Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, October 18-21, 2010 Monday, October 18th 3:45 PM – 5:00 PM Track III - AdvUp-3 Advertising Accountability: Metrics and Analytics around Video, Social Media, Broadband and Mobile With advertising and the new technologies grabbing an ever greater share of the total advertising dollar, the need for accountability is greater now than ever. Data can be interpreted in any number of ways, drawing any number of conclusions, some proving to be on target, others leading to shaky investment of time, energy and useful results. The good news is that the ability to understand the metrics and analytics being applied to the new technologies - broadband, UGM, Social Networks, P2P and mobile – are beginning to show results. In this session, we will take a look at the latest techniques and question the assumptions that underpin advertising in the new medias. William A. Lederer, CEO, Kantar Video Eric Forst, Head, West Coast Business Development, Visible Technologies Mark Yesayian, Managing Director, Digital West, MEC Interaction Charlie Rahilly, President of National Advertiser Platforms, Clear Channel Radio Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario Scott Ferris, General Manager, Microsoft Advertising Kenneth Papagan, President & Chief Strategy Officer, Rentrak Corporation Patrick Hayes, Vice President, CSMG Global, Moderator Eric Forst, Head, West Coast Business Development, Visible Technologies: Eric Forst is a sales and marketing executive who helps companies listen to their customers and leverage the learning to drive business growth and excellence. Since 2007, Eric has worked on social media campaigns for more than 40 Fortune 1000 companies in automotive, CPG, pharmaceutical, entertainment and technology. Social media empowers consumers to be publishers engaged in dialogue with their favorite brands. Now brands have a unique opportunity to build relationships with their customers that help drive revenue. Currently, Eric heads West Coast business development for Visible Technologies, a social media solutions company. Previously he headed corporate marketing for Traffic Marketplace, one of the Internet's largest display advertising networks, and for Agile-1, a hosted software solution for the staffing industry. Eric received his MFA in English/Creative Writing from UMASS, Amherst and his BA in Foreign Affairs from the University of Virginia. Charlie Rahilly, President of National Advertiser Platforms, Clear Channel Radio: overseeing all national advertising sales channels for Clear Channel Radio, including Katz Media Group, Premiere Radio Network, Ad Sales, CCR Digital National Sales, CCR Creative Services Group and CCR Advertiser Development. Throughout his 20 years in sales and management positions within Clear Channel Radio, Charlie has distinguished himself as a creative, aggressive sales executive and a gifted marketer. He achieved huge success as the head of the Los Angeles stations and most recently leading Premiere Radio Networks. Premiere Radio Networks, a subsidiary of Clear Channel Communications, is the number one radio network in the country that syndicates 90 radio programs and services to more than 5,000 radio affiliates, reaching more than 190 million listeners weekly. He ran the largest radio station group in the U.S. (Los Angeles) and has ton of operations and sales experience - a rare perspective. Mr. Rahilly began his career in radio in 1987 as the Controller at Classical KFAC-FM in Los Angeles and immediately recognized the unique and highly profitable opportunities the business had to offer. He moved on in 1999 starting at Clear Channel’s 102.7 KIIS-FM as an Account Executive. He took on various management roles at the station and then the company’s Los Angeles cluster. Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario: is responsible for the strategic direction, development and marketing of the Covario™ portfolio of solutions. Prior to Covario, Craig was the director of product management for the service and management group within Hewlett Packard’s OpenView division where he oversaw service and asset management, configuration management, and discovery applications used by large enterprises worldwide. Previously, Craig held key positions at Peregrine Systems, Inc., Fair Isaac, HNC Software, World Research Advisory, META Group and Greenwich Associates. Craig earned an MBA from New York University’s Stern School of Business, and a BS from the University of Pennsylvania. He also studied at the United States Military Academy at West Point. Kenneth Papagan, President & Chief Strategy Officer, Rentrak Corporation: Mr. Papagan is responsible for developing new markets for Rentrak Corporation, a leader in audience measurement tracking media consumption across numerous distribution platforms including: Theatrical Film, Home Entertainment, TV and Online Video-On-Demand Content, Live Television, DVRs, Mobile Video, Broadband Downloads and Streaming and Video Advertising. Serving in the role of media futurist, he works directly with the CEO and Chairman and the Board in setting the strategic direction of the company and leading new business initiatives in cross-platform reporting, analytics and research. Ken was a founding executive for the start-up of 9 television networks including Nickelodeon, MTV, ON TV, and the JCPenney Shopping Channel – where he was Co-Executive Producer. He also was a founding executive of two Internet Services firms: Box Top Interactive and iXL. For the past 12 years, Ken has been primarily focused on Digital Media across all platforms worldwide. Among his accomplishments at Rentrak are the launches of OnDemand Essentials, TV Essentails, Mobile TV Essentials and Internet TV Essentials. William A.(“Bill”) Lederer is a member of the global HQ team of Kantar, the world’s leading media and marketing research, insights, and consultancy company. As CEO of Kantar Video, Bill is responsible for building this innovative global company from the ground up, creating an on-demand multilingual audio and video ID, syndication, tracking, measurement, and analysis platform for the benefit of agencies and advertisers, media, content creation and distribution companies, and technology and service providers. Previously, Bill was Global Chief Development Officer and Chief Operating Officer for Kantar Media Audiences (formerly TNS Media Research) and VP-Corporate Development, Kantar Media (formerly TNS Media North America). Bill’s extensive experience includes founding, building, buying, fixing, selling, investing in and serving as a board member of several public and private companies in both B2B and B2C internet, technology, marketing and information services. He has a B.S.B.A in Marketing and Finance from and is a former, long-serving Trustee of Roosevelt University, Chicago, IL. Patrick Hayes, Vice President, CSMG Global: Mr. Hayes has over 28 years experience in strategy, planning and business operations with a focus on the communications, media, and technology industries. Recent focus includes new market entry and growth strategies for emerging technology companies with focuses in the Mobile Marketing and Advertising, Content Delivery, Mobile Entertainment and Social Media/Networking platforms. Mr. Hayes has developed a keen interest in building business models and revenue strategies to support the inter-connectedness of the consumer internet, mobile web, and the all important monetization strategy. He holds a leadership role at CSMG with responsibility for client relationships, engagement management and thought leadership. His client roster includes major global players in telecom, cable and media, as well as mobile platform players and select early-stage ventures. Mr. Hayes supports his clients in general strategy development, business planning, product development, investment prioritization, marketing strategy, market forecasting, operations planning and new technology evaluation. Prior to joining CSMG, Patrick was a Managing Director at BearingPoint, Inc, leading the Market & Customer Strategy practice. Prior Patrick was a Vice President at CapGemini and co-led the CRM Consulting practice in the Telecom, Media and Entertainment sector in North America. Mr. Hayes has published articles and white papers that cover a range of topics ranging from Market Implications of 4G Services and Business Models (2010) to The Next-Generation of Customer Intelligence: Real-Time Value from On-Demand Decisions. Mr. Hayes is also interviewed by various industry publications seeking his views on a range of related industry topics.