Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit 2010 Bloomberg BusinessWeek Thursday, March 11 2:15 PM - 3:30 PM Session B: 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) Tracey Scheppach, Senior Vice President/Innovation Director, VivaKi Erin Bouchier Schaefer, Video Advertising Business Lead, Google Adam Kasper, Senior Vice President, Director of Digital, Media Contacts, Havas Digital Michael Mathieu, CEO, YuMe Eric Gould Bear, Inventor of Telescopic Video & CEO, MONKEYmedia, Inc. Jeremy Steinberg, Vice President, Digital Sales & Business, FOX News Network Mark Marvel, Senior Director, MSNBC.com Jim McDonnell, Principal, Deloitte Consulting LLP, Moderator Erin Bouchier Schaefer, Video Advertising Business Lead, Google: Joining Google in 2006, Erin was one of the founders of Google's TV Ads platform, working on finance, marketing, and sales for the platform's alpha and beta launches. She now heads up online video content monetization. Prior to joining Google, Erin worked in Strategic Planning at Gap Inc. where she developed the business case for launching Gap Maternity in stores. She holds a Bachelor of Arts degree in Political Science and History from Stanford University and an MBA from the Harvard Business School. Erin recently got married and lives with her husband Neil in Manhattan. Tracey Scheppach, Senior Vice President/Innovation Director, VivaKi: The world we live in is one of constant innovation, with online video, DVRs, VOD, mobile media and video sites like YouTube and Hulu allowing consumers to access information however and whenever they want. And that’s just the beginning. As video technology continues to develop, it’s Tracey Scheppach’s job not only to understand it all, but to grasp how those changes affect consumers’ behaviors and responses to advertising – and where marketers fit into the equation. She examines the world of advanced video contact points in her role at worldwide media agency network Starcom MediaVest Group (SMG), constantly striving to obtain better information to enhance media plans for some of the world’s biggest marketers. In her SMG role – adopted in June 2009 – Scheppach is responsible for all strategic and operational oversight of SMG’s Advanced Media Center of Excellence and is charged with determining best practices and standards for emerging video technologies. She also helps invest clients’ advertising dollars across cutting edge video contact points such as addressable advertising, online video, DVRs, VOD, IPTV, interactive TV, mobile video, second-by-second set-top box measurement and more. Scheppach is also is one of the founders of the VivaKi program known as The Pool, a testing initiative built on the collaborative participation of a select group of clients, content providers and tech companies—all of whom are “pooling” insights and resources in pursuit of future engagement models while still in the development stage. The goal of this research and development initiative is to gain insights into emerging forms of media and create industry standards for new advertising models. Prior, Scheppach was at full-service SMG agency Starcom USA where she was – and still is – a vocal industry advocate for the freeing and widespread use of national set-top box data, which will provide the business with a dramatically improved perspective on real life viewing behaviors – and thus improved accountability. She continues to be a leader in second-by-second set-top box data, working with partners like TNS, TiVo, DIRECTV, Google TV, Charter, Comcast and more. Since 2006 she has pioneered industry initiatives around addressable advertising, pushing television distribution companies, clients and the industry toward the next level of relevance and data-driven effectiveness. A frequent speaker at industry events, Scheppach is also quoted in publications such as Advertising Age, Adweek, Mediaweek and Entertainment Weekly, radio talk shows such as NPR and newspapers such as the New York Times, Financial Times and the Wall Street Journal. Scheppach was named a Woman to Watch by Advertising Age in 2008, and was also recognized in Mediaweek’s Watch List for 2009 and iMedia Connection’s list of top 25 Internet Marketing Leaders and Innovators. Starcom’s LEGO team, guided by Scheppach, won the Interactive/Enhanced TV category for Media magazine’s Creative Media Awards and Mediaweek’s Media Plan of the Year in 2008. She is also a member of the American Association of Advertising Agencies Digital Video Innovation committee, Google TV’s Measurement Advisory Board and Invidi’s Advisory Board. Prior to joining Starcom, Scheppach was vice president of programming and research at OpenTV, a global interactive TV company. Working with Wink, Inc., a pioneer in the interactive television industry, she helped create branding campaigns with 60 advertisers – including Procter & Gamble – on over 100 brands across 28 U.S. networks. Before that, as Monsanto Company’s marketing director, Scheppach oversaw the development and implementation of communications strategies to secure global public acceptance of biotechnology through global advertising strategy and research. Scheppach also served as Monsanto’s brand manager for Equal and NutraSweet, helping earn a Clio Award for Equal’s 1998 “Scream” execution. Michael Mathieu, CEO of YuMe: Michael Mathieu has over 15 years of experience in the online media and technology sectors. Prior to joining YuMe as CEO, Michael was President of the Internet Division of Freedom Communications, an entertainment company that operates print publications, broadcast television stations and interactive businesses. Prior to Freedom, Mathieu was SVP at United Online, Inc., where he oversaw the explosive growth of the company’s media group that helped drive the company’s transition from dial up ISP to a global media business. Earlier in his career, Michael worked for AT&T, CompuServe, and Wang Laboratories holding various positions in sales and marketing. Michael received his BA in Economics from City University of New York. Mark Marvel, Senior Director Video Monetization, msnbc.com: Mark Marvel has had a varied history in publishing and sales. After graduating from Columbia University he worked as an editor and writer for a number of publications including Esquire magazine, The New York Times, Elle, Interview and Details. His favorite article was called “Sexless in Seattle,” which he wrote for Elle magazine, and which explored the differences between being a single man in New York and Seattle at the time he moved from NY to Seattle to begin working for Microsoft twelve years ago. At Microsoft Mark was one of the original editors hired to produce Sidewalk. He helped launch MSN Shopping and ran the publishing team at MSN Entertainment, returning to New York three years ago to work with the sales team to develop packaging solutions for the MSN Entertainment site. In his current role as the Senior Director of Video Monetization at msnbc.com he oversees the video monetization strategy for the #1 news site on the web, working closely with the NBC News team to develop original programming concepts for the web and other cross-media strategies. Mark lives in an area of New York called DUMBO. If anyone asks you, it stands for Down Under the Manhattan Bridge Overpass. Eric Gould Bear, Inventor of Telescopic Video & CEO, MONKEYmedia, Inc.: Communication Arts described Eric Gould Bear as "one of the most thoughtful and provocative interface and interaction designers working in the field.” He has been a leading force in the design of award winning human-computer interfaces since 1984, has published numerous articles on the subject, and is first-named inventor on nearly 100 software and hardware interaction patents and patent applications, including claims essential to telescopic advertising. Bear is an enthusiastic and inspirational leader, and has established user experience strategies for many well-known corporations. He is recognized for his collaborative approaches to creating easy-to-use technology and engaging digital media. MONKEYmedia invented telescopic video in the early 1990’s. Its portfolio of patents includes claims directed towards telescopic advertising and other enhanced viewing experiences, and essential to the practice of various industry-governed standards such as DVD-Video, Blu-ray and tru2way (e.g. Enhanced TV / EBIF and SCTE-130). Licenses are available to all parties interested in practicing MONKEYmedia's patented technology and methods in connection with DVD players, Blu-ray players, set-top boxes, DVRs, smart TVs, PC video players, mobile devices, discs implementing telescopic video features, and telescopic advertising. Adam Kasper – Senior Vice President, Director of Digital Media Contacts, part of Havas Digital: As SVP, Director of Digital, Adam oversees Media Contacts’ US Digital product across all offices - managing the level of quality, promoting expansion, and facilitating the integration of Channel I within Total Communications Planning (TCP). Along with these tasks, Adam has taken charge of Media Contacts’ VIU (Video Integration Unit) initiative both in the US and globally. Under his guidance VIU has expanded their offering to include consultative planning and buying services to better address the shifting media landscape and continues to help clients better connect with their consumers. Prior to being named SVP, Director of Digital, Adam was VP, Group Account Director, on Media Contacts’ businesses for Goodyear, Tyson Foods, Amtrak and Royal Caribbean, among others. He was responsible for setting the strategic vision and directing day-to-day operations for each of these accounts. Adam joined Media Contacts in 2005 with more than ten years of experience within the Boston media community. He began his career at Houston, Effler, Herstek, Favat on the broadcast side of the business (local and national). He shifted into media planning in 1997, taking a position at Hill Holliday. There he worked on accounts such as John Hancock, PricewaterhouseCoopers and Spalding Golf. In 2000, Adam joined Allen & Gerritsen as VP, Media Director, leading the Media department and handling such accounts as State Street Corporation, Care Group, IKON Office Solutions, and Loon Mountain/Waterville Valley, among others. A regular speaker at industry conferences, he is frequently quoted in national press and industry trades including NYT, Business Week, Media Week, Advertising Age, Television Week and Media Post. Adam also sits on the AAAA Digital Video Committee and the Valueclick Client Advisory Board. Jeremy Steinberg is the Vice President of Digital Sales and Business Development at FOX News Channel & FOX Business Network. In this capacity, he oversees all sales and business development operations of Digital, including: FOXNews.com, FOXBusiness.com, FOX News Mobile, and FOX Business Mobile. Prior to his promotion as Vice President in January 2006, Steinberg was Director of Digital Media Sales. In this position, he launched the sales department for FOXNews.com. Steinberg has been with FNC since March 2001 where he began as a Cable Sales Assistant before being promoted to a Cable Sales Planner in Advertising Sales. Prior to his career at the network, Steinberg was a Sales Associate at News Digital Media, a division of News Corporation. A graduate of the University of Michigan in May 2000, Steinberg received a Bachelor of Arts in History.