Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, October 18-21, 2010 Tuesday, October 19th SuperSessions 9:00 AM - 10:15 AM Track I: AdvUp-5 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. Steven Abraham, Global Leader, Media & Entertainment Practice, IBM Global Business John Capano, SVP, Director of Digital Strategy, Wunderman Gabe Vehovsky, Executive Vice President, Strategy & Client Solutions, Digital Media, Discovery Communications Jeff Lanctot, Managing Director, Microsoft Advertising Doug Scott, President, OgilvyEntertainment, Moderator Steven Abraham, Global Leader, Media & Entertainment Industry, IBM Global Business Services: Steven Abraham has worldwide responsibility for IBM’s Global Business Services for the Media and Entertainment industry. GBS is the management consulting, systems integration and applications outsourcing arm of IBM. He is responsible for global sales, revenue and profit. Under his leadership the GBS M&E business has broadened to include filmed entertainment, television, media networks, games, music, publishing, information providers, advertising, consumer products, theme parks and sports - and online variants of all these businesses. He has expanded the business throughout North America, Europe and Asia Pacific and particularly in emerging markets such as India and China. Mr. Abraham’s primary role has been building and operating the business, but he also has been directly involved with most of the world’s leading M&E players. He has helped lead the development of M&E industry solutions for the digital consumer and the digital supply chain. He is also responsible for guiding IBM’s M&E thought leadership program, which has focused on industry transformation enabled by digital media, IP networks, and interactive distribution channels. Before joining IBM Mr. Abraham was Global Managing Partner of the Entertainment, Media and Communications consulting practice at Pricewaterhouse Coopers Consulting. Prior to PwCC, Mr. Abraham managed software development at Xerox Systems Development, and was a key member of a group that collaborated with Xerox’s famed Palo Alto Research Center to pioneer products and services that helped form the foundation for today’s digital consumer services. He also was involved in the early development of the Arpanet, which led to the creation of the Internet. John J. Capano, Director of Digital Strategy – John’s road to Wunderman has been long and winding. Upon graduating from Drew University with a degree in economics and political science, he embarked on a career in investment banking at Merrill Lynch & Co., eventually joining Mabon Securities, where he worked in the chairman’s office on global technology initiatives and ran a joint venture with Goldman Sachs. Growing bored of the numbers game, John took off for Hollywood, where he joined the William Morris Agency as a mailroom clerk, eventually rising to agent in television and new media. John’s passion for emerging technologies and their effect on business eventually led him to found his own agency, Mead, Coen & Pure. There, he advised such global brands as Pepsi, Visa, General Motors, Anheuser-Busch, and Coty Beauty on emerging technology and entertainment strategy. After selling the agency, John joined brand strategy firm RiechesBaird, in Irvine, California, as the head of digital strategy, working with such clients as Toyota, Sharp Electronics, Samsung, and Carpenter Co. That’s where we found him. In the 15+ years he’s lived the digital life, John has developed and implemented interactive work for clients such as DirecTV, Boost Mobile, General Mills, General Motors, Coca-Cola, Sony, Coty Beauty, Intel, PepsiCo., Volvo, and Motorola. John strongly believes that if you know what the magician knows, it’s not magic anymore. Gabe Vehovsky, Executive Vice President, Strategy & Client Solutions, Digital Media, Discovery Communications: Gabe Vehovsky is responsible for the development and execution of strategies and cutting-edge advertising opportunities designed to maximize revenue for Discovery’s portfolio of websites, including HowStuffWorks.com and network sites such as Discovery.com and TLC.com. Utilizing research and analytics to measure audience behavior and engagement, Gabe oversees a team that creates custom programs designed to provide a rich user experience that is designed and developed with key partner needs in mind. Doug Scott, President, OgilvyEntertainment: Doug Scott has, since June 2006, been developing and producing brand funded entertainment for clients, including IBM, Cisco, Unilever and BP. Prior to joining Ogilvy, Doug was co-founder of MATTER, where he developed and produced high visibility integrated marketing programs for Sean Combs, Ford Motor Company and Blender magazine. Prior to MATTER, Doug was Executive Vice President, Marketing and Branded Entertainment Creative Director at Hypnotic where he developed initiatives for Daimler Chrysler, Reebok, Nintendo and Toyota. In 1997, he was EVP, Sales & Marketing and General Manager of the Hollywood Stock Exchange (HSX), where he was responsible for launching the Music Stock Exchange; developing Virtual Producer; developing and producing the Company’s annual Academy Awards event; launching a weekly radio show on CBS Radio, and structuring and overseeing content syndication relationships with national media outlets. From 1995 thru 1997, Doug was President and COO of ArtView a global network of galleries, auction houses and museums where he was responsible for developing and executing strategies for e-commerce and inventory management with strategic investor, GE. Prior to ArtView, Doug worked at the Red Herring magazine where he served as Vice President of Sales & Marketing. Doug is a board member of NATPE and an advisor to Desi Hits, Treehugger, and Sogua. He holds a B.S. in Economics from University of Maryland, College Park.