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Adverting 2.0 New York 2009 Thursday, June 11th 10:45 AM 12:00 PM Session A:
Advertising Strategy, Expenditure and Analysis: Broadcast and Cable vs. the New Platforms: Broadband, Social Networks, Mobile, VOD & PVR More than ever, in this challenging economy, agencies and brand managers are faced with a dual problem. First and foremost, they must get the best bang for their buck in reaching their target audience. At the first fork in the road they must choose between the traditional ad markets of TV, cable and print, versus the new technologies, from broadband to mobile. Once that decision has been made, understanding how to allocate within the choice-structure of new media broadband, social media, search, mobile, ITV etc. must be determined. The advertising choices of 2009 will be a fascinating reflection of the state of the actual economy as well as the trending attitudes toward the new media platforms. Tim Hanlon, Executive Vice President/Managing Director, VivaKi Ventures Tara Maitra, VP & GM of Content Services & Ad Sales, TiVo Inc. Scott Schiller, Senior Vice President Advertising Sales, Comcast Interactive Media Ken Papagan, President & Chief Strategy Officer, Rentrak Corporation Steve Robinson, President, Panache David Jensen, Partner, IBM Global Business Services, Moderator
Tim Hanlon, Executive Vice President/Managing Director, VivaKi Ventures: He is chiefly responsible for the solicitation, negotiation and oversight of the units strategic partnership and equity investment activity -- focused exclusively on paradigm-changing new media platforms and technologies. His current role is an outgrowth of his previous work as head of Publicis Groupe Media (PGM) Ventures, and includes formal advisory and directorial positions with over three dozen start-up companies. Prior to founding the PGM Ventures practice, Hanlon was Senior Vice President/Director, Emerging Contacts for Starcom MediaVest Group, a global media services network of Publicis Groupe Media and parent holding company Publicis Groupe, S.A. He was chiefly responsible for all US client activity and agency initiatives in the field of emerging media technologies, including the firms ground-breaking TV 2.0 Practice, centered around evolutionary television platforms such as interactive/enhanced television, on-demand video, digital video recording, interactive program guide navigation, addressable advertising, and digital broadcasting/datacasting. Hanlon has over 15 years of traditional and interactive agency media experience including roles as Vice President/Director, Strategy & Business Development for the Digital Marketing Group of Chicago-based marketing services agency Frankel, and Director of Interactive Media at Creative Alliance in Louisville, KY. He also served as the Advertising Media Manager for the in-house agency of credit card issuer MBNA America in Wilmington, DE, USA. Hanlon also has wide-ranging journalism experience, including production and writing stints at CBS News, Sports Illustrated and the Voice of America. Among numerous advertising and television industry activities, Hanlon was Chairman of the American Association of Advertising Agencies (AAAA) Advanced Television Committee from 2001-05, a founding member of the Steering Committee of the Innovation in Digital Advertising (IDiA) Consortium, and a founding member of the National Academy of Media Arts & Sciences (NAMAS). In 2004, he was an inaugural recipient of Interactive Television Todays Leadership in Interactive Television Award, and has been named as one of MEDIA Magazines 100 People to Know. His insights into the future of media and advertising are regularly seen in major electronic, print and trade press outlets. Hanlon holds an MBA from the University of Chicago Graduate School of Business, and a BA from Georgetown University.
Tara Maitra, VP & GM of Content Services & Ad Sales, TiVo Inc.: In this role, Maitra is responsible for cultivating relationships with content companies and unique content offerings for delivery via broadband. Previously, Maitra served as Senior Director of content development at Comcast, where she was responsible for day-to-day operations of Select on Demand, a collection of new niche non-linear networks delivered via video on-demand and broadband. Maitra helped to create new channels through partnerships, acquisitions and original programming. Prior to Comcast, Maitra was Executive Vice President, General Manager of Primedia Digital Video, where she developed on-demand and broadband video businesses for Primedia's established print franchises. Her accomplishments include launching video services on Comcast and Real Networks. Ms. Maitra also held a series of editorial and management positions at NBC, including Vice President, General Manager of CNBC/Dow Jones Business Video, a joint venture of NBC, Microsoft and Dow Jones. There she led the development and managed one of the first profitable streaming video web sites to offer financial content thru both subscription and syndication models. A graduate of Washington and Lee University, located in Lexington, Virginia, Ms. Maitra holds a B.A. in Journalism and Psychology.
Ken Papagan, President & Chief Strategy Officer, Rentrak Corporation: Mr. Papagan is responsible for incubating, implementing and driving operations of all new business initiatives and setting the strategic direction of Rentrak Corporation, a leader in audience measurement tracking media consumption across numerous distribution platforms including, Theatrical Film, Home Video, On Demand Content, and Advertising. Ken was a founding executive for the start-up of 9 television networks including Nickelodeon, MTV, ON TV, and the JCPenny Shopping Channel where he was Co-Executive Producer. For the past 10 years, Ken has been primarily focused on Digital Media across all platforms globally working with such clients as AT&T, Broadband, USWest, Bloomberg, Flextech and others. Among his accomplishments at Rentrak are the launches of Retail Essentials and OnDemand Essentials, which is currently aggregating VOD viewer usage data for more than 50% of the VOD, enabled cable universe, including Comcast, Cablevision and others. The service is currently processing overnight On Demand data representing 32 million set top boxes. The service has garnered 42 content providing clients including NBC/Universal, CBS, MTV, Paramount, and Warner Brothers. He is currently developing New Business in On Demand Advertising and Linear Television audience measurement.
Scott Schiller, Senior Vice President Advertising Sales, Comcast Interactive Media: Schiller leads advertising sales for Fandango, Fancast, Movies.com and Plaxo, all units of Comcast Interactive Media (CIM). A key member of the CIM executive team, Schiller staffs and manages CIM sales offices throughout the country. He is based in New York City. A co-founder of the Interactive Advertising Bureau (IAB), and its first vice-chairman, Schiller has more than 25 years of advertising, sales management and start-up media experience, in leading positions at worldwide entertainment brands including Disney, AOL, Sony, Prodigy and MTV Networks. Schiller joins CIM from Glam Media, Inc., one of the fastest-growing womens Web properties, where he was the Executive Vice President of Global Marketing and its original Chief Revenue Officer. Earlier in his career, Schiller served as Senior Vice President of Interactive Marketing for America Online; Senior Vice-President of Strategic Partnership Marketing for the Walt Disney Internet Group (where he ran advertising sales and sponsorship for such Disney-branded sites as ABC.com, ABCNews.com, Disney.com, Family.com and ESPN.com); Vice President of Advertising and Partnership Marketing for Sony Online Ventures; Vice President of Advertising Sales for Prodigy; and account director for MTV Networks, during the cable networks earliest days.
David Jensen, Managing Partner for Digital Media, IBM: David Jensens experience in the delivery of digital media, entertainment and information has made him a leading member of many industries. He has been on the forefront of digital media development and distribution for more than a decade inventing, producing and marketing broadband, video-on-demand, interactive television, Internet-based entertainment and social networking destinations. Currently as Managing Partner for Digital Media at IBM, he is helping to bring a new generation of Digital Production and Workflow solutions to market for a range of vertical markets that are distributing content through digital media. He joined IBM from Ericsson / Tandberg Television where he was a member of the Broadband Television management team through the acquisition of Zetools, the company that he was a founding member of and led business development, sales and marketing. David has also received numerous awards and industry recognition. He is a two-time Emmy award winning Producer, Creator and Entrepreneur. He was elected to the PGA/Hollywood Reporter Digital 50 in 2006 and has been nominated seven times, winning two Primetime Emmys for Outstanding Achievement in Interactive Television in 2004 and 2005. He was elected in 2007 to a 2-year term as Governor of the Academy of Television Arts and Sciences, representing Interactive Media. Trained as an architect and media-maker, David began his career as a designer with world-renowned architectural firms Richard Meier and Partners and Zaha Hadid. He went to apply those his architectural / media training to produce and design films, music videos, interactive media and television for HBO, MTV, Alive Pictures/Universal, PBS, Fox and among others. In the digital consulting world, David led Razorfishs Broadband Future TV practice whose clients included Sony, Disney, HBO, Columbia Tri-star, Broadband Interactive Group, TiVo, I-Blast, News Corp, Fox, RAI Click, Telemundo and Universal Music Group among others. In the technology research world, he built interactive social networking destinations and pioneered projects that connected community with artistic development for the J Paul Getty Trust, He holds a M. Arch. from Harvard University and a B. Sc. from the University of Houston.
Steve Robinson, President & Founder, Panache: Seeing the need for an effective advertising revenue model for video in the media and entertainment eco-system, Steve started Panache in 2006. Since then, Panache has been building sell-side software solutions for linear television and successfully applying the same principles to online video for major publisher clients. Steve has always been at the forefront of technical innovation, designing and implementing best-of-breed technologies to solve business problems for Fortune 500 companies and government agencies. In 1996, Steve founded Panache's parent company, Panther Software, to develop mission-critical, high-performance data exchange software, video delivery and advertising solutions for enterprises such as Motorola, Viacom, Microsoft, NASA, Citicorp, EDS, and Ticketmaster. Under Steves leadership, Panther Software grew to a multi-million dollar sale company. While at Panther, Steves work in component object modeling and disparate systems connectivity was published in numerous periodicals. Since starting Panache, he has been a frequent contributor to new media publications such as MediaPost and regularly speaks at industry events, including OMMA, NAB, IAB and Digital Hollywood. Steve is a magna cum laude graduate of the University of Florida with a degree in Finance and Accounting.