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 10:45 AM - Noon Track III: Reinventing Advertising V Video Advertising: How New Consumer Habits Are Driving the Advertising Community to Innovate, and the Challenges with Scale 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) Anthony Di Biase, Executive Creative Director, Wunderman Southern California Jason Witt, Senior Vice President, General Manager, Digital Fusion, MTV Networks David Shulman, Chief Digital Officer, Enfatico Marc Ruxin, Chief Innovation Officer, McCann Worldgroup San Francisco Mark Marvel, Sr. Director, Video Monetization, msnbc.com Tod M. Sacerdoti, CEO & Founder, BrightRoll, Inc. Louisa Shipnuck, Global Business Development Executive, Media and Entertainment industry, IBM, Moderator Anthony Di Biase, Executive Creative Director, Wunderman Southern California, overseeing the creative for all Y&R and Wunderman clients. With deep experience in both traditional advertising and one-to-one marketing across myriad channels, he leads an integrated team that provides creative solutions across all channels?from broadcast and printed media to digital and social networks addressing client objectives that range from awareness-building to direct response to customer loyalty. This drives the team’s philosophy of ideas before advertising and ideas beyond advertising, that is reflected in ground-breaking work for clients like Microsoft Xbox, Mattel, Hilton Hotels, Land Rover, Toshiba and Southwest Airlines. Awards won by Anthony and his team include: Cannes Lions, Beldings, One Show, ECHO, London Advertising Awards, Effies, and a best-in-show Webby. He has served as a judge for the New York Festivals, Applied Arts and Lester Wunderman Awards. 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. David Shulman, Chief Digital Officer, Enfatico: David is responsible for building and leading the global digital capability for Enfatico and its clients. David joins from independent digital marketing agency imc” where he served as Managing Director of their New York office. Prior to imc”, David was Managing Director of Digitas Detroit where he established the team and scaled it to a full-service office. During his almost nine-year tenure at Digitas, David held senior client leadership and new business development positions across the Digitas network in Boston, New York and London for clients such as General Motors, GlaxoSmithKline, InterContinental Hotels, and American Express. Before Digitas, David was Brand Strategy Manager at Jaguar Cars and helped introduce the S-Type through an award-winning campaign that included TV, print, direct response and digital. David has extensive experience in the U.S. and Europe managing cross-capability teams in a range of industries including travel, insurance, pharmaceutical and automotive. David lives in New York with his wife Valerie and six year old daughter Ariella. When he’s not working or traveling you’ll find him running, rock climbing or skiing. David holds a BA, cum laude, in Psychology from the University of Massachusetts and an MBA from the Amos Tuck School at Dartmouth College. Marc Ruxin, Executive Vice President, Chief Innovation Officer, McCann Worldgroup San Francisco: Marc leads McCann’s digital strategy and innovation practice across businesses and disciplines. In this capacity he runs the Innovation program for Microsoft, co-founded and leads the agency social media practice Populist, and works with clients, new technology companies and the VC community to create scalable digital marketing opportunities for media and creative constituencies to bring to market. Before joining McCann, Marc was chief operating officer of The Mill Group, running the North American divisions of The Mill and Beam.tv. Prior to The Mill, Marc was executive vice president of strategy at Gyro International, and served as vice president of business development at iVast, the early leader in MPEG4 technology, and as vice president of business development and marketing at Eveo, Inc., one of the earliest user generated content portals. Marc also previously worked for WPP Group, where he was an MBA Marketing Fellow and ultimately led West Coast new media strategy for the company. He started his career in artists and repertoire (A&R) at EMI Records. Marc has a BA from Hamilton College and an MBA from Columbia Business School, and lives in San Francisco with his wife and three children. Marc blogs about music and film at www.snoozebutton.com. Mark Marvel, Senior Director Video Monetization, msnbc.com: Mark Marvel has had a varied history in publishing and sales. After graduating from Columbia University he worked as an editor and writer for a number of publications including Esquire magazine, The New York Times, Elle, Interview and Details. His favorite article was called “Sexless in Seattle,” which he wrote for Elle magazine, and which explored the differences between being a single man in New York and Seattle at the time he moved from NY to Seattle to begin working for Microsoft twelve years ago. At Microsoft Mark was one of the original editors hired to produce Sidewalk. He helped launch MSN Shopping and ran the publishing team at MSN Entertainment, returning to New York three years ago to work with the sales team to develop packaging solutions for the MSN Entertainment site. In his current role as the Senior Director of Video Monetization at msnbc.com he oversees the video monetization strategy for the #1 news site on the web, working closely with the NBC News team to develop original programming concepts for the web and other cross-media strategies. Mark lives in an area of New York called DUMBO. If anyone asks you, it stands for Down Under the Manhattan Bridge Overpass. Tod M. Sacerdoti, Founder and CEO, BrightRoll Inc., the Internet's leading video advertising network. BrightRoll is a pioneer in monetizing online video content and serves millions of advertisements daily. The company's ad serving technology leverages video context and behavioral data, which allows BrightRoll to fill 100% of available ad inventory and deliver industry leading CPMs. BrightRoll is a privately held company backed by blue-chip angel investors and holds its headquarters in San Francisco, CA. Louisa Shipnuck, Global Business Development Executive, Media and Entertainment industry, IBM: 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.