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 Wednesday, June 10th 3:10 PM - 4:10 PM Session B: Video Advertising: The Challenges with Scale and How New Consumer Habits Are Driving the Advertising Community to Innovate Traditional television is moving to the Internet. Though today’s consumer can effectively avoid watching advertising on TV through new time- and place-shifting technologies, the “opt-out” function and other choices make it easier than ever for consumers to skip ads online too. Yet when asked, 75% of consumers prefer advertising over paid subscription models. To keep up with these new consumer video viewing habits and trends towards watching video content online, content owners, advertisers, and technologists must turn into entertainers, or lose precious eyeballs and dollars. To keep audiences captive, advertising must become the new form of entertainment. As content owners, advertisers and technologists begin to better understand video advertising opportunities, one important challenge has come to light: SCALE. On top of creating compelling advertising content, the problem for video advertising isn’t targeting or ad formats. The problem is the inability to scale in-video media buys so that demand (buyers) can leverage the growing supply (sellers). Jason Witt, General Manager, MTVN Digital Fusion, MTV Networks Kevin Yen, Director of Strategic Partnerships, YouTube Ricky Van Veen, Editor-in-Chief, CollegeHumor John Sedlak, Senior Vice President, Sales and Strategic Alliances, Vibrant Media Dean Carignan, Director, Advertising Business Strategy, Entertainment & Devices Division, Microsoft Corporation Todd Narwid, Vice President, New Media, NDS Federico Grosso, Senior Vice President, Business Development, blinkx Mark J. Kapczynski, Chief Operating Officer, Kontrol Media, Moderator Kevin Yen, Director of Strategic Partnerships, YouTube: As Director of Strategic Partnerships at YouTube.com, Kevin Yen is responsible for the monetization and general performance of YouTube's content and distribution deals, as well as the marketing of the YouTube platform to the media industry. Kevin’s online video expertise spans revenue models, advertising programs, marketing strategies, social media, and deal structuring. At YouTube, Kevin created the Four R's marketing framework of Revenue-Reach-Research-Rights, used by partners to develop their syndication strategies. He founded and chairs the company’s Video Advisory Board, consisting of its most innovative content producers. Prior to Google’s acquisition of YouTube in October, 2006, Kevin built and directed the partner management team for Google Video's ad-supported and paid download service. He also negotiated over $500 million in large-scale search and contextual advertising deals with Google's top partners, including AOL and InfoSpace. Before joining Google, Kevin held Senior Product Manager positions at Netscape and AOL. His work included helping transform the Netscape Navigator browser into the foundation of today's open source Mozilla Firefox. In addition, Kevin negotiated distribution deals with Sun Microsystems and Macromedia, and innovated advanced ad targeting methods. He pioneered marketing optimization systems at a startup, and programmed quantitative forecasting models for Apple, Hewlett Packard, and others. Kevin has been recognized as a Top 50 Digital Power executive by The Hollywood Reporter for 2009. He is a frequent industry speaker in a variety of internet subject areas. He earned his BA in Applied Mathematics from UC Berkeley, MS in Engineering from Stanford, and MBA from the Haas School of Business at UC Berkeley. Jason Witt, Senior Vice President, General Manager, Digital Fusion, MTV Networks: Witt heads up Digital Fusion, a specialized unit operating within MTVN’s Digital Advertising group, and is charged with innovating the company’s approach to digital marketing by leveraging original and custom creative and content, building novel advertising products and mining new insights into MTVN’s digital fan behavior. In this role, Witt creates innovative and engaging programming that capitalizes on the company’s roster of highly targeted niche sites, its growing stable of virtual worlds, mobile properties and digital creative teams to more deeply connect advertisers with consumers. Witt previously headed up MTVN’s Online Distribution and Partnerships organization reporting into President of MTVN Global Digital Media. Prior to that, he held various positions at AOL, including general manager of AOL’s technology consumer channels and strategy and business development across certain parts of the organization. Dean Carignan, Director, Advertising Business Strategy, Entertainment & Devices Division, Microsoft Corporation: Dean Carignan, Director of Advertising Business Strategy, Entertainment & Devices Division, Microsoft Corporation. Dean leads long-range strategic planning to enable advertising within Microsoft’s consumer products, including Xbox, Zune, Surface, and Windows Mobile. He previously spent several years with Microsoft’s advertising technology group, where he drove product strategy for Search and Display Ads as well as Video and Mobile 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. Todd Narwid, VP of New Media, NDS: As VP of New Media for NDS, Todd Narwid is responsible for developing new media opportunities that leverage the extensive NDS solutions portfolio and systems integration expertise. Prior to NDS, Todd led Narrowstep, which enabled new media content owners to move, manage and monetize video content online. Prior to this role, Todd directed the RCN Business Solutions Division. Federico Grosso, Senior Vice President, Business Development, blinkx: Federico Grosso, senior vice president of Business Development at blinkx, has more than nine years of international experience in digital media. From December 1997 to August 2004, he held several positions within Yahoo!, including the start-up of Yahoo! Italia and the European Commercial Team. After seven successful years, Federico joined blinkx in December 2004, leading the business development strategy for North America and Europe. In this role, Federico has created long-term partnerships with global media companies such as Reuters, MTV Networks, Sky News and Lycos. Federico received his BA in Political Sciences from the University of Torino, Italy, specialising in Communication and Digital Media Publishing. He also completed the Emerging Leaders Programme in General Management at the London Business School John Sedlak, Senior Vice President, Sales and Strategic Alliances, Vibrant Media: John Sedlak leads the Vibrant Sales team across the United States, leveraging his varied experiences in digital media. Sedlak brings almost 20 years of client solutions driven marketing and sales expertise to his Executive role at Vibrant. Prior to joining the Company, he served most recently as SVP of AOL's Eastern Region and Multicultural advertising sales and sales support teams. Prior to re-joining AOL in July 2005, Sedlak held the position of SVP, Sales at Time Warner Global Marketing - the cross-platform advertising sales team for Time Warner. Sedlak began his career at AOL in 1999 and led the development of its strategic partnerships across a broad range of categories. Prior to AOL, he held posts at Dow Jones & Company/The Wall Street Journal and worked in Media Planning at Ammirati & Puris. John is a graduate of Rutgers University. Mark J. Kapczynski, Chief Operating Officer, Kontrol Media: Mark Kapczynski has a successful track record as a serial entrepreneur, chief executive and media industry expert. His current venture, Kontrol Media Corp., is an idea incubator for startups and senior professionals in the media and technology markets including Web 2.0, mobile, and television. Prior to that, he was founder and CEO of MESoft, a media and entertainment software company, for which Kapczynski raised two rounds of seed and venture capital funding exceeding $8MM. Under his leadership, the company also grew its distribution to a global level and partnered with leading IT companies, such as IBM, Sun and AMD, and media companies that include Avid, Ascent Media and Sony. Additionally, he received a patent for a digital media workflow process. From 1995 to 2002, Kapczynski worked at Microsoft Corporation as their Director of Worldwide Media & Entertainment Solutions Group. During that time, he worked with numerous digital media and internet start-ups such as Homestore (now Move.com), Movielink, and MeTV. Mark Kapczynski got his first taste at being an entrepreneur in 1993 when he founded Digital Genesis-a pioneer in the internet/e-commerce space-which was sold to publicly-traded Netgateway, Inc. (NGWY, now IIG) three years later. Mr. Kapczynski graduated from UCLA film school and continues to be active in multiple industry associations that span media, mobile telecom, technology, and Internet Web 2.0. In his free time, Mr. Kapczynski enjoys car racing and playing the drums.