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 Wednesday, October 21st 9:00 AM - 10:15 AM Track I: Reinventing Advertising VIII 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) Derek Leedy, Vice President, Account Direct, Mediasmith Julie Diffenbach, Associate Director, Interactive, Media Storm Lin Dai, VP, Digital Business Development, Alloy Marketing Diaz Nesamoney, CEO, Jivox Jason Lopatecki, Chief Strategy Officer, TubeMogul Levy Cohen, CEO and co-founder, Collarity Daniel Harris, Chairman & CEO, MediaPass, Moderator Derek Leedy, Vice President, Account Director, Mediasmith: Derek Leedy has worked in media and marketing since 1995, having held management positions at both the agency and client side of the business. As VP, Account Director at Mediasmith, he is responsible for overseeing internal team management and leading client strategy. This involves working with the media team to provide the architecture and implementation for successful campaigns that incorporate the most effective mix of traditional, digital and emerging media. Additionally, he works on new business, creative and media integration, and participates in thought leadership through writing and speaking. His clients have included Netscape, Sega, Ask.com, Napster, NetApp and World Vision, giving him expertise on Entertainment, Consumer, B2B, and Non-profit accounts. Derek’s work has garnered him industry recognition including being named an OMMA “Rising Star,” a Creative Media Award, and an Effie for Advertising Effectiveness. He is a graduate of UC Berkeley. Diaz Nesamoney, CEO of Jivox: Diaz Nesamoney is founder and CEO of Jivox. Before founding Jivox, he founded Celequest, raised over $20M in venture capital, and served as its CEO until early 2007, when the company was acquired by Cognos. Celequest introduced the market’s first BI appliance, a disruptive innovation that led to its acquisition by Cognos. He was previously co-founder, President and COO at Informatica, which he took from a startup to a publicly traded company in 1999 with a market capitalization of over $1 billion dollars. Informatica pioneered data integration software as a category and is now the market leader with over $400M in revenue. Diaz is a trustee of the American India Foundation, a leading international development organization charged with the mission of accelerating social and economic change in India. He holds a Masters degree in Computer Science from the Birla Institute of Technology and Science in India. Jason Lopatecki, Chief Strategy Officer, TubeMogul: Jason co-founded Illumenix, a first-to-market video analytics startup that measures in-player audience engagement, later acquired by TubeMogul. At Illumenix, Jason grew the business from a concept to a successful product launch and an early leader in the video analytics market. Prior to Illuemnix, Jason was an early member of IPTV/Communications startup Calix Networks. At Calix Networks, Jason helped lead the development of multiple successful products, from inception to marketplace. Jason has an undergraduate degree in electrical engineering and computer science from UC Berkeley. Levy Cohen, Chief Executive Officer and Founder, Collarity: Levy Cohen has more than 20 years of experience in operations, software development and marketing in high-tech companies. He has founded several successful software companies. Prior to co-founding Collarity with Emil Ismalon, Levy was CEO of RightOrder, a company that addressed fundamental challenges related to structured and unstructured data for enterprise applications. Levy was also CEO of Licom, a private company that founded and managed high-tech companies in Israel among them one of the early ISPs. Additionally, Levy was president of ISG Israel, part of ISG International Software Group that acquired his earlier company, Hadran. He holds both a bachelor's degree in computer science and in economics from Bar-Ilan University in Israel. Daniel Harris, Chairman & CEO, MEDIAPASS Network: Mr. Harris has been at the forefront of Digital Lifestyle for nearly 10 years. After the .com bubble burst, Mr. Harris saw a unique opportunity to connect with Gen Y – X audiences through online music. Prior to founding MediaPass Network, Daniel has long been an early adopter and industry trendsetter in the areas of technology, content, and community. Daniel was part of the team that released Madonna’s 1st approved download on the Internet and later secured the rights and exclusively distributed Internet video webcasts for the most coveted independent live events throughout North America and Europe. Daniel has produced and or distributed hundreds of individual live-on-demand webcasts plus numerous marquee live events including: 2002 – 2003 – 2004 American Dance Music Awards, 2001 – 2002 – 2003 Ultra Music Festival, UK’s MOBO Awards, Farm Aid, and Voodoo Festival. This lifestyle credibility resulted in MediaPass Network being selected by Microsoft Corporation to participate in the Beta Launch of Windows Media 9 Series in September 2002, serve as the national press launch partner for the Portable Media Center in 2005, and serve as a windows vista beta partner in 2006. Previously, Mr. Harris operated his own production company where he initiated business relationships and executed licensing agreements with clients including: Adidas, ABC Sports, CNNSI, and Fox Sports World. During this time, Mr. Harris was a Brandon Tartikoff Award Finalist (top industry new comer) in each of his two years of eligibility. Prior to relocating to Los Angeles in 1996, Daniel was Co-General Manager of the New Orleans A League Professional Soccer Franchise where he tripled revenue and doubled attendance each season. Daniel managed all media partnerships, community outreach programs, and key accounts including: Coca Cola, Cox Cable, Gatorade, Pizza Hut, Snickers Brand, and WWL Radio. A native of Washington DC, Mr. Harris holds a B.S. Degree in Marketing from Loyola University of New Orleans.