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 Thursday, November 11th 3:50 PM - 5:00 PM Track IV: AdvUp-17 Advertising Analytics: Social Media, RealTime Web, Tablets and SmartPhones As advertising continues to embrace broadband in all its manifestations, via the PC, the Tablet, mobile, games and TV, having a complete understanding of its reach and impact is only beginning to charted and broken down. Broadband advertising in all its forms, text, video and display are taking forms that only the interactive technologies can provide. Whether it’s search or a form of hypertargeting, we are only at the early stages of fully appreciating the impact and return on investment. In this session, the analytics of advertising in the emerging and more cutting edge platforms of social media, search and broadband video will be explored. Kevin Lee, CEO, Didit Rick Gardinier, Chief Digital Officer, Brunner Kevin Calrow, Digital Media Leader, NY Market, Netezza Hooman Radfar, CEO, ClearSpring Bridget Bidlack, Director, Platform Solutions, Turn Jon Morris, CEO, Rise Interactive Benjamin Rudolph, President & CEO, Relevance Advisors, Moderator Kevin Lee, CEO, Didit: has been an acknowledged Search Engine Marketing (SEM) expert since 1995. Kevin’s years of SEM expertise provide the foundation for Didit’s proprietary Maestro search campaign technology which in 2009 morphed into an auction media platform to include exchange display media. Didit’s unparalleled results and client profit lift have earned Didit recognition not only among marketers but also as part of the 2007 Inc 500 (#137) as well as a #12 position on Deloitte’s Fast 500 for 3 years running. Kevin’s “Paid Search Strategies” column for ClickZ is read by thousands, and his books are widely praised. Kevin’s most recent book: Search Engine Advertising both books include a code redeemable for $200 in free Microsoft Advertising (adCenter) ad credits for new US advertisers. A founding board member of SEMPO and its first elected Chairman Kevin is also active as a speaker at top conferences including SES, SMX, DMA Annual, Internet Retailer and more. The Wall St. Journal, Business Week, The New York Times, Bloomberg, CNET, USA Today, San Jose Mercury News and other press quote Kevin regularly and he educates the next generation of digital marketers by lecturing at NYU, Columbia, Fordham and Pace Universities. Kevin’s expertise is also valued by Wall Street he has briefed analysts and clients of JP Morgan, RBC, UBS, Piper Jaffray, Goldman Sachs, Citicorp & others. Kevin earned his MBA from Yale School of Management in 1992 and lives in Manhattan with his wife (a New York Psychologist) and kids. Kevin was recognized as an Ernst & Young Entrepreneur Of The Year® 2008 and 2009 Award Finalist in Metro New York Area and received the 2008 Direct Marketing Club of New York, Mal Dunn Leadership Award. Rick Gardinier, Sr. Vice President, Chief Digital Officer, BRUNNER: Rick has over 20 years of experience in the interactive, database marketing and IT consulting industries. Rick was fortunate enough to be an early entrant within the Interactive Marketing field and through the years Rick has helped several industry leaders – companies like Liberty Mutual, Del Monte, GlaxoSmithKline, SEI Investments and Zippo – leverage technology and the online channel to improve their business results. In the early-90's he spearheaded one of the Pittsburgh region's first Intranets for a large manufacturing company. And for the past 10 years, he has led BRUNNER Digital and has helped them continue to grow to become a top, creatively driven, interactive group. Most recently Rick led his agency’s effort to develop and launch CRICKET, its proprietary measurement and research platform. Rick has a unique blend of technical and marketing experience. In addition to the many years of real world experience, he has a computer science degree as well as a marketing-focused MBA – this enables him to help firms to bridge the gap between marketing and IT, which is still often a large issue within many corporations today. Kevin Calrow, Digital Media Leader, NY Market, Netezza Corporation: With vast experience in the industry, Kevin has worked with a diverse set of content companies which includes broadcasters, ad agencies, publishers & motion picture organizations. His domain of expertise is in helping these businesses develop content monetization strategies, thru either digital advertising or premium content. Before coming to Netezza, Calrow worked at some of the world's leading organizations, including Microsoft, PricewaterhouseCoopers and Cap Gemini Ernst & Young. His areas of specialty include content strategy, digital advertising, business intelligence & performance analytics, as well as management consulting. Calrow is an experienced speaker and subject matter expert on digital media trends, technologies and economics, dealing with such topics as “3-screen” content & advertising. He is also an avid-watcher of the consumer media marketplace, where he has advised companies in the mobile device segment. Calrow, who spends most of his spare time in athletics and philanthropy, attended the University of Kentucky, and ultimately received his degree from Binghamton University, while completing double-majors in both Management Information Systems & Marketing. Hooman Radfar, CEO & co-founder, Clearspring: Hooman Radfar actively drives platform marketing and strategy initiatives at Clearspring. He was recently named one of Tech's Best Entrepreneurs by BusinessWeek and was nominated for Ernst & Young's Entrepreneur of the Year. When he is not busy building a better Web, you can find him writing his blog <http://www.widgify.com/>Widgify. Radfar graduated magna cum laude from the University of Pennsylvania with degrees in Economics and Computer Science. He holds an M.S. from Carnegie Mellon University where he researched Social Networking Theory. Bridget Bidlack, Director, Platform Solutions at Turn: Bridget comes to Turn after ten years of experience in the online advertising space as the Director of Platform Solutions Group, created in 2009 to provide Turn’s media optimization technologies to global agency holding companies, independent agencies and direct advertisers. Bridget’s key areas of expertise include ad exchanges, real-time Bidding, display advertising, analytics, email and search marketing and contextual advertising. Before joining Turn, Bridget spent four years at Microsoft holding various roles in Microsoft’s display ad platform, adCenter paid search marketplace, contextual advertising and web analytics. While at Microsoft, Bridget served as the Lead Product Manager at AdECN, Microsoft’s ad exchange. Prior to AdECN, Bridget was a Senior Product Manager at Bluestreak working in business operations and product management where she led rich media 3rd party ad serving and email marketing platforms. Bridget holds a master’s degree in Information Systems Science from the University of Salve Regina at Newport and a bachelor’s degree in Business Computer Information Systems from Hofstra University at Hempstead. Benjamin Rudolph, President & CEO, Relevance Advisors: an interactive advertising agency based in Atlanta which specializes in search engine marketing, search engine optimization, and web analytics. Benjamin spent four years at Comcast, where he managed the search partnership with Google for Comcast Interactive Media. In that capacity he launched the Comcast Toolbar and integrated multiple content sources into search including video, news, and yellow pages. Now he leverages his media and search experience to help clients maximize the value from their websites, both in terms of traffic and revenue. Benjamin is a Google AdWords Certified Professional, a Yahoo! Search Ambassador, a Microsoft AdExcellence Member, a SEMPO Individual Member, and a member of the Web Analytics Association. Benjamin teaches a senior seminar called The Search Marketing Revolution to the undergraduate business students at Emory University. He is President and Co-Founder of the SEMPO Atlanta Working Group. Benjamin is a Cum Laude graduate of Princeton University with a Bachelor of Arts degree in Psychology, and he received his MBA in Marketing from the Goizueta Business School at Emory University. Jon Morris, CEO, Rise Interactive: With more than a decade's worth of digital marketing experience, Jon Morris, founder and CEO of Rise Interactive, launched the business in Chicago in 2004. Since its inception the company has seen triple digit growth every year. Prior to the inception of Rise, Jon Morris managed the Internet Marketing department for Ketchum Directory Advertising, an Omnicom Company, from January 2002 to June 2003, where his group's clients included Allstate Insurance, Lowe's Home Improvement, Kinko's, Delta Airlines and Best Western. During this time, Morris was given three industry excellence awards by the Yellow Pages Integrated Media Association. Previous to his tenure at Ketchum, Jon Morris founded Net Traffic, which was recognized by ChannelSeven.com, an industry watch group that tracks Internet marketing trends, as one of the top interactive agencies in the U.S. in 2000. Net Traffic served such recognizable clients as FTD.com, SBC, Enterprise Rent-A-Car, Red Herring Communications, Neiman Marcus and the Chicago Board Options Exchange. In 1996, Jon Morris obtained his Bachelors degree in Economics from Kenyon College. Three years later, he was named one of Chicago's top 30 entrepreneurs under the age of 30 by the Chicago Sun-Times. Morris completed his MBA with high honors from the University of Chicago's Graduate School of Business in 2005, and was the recipient of the Outstanding Academic Award for graduating first in his class.