Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood New York City November 10-12, 2010 Friday, November 12th 9:30 AM - 10:45 AM Track I: AdvUp-18 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) Michael Griffin, Executive Vice President of Marketing and Strategic Development, EyeWonder Erick Hachenburg, CEO Metacafe Dina Kaplan, co-founder, blip.tv, Melissa Goidel, VP Sales, Brand.net Stanton Kawer, Chairman and CEO, Blue Chip Marketing & Communications Ken Ripley, Executive Vice President, Advertising Sales, Current TV Mark Walsh, CEO and chairman, GeniusRocket, Moderator Michael Griffin, Executive Vice President of Marketing and Strategic Development, EyeWonder: Griffin joined EyeWonder in 2000 as head of sales and marketing and was promoted to the company's executive team in 2002. In 2001, Griffin sold the Internet's first major video ad campaign, powered by EyeWonder. Today, Griffin oversees the company's marketing, partnerships and business development activities. Under Griffin's leadership, EyeWonder has delivered billions of online video and rich media ad impressions for Fortune 1000 advertisers, and its digital advertising solutions are accepted by hundreds of online publishers worldwide, including Yahoo!, AOL and MSN. Griffin brings to the company over 20 years of sales and marketing expertise from some of the world's top brands. Prior to joining EyeWonder, he served as Senior Manager of National Consumer Marketing Programs for the Coca-Cola Company. His previous experience includes serving as Director of Marketing for the Weather Channel cable television network and Weather.com and as Brand Manager for the Paddington Corporation, a division of Grand Metropolitan, PLC, where he was named to Advertising Age magazine's top 100 marketers in 1996. Griffin earned his B.A. in Political Science from Alfred University. Erick Hachenburg, CEO, Metacafe: Erick leads the company’s overall strategy to expand Metacafe’s position as the leading online destination for engaging short video. Prior to joining Metacafe, Hachenburg was Electronic Art’s senior vice president of global online publishing and managing director of EA China where he developed and led EA’s key strategic initiatives, and established EA’s online production, operations and publishing capabilities in Asia. Hachenburg joined EA following the company’s 2001 acquisition of Pogo.com, the industry leader in the casual games market that Hachenburg founded and built to nearly 1.5 million subscribers. Hachenburg began his career as an intellectual property attorney at Fenwick & West. He holds a JD from Harvard Law School and a BS in Electrical Engineering from University of Illinois. Dina Kaplan, a co-founder of blip.tv, oversees industry marketing, public relations, finance, key partnerships and human resources for blip.tv. Before blip.tv, Dina was a news reporter with WNBC in New York, Wave3 News (NBC) in Louisville Kentucky and News12 Long Island and New Jersey. Dina won an Emmy for Spot News last summer and in prior years has won Society of Professional Journalists Awards for Deadline Reporting, Service Reporting and Feature Reporting and Associated Press Awards for Best Feature and for Breaking Spot News. Before reporting, Dina produced stories for MTV News about politics, technology and a range of musical acts from Ozzy Osbourne to The Wu-Tang Clan to Jewel. She also helped coordinate MTV's Choose or Lose coverage of the 1996 Presidential Election. After graduating from college, Dina worked at the White House as Director of Research for the White House Counsel's Office and then as Special Assistant to the Director of Presidential Personnel. During college, Dina worked at Rock The Vote, setting up a volunteer network of representatives that registered college students to vote around the country. Dina graduated from Wesleyan University with a degree in Economics, Government, Philosophy and History. She sits on the National Board of Wesleyan University and is a Founding Board Member of the Women's Media Center. She is a judge for the Interactive Media Awards and for the Webbies. She is also on the board of the Theodore Roosevelt Teddy Bears for Kids Annual Benefit. Melissa Goidel, VP Sales, Brand.net: Prior to Brand.net, Melissa was Vice President of National Sales, Time Inc., where she built and managed the sales forces for People.com, Instyle.com and EW.com. Before Time Inc., Melissa spent eight years at Yahoo!, as Regional Vice President of Sales, Eastern Division, managing the Finance and Business Services category. Prior to her Internet sales career, Melissa was a Group Sales Director at Catalina Marketing and began her career selling broadcast media at Katz Media Group. Melissa received a B.S. in Journalism from University of Maryland, College Park. Ken Ripley, Executive Vice President, Advertising Sales, Current TV: Ken Ripley is Current's Executive Vice President, Advertising Sales, partnering with top global brands and agencies to reach Current Media's coveted influencer demographic. Prior to joining Current, Ripley was Executive Vice President of Global Advertising Sales for IGA Worldwide, Inc., a leading independent in-game advertising company. While at IGA, he oversaw a sales organization that worked with more than 100 companies to tailor messages specifically to in-game audiences. Prior to his tenure at IGA, Ripley was Vice President, Sales Development for Discovery Communications where he built a new sales division, bringing in more than 40 new national TV advertising clients. Previously, he was national sales manager for Discovery's Emerging Network group including: Discovery HD Theater, Discovery Home, Discovery Times, The Science Channel, The Military Channel, Discovery Kids Channel and Discovery Kids on NBC. Ripley has also served as Vice President Advertiser Sales for TiVo, Inc., where he launched TiVovision, interactive television's first marketing system for advertiser on-demand messaging and signed numerous charter advertisers. Before TiVo, Ripley was Vice President, Advertiser Sales for Columbia TriStar Television where he managed sales for DirecTV's and Game Show Network's ad sales efforts. Stanton Kawer, Chairman and CEO, Blue Chip Marketing & Communications: As Chairman and Chief Executive Officer, Stanton captains the strategic direction of the agency and plays an integral role in every facet of the organization. Under his leadership and direction, Blue Chip has been nationally recognized for its success in consumer brand advertising, retail shopper marketing, and promotions, and has been acknowledged with numerous industry awards for creative and results-oriented campaigns. Stanton has also directed the agency's brand management on behalf of many of the world's most recognized and trusted companies, including: Pepsi-Cola General Bottlers, Sunstar Butler, Procter & Gamble, Pfizer and Miller Brewing. Mark Walsh, CEO and Chairman, Genius Rocket: Mark Walsh has distinguished himself by being "ahead of the curve" on a number of social and business evolutions throughout his career. Mark continues that trend as CEO and chairman of GeniusRocket, a leading provider of user generated advertising media. At GeniusRocket Mark has built the leading "crowdsourcing" advertising solution, creating marketing content for businesses ranging from Fortune 500 corporations to local retailers. Through Mark's leadership, GeniusRocket has grown a community of over 11,771 creative artists across 110 countries generating video, animation, graphic design, copy, and more. Prior to GeniusRocket, Mark served as Chairman and CEO of VerticalNet from August 1997 to July 2000. Before joining VerticalNet, he was a Senior Vice President and corporate officer at America Online, Inc. He founded and managed AOL Enterprise, the business-to-business division of AOL. Mr. Walsh also served as the President of GEnie, General Electric's online service, and as the director of New Business Development at HBO. Since 2001 Mark has been active in politics, serving as the first Chief Technology Advisor to the Democratic National Committee during 2001 and 2002, and as the Head of Internet Strategy for John Kerry for President. He was the founding CEO of Air America Radio where remains an investor and director. In 2006, Walsh began serving as co-host of XM Satellite Radio's Left Jab, a weekly political radio show. At his venture capital company, he has invested in a number of small to medium technology/startup companies and serves on a number of their boards. Investment and/or board highlights include NutriSystems, Blackboard, Half.com, MobilePosse and ARPU. He is also active in a number of non-profits, serving or having served on the boards of the Philadelphia Orchestra, the Baltimore Symphony and In2Books, and is a senior fellow at The Dingman Center for Entrepreneurship at the University of Maryland Business School. Mark graduated from Union College (where he serves as a trustee) and received his MBA from the Harvard Business School.