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 Tuesday, October 20th SuperSessions 3:50 PM - 5:00 PM Track IV: Reinventing Advertising VII 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 2010 will be a fascinating reflection of the state of the actual economy as well as the trending attitudes toward the new media platforms. Brandon G Berger, Vice President, Digital Innovation, MDC Partners Davang Shah, Head of Marketing - Automotive, Finance, Entertainment, and Travel, Google Warren Schlichting, SVP, Corporate Development Canoe Ventures Dawn Wager, Group Communications Director, Saatchi & Saatchi LA Ken Papagan, President & Chief Strategy Officer, Rentrak Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderator Davang Niranjan Shah, Head of Industry Marketing, Automotive, Finance, Travel, Entertainment, Google, Inc.: In the ever-dynamic, entertainment industry, Davang N. Shah brings a steady hand and a depth of knowledge to entertainers as they move further into digital marketing. As the Head of Industry Marketing for Google's Entertainment business unit, Shah helps clients shape their digital marketing strategies based on deep insights into consumer's online and offline behavior in the TV, movie, gaming, music and Web publishing spaces. Working with teams from coast-to-coast across the Auto, Entertainment, Finance and Travel industries, Davang brings his knowledge across industries together to help clients address their challenges with branding and creative strategy; consumer insights; marketing plan development; lead generation; measurement, data analysis and optimization. He is a frequent guest speaker at industry events and conferences. Prior to joining Google, he held managerial roles within Ford Motor Company’s Brand Marketing, Product Marketing, and Communications Teams respectively. But it's not all Google all the time. Davang holds a BBA in Marketing with honors from The University of Michigan Ross School of Business and an MBA in Marketing and Strategy from The Yale School of Management. He is a passionate breast cancer research fundraiser, mentor, and lives in Ann Arbor, Michigan. Brandon Berger, Vice President, Digital Innovation, MDC Partners: Brandon is responsible for the Digital Innovation Strategy for the MDC Partner Network; this includes investments acquisitions, and partnerships, as well as working with the partner companies to grow their digital capabilities. Brandon is responsible for identifying trends and areas for investment across the digital landscape, including incubating new digital opportunities. Brandon was most recently Partner, Senior Strategist for Digital Innovation at Ogilvy, a group that he founded in 2004. While at Ogilvy, Brandon was responsible for leading client engagements regarding the application of innovative and emerging technologies. Clients included Unilever (Dove and Suave), Hershey’s, IBM, American Express, DHL, Cisco, Office of National Drug Control Policy (ONDCP), DHL, AT&T Wireless and Delta. Prior to joining OgilvyInteractive, Brandon was the director of marketing for WideRay Corp (now Qwikker), a wireless technology company he co-founded in 2000. In addition to WideRay, Brandon has been a consulting resource for entertainment, technology, gaming and mobile companies on leveraging digital media including gaming, wireless, and emerging platforms for extending a brand message into an individual’s personal environment. During Brandon’s career in advertising and marketing, he has worked on multiple brands including: Adidas, Land Rover, IBM, Cisco, Bluenile, Clear Channel, Microsoft, Sony, Netscape, nVidia, AMD, and Red Envelope, to name a few. Brandon has spoken at numerous industry events such as CES, E3 and Digital Hollywood, and is one of the early pioneers of the intersection of Advertising and Video Games, as well as leveraging the mobile channel as a marketing platform. He is a charter member of the National Academy of Television Arts and Sciences Gaming Committee. He volunteers with the Taproot Foundation, and is an active participant with the World Wildlife Fund. Brandon has a B.A. in economics from Tufts University and has won multiple awards in advertising, such as the Clio, the Cannes Lion, the Addy, and an Effie Warren Schlichting, Senior Vice President, New Business Development, Comcast Spotlight: Warren is responsible for new business opportunities at Comcast Spotlight. These include the development of advertising products and ad-supported programming designed to take advantage of Comcast's digital infrastructure including iTV, VOD, high-speed data, and VoIP. Schlichting also oversees interactive advertising sales activities for products such as search, banner and streaming inventory across Comcast's various Internet properties including Comcast.net, Vehix.com and ESPN Clubhouse. Prior to joining Comcast Spotlight in 2002, Schlichting served as chief executive officer of Hiwire, a software technology company that allowed Internet radio stations to replace on-air broadcast commercials with targeted local online commercials. Hiwire provided software technology and advertising sales services to Clearchannel and other major Internet radio broadcasters in this endeavor. He has also served in executive capacities with the William E. Simon Group and Morgan Stanley & Co. In 2005, CableFAX magazine listed Schlichting as one of the cable industry's "100 Heavy Hitters" and he has also received the Cabletelevision Advertising Bureau (CAB) President's Award. Schlichting graduated from Harvard University with a degree in Economics. Ken Papagan, President & Chief Strategy Officer, Rentrak: 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. He works directly with the Chairman and the Board in setting the strategic direction of the company and leading new business initiatives in cross platform reporting, analytics and the acquisition of independent data. 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 11 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. Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderator: Terry Bienstock is currently CEO of World Extend, LLC. a New Jersey-based distributor of managed application publishing and secure remote access solutions for business and consumer markets. WorldExtend has revolutionary products to deliver to a business a low cost software-based VPN, and has developed a virtual computer on a TV set to bridge the Digital Divide. He also manages and advises other ventures relating to new media platforms, such as Video-on-Demand, digital video recorders, broadband and mobile services. Prior to this, he served as Executive Vice President and General Counsel, Law and Government Affairs, for Comcast Cable Communications in Philadelphia. In this position, he maintained business responsibility for Comcast’s Video on Demand platform, Comcast University and claims management. He was also responsible for overseeing the Law department for the country’s leading cable and broadband communications provider, advising senior management on legal and business issues, and for Comcast’s state and local government affairs in the 5000 communities and 41 states in which it did business. Prior to joining Comcast, for 23 years Bienstock was in private practice, serving as lead counsel on numerous major communications, First Amendment and property rights cases for most of the top media and cable companies, and lead high visibility cases, from the first fully televised trial in the U.S. to the Noriega tapes case for CNN. He pioneered litigation in the cable television industry for operators, programmers and equipment manufacturers, and successfully prosecuted cases on theft of service, copyright and trademark, premises access, franchising, franchise modifications, transfers, renewals, leased access and other constitutional and Cable Act issues. He has over 100 reported decisions to his name. A graduate of the State University of New York at Binghamton in 1975 and the Rutgers-Camden School of Law in 1978, Bienstock has authored several articles in leading legal publications on cable issues such as theft of service, franchising and access to premises. He regularly lectures at numerous national trade associates and legal conferences on various communications, media, regulatory, law department management and litigation topics, and at business conferences on new media topics.