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 2009 Thursday, June 11th 2:15 PM - 3:30 PM Session A: 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. David Rosenberg, Director of Emerging Media, JWT Louisa Shipnuck, Global Business Development Executive, IBM Media and Entertainment Debbie Solomon, Senior Partner, Research Director, MindShare Jon Gibs, Vice President, Media Analytics, Nielsen Online Greg Kahn, Senior Vice President, Strategic Insights, Optimedia International US Jeff Hackett, SVP of Sales, Comscore Aseem Chandra, SVP of Product Marketing, Omniture, Inc. Mark Ghuneim, CEO, Wiredset, Moderator Louisa Shipnuck currently serves as the Global Business Development Executive for IBM’s Media and Entertainment industry. In this role, Louisa sizes new digital media opportunities for IBM, focused on emerging content and advertising services and solutions, including multiplatform advertising business intelligence, digital media managed services, and digital workflow. Louisa formerly served as the IBM Institute for Business Value (IBV) Global Media and Entertainment Industry Leader, overseeing business research efforts and thought leadership. She has recently co-authored thought pieces, including "The end of advertising as we know it," "Navigating the media divide: Innovating and enabling new business models,” “The end of television as we know it," and "Beyond access: Raising the value of information in a cluttered marketplace" all of which focus on competitive positioning in a tumultuous Media marketplace. Louisa has served as a Senior Managing Consultant with PricewaterhouseCoopers and IBM Global Business Services, leading and contributing to numerous business and operational strategy engagements in technology, media and entertainment. In her prior business manifestation, Louisa worked as a political media consultant in Washington, DC. She holds an M.B.A. from Columbia Business School and a B.A. from the University of California, Los Angeles. Debbie Solomon, Senior Partner, 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” 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. Greg Kahn, Senior Vice President, Strategic Insights, Optimedia International US: Greg Kahn has worked in the media industry for over thirteen years. In his current role as head of Strategic Insights at Optimedia, Greg melds the discipline of research with the creativity of communications planning to drive custom, one-of-a-kind solutions across all of the firm’s clients—including T-Mobile, L’Oreal, Rhapsody, and Denny’s. Previously, Greg served as Vice President, Research and Strategy at PHD Media (a subsidiary of Omnicom), where he provided marketing strategy and media allocation consultation to Discovery Communications’ 14 networks. Earlier in his career, he co-founded and served as president for filmBUZZ, a market research consultancy for filmmakers and distributors. His experience also includes several years with Showtime Networks, YouthStream Media (acquired by Alloy, Inc. in 2002) and the Kwasha Lipton Group (part of PriceWaterhouseCoopers). Greg has participated as a panelist at many leading industry events including the Cannes Film Festival, Digital Hollywood, and South by Southwest. Over the course of his career, he has appeared as a media expert on CNN and Bloomberg Radio and has been interviewed by several print and electronic publications, including Variety, The Hollywood Reporter, Forbes, Business Week, LA Times, Ad Age, AdWeek, New York Times, Screen International, and Wired. Greg holds a BA in Economics and French from the University of Pennsylvania and an MBA from the Anderson Graduate School of Management at UCLA. Jon Gibs, Vice President, Media Analytics, Nielsen Online: Jon Gibs is VP, Media Analytics for Nielsen Online. He specializes in research methodology design and development using their wide array of media measurement, social media and market research products. With over 10 years of market research experience, Mr. Gibs previously managed the U.S. based survey group for Nielsen Online. Using their suite of MegaPanel products and BuzzMetrics CGM analysis, he has in-depth experience in helping clients develop surveys and measurement methodologies to meet their strategic and tactical needs. Before Nielsen Online, Mr. Gibs was an analyst and analytics director at Jupiter Research. During his time there he developed numerous client reports based on primary survey analysis. He specialized in developing analyses merging behavioral and survey analysis to develop further insight into a wide array of online consumer markets. Mr. Gibs received 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. Jeff Hackett, Senior Vice President, Sales, comScore: Jeff Hackett is the Senior Vice President of US Sales for comScore’s Media Metrix unit. In this role, Jeff is responsible for the Media Metrix US sales and client service teams, and works with customers and prospects to understand how best to leverage the syndicated data for their needs. Jeff has been with comScore since January 2003, and has played a critical role in expanding comScore’s business among the media buyer and seller communities. In his previous role at comScore, Jeff was the Director of Agency Relations and focused his time working with the advertising agency customer base to help shape the syndicated data offering and deliver key insights to the online media planning process. Prior to his time at comScore, Jeff spent six years working for major IPG agencies in New York City, including Lowe & Partners/SMS and Initiative Media. During this time, he planned media for such Fortune 500 marketers as Applebee’s, Bayer Consumer Care, Home Depot, Maybelline, and Mercedes-Benz USA. He worked under Lynn Bolger at Initiative, and helped to bring the FastBridge brand to the states (now known as Initiative Interactive). Jeff is a graduate of SUNY Cortland and holds a Bachelor of Arts degree in Communication Studies. He is also a proud husband and father of an eight month-old baby boy. David Rosenberg, Director of Emerging Media, JWT: David Rosenberg is the Director of Emerging Media at JWT (formerly known as J. Walter Thompson) in New York. Currently at JWT for almost two years, David is focusing on social media, viral marketing programs, mobile, and gaming while utilizing new media technologies to deliver strategic branding solutions on behalf of clients. In addition, David constructed the marketing wire frame for ‘The Nursery’ (thenursery.tv), a creative incubation and experimentation lab that creates original animation content in order aggregate audiences on and offline. In January 2006, David also established a business relationships companies including Google and was able to open one of the early content distribution for-sale stores on the Google Video site. Other important JWT responsibilities include creating strategic partnerships and fully integrated programs including the eBay and Domino’s program (anythinggoesdeal.com) campaign. David serves on the nominating committee for the National Television and Arts and Sciences with a focus on the for Emmy Awards in given in the field of Technology and Engineering. Further, David also served as a presenter at the 2006 Awards Ceremony. David sits on the WPP North American Gaming Advisory Panel, participates in JWT corporate new business projects and leads periodic corporate initiatives including a viral program launched in partnership with The Huffington Post. Prior to JWT, David lived and worked in San Francisco for eight years and finished up as Account Director on Electronic Arts’ flagship brand EA Sports for Odiorne Wilde Narraway + Partners/See Advertising. In this role, David guided the development of the EA Sports brand strategy, ran integrated advertising campaigns, oversaw multiple platform/hardware transitions, served as North American brand liaison, guided a sub-brand launch for EA Sports BIG, participated in overall category growth, online gaming and brand dominance. By playing an integrated role within the Electronic Arts structure, David gained a strong understanding of video game business including design, production, development as well as non-traditional marketing. Earlier in his tenure in San Francisco, David also helped manage brands including Turner Classic Movies, Teva Sandals, Fogdog Sports, Moonstone Outerwear and Excite.com. Before moving to San Francisco, David lived and in his hometown of Miami Beach and worked at InterAction Media Corporation’s Campus INTERaction. At Campus INTERaction, David was involved with the development of college marketing and advertising programs that were supported by a network of interactive kiosks located on major university campuses nationwide. Aseem Chandra, SVP of Product Marketing, Omniture, Inc.: Aseem Chandra joined Omniture in Feb of 2008 as Senior Vice President of Product Marketing. He is responsible for the positioning and pricing of Omniture products and services, and articulating Omniture’s vision for online business optimization. Prior to Omniture, Aseem worked at Oracle for 12 years in general management, product and industry marketing, partner strategy and M&A integration roles. He worked on the assessment, acquisition and integration of Siebel, Agile, GlobalKnowledge and PeopleSoft, and helped build the application integration architecture (AIA) group to develop SOA based process integration technologies. Aseem earned a Bachelor’s in Technology from the Indian Institute of Technology, New Delhi and a Master’s in Manufacturing Systems from the University of Texas at Austin. 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.