Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Events at CES Sunday, January 6th 1:00 PM – 2:00 PM Track I- RA3 – Reinventing Advertising 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, Senior Partner, Research Director, MindShare Andy Nobbs, President and Managing Director, Teletrax Erin Hunter, EVP, comScore, Inc. Mark Ghuneim, CEO, Wiredset Timothy R. Davis, Principal, Enterprise Risk Services, Deloitte & Touche LLP Will Hodgman, President & CEO, M:Metrics James Benton, Vice President of Sales, AdBrite Lauren Cole, President, Lauren Cole Media, Moderator Debbie Solomon is Senior Partner, Group Research Director at MindShare USA. 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." In 1998, she was named Top Kid Researcher by KidScreen magazine. In 1992, Media Week 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 chairs the AAAA’s Consumer Magazine Committee and 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. Erin Hunter, EVP, comScore, Inc.: Erin Hunter spearheads the Media Industry Solutions group at comScore Networks, overseeing the provision comScore’s analytical and consulting solutions for key clients. She is a seasoned industry analyst, with a background in marketing, marketing research, statistical modeling, and media consulting. Prior to joining comScore, Ms. Hunter spent more than eight years at Marketing Management Analytics (formerly Media Marketing Assessment), a media consultancy in Westport, Connecticut where she used MMA’s proprietary regression-based methodology to quantify the return to clients on investment in traditional marketing vehicles. Ms. Hunter had responsibility for engaging and growing relationships with numerous blue chip clients, including Clorox, RadioShack, Procter & Gamble, Nestlé Purina Pet Care, and many others. As Senior Vice President, Ms. Hunter led a landmark effort between MMA, Information Resources, Inc. and Nielsen Media Research to measure the ROI of TV advertising on over 1,000 consumer packaged goods brands. The results of this broad study – titled How Advertising Works 2 - were widely published and utilized within the media industry. Previously, Ms. Hunter contributed to the growth of the Coors and Keystone brands while at Coors Brewing Company in Denver, Colorado. Ms. Hunter began her career with Procter & Gamble where she was responsible for the marketing research of many established brands in the Soap and Household Cleaning sectors. Ms. Hunter earned a BBA in marketing summa cum laude from University of Cincinnati. She speaks frequently at leading industry conferences and events, such as iMedia Summits, Digital Hollywood conferences and the Fantasy Sports trade association conference. Mark Ghuneim, CEO, Wiredset: Mark Ghuneim launched the online and mobile company Wiredset in 2004 after 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. Ghuneim 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 night club Private Eyes. Ghuneim has moderated numerous panels at industry gatherings and guest lectured at universities in Los Angeles and New York. He has worked as as a mentor with New York University's Leonard N. Stern School of Business. Ghuneim photographs have appeared in publications such as New Musical Express, the British music weekly. Will Hodgman co-founded M:Metrics in early 2004. Already, the company represents the industry standard for measurement of consumer consumption of mobile content and applications. As co-founder, president, CEO and director, Hodgman is responsible for the strategic direction of the company. Prior to M:Metrics, Hodgman was president and CEO of Sightward, Inc., a predictive analytics company. At Sightward he radically shifted the company's direction from an enterprise offering to a hosted service, resulting in a profitable sale to Digital Connexxions, a deal Hodgman brokered. Before Sightward, Hodgman was executive vice president of NetRatings, provider of the Nielsen//NetRatings services, where he was responsible for the company's product offerings, sales, marketing, measurement science and business development. He came to NetRatings by way of Jupiter Media Metrix, where he served as president of measurement after Jupiter Media Metrix acquired AdRelevance, a company he founded. Today, AdRelevance represents the global standard for online advertising measurement. Early in his career, Hodgman held executive positions at the largest global marketing communication company, Interpublic Group of Companies. There, he managed advertising for some of the world's most well-known brands. Hodgman is a nationally recognized speaker on the subjects of marketing, advertising, and new media measurement. He is also a director of Hitwise, Inc., a global audience measurement company for the Web, and a member of the Board of Advisors for the Masters Program in Digital Media at the University of Washington. Hodgman received a bachelor's degree in English literature from Williams College. Timothy R. Davis, Principal, Enterprise Risk Services, Deloitte & Touche LLP: Tim has 17 years experience with Deloitte & Touche in the areas of Assurance, Risk Management and Corporate Governance at a range of multi-national clients based in the USA, Europe, and Southern Africa. During that time he has had a particular focus on software and internet clients. He has significant SOX 404 experience and he has also led a number of SAS 70’s and other similar attestation projects around internet based applications, such as internet advertising, electronic bill pay and presentment, and web based authentication models. He is an advisor to the Deloitte Internet Affinity Group which is an internal forum for practitioners focused on serving Internet based companies. Tim is a member of the Interactive Advertising Bureau (IAB) and is working on the IAB’s task force to define click and audience measurement standards for the industry. He is also involved in writing publications and organizing industry events with our national high tech industry group. James L. Benton, Vice President of Sales, AdBrite: Jim Benton joined AdBrite in 2005 as the Vice President of Sales. In this role, Benton is responsible for further developing the advertising sales team, growing the advertising base on AdBrite’s network of sites, and managing trade show efforts. Benton, who is passionate about continuing to provide innovation in the interactive media space, brings a strong media background to AdBrite and shares in its can-do product approach. Prior to AdBrite, Benton spent five years at IAC/InterActiveCorp. There he served as the Senior Director of Sales where he was responsible for Partner Marketing across the entire network of IAC sites including Ticketmaster, Match.com, Evite, and Citysearch. Before assuming the position with IAC/InterActiveCorp Partner Marketing, Benton was Director of Ad Programs for Evite.com. He launched Evite’s first advertising program, developed successful guerilla marketing efforts in major metropolitan areas, and designed and implemented several new proposal tools, which resulted in increased sales productivity and revenues. The sole Evite employee to join the Ticketmaster team post-acquisition, Benton effectively worked through the sales strategy transition between Evite and Ticketmaster. Benton began his career at AT&T Growth Markets where he spent two years managing Silicon Valley accounts, including eBay. While at AT&T, Benton repeatedly exceeded sales goals and created innovative sales tools. In addition, he won several notable awards, including Highest Electronic Commerce Sales Award and The Gold Club Award, which is the second highest honor at AT&T. Benton holds a Bachelor of Science in Commerce from Santa Clara University. Andy Nobbs, President and Managing Director, Teletrax: In 2002, Andy Nobbs led the team that launched Teletrax (TM), the world's first and only global video watermarking service that has been lauded as one of the most revolutionary television industry innovations in recent years. Teletrax, a joint venture between U.S.-based Medialink Worldwide Incorporated and Royal Philips Electronics of the Netherlands, offers a unique solution that helps content providers such as motion picture studios, TV sports and entertainment program producers and distributors, news organizations and advertisers determine ROI from broadcast verification of airings for network and syndicated programming, evaluation of video news reach and performance, and proof-of-performance of advertising buys. Nobbs oversees all aspects of Teletrax's day-to-day activities around the world including strategy management, business development, global operations and marketing. Under Nobbs' stewardship, Teletrax has rapidly expanded its global monitoring network to nearly 50 nations with more than 1000 channels currently tracked around the world. Leading entertainment, news and media organizations that have signed contracts with Teletrax include Tribune Entertainment, Universal Domestic Television, ABC, Buena Vista, BBC, Reuters Television, NBC News Channel and Media Review International. Nobbs was formerly Content Director at IPC Media, the United Kingdom's largest consumer magazine publisher, which was later sold to AOL Time Warner. At IPC Media, his brief was to accelerate revenue growth of IPC's intellectual properties. Nobbs has previously held executive positions at Emap PLC, Granada Television and ECN. A frequent speaker on the subject of worldwide digital rights and content management, Nobbs has participated in major panel discussions around the world at conferences including Digital Hollywood, Association of International Broadcasters, Broadcasting Engineering India and Broadcast Asia. He has also appeared on television on CNBC, in the print in the Financial Times, The Hollywood Reporter, Television Week and Commonwealth Broadcaster. Lauren Cole, President, Cole Media: Ms. Cole is President of 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.