Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit 2009 Wednesday, March 18 The Strategic Track The Web, Social Media and Advertising: Transforming and Disassembling the World of Traditional Media and Communications 2:15 PM - 3:30 PM Session C: 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). Laurent Stanevich, SVP, Digital Strategy, Enfatico Rebecca J. Paoletti, Senior Director, Video Strategy, Yahoo! Inc. Federico Grosso, Senior Vice President, Business Development, blinkx Brad Davis, Senior Vice President and West Coast Multimedia Lead, Disney Online Ad Sales Nick Moore, EVP, Chief Creative Officer, New York, Wunderman Beth Uyenco Shatto, Global Research Director, Microsoft Gus Warren, Vice President of Strategic Partnerships, Spot Runner Steve Robinson, President, Panache, Moderator 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. Federico Grosso, Senior Vice President, Business Development, blinkx: Federico Grosso, senior vice president of Business Development at blinkx, has more than nine years of international experience in digital media. From December 1997 to August 2004, he held several positions within Yahoo!, including the start-up of Yahoo! Italia and the European Commercial Team. After seven successful years, Federico joined blinkx in December 2004, leading the business development strategy for North America and Europe. In this role, Federico has created long-term partnerships with global media companies such as Reuters, MTV Networks, Sky News and Lycos. Federico received his BA in Political Sciences from the University of Torino, Italy, specialising in Communication and Digital Media Publishing. He also completed the Emerging Leaders Programme in General Management at the London Business School Brad Davis, Senior Vice President and West Coast Multimedia Lead, Disney Online Ad Sales: Brad Davis is senior vice president and West Coast multimedia lead for the media advertising sales and marketing group at Disney Online, a division of the Disney Interactive Media Group (DIMG). In this position, Davis oversees media sales efforts for all Disney branded and non-branded Internet Web sites, including the flagship site, www.disney.com, Disney Family.com (www.family.com), FamilyFun.com, and iParenting.com. Additionally he is responsible for all cross-media sales (cable, online, print and radio) for clients based on the West Coast. Davis first joined DIMG in August 2005 as vice president of ad sales and has more than 20 years of experience in advertising sales. Before joining Disney, Davis served as director of sales at Comcast Spotlight, Washington, D.C., the advertising sales division of Comcast. Prior to that, he spent nearly a decade in online advertising with AOL, holding numerous management positions including vice president of sales and product training and vice president of local sales and marketing development. There he supported key units such as Digital City, AOL Local, including Mapquest and Moviefone, and AOL's Interactive Marketing. Davis also held positions at National Cable Communications and several local broadcast affiliates. Davis is an active member of the advertising community, with involvement in industry organizations including iMedia and IAB. Currently, he is a member of IAB’s Sales Executive Council Board of Directors. Beth Uyenco is Global Research Director for Microsoft Advertising. Beth’s team focuses on establishing the value of brand messaging through Microsoft’s ad-supported platforms as well as understanding how consumers interact with various marketing communication channels—both online and offline. Prior to joining Microsoft she spent many years on the agency side most recently at OMD where she was U.S. Director of Strategic Research and Analysis. Before that she was Senior Vice-President of Research for Optimum Media, the media arm of DDB Worldwide, where she was responsible for managing all its media research operations. She also worked with a variety of clients both nationally and globally including McDonalds, Pepsi, Clorox, Johnson & Johnson, Hasbro, Dell Computers, Universal Pictures and Studios and ABC-TV Networks. An active contributor to media industry efforts, Beth is former chair of the Agency Media Research Council, and of the Media Accountability Council of the Advertising Research Foundation and the media research committee of the AAAA. Beth is also a frequent speaker at leading media research industry events both in the U.S. and internationally. She has been honored as a Mediaweek Media All-Star for Research. Currently, Beth is the U.S. West representative for ESOMAR, chair of the Media Ratings Council’s Internet Committee, co-chair of the Interactive Advertising Bureau’s Research Council and a member of the Council for Research Excellence. She is also a member of the the Advertising Research Foundation’s Online Accountability Roundtable and NielsenConnect’s Advisory Board. Beth has a bachelor’s degree in broadcast communications from the University of the Philippines and masters in telecommunications from Michigan State University. Nick Moore, EVP, Chief Creative Officer, New York, Wunderman: Nick Moore took creative charge of Wunderman New York in September 2006 and is quickly transforming the agency into a conceptually-driven, multi-channel creative powerhouse. Embracing today's media landscape of real-time data, co-creation with consumers, and almost limitless channel combinations, Nick is pioneering exciting new ways to develop lasting conversations between brands and consumers. Nick is responsible for leading every aspect of the creative process for New York?s diverse global client base, which includes Microsoft, MSN, Hewlett-Packard, Citibank, Diageo, AstraZeneca, and Land Rover. Wunderman has won over 30 industry awards in less than 2 years under Nick?s creative leadership. Nick began his 20-year advertising career as a copywriter. Over the years he has developed a keen understanding of all aspects of relationship marketing and his work has received honors and accolades from almost every major industry award show. Nick has served on creative juries for D&AD, Cannes Lions Direct, and Industry Direct Awards and speaks frequently at industry events, including the 2008 Cannes Lions Festival. His thoughts have been published in DM News, AdAge, Adweek, Medical Marketing & Media, Brandweek, and The New York Times. Notable successes so far include the appointment of Wunderman as Nationwide Insurance's Digital Agency of Record, and a stand-out campaign for the Partnership For Drug-Free America, which takes the respected not-for-profit into the digital space for the first time. Recognition is starting to come at shows such as the Webby's, while Nick's 'Search Master Steve' multi-media campaign for MSN AdCenter helped MSN Trade to win the US DMA's coveted accolade, Marketer of the Year 2007. Before arriving in New York, Nick was Creative Director of the distinctive London agency TBWA\GGT (renamed Tequila\London following a merger with the fellow Omnicom shop). During his 5 years at the agency, Nick and his team won over 80 UK and international awards including two Cannes Cyber Lions and six Cannes Lions Direct. Notable campaigns included the digital and direct launch of Britain's first 3G network, '3', The Plan from the Pru, a rich online and offline CRM campaign for Prudential, which won a Gold Cannes Lion, powerful multi-media fundraising campaigns for Unicef, and consistently striking work online and offline for GM's Vauxhall brand. From 1995 to 2000, Nick was Creative Director of London based BHWG, and was a member of the team which built on the agency?s success to create BBDO's global Proximity brand. Nick helped to grow the agency from some 80 people to 350 people, creating powerful campaigns for clients such as Volkswagen, Barclaycard, Unilever, the British Government's COI department, and the International Red Cross. It was in the late 90?s that Nick first became heavily involved in the digital media, creating innovative websites and online advertising executions for BT and other clients. The efforts of Nick and his team were recognized with nearly 100 awards from around the world including the US DMA Echo Award's 'Creative Best of Show' accolade. Nick has served on a broad spectrum of Award Juries including the Cannes Lions Direct jury, the D&AD jury and the UK DMA jury. He has served on the DMA's creative Council, written articles for many different publications and, where time allowed, given a variety of lectures. Gus Warren, Vice President of Strategic Partnerships, Spot Runner: Gus Warren is vice president of Strategic Partnerships at Spot Runner, Inc., a technology company that is developing the next generation of advertising services. Warren serves as the company’s principle liaison with its media partners. Warren joined Spot Runner from the Time Warner Investments Group, where he helped manage its investments in Arroyo (acquired by Cisco), BigBand, Entropic, SkyStream (acquired by Tandberg Television) and Visible World. Prior to Time Warner, Warren was at Granite Ventures (formerly H&Q Ventures), where he focused on early-stage media and communications companies. At Granite, he served on the boards of Digital Fountain, Speakeasy and XtremeSpectrum (acquired by Motorola) and was also responsible for Granite's investments in InfoGear (acquired by Cisco), NTRU, iBiquity Digital and WaveMarket. Warren also previously spent several years working for a variety of Internet-related software and services companies, including NetMarket (acquired by Cendant) and Internet Profiles (acquired by Engage Technologies). Warren holds a B.A. in Government from Cornell University. 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.