Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Adverting 2.0 New York 2008 Wednesday, June 4th 10:45 AM - Noon Session B: Contextual Media & Advertising: Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms The world is becoming an ever growing contextual media and information experience. Consumers get to watch TV news shows that lean to the left or to the right depending on how they like it. And on the web, the degrees to the left and to the right can be calibrated down to the millimeter. Radio is broken down so that stations can reach and satisfy a distinct and unique group of listeners and the web can drill down even further than that. The web is able to distill the users experience to actual needs, to the actual and definable likes and dislikes of each and every consumer. While the system has yet to be perfected, the learning curve of contextual media content to the consumer along with its advertising and commerce-based partnering activities is moving right along. The personalized relationship between media and advertising has always been with us. Families watch TV shows that advertise soap and teenagers watch shows that advertise cola. But the degree of personalization and how fast it arrives is presenting an interesting set of musical chairs for the media, advertising and content industries. It is an interesting time. Penry Price, Vice President of North America Sales, Google Kevin Ryan, CEO of AlleyCorp, former CEO of DoubleClick Doug Scott, Senior Partner, Executive Director, Mather Productions Branded Content & Entertainment, Ogilvy & Mather Eric Hadley, CMO, Heavy Corporation Dean Carignan, Director, Ad Business Strategy, E&D Division, Microsoft Corporation Additional speakers to be announced Penry Price, Vice President of North America Sales, Google: As Director of the North American Sales team, Penry Price manages the day-to day operations of Google’s North American regional sales offices.  Using his previous experience in consumer print advertising, Penry also helps develop and manage Google’s relationships with traditional advertisers and agencies. Doug Scott, Senior Partner, Executive Director, Mather Productions Branded Content & Entertainment, Ogilvy & Mather: Prior to joining Ogilvy in June 2006, Douglas was Senior Vice President at Bragman Nyman Cafarelli and the General Manager of the New York office. While at BNC, he was responsible for developing original branded entertainment initiatives for Sony PlayStation, General Motors, T-Mobile and American Express and increased top line revenue for the New York office by 45%. In 2004, Scott launched MATTER, an entertainment marketing company that produced LOHAS 8, a three-day forum sponsored by Ford Motor Company, Whole Foods and GAIAM, focused on renewable energy, organic food, eco-tourism and other health and sustainability issues. In January 2004 and 2005, Scott executive produced BLENDER Sessions, in Park City, Utah during the Sundance Film Festival. This five-day music series, which was sponsored by VW, Diet Coke and Heineken, featured performances by Snoop Dogg, Nelly, Ludacris, Macy Gray, Liz Phair, Pete Yorn, Camp Freddy and Rooney. When Sean "P. Diddy" Combs decided he wanted to run the ING New York City Marathon in September of 2003, he hired Scott to co-executive produce “Diddy Runs the City” for MTV and executive direct the fundraising efforts for the program. In just seven weeks, the program raised over $2 million for New York City children and received corporate support from Nike, Pepsi, McDonalds, Time-Warner, Viacom, Lincoln and Foot Locker. Prior to MATTER, Scott was Executive Vice President, Marketing and Branded Entertainment Creative Director at Hypnotic. At Hypnotic, Scott created and executive produced the highly acclaimed Chrysler Million Dollar Film Festival in partnership with Universal Pictures and was also charged with creating innovative branded entertainment campaigns for numerous companies including Reebok (Terry Tate, Office Linebacker), Ford Motor Company (Focus Films), Nintendo (Eternal Darkness Films) and Toyota (Scion Screening Series). Prior to Hypnotic, he was EVP, Sales & Marketing and General Manager of the Hollywood Stock Exchange (HSX), where he was responsible for launching the Music Stock Exchange; developing Virtual Producer; developing and producing the Company’s annual Academy Awards event, which was supported by Toyota, Pepsi and Sun Microsystems; launching a weekly radio show on CBS Radio, and structuring and overseeing content syndication relationships with Access Hollywood, Advertising Age, Entertainment Weekly, and other national media outlets. From 1995 thru 1997, Scott was President and COO of ArtView a global network of galleries, auction houses and museums and was responsible for developing and executing highly successful strategies for e-commerce and inventory management in partnership with GE Capital. In 1993, Scott co-founded the Red Herring magazine where he served as Vice President of Sales & Marketing. Scott is an active speaker at industry conferences and guest lecturer at several business schools, and has recently been asked to teach a course at New York University on location based entertainment. He holds a B.S. in Economics from University of Maryland, College Park Dean Carignan, Director, Advertising Business Strategy, Entertainment & Devices Division, Microsoft Corporation: Dean Carignan currently develops long-range strategic plans for E&D’s investments in streaming video advertising, mobile marketing and game-based advertising. Dean also spent several years with Microsoft’s adCenter group, where he drove product strategy for Paid Search, Display Ads and Contextual Advertising. Prior to joining Microsoft, Dean was a charter member of McKinsey & Company’s e-Business Strategy Practice. He holds an M.B.A. from INSEAD.