Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, October 19-22, 2009 Monday, October 19th 3:45 PM – 5:00 PM Track II - Reinventing Advertising III 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. Steve Banfield, CEO Mixercast Bill Stephenson, VP Advertiser Solutions, Nielsen Online Ali Rana, Vice President, Digital Strategy, Dynamic Logic Chance Parker, Vice President and General Mmanager, J.D. Power and Associates Mark Yesayian, Managing Director, Digital West, MEC Interaction Mark Ghuneim, CEO, Wiredset, Moderator Steve Banfield, CEO Mixercast: Steve Banfield is a 20 year technology industry veteran who has built and marketed consumer lifestyle products and services that are widely used by millions of consumers. He has held senior leadership roles at premier companies like Sony, Microsoft, and RealNetworks. Currently he is CEO of Mixercast, Inc., the web’s best and most flexible widget creation, syndication, tracking and management platform. Mixercast’s MCast platform allows the creation of social media advertising that captures not only consumer attention but engages them with interactivity, contests, collaboration and sharing. Most recently Mr. Banfield worked as a consultant and advisor to several startups in the social networking and digital media ecosystem, he worked across the organizations to identify market opportunities and strategic partnerships, enhance operational processes and establish a culture of growth and success. Some of Mr. Banfield’s clients have included a video search and summarization provider, a leading provider of mobile search and advertising platforms, a new entrant into the digital music subscription service space and most recently a alternative energy service provider focused on wind and solar power. Prior to beginning his consulting practice, Mr. Banfield held a number of executive roles with Sony. He was General Manager and Senior Vice President of Sony Connect Inc., where he was responsible for two strategic Sony businesses: Connect, Sony’s platform for selling digital music, e-books and video, and Sony Media Software, developer of award-winning digital media creation tools for consumers and professionals._ _Before joining Sony Mr. Banfield spent four years at RealNetworks, rising from RealPlayer Group Program Manager to Vice President of Strategic Relations responsible for all OEM and ISP distribution partnerships. Under his leadership, his consumer products team shipped four key client releases including the RealPlayer, RealJukebox and RealOne Player, and substantially grew the company’s user base from 30 million to 285 million. Mr. Banfield’s experience also includes leading product development and marketing initiatives at such innovative technology companies as IBM, NCR and Microsoft, where he was involved in the development of Windows 95 and was one of Microsoft’s first multimedia evangelists. Mr. Banfield was an executive at two technology startups while a full-time MBA student at Harvard Business School, graduating in 1998. He received his undergraduate degree in Computer Science from Transylvania University in his home state of Kentucky. Bill Stephenson, Vice President, Advertiser Solutions, Nielsen Online: Bill Stephenson has been consulting companies on consumer-generated media (CGM) measurement and management since 2001 when he left Ford Motor Company to join an early pioneer in the CGM space called Intelliseek. Intelliseek merged with its main competitor BuzzMetrics which was then acquired by the Nielsen Company. BuzzMetrics joined NetRatings to form Nielsen Online, a division of the Nielsen Co. Since 2001, Bill has worked closely with managers and executives from just about every automaker in North America to help them monitor, measure, and manage the buzz about their company, products and competitors. In January, 2008, Bill took a leadership role and now manages the Automotive and Pharmaceutical sales and client services team for Nielsen Online which counts the top companies in each of these industries as clients. Prior to joining BuzzMetrics, Bill worked for the Lincoln-Mercury division of Ford Motor Company, where he was involved in acting on social media for the Lincoln brand team. Prior to Lincoln-Mercury, Bill spent nearly six years at Nissan North America in various areas of the business including Consumer Affairs, Market Research, Planning, and Dealer Operations. Bill earned an MBA from the University of Southern California, where he focused on entrepreneurship and marketing. He earned a bachelor’s degree in marketing from California Sate University, Sacramento. Bill lives in Orange County with his wife, three daughters and chocolate lab, Buddy. Ali Rana, Vice President, Digital Strategy, Dynamic Logic: As Vice President of Digital Strategy, Ali serves as our industry and company leader on emerging media trends and marketing effectiveness. Ali has led a number of high-profile, industry-first research initiatives and currently works with advertisers, agencies and publishers in the fine-tuning of advertising models within mobile, gaming, online video, online display and cross media. Ali joined Millward Brown in 1999 leading our Web Technology team. In 2003, he shifted his focus to research leading Millward Brown's Interactive practice. Ali is a regular speaker to clients as well as at NYU’s Stern School of Business, and is a presenter at industry events, including the ARF and OMMA. Ali has a Bachelor of Arts in Economics from Oberlin College with a minor in Third Stream Computing. Ali has presented at the ARF Re:Think Annual Conference, the OMMA Mobile event in New York, the ARF: Audience Measurement and the IAB:Marketplace Mobile event. Chance Parker, VP and GM, J.D. Power and Associates: Chance oversees the firm’s Web Intelligence division. He is responsible for leading the execution of the firm’s social media research strategy across both new and existing business verticals. Chance joined J.D. Power and Associates in 1989 and has held integral management roles across several business units since then. Most recently, he was the executive director of Digital Transformation, where he was responsible for creating and executing the firm’s U.S. business strategy plan to transform client deliverables to a digital platform. He was also previously in charge of many of J.D. Power and Associates most important automotive benchmark studies such as the Initial Quality and APEAL Studies. Chance has earned an MBA degree at Pepperdine University and a bachelor’s degree from Southern Utah University with dual minors in marketing and economics. Mark Yesayian, Managing Director, Digital West, MEC Interaction: Mark leads the expansion of our digital capabilities on the West Coast. He is in charge of MEC Seattle and is tasked with driving integrated digital partnerships for our West Coast-based clients that include Paramount, iShares, Activision, and Amazon. He is also responsible for leading the teams’ digital and emerging platform expertise in our Seattle, San Francisco, Los Angeles and Irvine offices. As Managing Partner Head of Digital West Coast, Mark is a member of MEC’s North American Executive Committee. Mark brings us over ten years of experience in digital marketing and top-level client management, across many communication platforms. Additionally, he has a deep knowledge of lead generation/customer acquisition program strategy and execution. Prior to joining MEC, Mark was the Managing Director for Ogilvy in San Francisco leading clients such as Yahoo!, Barclays, Wells Fargo, and the SF Department of the Environment. Previously he was the General Manager of Digitas San Francisco where he worked on digital and relationship marketing programs for Microsoft, Charles Schwab, and Amazon. 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.