Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Events at CES 2010 Thursday, January 7th 10:30 AM - 11:30 AM Track I - RA6 – Reinventing Advertising 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) Debbie Solomon, Managing Director, Business Planning, Mindshare Marc Ruxin, Executive VP, Chief Innovation Officer, McCann Worldgroup Tim Hanlon, Managing Director, Riverview Lane Associates Dean Carignan, Director, Advertising Business Strategy, Entertainment & Devices Division, Microsoft Corporation Tod M. Sacerdoti, CEO & Founder, BrightRoll, Inc. Scott Rosenberg, VP of Advanced Advertising, Rovi Corporation Brad Herman, SVP, MTVN Digital Operations, MTV Networks Steve Robinson, President & Founder, Panache, Moderator Debbie Solomon, Managing Director, Business Planning, Mindshare: She serves as an in-house consultant to the planning and buying groups on a wide variety of media research and planning issues. Her work encompasses all media disciplines and she has worked on all the agency’s clients. She is also part of MindShare’s global Insights team. Debbie was at J. Walter Thompson when the media departments of J. Walter Thompson and Ogilvy & Mather merged to become MindShare. She joined J. Walter Thompson after working in the Media Research Department at Leo Burnett. This was preceded by marketing research positions at Britt & Frerichs, Quaker Oats, and Milton Bradley.She has won a number of industry honors. Recently, Media Magazine named her one of the 10 most influential people “navigating the waters of the magazine business” and MIN named her to the “Sweet 16” in print. In 1998, she was named Top Kid Researcher by KidScreen magazine and earlyier, MediaWeek magazine elected her Media Research All-Star, largely for her work in children’s measurement. And Esquire magazine has honored her as a “Woman We Love in Advertising.” She has also won several corporate awards including WPP’s Atticus Award for original published thinking for her paper on Wearout and J. Walter Thompson’s White Pea award for media innovation. Debbie has also been one of a select group of people invited to meet with the International Olympic Committee to advise them on the state of media in the future. Debbie has an M.A. in psychology from Duke University and a B.A. in psychology from the University of Chicago. You may have seen her articles in Advertising Age, AdMap, Marketing and Media Decisions, the Journal of Advertising Research and the Journal of Media Planning. She sits on the AAAA’s Consumer Magazine and Media Research Committees and chairs the Advertising Research Foundation’s Youth Research Council. She also is part of the Accrediting Council for Education in Journalism and Mass Communication, the body that accredits Advertising programs at colleges and universities. In her spare time, Debbie indulges her creative side through silversmithing. Dean Carignan, Director, Advertising Business Strategy, Entertainment & Devices Division, Microsoft Corporation: Dean Carignan currently develops long-range strategic plans for E&D’s investments in streaming video advertising, mobile marketing and game-based advertising. Dean also spent several years with Microsoft’s adCenter group, where he drove product strategy for Paid Search, Display Ads and Contextual 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. 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. Brad Herman, SVP, MTVN Digital Operations, MTV Networks: Herman previously served as Vice President of Advertising Sales for Advertising.com, where he led business intelligence and strategy for the company's sales division. In his role, Herman developed and executed a broad restructuring of Advertising.com's ad sales department, which helped the company achieve record revenues. Prior to that, Herman directed the company's management of all media for web, affiliate and behavioral targeting products as its Vice President, Publisher Services. He also ran Advertising.com's ad serving product division. Herman joined Advertising.com in 2003, as a Director of Corporate Development. Earlier, he was an associate in the corporate law practice at Willkie Farr & Gallagher. Herman attended Duke University where he earned a B.A. in Economics. He also received his J.D. from the University of Virginia School of Law in 1999 Tim Hanlon is Managing Director of Chicago-based Riverview Lane Associates, a boutique investment and strategic advisory firm focused exclusively on fostering marketing innovation through paradigm-changing media platforms and advertising technologies. Previously, Hanlon was Executive Vice President/Managing Director of VivaKi Ventures, the strategic partnership and investment arm of VivaKi – the digital services hub of marketing services agency holding company Publicis Groupe, S.A., comprising Starcom MediaVest Group, Zenith Optimedia Group, Digitas, Razorfish, and Denuo. He was chiefly responsible for the solicitation, negotiation and oversight of the unit’s strategic partnership and investment activity – including formal advisory and directorial positions with over three dozen early-stage companies – an outgrowth of his previous work as head of ventures activity for both Denuo and Publicis Groupe Media. Prior to founding the Denuo Ventures and PGM Ventures practices, Hanlon was Senior Vice President/Director, Emerging Contacts for Starcom MediaVest Group. He was chiefly responsible for all US client activity and agency initiatives in the field of emerging media technologies, including the firm’s ground-breaking TV 2.0 Practice, centered around evolutionary television platforms such as interactive/enhanced television, on-demand video, digital video recording, interactive program guide navigation, addressable advertising, and digital broadcasting/datacasting. Hanlon has over 20 years of traditional and interactive agency media experience across the intersection of marketing, media, advertising, and technology, including roles as Vice President/Director, Strategy & Business Development for the Digital Marketing Group of Chicago-based marketing services agency Frankel, and Director of Interactive Media at Creative Alliance in Louisville, KY. He also served as the Advertising Media Manager for the in-house agency of credit card issuer MBNA America in Wilmington, DE, USA. Hanlon also has wide-ranging journalism experience, including production and writing stints at CBS News, Sports Illustrated, trade publication Radio & Records, and the Voice of America. Among numerous advertising and television industry activities, Hanlon has been Chairman of the American Association of Advertising Agencies (AAAA) Advanced Television Committee, a founding member of the Steering Committee of the Innovation in Digital Advertising (IDiA) Consortium, and a founding member of the National Academy of Media Arts & Sciences (NAMAS). In 2004, he was an inaugural recipient of Interactive Television Today’s Leadership in Interactive Television Award, and has been twice named to MEDIA Magazine’s “Media 100” list. His insights into the future of media and advertising are regularly seen in major electronic, print and trade press outlets. Hanlon holds an MBA from the University of Chicago Booth Graduate School of Business, and a BA from Georgetown University. 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. Scott Rosenberg, VP of Advanced Advertising, Rovi Corporation: Scott Rosenberg is VP of Advanced Advertising at Rovi Corporation. Scott oversees the Digital Entertainment Advertising group which includes interactive program guide (IPG) advertising sales and distribution. Rovi’s IPG advertising technology reaches 25 million homes in North American through affiliated cable and consumer electronics partners. Prior to Rovi Corporation, Scott was Director of Product at BlackArrow, a venture-backed startup supplying video ad management technologies. Previously, at DVR pioneer ReplayTV, Scott led the launch of the industry’s first DVR advertising. Scott has also held engineering and product management roles at Intel and Analog Devices, where he developed digital TV, set-top and mobile media products. Scott holds BS and MS degrees in Computer Science from Princeton and MIT, and an MBA from the Sloan School of Business at MIT. Steve Robinson, President & Founder, Panache: Seeing the need for a stable and effective advertising revenue model in the media eco-system, Steve started Panache in 2006. He has always been at the forefront of technological solutions, designing and implementing best-of-breed technologies to solve business problems for Fortune 500 companies and government agencies. In 1996, Steve founded Panache's parent company, Panther Software, to develop mission-critical, high-performance data exchange software, video delivery, and advertising solutions for clients such as Motorola, Viacom, Microsoft, NASA, Citicorp, EDS, and Ticketmaster. Under Steve’s leadership, Panther Software grew to a multi-million dollar sale company. While at Panther, Steve’s work in component object modeling and disparate systems connectivity was published in numerous periodicals. Since starting Panache he has been a frequent contributor to new media publications such as MediaPost and regularly speaks at industry events, including OMMA, NAB, IAB’s Leadership Forum and Digital Hollywood. Steve is a magna cum laude graduate of the University of Florida with a degree in Finance and Accounting.