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 4:00 PM - 5:00 PM Track I – RA5 – Reinventing Advertising 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. Warren Schlichting, SVP, Corporate Development Canoe Ventures Tara Maitra, VP & GM of Content Services & Ad Sales, TiVo Inc. Brandon G Berger, Vice President, Digital Innovation, MDC Partners Barry Frey, Executive Vice President, Advanced Platform Sales, Cablevision Systems Corp. (CVC) Lori H. Schwartz, Senior Vice President, Director of Emerging Media, Interpublic Emerging Media Lab Jeff Minsky, Director, NEXT Emerging Media, OMD Ignition Factory Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderator 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 Lori H. Schwartz, Senior Vice President, Director of Emerging Media, Interpublic Emerging Media Lab: As Senior Vice President and Director of the Interpublic Emerging Media Lab, a center for marketing innovation located in Los Angeles, Lori provides consultation and solution recommendations for the latest in broadband, wireless and emerging media for Interpublic’s global client roster. She also facilitates emerging media “upfronts” and exclusive partnerships with companies like Joost and TiVo for the company’s agencies and its clients. She has worked with a number of clients across a variety of categories, including Avery Dennison, Intel, Microsoft, Nestle and Sony. Prior to serving as Director of the Lab, Lori served as an interactive/new media producer at McCann Worldgroup, providing interactive expertise for the agency’s Los Angeles client base. She worked with clients to create original content solutions across multiple channels. Lori also facilitated partnerships with entertainment, sports and other content providers, and served as the agency representative on all issues pertaining to emerging media. An active member of the marketing and entertainment industries, Lori serves on the Board of Governors for the Producers Guild of America’s New Media Council, is a member of the Board of Directors of the National Association of Television Program Executives (NATPE), is on the executive committee of the Interactive Peer Group for the Academy of Television Arts and Sciences and has led projects for the American Film Institute's Digital Content Lab. Lori participates in a number of advanced advertising standardizations groups and is a frequent industry speaker. When she is not working with clients, Lori can occasionally be found on stage in Hollywood performing with a number of improvisational comedy theaters. 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. Tara Maitra, VP & GM of Content Services & Ad Sales, TiVo Inc.: In this role, Maitra is responsible for cultivating relationships with content companies and unique content offerings for delivery via broadband. Previously, Maitra served as Senior Director of content development at Comcast, where she was responsible for day-to-day operations of Select on Demand, a collection of new niche non-linear networks delivered via video on-demand and broadband. Maitra helped to create new channels through partnerships, acquisitions and original programming. Prior to Comcast, Maitra was Executive Vice President, General Manager of Primedia Digital Video, where she developed on-demand and broadband video businesses for Primedia's established print franchises. Her accomplishments include launching video services on Comcast and Real Networks. Ms. Maitra also held a series of editorial and management positions at NBC, including Vice President, General Manager of CNBC/Dow Jones Business Video, a joint venture of NBC, Microsoft and Dow Jones. There she led the development and managed one of the first profitable streaming video web sites to offer financial content thru both subscription and syndication models. A graduate of Washington and Lee University, located in Lexington, Virginia, Ms. Maitra holds a B.A. in Journalism and Psychology. Barry Frey, Executive Vice President, Advanced Platform Sales, Cablevision Systems Corp. (CVC): Barry Frey is an innovative and visionary media and marketing executive with a proven record of success. His primary role at Cablevision is running the Advanced Platform Group for the company’s RASCO (Rainbow Advertising Sales Corp.) division, which has created ground-breaking agreements with major blue chip marketers utilizing the cable system’s interactive television (ITV), video-on-demand (VOD), online and linear platforms in ways that have produced valuable and tangible benefits for the company’s customers and advertising clients. Cablevision and RASCO have been leading the way to provide marketers with unique and measurable cross-platform marketing packages that provide the highest levels of consumer engagement. Mr. Frey pioneered the concept of Cablevision’s “Power 30SM”, interactive 30-second commercials that take traditional advertising units to the next level by driving viewers to VOD channels entirely dedicated to a specific advertiser, providing marketers and agencies with addressable television advertising, promoting viewership of long-form content, enhancing lead generation via requests for information (RFI) and more. The company also offers a continually growing list of innovative communications tools and multi-Emmy Award-winning technologies. Cablevision Advanced Platforms has developed and implemented branded interactive VOD channels for a number of leading global brands including Disney Vacations, The U.S. Navy, FX Network, Mars, Inc., BMW, Unilever, and Sony Corporation. Featuring long- and short-form video, polling, photos and other information that engages, entertains and educates consumers; the VOD channels encourage viewers to learn more about how to incorporate these brands into their daily lives. The Advanced Platform Sales division utilizes Cablevision’s advanced two-way fiber-optic network’s ability to provide a robust interactive experience for both brands and consumers. Cablevision’s cable service with the nation’s highest digital penetration rate of over 91%, and having received an unprecedented four interactive Emmy Awards has long been recognized as an industry pioneer and leader in cable service innovation. Having previously served in senior sales and marketing positions with USA Networks, Crown Media and the National Basketball Association, Mr. Frey has successfully built, pioneered and overseen divisions connecting the advertising community with new and important media, entertainment and technology platforms on a domestic and international basis. At Crown Media, as senior vice president overseeing global sales for the Hallmark Channel, Mr. Frey managed the division that created and sold television’s first digital product placement agreements. Previously, as senior vice-president for the NBA, he oversaw the development of multi-million dollar, multi-platform advertiser partnerships with the nation’s leading marketers. Earlier in his career he was responsible for leading the international sales, new business development and interactive efforts at USA Networks (USA Network and Sci-Fi Channel), and serving on both domestic and global channel and Internet launch teams. Mr. Frey has served as a board member for the International Advertising Association and contributed to initiatives for Advanced Advertising within The Cable Advertising Bureau, CTAM On Demand and the cross MSO Consortium (which works closely with the AAAA in developing guidelines for VOD and ITV platforms). Mr. Frey often speaks on the future of media, advertising and television at conferences in the U.S. and in Europe. Jeff Minsky, Director, NEXT Emerging Media, OMD Ignition Factory: A 20 year media veteran and digital pioneer, Jeff Minsky is currently spearheading emerging media education, testing, and integration for OMD’s innovation division, the Ignition Factory. In this capacity, he has previously lead OMD’s Shared Learning Consortium (SLC), a group of 12+ Omnicom clients who test various emerging technologies, such as VOD, iTV, Broadband, Wireless, Videogaming, and Digital Signage, providing pricing parameters based on those results. In addition, he is an adjunct professor at NYU, teaching continuing education students about new media platforms. Jeff sits on the 4A’s Digital Video Innovation Committee, the OVAB Agency Advisory Committee, and the 4A’s Media Conference Planning Committee. He was also one of the original authors of the 4A’s/IAB Terms and Conditions for Digital Advertising 1.0. Jeff was honored with Mediaweek’s 1996 “Best Use of New Media” for one of the first ever Search marketing buys, utilizing guerrilla marketing techniques and competitive keywords on search engines for IBM (pre-Google). Jeff was also a leader of the team awarded “Best Use of New Media” by the ANA in 1997 for marketing related to the Deep Blue vs. Kasparov online chess tournament. Jeff’s proudest of his family (wife Debbie and daughters Maya , Ellie, and Ava). 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.