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 The Future of Advertising Track 2:15 PM - 3:30 PM Session C: Advertising Accountability: Metrics and Analytics around Video, Social Media, P2P and User Generated Media With advertising and the new technologies grabbing an ever greater share of the total advertising dollar, the need for accountability is greater now than ever. Data can be interpreted in any number of ways, drawing any number of conclusions, some proving to be on target, others leading to shaky investment of time, energy and useful results. The good news is that the ability to understand the metrics and analytics being applied to the new technologies - broadband, UGM, Social Networks, P2P and mobile – are beginning to show results. In this session, we will take a look at the latest techniques and question the assumptions that underpin advertising in the new medias. Debbie Solomon, Managing Director, Business Planning, Mindshare Ken Papagan, President & Chief Strategy Officer, Rentrak Corporation Steve Kerho, SVP, Analytics, Media and Marketing Optimization, Organic Lynn Bolger, EVP, comScore Matt Cutler, Chief Marketing Officer, Visible Measures Jon Gibs, Vice President, Online and Integrated Analysis, The Nielsen Company Scott Ferris, General Manager, Microsoft Advertising Mark Ghuneim, CEO, Wiredset, Moderator Debbie Solomon, Managing Director, Business Planning, Mindshare: She serves as an in-house consultant to the planning and buying groups on a wide variety of media research and planning issues. Her work encompasses all media disciplines and she has worked on all the agency’s clients. She is also part of MindShare’s global Insights team. Debbie was at J. Walter Thompson when the media departments of J. Walter Thompson and Ogilvy & Mather merged to become MindShare. She joined J. Walter Thompson after working in the Media Research Department at Leo Burnett. This was preceded by marketing research positions at Britt & Frerichs, Quaker Oats, and Milton Bradley.She has won a number of industry honors. Recently, Media Magazine named her one of the 10 most influential people “navigating the waters of the magazine business” and MIN named her to the “Sweet 16” in print. In 1998, she was named Top Kid Researcher by KidScreen magazine and earlyier, MediaWeek magazine elected her Media Research All-Star, largely for her work in children’s measurement. And Esquire magazine has honored her as a “Woman We Love in Advertising.” She has also won several corporate awards including WPP’s Atticus Award for original published thinking for her paper on Wearout and J. Walter Thompson’s White Pea award for media innovation. Debbie has also been one of a select group of people invited to meet with the International Olympic Committee to advise them on the state of media in the future. Debbie has an M.A. in psychology from Duke University and a B.A. in psychology from the University of Chicago. You may have seen her articles in Advertising Age, AdMap, Marketing and Media Decisions, the Journal of Advertising Research and the Journal of Media Planning. She sits on the AAAA’s Consumer Magazine and Media Research Committees and chairs the Advertising Research Foundation’s Youth Research Council. She also is part of the Accrediting Council for Education in Journalism and Mass Communication, the body that accredits Advertising programs at colleges and universities. In her spare time, Debbie indulges her creative side through silversmithing. Steve Kerho, SVP, Analytics, Media and Marketing Optimization, Organic: Steve Kerho leads Organic's media strategy, analytics and marketing optimization work on the West Coast and works with two of Organic's financial services and hospitality clients. As the previous Director of Interactive Marketing and Media for Nissan North America, Steve managed all media planning, strategy and buying for the Nissan and Infiniti brands. While there, he was named one of Ad Age's "Media Mavens" in 2007 for creating ground-breaking media programs including Live Sets on Yahoo, the Heisman Trophy Sponsorship with Sports Illustrated and ESPN, and the Heroes integration program with NBC. Forbes Magazine also recognized Steve for creating a suite of industry-leading, marketing analytics tools that optimize marketing efficiency and effectiveness. Prior to joining Nissan, Steve was the Chief Strategy Officer for The Designory, where he helped start and manage interactive and web development groups. He also held various positions in marketing, product planning, strategy and sales for Mazda Motors of America and Isuzu Motors of America. Steve received a BA in Philosophy from UCLA and an MBA from the Anderson School at UCLA. Matt Cutler serves as Visible Measures' Chief Marketing Officer. Most recently, Matt helped to found 80108 Media (now Go2 Media), a venture-backed direct-to-consumer mobile media firm, where he served as vice president of marketing. Previously, Matt led strategic marketing at SPSS Inc., the world's leading provider of predictive analytics software and services. Matt joined SPSS as part of the acquisition of NetGenesis Corp., a company that he co-founded in 1994. NetGenesis was the world's leading provider of Web analytics software and went public [NASDAQ: NTGX] in early 2000. While at NetGenesis, Matt helped found and chair the Customer Profile Exchange standard, an XML-based standard for privacy-enabled customer data interchange, and the Webmasters Guild, the world's first professional association for webmasters. Matt plays as much soccer as he can, holds an undergraduate degree from MIT, and lives in Needham, MA. Kenneth Papagan, President & Chief Strategy Officer, Rentrak Corporation: Mr. Papagan is responsible for developing new markets for Rentrak Corporation, a leader in audience measurement tracking media consumption across numerous distribution platforms including: Theatrical Film, Home Entertainment, TV and Online Video-On-Demand Content, Live Television, DVRs, Mobile Video, Broadband Downloads and Streaming and Video Advertising. Serving in the role of media futurist, he works directly with the CEO and Chairman and the Board in setting the strategic direction of the company and leading new business initiatives in cross-platform reporting, analytics and research. Ken was a founding executive for the start-up of 9 television networks including Nickelodeon, MTV, ON TV, and the JCPenney Shopping Channel – where he was Co-Executive Producer. He also was a founding executive of two Internet Services firms: Box Top Interactive and iXL. For the past 12 years, Ken has been primarily focused on Digital Media across all platforms worldwide. Among his accomplishments at Rentrak are the launches of OnDemand Essentials, TV Essentails, Mobile TV Essentials and Internet TV Essentials. Lynn Bolger has been Executive Vice President of Advertising Solutions of comScore Inc. since September 6, 2007. Ms. Bolger served as Vice President of Advertising and Sales Research at Yahoo!, where she was responsible for all media and market research in support of search and advertising sales and the development of strategic insights to enhance the positioning, packaging and value of Yahoo!'s advertising products. Prior to joining Yahoo!, Ms. Bolger spent four years ... at comScore where she succeeded in significantly increasing the use of comScore's online media research products and services by the advertising agency community. She served as Executive Vice President of Agency Development of Comscore Media Metrix Inc. Ms. Bolger's career includes more than 20 years of agency experience. She headed the online media practice at Initiative Media and Ammirati Puris Lintas, both of which were a part of the Interpublic Group of Companies. She has worked directly in "new" media since 1992, when she chaired a Worldwide Task Force on New Electronic Media for FCB and then went on to be Media Director for FCB's first interactive media unit. In her early years, Ms. Bolger held media research and planning positions at major agencies, working on accounts such as BMW, Compaq, Campbell Soup Company, Frito Lay and Avis. Scott Ferris, GM, Microsoft Advertising: Scott brings more than 20 years of broadband, cable, internet and direct marketing experience to Microsoft. As GM of Microsoft Advertising, he is responsible for incubating new business initiatives focused on the growth of digital cable television, on demand media and emerging technology such as in-stream video, gaming and mobile. For more than two decades, Scott has played a significant role in bringing hybrid fiber-coaxial networks and the “triple play” concept to market in the broadband industry. He was part of the US WEST team that built the first digital broadband network in the U.K. with Comcast, Jones Cable and TCI (now known as Telewest) and later introduced it into the U.S. market. He was also involved in the deployment of Time Warner Cable’s ground-breaking Full Service Network iTV trial in Orlando, Fla. At MediaOne, Ferris created the MediaOne brand and developed the company’s broadband cable modem and digital video strategy. Scott is committee chair of the Data/Metrics for the Innovation in Digital Advertising (IDiA) Project and is an active member of the Cable and Telecommunications Association for Marketing (CTAM) On Demand Television Consortium. Jon Gibs, Vice President, Online and Integrated Analysis, The Nielsen Company: Jon Gibs is Vice President, Online and Integrated Analysis for The Nielsen Company. With over ten years of market research experience, he specializes in online and cross-media methodology design and development using Nielsen’s wide array of media measurement, social media and market research products. Mr. Gibs previously managed the U.S. based survey group for the Online Division of Nielsen. He has in-depth experience in helping clients develop surveys and measurement methodologies to meet their strategic and tactical needs. Before joining The Nielsen Company, Mr. Gibs was an analyst and analytics director at Jupiter Research. During his time with Jupiter he developed numerous client reports based on primary survey analysis. He specialized in developing new analyses, which included merging behavioral and survey analysis to extend further insight into a wide array of online consumer markets. Mr. Gibs earned a Master’s Degree in Geography, specializing in spatial statistics, from the State University of New York at Buffalo. His Bachelor’s Degree is from Clark University in Geography. Mr. Gibs’ expertise has been sought out by many news outlets including MSNBC, CNBC, The New York Times, Ad Age and CBS MarketWatch. Mark Ghuneim, Chief Executive Officer / Founder, Wiredset and Trendrr: As CEO of Wiredset, Mark Ghuneim is a new media visionary with expertise in social engagement, technology and behavioral trending as well as marketing for music, television and brands. Mark launched Wiredset in 2004 as a futuristic digital agency with the ability to incubate, create and execute all aspects of digital marketing. Recognizing the need for real time actionable data for his clients, Mark oversaw the development of a proprietary online tracking service that allows for unparalleled visibility into user behavior and market intelligence across a myriad of internet categories such as social networks, search engines and video sites. With headquarters in New York City and offices in L.A. and Seattle, Wiredset services top entertainment properties such as HBO, MTV, Bravo, Comedy Central, ESPN, Oxygen, Atom Films, Virgin Records, Universal Music Group, Sony BMG, and leading consumer brands such as Apple, Microsoft, Puma and Armani Exchange. Prior to starting Wiredset, Ghuneim spent 16 years with Sony Music USA, where he was most recently Senior Vice President for Online Services. In that role, he created and implemented online marketing campaigns and was responsible for Sony Music's online sales. As Senior Vice President of Online & Emerging Technologies for Sony's Columbia Records Group, Ghuneim was instrumental in the careers of artists such as Destiny's Child, Jeff Buckley, Bruce Springsteen, Bob Dylan and Billy Joel. Mark has pioneered innovations in new media as the music industry has evolved during the past three decades. Before joining Sony, Ghuneim was Director of Press and Video Promotion for the legendary independent label Beggars Banquet Records. In the nascent days of music video, he was program director and production manager at the New York City video nightclub Private Eyes. Ghuneim frequently moderates panels at top industry gatherings and guest lectures at universities such as NYU's Stern and School of Music in New York City and UCLA in Los Angeles. He has worked as a mentor with the Center of Communications. His work in the Information Securtity Space was feature in Time Magazine and cited by the head of the FBI in addressing national infrastructure vulnerabilities. He has worked with NYCLU and ACLU addressing surveillance in public spaces and Ghuneim’s photographs have appeared in publications such as New Musical Express and the British Music Weekly. Known to many online as Mediaeater, Ghuneim reads 10 print newspapers each morning and 100s online each day in his RSS reader. He resides in the tranquil West Village in Manhattan.