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 Wednesday, January 6th 2:30 PM - 3:30 PM Track I- RA4 – Reinventing Advertising Contextual Media & Advertising: Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms The world is becoming an ever-growing contextual media and information experience. Consumers get to watch TV news shows that lean to the left or to the right depending on how they like it. And on the web, the degrees to the left and to the right can be calibrated down to the millimeter. Radio is broken down so that stations can reach and satisfy a distinct and unique group of listeners and the web can drill down even further than that. The web is able to distill the users experience to actual needs, to the actual and definable likes and dislikes of each and every consumer. While the system has yet to be perfected, the learning curve of contextual media content to the consumer along with its advertising and commerce-based partnering activities is moving right along. The personalized relationship between media and advertising has always been with us. Families watch TV shows that advertise soap and teenagers watch shows that advertise cola. But the degree of personalization and how fast it arrives is presenting an interesting set of musical chairs for the media, advertising and content industries. It is an interesting time. Jay L. Sampson, VP of Emerging Media Sales-US, Microsoft Corporation Richard de Silva, General Partner, Highland Capital Partners Carolyn Everson, Chief Operating Officer and Executive Vice President, Ad Sales, MTV Networks Jessica Schell, SVP, Digital Strategy and Business Development, NBC Universal Kevin McNulty, Chief Marketing Officer, Momentum Worldwide, A McCann Worldgroup Company Saul Berman, Global Lead Partner and Executive, IBM Global Business Services, Media & Entertainment Industry Doug Scott, President, OgilvyEntertainment, Moderator Jessica Schell, Senior Vice President, Digital Strategy and Business Development, NBC Universal: Jessica joined NBC Universal Digital Media in January 2006. Her responsibilities include strategic planning, partnerships and organic growth initiatives across NBCU’s digital media divisions. In addition, Schell is responsible for interacting with the venture capital and investment banking communities and identifying digital investments and acquisitions for NBCU. Transactions include the acquisitions of iVillage, Television Without Pity and LXTV, a leading producer of local entertainment programming. Jessica secured financing from Providence Equity Partners for the launch of Hulu, the premium online video destination which is a joint venture between News Corporation and NBCU. Jessica serves on the board of the Peacock Equity Fund and works closely with the fund to evaluate investments and ensure strategic alignment and operational synergies between NBCU and Peacock’s investments. Peacock is a $250 mil strategic investment vehicle launched by NBCU and GE Commercial Finance in January 2007. Peacock has completed 10 equity investments in early stage companies alongside NBCU operating deals, including Blogher, Trion, Everyzing, BigPoint and Healthline. Previously, Jessica was a Vice President at Allen & Company, where she advised media and entertainment companies on strategic initiatives, mergers and acquisitions. Jessica advised News Corp on the sale of the Los Angeles Dodgers, and advised Primedia on the sale of New York Magazine. Prior to Allen & Company, Jessica was at the Walt Disney Company in the Corporate Strategic Planning group, where she did new business development for network and cable properties, including developing the business plans for SoapNet and Toon Disney. Jessica has a degree in History and Literature from Harvard College and an MBA from Harvard Business School. Kevin McNulty is the chief marketing officer of Momentum Worldwide and has been a leader with the company for over sixteen years. Momentum, widely heralded as the world’s largest and most award-winning global marketing agency, specializes in sponsorship, promotion, events, music and entertainment marketing and retail marketing for blue chip clients including American Express, Coca-Cola, Verizon, Microsoft, Nestle and Johnson & Johnson. In addition to his CMO duties, Kevin oversees Momentum’s operations in the Asia Pacific region and directs all communications, branding, marketing and new business activities for the company’s offices in 53 countries. Before his current posts at the New York headquarters, Kevin ran Momentum’s EMEA region (Europe, the Middle East and Africa) out of London where he managed a network of 33 offices. Prior to his time in London, Kevin managed Momentum's U.S. West Coast operations out of San Francisco. One of the original purveyors of "experiential branding," Kevin formed ad:vent in 1992, which was subsequently acquired by McCann-Erickson and folded into Momentum in 1996. Kevin started his career at J. Walter Thompson, working in the Los Angeles and New York offices. A graduate of UCLA, Kevin resides in New York with his wife and three young sons and has flown over 2 million miles for Momentum! Saul Berman, Global Lead Partner and Executive, IBM Global Business Services, Media & Entertainment Industry: Saul J. Berman is the Global Lead Strategy Partner for the Media and Entertainment Practice as well as a Global Strategy & Change Services Leader at IBM Global Business Services (GBS). Prior to joining IBM, Saul was the Global Strategic Change Leader at PwC Consulting. He was also previously with The Boston Consulting Group, and a divisional Vice President with Broadway Department Stores and an Assistant Professor of Management at the University of Southern California. Dr. Berman has more than 25 years of consulting experience advising senior management of large corporate and start-up organizations. He has directed engagements addressing issues of strategy, organization, and operations. He has worked extensively on issues of competitive positioning, differentiation, new business plans & strategies, new business models, growth, operational & cost improvement, operations/manufacturing strategy, organizational design and enterprise transformation. His clients have included most of the major media companies as well as internet companies, telecommunication companies, consumer goods manufacturers, retailers and automotive companies in the United States, Japan, Europe and Australia. Dr. Berman holds a Ph.D. in Management and Information Systems and a MBA in Production Systems and Operations Research from the Graduate School of Business at Columbia University in New York. He obtained a Bachelor of Science in Economics at The Wharton School, University of Pennsylvania, Philadelphia Jay L. Sampson, VP of Emerging Media Sales-US, Microsoft Corporation, As Vice President of North American Sales for the Massive Network®, Mr. Sampson drives both Massive’s dynamic in-game advertising strategy as well as overseeing the sales efforts of the North American sales force. A seasoned executive with seventeen years of media sales experience, Mr. Sampson joined Microsoft Corporation in 1997 as one the first media sales executives for the company. Since joining, Jay has held a number of positions within in the organization including the development of the vertical sales approach by starting the MSN® Financial Services sales group as well running the broad sales team in the Western U.S. He’s also been a frequent evangelist for the online and now in-game mediums and worked closely with Microsoft product groups, game publishers like Electronic Arts to develop consumer features, advertising opportunities and solutions to meet the needs of Fortune 500 marketers. Prior to Microsoft, Jay worked in New York City for Dow Jones & Company in a number of capacities and was on the forefront of their efforts to launch sites like Barron’s Online. Mr. Sampson sits on several civic and industry boards including the IAB’s Games Committee on behalf of Microsoft. Jay received a Bachelor of Fine Arts degree from the University of Arizona in Tucson, AZ. He resides in the Seattle area with his wife and three daughters. Richard de Silva, General Partner, Highland Capital Partners: Richard is a General Partner at Highland focused on digital media investments with specific experience and interest in online advertising, online media properties, consumer payment systems and consumer media technologies and infrastructure. He invests in early stage companies as well as later stage opportunities including growth equity, venture buyouts, spin-outs and recapitalizations. Richard co-led Highland’s investment in NameMedia in 2005 and has worked closely with NameMedia to build out its media business which now reaches 60 million monthly visitors. Richard serves on the board of Affine Systems, Digg, Metacafe, NameMedia and US SEARCH, and is or has been actively involved in Highland's investments in Fastclick (IPO, sold to ValueClick), Going.com, Quigo (acquired by AOL) and Turbine. Carolyn Everson, Chief Operating Officer and Executive Vice President, Ad Sales, MTV Networks: Carolyn Everson is Chief Operating Officer and Executive Vice President of U.S. Ad Sales for MTV Networks. In her role, Everson oversees strategic planning, operations and finance for MTVN’s multi-billion dollar U.S. Ad Sales department. She reports to Rich Eigendorff, Chief Operating Officer, MTVN.  Everson oversees MTVN's domestic ad sales strategy, business development and commercial operations. Everson also helps shape MTVN U.S. Ad Sales' organizational design, plan and implement talent recruitment initiatives, and select technologies and solutions that allow MTVN to better serve its marketing partners. The finance arm of MTVN U.S. Ad Sales reports to Everson and Jacques Tortoroli, EVP and CFO, MTVN. Everson joined MTVN in 2003 as Director, mtvU Ad Sales, and has been a key architect of the structure of MTV Networks’ U.S. Ad Sales division. Under her guidance, mtvU tripled its ad sales business to take its place among Viacom’s fastest growing businesses. In 2006, her responsibilities were expanded to include MTV, MTV2 and MTV.com in addition to mtvU, and she gained oversight of $100 million in revenue for MTV Networks’ most iconic brand.  For her consistently outstanding performance, she was awarded the MTV Networks Ad Sales Presidents’ Award in 2006. Everson also served as SVP, Ad Sales Strategy and Business Development for MTVN, where she led strategic planning and evaluation of deals for emerging new advertising opportunities across MTVN’s multiplatform portfolio of well-renown brands. Before joining MTVN, Everson worked at Primedia Inc., where she was vice president and general manager of several digital businesses, including Seventeen.com and ModernBride.com. Everson has also held new business development positions at brands including Zagat Survey and Walt Disney Imagineering. Everson holds an M.B.A. from Harvard Business School and a B.A. in Liberal Arts and Communication from Villanova University. Jessica Schell, Senior Vice President, Digital Strategy and Business Development, NBC Universal Digital Media: Jessica joined NBC Universal Digital Media in January 2006. Her responsibilities include strategic planning, partnerships and organic growth initiatives across NBCU’s digital media divisions. In addition, Schell is responsible for interacting with the venture capital and investment banking communities and identifying digital investments and acquisitions for NBCU. Transactions include the acquisitions of iVillage, Television Without Pity and LXTV, a leading producer of local entertainment programming. Jessica secured financing from Providence Equity Partners for the launch of Hulu, the premium online video destination which is a joint venture between News Corporation and NBCU. Jessica serves on the board of the Peacock Equity Fund and works closely with the fund to evaluate investments and ensure strategic alignment and operational synergies between NBCU and Peacock’s investments. Peacock is a $250 mil strategic investment vehicle launched by NBCU and GE Commercial Finance in January 2007. Peacock has completed 8 equity investments in early stage companies alongside NBCU operating deals, including Blogher, Trion, Everyzing, BigPoint and Healthline. Previously, Jessica was a Vice President at Allen & Company, where she advised media and entertainment companies on strategic initiatives, mergers and acquisitions. Jessica advised News Corp on the sale of the Los Angeles Dodgers, and advised Primedia on the sale of New York Magazine. Prior to Allen & Company, Jessica was at the Walt Disney Company in the Corporate Strategic Planning group, where she did new business development for network and cable properties, including developing the business plans for SoapNet and Toon Disney. Jessica has a degree in History and Literature from Harvard College and an MBA from Harvard Business School. Doug Scott, President, OgilvyEntertainment: Doug Scott has, since June 2006, been developing and producing brand funded entertainment for clients, including IBM, Cisco, Unilever and BP. Prior to joining Ogilvy, Doug was co-founder of MATTER, where he developed and produced high visibility integrated marketing programs for Sean Combs, Ford Motor Company and Blender magazine. Prior to MATTER, Doug was Executive Vice President, Marketing and Branded Entertainment Creative Director at Hypnotic where he developed initiatives for Daimler Chrysler, Reebok, Nintendo and Toyota. In 1997, he was EVP, Sales & Marketing and General Manager of the Hollywood Stock Exchange (HSX), where he was responsible for launching the Music Stock Exchange; developing Virtual Producer; developing and producing the Company’s annual Academy Awards event; launching a weekly radio show on CBS Radio, and structuring and overseeing content syndication relationships with national media outlets. From 1995 thru 1997, Doug was President and COO of ArtView a global network of galleries, auction houses and museums where he was responsible for developing and executing strategies for e-commerce and inventory management with strategic investor, GE. Prior to ArtView, Doug worked at the Red Herring magazine where he served as Vice President of Sales & Marketing. Doug is a board member of NATPE and an advisor to Desi Hits, Treehugger, and Sogua. He holds a B.S. in Economics from University of Maryland, College Park.