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 Wednesday, October 20th 9:00 AM - 10:15 AM Track I: AdvUp-12 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) Erick Hachenburg, CEO, Metacafe Michael Griffin, Executive Vice President of Marketing and Strategic Development, EyeWonder Shamim Samadi, Product Manager for DoubleClick Rich Media, Google Paul Santello, SVP Brand Sales and Marketing, Evolve Media Michael Knott, VP/EP, Parents TV, Meredith Video Studios Mark Young, GM, Global Marketing, Microsoft Advertising Jill Druschke, VP of Marketing, Panache, Moderator Erick Hachenburg, CEO, Metacafe: Erick leads the company’s overall strategy to expand Metacafe’s position as the leading online destination for engaging short video. Prior to joining Metacafe, Hachenburg was Electronic Art’s senior vice president of global online publishing and managing director of EA China where he developed and led EA’s key strategic initiatives, and established EA’s online production, operations and publishing capabilities in Asia. Hachenburg joined EA following the company’s 2001 acquisition of Pogo.com, the industry leader in the casual games market that Hachenburg founded and built to nearly 1.5 million subscribers. Hachenburg began his career as an intellectual property attorney at Fenwick & West. He holds a JD from Harvard Law School and a BS in Electrical Engineering from University of Illinois. Michael Griffin, Executive Vice President of Marketing and Strategic Development, EyeWonder : Griffin joined EyeWonder in 2000 as head of sales and marketing and was promoted to the company's executive team in 2002. In 2001, Griffin sold the Internet's first major video ad campaign, powered by EyeWonder. Today, Griffin oversees the company's marketing, partnerships and business development activities. Under Griffin's leadership, EyeWonder has delivered billions of online video and rich media ad impressions for Fortune 1000 advertisers, and its digital advertising solutions are accepted by hundreds of online publishers worldwide, including Yahoo!, AOL and MSN. Griffin brings to the company over 20 years of sales and marketing expertise from some of the world's top brands. Prior to joining EyeWonder, he served as Senior Manager of National Consumer Marketing Programs for the Coca-Cola Company. His previous experience includes serving as Director of Marketing for the Weather Channel cable television network and Weather.com and as Brand Manager for the Paddington Corporation, a division of Grand Metropolitan, PLC, where he was named to Advertising Age magazine's top 100 marketers in 1996. Griffin earned his B.A. in Political Science from Alfred University. Paul Santello, SVP Brand Sales and Marketing, Evolve Media: Paul currently oversees brand sales and marketing for Evolve Media. Evolve’s singular vision is to drive effective brand campaigns through content-led, contextual digital programs to an engaged audience with scale. We do this by synergistically combining the power of Gorilla Nation, SheKnows, CraveOnline, Springboard Productions (our one-stop branded entertainment video solution) and Double Helix, our creative services division. Our goal is to better connect brands to consumers in a way that fosters brand passion and evangelism. Paul is responsible for working with the existing sales teams to create integrated, cross-platform solutions for our most important clients in categories such as Consumer Packaged Goods, Technology, Telecom, Retail, Beverages, Entertainment, Automotive, and Apparel. Previously, Paul oversaw all digital strategy and planning for the Fox Theatrical, Searchlight and Home Entertainment Business at Moxie Interactive. Prior to that, he oversaw several client businesses out of Carat’s West Coast region as EVP, Executive Client Director. He has over 20 years of marketing, advertising and media leadership in both traditional and new media spanning product and service categories such as entertainment, consumer goods, retail, automotive, and technology. Paul is an expert at strategically managing client businesses and has developed a career based upon strategic focus, innovation, unparalleled service and a true business partnership with clients. Paul enjoys rolling up his sleeves and really getting into the client’s businesses to find the opportunities for business growth. In doing so, he has helped drive successful campaigns for Fox, New Line Cinema, Hyundai, Kia, Adidas, Kellogg’s, and The Walt Disney Company. He has an MBA from Indiana University and a BS from the University of Pennsylvania. Michael Knott, VP/EP, Parents TV and Meredith Video Studios: MVS is Meredith Corporation’s leading division of new business for branded video, ideation, production and multi-platform distribution. Michael leads MVS broadband and broadcast digital video distribution for Meredith publishers, which include, advertising distribution, marketing and integration strategy of network sales development for Meredith branded entertainment. He is also Executive Producer of Parents TV which he started and launched in Dec of 2007 for cable distribution on Comcast Video on Demand and for the Web. Immediately prior to Parents TV, Michael was co-creator and Creative Director of Better TV, Meredith’s nationally syndicated (women’s lifestyle) TV show, currently airing in over 60 markets across the U.S. Recently, Michael has established a brand-focused Web syndication network for Meredith’s National Brands, in beta with Parents TV and Better TV video content. The Web network, in partnership with Grab Networks, is an automated digital system to monetize video and its delivery, starting from production and satellite broadcast to digital platform distribution on broadband, mobile and social media.