Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, Santa Monica Monday, June 11th Track II. Reinventing Advertising – Transforming Communications, Content and Commerce 1:00 PM – 2:15 PM Session A: Deconstructing Advertising: Making Choices in a Universe of Limitless Choice: Broadband, Social Networks, Mobile, TV, Cable, Games, VOD & ITV In this session, we will look for a comprehensive understanding of the what advertising in the next generation will look like. The world of advertising has been completely dislocated by the acceptance and integration of the new technologies, from PVR and Broadband to Social Networks, VOD, Mobile, Blogs and ITV, the consumer is being both barraged by content and choice, he/she is being overwhelmed by the technology itself. While the decisions being made by the advertising community are always measured and incremental, the technologies at hand are profound and will only move forward. How fast and at what rate of impact is still to be understood, but the question is no longer about consumer acceptance and proof of distribution, it is about when the roof is going to cave in. The new technologies are successfully invading traditional media and the good news is rather than leaving the advertiser without a way of reaching the audience, the new technologies may ultimately prove to be better and more comprehensive vehicle for reaching and developing relationships with an even larger customer base Dean Carignan, Director, Advertising Business Strategy, Entertainment & Devices Division, Microsoft Corporation Adam Stewart, Vertical Director, Media & Entertainment Group, Google Davina Kent, Vice President, National Advertising Sales, TiVo Tom Grayman, Director, Brand and Consumer Research, Spike/IFILM/Gaming, MTV Networks Entertainment Group Esther Franklin, Senior Vice President/Director of Consumer Context Planning, Starcom USA Hamet Watt, CEO, NextMedium Karsten Weide, Program Director, Digital Media & Entertainment, IDC, Moderator Adam Stewart, Vertical Director of Media & Entertainment, Google: As Vertical Director of Google's Media & Entertainment group, Adam oversees all aspects of the company's marketing and advertising relationships with the media and entertainment community. He works directly with marketing decision-makers in the TV, movie, gaming, music and web publishing industries to develop unique integrated marketing strategies. With more than 16 years experience in advertising sales and sales management, Adam managed a national sales team for one of the largest U.S. cable companies, where he developed sales strategy and built strong relationships in the sales, advertising, branded entertainment and production communities in New York, Chicago and Los Angeles. Prior to joining Google, Adam was Vice President of National Sales for Screenvision, where he was primarily responsible for spearheading media-based advertising and content deals across multiple industries. Earlier, Adam was Senior Vice President, National Sales Manager of Discovery Communications, where he was responsible for advertiser content integration, sales strategy, network positioning, earned value marketing opportunities, branded entertainment and business plan management for Discovery Channel, TLC, Animal Planet, Travel Channel, Discovery Health and BBC America. Adam earned a BA in Communications Arts and Sciences from the University of Southern California. Davina Kent, Vice President, National Advertising Sales, Tivo: Davina has been involved in the entertainment and satellite industry for over a decade. Davina joined TiVo in October 2000 to lead the TiVo launch in the UK working with BSkyB based in London. She then transitioned back to the United States to play a key role, as Vice President of National Advertising Sales, building TiVo's advertising and audience measurement business. Before joining TiVo, Davina held marketing and business development roles at Buena Vista Home Entertainment and DIRECTV. As a marketing executive at DIRECTV she supported the launch of the satellite service in the United States. To extend her international experience, Davina joined Galaxy Latin America to lead the launch of DIRECTV throughout Latin America as a Marketing and Sales executive. Esther Franklin, Senior Vice President/Director of Consumer Context Planning, Starcom USA: Esther "E.T." Franklin joined Starcom USA when the larger Starcom MediaVest Group media network adopted its Consumer Context Planning (CCP) practice. The aim of CCP is exploring how clients' consumers interact with media and various other contact points, thus forging tighter connections between consumers and brands. Franklin’s primary function is to drive consumer knowledge into Starcom’s various brand teams who in turn can leverage the information to build powerful communication plans. The ultimate goal is more innovative media solutions and a stronger media product. Before joining Starcom, Franklin explored and unearthed essential insights that informed the creative and brand strategies for Leo Burnett’s clients. She spent the majority of her 10-year Burnett career working on various Philip Morris brands as VP/Planning Director for Marlboro USA. In addition to working on PM, she was team leader for pro bono client The National Underground Railroad Freedom Center and continues to work in that capacity. Franklin also led corporate trend initiatives, including 20Twenty Vision – a focus on the 20-something audience, and Foresight Matters, a visionary look at general trends and their impact on the communication industry. Additionally, she was instrumental in the early development of LeoShe, a Burnett agency-wide initiative geared toward generating greater insight into the female consumer. As a result, she appeared on Oprah touting LeoShe’s research on beauty myths. Franklin joined Burnett in 1993 from Burrell Communications Group. A Chicago native, Franklin received her BS in business administration from the University of Illinois at Champaign-Urbana and her Master’s of Management at Northwestern University’s Kellogg Business School. THOMAS GRAYMAN, DIRECTOR, BRAND AND CONSUMER RESEARCH, SPIKE TV, IFILM, GAMING, MTV Networks Entertainment Group: Tom Grayman is director, brand and consumer research for Spike TV, IFILM and Gaming, components of MTVN’s Entertainment Group. Based in New York, Grayman reports to Tanya Giles, senior vice president, research for the Entertainment Group. In his position, Grayman consults with senior management to plan, coordinate, execute and report consumer research projects guiding development, marketing and promotions strategy and tactics as well as digital strategy for these male-targeted brands. Grayman joined MTV Networks in 2006 after research consultancies with the Walt Disney Company, cable network TV One and research company Leflein Associates from 2003-2006. Previously he had been director, primary research at the ABC Television Network where he developed and managed research studies for such programming as “Good Morning America” and “Monday Night Football” and, before that was manager, research, at Showtime Networks (1993-1998) and assistant project director at Moskowitz Jacobs Scientific Market Research (1990-1993). Grayman holds a BS degree from the Wharton School of the University of Pennsylvania and has published a book, Ghosts of Florida (2004, AuthorHouse) analyzing flaws in the U.S. elections system. He belongs to the Qualitative Research Consultants Association and is also a member of the American Association for Public Opinion Research. Dean Carignan, Director, Advertising Business Strategy, Entertainment & Devices Division, Microsoft Corporation: Dean Carignan is a Lead Strategist at Microsoft Corporation’s Online Business Group (formerly MSN). Dean has 10 years of experience in the Internet space, running a boutique consultancy which specialized in online strategy, and subsequently managed McKinsey & Company’s eBusiness practice. At Microsoft, Dean is in charge of identifying emerging online technologies and business models before they become mainstream. He also develops monetization strategies for these new technologies (typically subscription or online advertising models). Prior to joining Microsoft, Dean managed McKinsey & Company’s eBusiness Practice, which advises Fortune 100 companies on their long-term strategies for web-based commerce. Prior to McKinsey, Dean founded and served as Managing Partner for a web strategy and design firm. Hamet A. Watt, Chief Executive Officer, NextMedium: Hamet A. Watt is the founder and CEO of NextMedium, Inc., developer of the first turn-key platform to buy, sell and measure brand integration in entertainment content. The company is working with the industry to establish brand integration as a new standardized ad unit – to help advertisers connect with increasingly harder-to-reach audiences in a TiVo-enabled environment, while helping entertainment companies generate new revenue and offset rising production costs. NextMedium has also collaborated with Nielsen Media Research to develop analytics that help the industry measure the effectiveness and value of brand integration. An authority on advertising innovation, Watt is frequently asked to educate media companies on the changing entertainment landscape and the need for new approaches to revenue generation. He is also regularly a part of the public discussion on new advertising media, and has been quoted in Fortune Magazine, USA Today, Red Herring, Business 2.0, Advertising Age, AdWeek, MediaWeek, Television Week, Hollywood Reporter and Variety, among others. Prior to NextMedium, Watt was a general partner and vice president of business development at an international private equity investment firm managing capital in excess of $120 million. Karsten Weide is the Program Director, Digital Media & Entertainment, at IDC. In this capacity, he is in charge of writing analyses about the consumer Internet space and also serves as IDC’s expert on the intersection of new media and the digital marketplace. Mr. Weide is a veteran of the consumer Internet industry with many years of experience and a strong dedication to excellent customer service. IDC’s New Media & Entertainment program provides strategic analyses of the online consumer marketplace, the money flows within it, and assists IDC’s clients with actionable information so they can leverage the latest developments for success. The Digital Marketplace programs are designed to give IDC’s clients both snapshots of the current situation of the online consumer ecosystem as well as insight on new developments that offer clients new opportunities or threaten the status quo. The program covers topics such as business models, competition, partnerships, gateways and portals, communities, and advertising in the digital marketplace. This program also provides clients with U. S. and worldwide advertising spend, as well as surveys dedicated to researching the online consumer behavior and preferences. Prior to joining IDC in 2006, Mr. Weide’s career was focused on identifying, developing and evangelizing new technologies and applications in the Internet industry. Before joining IDC, he founded the U.S. affiliate of MediaAnalyzer, a European online market research company specializing in advertising research. In the years before MediaAnalyzer, Mr. Weide published the Internet industry newsletter San Francisco Report and acted as a management consultant to Internet companies. Before coming to the U.S., he was in charge of setting up both the German operations of Yahoo! as well as Yahoo!’s production in Europe. Prior to Yahoo!, he held positions with Europe Online, as Director of Product Development, and Ziff-Davis, where he was in charge of setting up the German-language online services. Mr. Weide holds a Master’s degree from the University of Hanover, Germany.