Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, May 3-6, 2010 Wednesday, May 5th 9:00 AM - 10:15 AM Track I: AdvUp-10 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) James Piper, General Manager and SVP of Sales, West, Vibrant Brian Fitzgerald, Co-founder of Evolve Media/President, Gorilla Nation Richard Shore, COO, RedLever Jack Rotherham, SVP of Strategic Sales and Partnerships, Metacafe Arlene Mangubat, Senior Market Reseach Manager, Premier Retail Networks (PRN Michael Knott, VP/EP, Parents TV, Meredith Video Studios Jahn Wolland, National Sales Director, Online Video, MSFT Advertising Lauren Cole, President, Cole Media, Moderator Michael Knott, Vice President of 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. Jahn Wolland, National Sales Director, Online Video, MSFT Advertising. He is responsible for driving sales of Microsoft’s Online Video portfolio of assets including, MSN, MSNBC, and Xbox Video as well as original programming. Previously at Microsoft, Jahn spent several years in senior sales roles at where he managed accounts such as GE, Verizon, Samsung, Comcast and Starwood as was responsible for the first ever live Video event broadcast on the MSN Homepage. Prior to joining the Digital Media group, Jahn spent 3 years managing Microsoft’s Enterprise Software relationship with GE. Prior to joining Microsoft, Jahn spent 6 years selling enterprise software for Oracle Corporation. He has been the recipient of numerous sales and leadership awards including Oracle’s “President’s Cabinet” and Microsoft’s “Circle of Excellence” awards. He resides in Westchester County, NY with his wife and 2 children and holds a Bachelor of Business Administration from Boston University. Arlene Mangubat, Senior Market Reseach Manager, Premier Retail Networks, Inc. (PRN): Arlene Mangubat joined Premier Retail Networks, Inc. (PRN) in November 2004. As senior market research manager, she leads the Consumer Insights team responsible for measuring and enhancing the value of PRN networks, media platforms, creative content, and new products through primary research and analyses of secondary data. Prior to joining PRN, Mangubat conducted custom research in Asia for eight years. She began her career at AC Nielsen Philippines with multinational clients such as Unilever, Coca-Cola and Shell Petroleum. At Coca-Cola Philippines, she managed the custom research function, generating insights to help localize brand strategy and communication, and developing and testing advertising and promotions/activations. Mangubat also worked at TNS-Taiwan, helping clients such as Unilever, Diageo, New Zealand Milk Board and Ajinomoto understand their consumers, introduce products and develop advertising campaigns for the Taiwanese market. Brian Fitzgerald, Co-founder of Evolve Media/President of Gorilla Nation: Brian Fitzgerald is Co-founder of Evolve Media, a unique media company unparalleled in its ability to offer brands a complete solution to online advertising. Brian first broke into the world of online ad sales in 2000 when he co-founded and became President of Gorilla Nation Media, LLC, the world’s largest online branded sales company and a division of Evolve Media. In 2004, Brian further pioneered in the online ad space by developing AtomicOnline, a diversified online media company that develops leading consumer internet brands such as SheKnows.com and Craveonline.com. Brian recently brought Gorilla Nation and AtomicOnline together under one banner company, Evolve Media. Evolve’s primary mission is to provide marketers with unique, integrated creative programs across branded consumer content sites, allowing brands to engage with a passionate, influencer audience. To drive the best results we offer best-in-class integration and creative solutions tailored to specific brand objectives. Prior to founding Gorilla Nation Media, Brian was an Intellectual Property attorney representing some of the entertainment industry’s largest independent film distributors, music companies and talent, dealing with copyright, trademark, contractual and litigation issues. Prior to this, upon graduating from law school, Brian began his career as an IP attorney at MGM Studios. Brian graduated Cum Laude from UCSB in 1992 with a BA in Law and Sociology. He was awarded membership into Phi Beta Kappa. Brian received a Juris Doctorate degree from Loyola Law School in 1996. He founded Gorilla Nation in 2001 with business partner Aaron Broder. He currently resides in Los Angeles with his wife and two children. Richard Shore, COO, RedLever: As the COO of RedLever, Inc., Richard Shore is responsible for the digital video studio’s overall content strategy on both the production and distribution side, in addition to sales and delivery. He is also engaged in all aspects of business development, securing strategic relationships with content providers and Web outlets worldwide. Prior to RedLever, Shore was COO of KTV Digital Media, a production studio and video destination site operator, which was acquired by Adconion Media Group in October 2008. RedLever is wholly-owned subsidiary of Adconion. Earlier, he was the General Counsel and Chief Administrative Officer of First Look Studios, Inc, a $100 million mini-major studio with activities in all aspects of independent film, including production, theatrical distribution, home video distribution for rental and sell-through, first-run and syndication TV sales and international sales. As CAO, Shore oversaw Business & Legal Affairs, Human Resources, Worldwide Servicing and I.T for First Look Studios. As one of the newly formed studio's key executives, Shore played a leading role in negotiating transactions, developing corporate policy and strategizing for the company's future growth. In addition, he also led several special projects primarily focused on the integration of newly-acquired assets into the studio’s existing platform, and led the development of the studio's digital strategy, generating revenue from the existing film library. Before becoming CAO in mid-2006, Shore served as Senior Vice President of Business & Legal Affairs and General Counsel for the studio. In this position he was responsible for negotiating all the company’s sales, acquisition and production deals, while managing a group of attorneys. He also led efforts to develop and implement overall corporate policies and oversaw the establishment of the company’s credit facility. Before landing at First Look, Shore served as Senior Vice President of Business Affairs and Operations at Capital Entertainment Corporation, a film production and home entertainment distribution company which merged with First Look Media to form First Look Studios in 2005. In addition to overseeing acquisitions and partner relations, Shore was responsible for identifying new opportunities and structuring all deals for the company. A strategic advisor for acquisitions, production, and financing in the media and entertainment industry, he managed Capital Entertainment Corporation and its three subsidiary companies. Previously, Shore was Director of Business Affairs for Sony Pictures Television International, where he was responsible for acquiring programming for Sony’s international networks, including SET and AXN. Before that he was Manager, then Director of Business and Legal Affairs for Sony Pictures Digital, where he negotiated and drafted content acquisition & distribution agreements for Sony’s mobile and broadband platforms, technology license agreements, and production & service agreements for both domestic and international partners. Prior to that, Shore worked in Business and Legal Affairs at Showcase Entertainment. Shore is a graduate of the California Western School of Law, and holds a Bachelor’s degree from McGill University in Montreal, Canada. Jack Rotherham, Senior Vice President, Strategic Sales and Partnerships – Metacafe: Jack Rotherham leads Metacafe’s work with Fortune 1000 companies interested in tightly integrating their brands into the online entertainment experience and employing social media as a marketing vehicle. Jack joined Metacafe from AOL’s Platform A, where he oversaw strategic planning and monetization initiatives for video, social media and high-reach properties. Before making the leap to digital media, Rotherham spent nearly 20 years in the magazine publishing industry. Previous positions include founding partner and publisher of C, a regional luxury lifestyle magazine and web site, publisher of Teen People and its online, broadcast and mobile extensions, and vice president and publisher of Rolling Stone, where he oversaw two record-breaking years in ad revenue. Jack holds a bachelor’s degree in communications from Fordham University. Lauren Cole, President, Cole Media: a company that helps clients set up and launch media-related businesses. Clients include companies launching cable and satellite channels, mobile content services, video-on-demand, and broadband content, both in the U.S. and internationally. Companies that Cole Media has worked with include TV Guide, Network Live (AOL/XM Radio/AEG), TV One (Radio One/Comcast), Technicolor, Sony Pictures Entertainment, E! Entertainment, GSN, Granada America, World Championship Sports Network, National Lampoon, Wine Network, HBO Latin America, and Anthony Robbins Companies. Ms. Cole was previously Chief Operating Officer of PacketVideo Corporation, the first company with technology and applications to stream video over wireless devices, where she oversaw all of the business activities of the company. Under her supervision, PacketVideo established contractual relationships with over 200 global media and internet companies, including all of the major studios, and numerous major broadcasters, cable companies, and streaming media companies around the world. Prior to joining PacketVideo, Cole spent 8 years at Sony Pictures Entertainment in the International Television area where she was responsible for launching, making investments in, and supervising Sony’s cable channel investments in Europe, Latin America, Asia, and Australia. During her tenure at Sony, the company launched or made investments in 35 channels. She also headed up operations for Columbia TriStar International Television. Cole also worked in Warner Bros.’ Strategic Planning Dept, and at Bain and Company. She has a degree in Applied Mathematics from Harvard College and an M.B.A from the Stanford Graduate School of Business.