advertising and content industries. It is an interesting time. Greg Johnson, SVP Executive Creative Director & Head of Digital, William Morris Agency Scott L Brown, SVP Strategy & Digital Platforms, The Nielsen Company Matt Freemen, CEO, Betawave Jason Witt, General Manager, MTVN Digital Fusion, MTV Networks Scott Ferris, Senior Vice President & General Manager, Emerging Media, Microsoft Paul Joachim, Senior Vice President, Operations, Vibrant Media, Moderator Greg Johnson, SVP Executive Creative Director & Head of Digital, William Morris Agency: Greg Johnson is widely considered one of the leading global futurists on digital media, consumer trends and building brands in the digital age. Johnson brings over 20 years of innovation in cutting edge digital marketing campaigns to Agency 3.0, where he spearheads campaigns for consumer brands as well as marketing and advertising agencies. Known globally for his vision and leadership in the digital landscape, Johnson served as global director of digital innovation for McCann Worldgroup, the world's largest ad agency network brand. He also was a member of the Board of Directors, ensuring that the agency was able to stay at the forefront of the digital media revolution. Johnson was the founder of the Interpublic Emerging Media Lab; one of the most visionary future think tanks exploring the changing relationship of consumers, media and entertainment and brands and marketers. Johnson's earlier career highlights include President of Agency Services, President of Europe, and Chief Creative Officer at Digitas; Managing Director Asia for Poppe Tyson Interactive; and Founder and Chief Creative Officer at Magnet Interactive, an early pioneer in interactive multimedia development. Johnson is a multiple recipient of the Cannes Lion Award and has been recognized as a 'Media Maven' by Advertising Age. Jason Witt, Senior Vice President, General Manager, Digital Fusion, MTV Networks: Witt heads up Digital Fusion, a specialized unit operating within MTVN’s Digital Advertising group, and is charged with innovating the company’s approach to digital marketing by leveraging original and custom creative and content, building novel advertising products and mining new insights into MTVN’s digital fan behavior. In this role, Witt creates innovative and engaging programming that capitalizes on the company’s roster of highly targeted niche sites, its growing stable of virtual worlds, mobile properties and digital creative teams to more deeply connect advertisers with consumers. Witt previously headed up MTVN’s Online Distribution and Partnerships organization reporting into President of MTVN Global Digital Media. Prior to that, he held various positions at AOL, including general manager of AOL’s technology consumer channels and strategy and business development across certain parts of the organization. Scott Ferris, General Manager, Emerging Business Development, Advertiser and Publisher Solutions, Microsoft: Scott currently serves as the general manager for Emerging Business Development for Microsoft’s Advertiser and Publisher Solutions Group (APS). His responsibilities include Navic Networks, a Microsoft subsidiary, which allows the dynamic overlay on television advertisements of graphical banners that have interactive functions. These can be controlled by the viewers’ remote controls. Through Navic, Microsoft Advertising is able to facilitate enhanced digital advertising across online and offline environments. Prior to Microsoft, Scott served as senior vice president for Atlas DMT. Scott’s mission was to incubate new business initiatives focused on the growth of digital cable and on demand media. He also served as the CEO of Vendaria, an Internet video streaming company beginning in April 2000 at the seed capital stage and was responsible for the Company’s business strategy, financial, and operational results, and for charting the path for rapid growth through private equity capital financing. Vendaria provides a rich media integration platform to durable good product manufacturers, and has been adopted by major e-commerce retailers such as Amazon, Wal-Mart, JC Penny, Sears, Eddie Bauer, etc. Scott became Vice President & General Manager of Starbucks Direct in 1998, the company’s direct marketing business unit. His responsibilities included re-directing Starbucks’ Internet position from a pedestrian web site to an integrated direct marketing catalog and e-commerce enterprise. Scott represented the company in all equity investments and operating agreements with key merchant partners, as well as lead strategist on the “clicks and mortar” strategies within Starbucks’ North American retail business. He was also once a core member of the M&A team for all cable and Internet investments made by US WEST Media Group (> $16B in broadband cable acquisitions). Scott was the architect of the MediaOne brand in 1994 when U S WEST Media Group acquired a cluster of Atlanta cable systems, followed then by the third largest cable operator Continental Cablevision. He developed the “This is Broadband” positioning, and deployed the MediaOne brand nationally, inclusive of off-line and on-line advertising. Scott then managed all the negotiations for cable programming affiliation agreements for the cable properties of MediaOne. Finally, he was involved in the development of MediaOne’s broadband cable modem and digital video strategies. MediaOne has since become an important part of the AT&T Broadband network (now Comcast). Scott was an early pioneer in telecommunications, beginning with Continental Telephone in 1981. At that time, Scott with US WEST for over ten years establishing their distribution footprint in broadband cable both in the United States and abroad. He pioneered the first digital broadband cable network in the United Kingdom in 1989 with the creation of TeleWest Communications, PLC (a US WEST/TCI joint venture). Scott repatriated to Denver, Colorado in 1993 to facilitate a $2.5 billion equity investment in Time Warner and serve as the lead liaison with Time Warner on the design and implementation of the Full Service Network interactive TV and video-on-demand technology trial in Orlando, Florida. In addition to his duties, Scott serves on Cable and Telecommunications Association for Marketing’s (CTAM) On-Demand Television Consortium as well as the Innovation in Digital Advertising (IDiA) Project as the business process committee chair. Scott L. Brown, Senior Vice President, Media Strategy & Digital Platforms,The Nielsen Company: Scott L. Brown is senior vice president responsible for strategic relationships, marketing and technology for Nielsen Media Research. Scott focuses much of his time on establishing and managing business relationships with advanced technology and new media companies. He is one of the Company’s key experts on evolving television technologies, advanced metering systems, and new technology development. Scott provides the Company’s vision and leadership for the new world of digital convergence, as well as directing related projects, such as the TiVo/Nielsen measurement service, the convergence panel, extended home measurement, DVR timeshifting, and development of on-demand services. Scott joined Nielsen Media Research in 1979 as a systems design specialist. In 1983, Scott managed the national names operation where he developed the Automated Measurement of Lineups (AMOL) system that facilitated the delivery of national overnight ratings. From 1985 through 1987, he served as vice president in charge of national and local production services. In 1992, he was named vice president of metered and diary data collection services. In 1995, Scott became vice president of marketing and began working closely with clients and technology companies. In 1999, Scott was promoted to senior vice president of Marketing & Technology. Mr. Brown is a 1975 graduate of Illinois State University with BS and MS degree. Paul Joachim, Senior Vice President, Sales and Operations, Vibrant: Paul Joachim serves as Senior Vice President, Sales and Operations at Vibrant, a world leader in contextual technology and provider of the ‘next generation of hyperlinks’. Prior to Vibrant, Paul spent over 10 years with the technology investment bank Jefferies-Broadview, where most recently he was a Managing Director and led the bank's West Coast Digital Media and Services practice. Previously with IBM he held senior positions in sales, focusing on scientific and technical computing. He has a BS in Mechanical Engineering from the University of California and holds an MBA from the Haas School of Business.