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 Wednesday, November 10th 3:50 PM - 5:00 PM Track III: AdvUp-6 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. Ari Bluman, President, North American Sales & Operations, 24/7 Real Media William A. Lederer, CEO, Kantar Video Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario Mel Carson, Community Manager, Microsoft Advertising Kenneth Papagan, President & Chief Strategy Officer, Rentrak Corporation Patrick Hayes, Vice President, CSMG Global, Moderator Ari Bluman, President, North American Sales & Operations, 24/7 Real Media, Inc., A WPP Company: As President, North America Sales and Operations, Ari Bluman is responsible for all of North American business development, ad operations, sales, and client services. Until his appointment to this position, Mr. Bluman enjoyed many roles within the company such as Senior Vice President, North American Sales and Operations; Vice President, Distribution and Operations; Vice President, Direct Solutions; Vice President, Direct Marketing, Inside Sales and Email Brokerage, as well as an Account Executive. This vast experience made him the perfect candidate to oversee the complete sales operation in North America for 24/7 Real Media, including Search Marketing Services, Technology and Media Sales. Mr. Bluman contributes frequently to industry publications including iMedia and Clickz.com, and speaks regularly at digital advertising conferences and events. Prior to his employment at 24/7 Real Media, Mr. Bluman was Vice President of Sales at Now Marketing, Inc. A graduate of the University of Maryland, from which he holds a Bachelor of Arts Degree in Political Science, Mr. Bluman joined 24/7 Real Media in 1997. William A. Lederer, CEO, Kantar Video: a member of the global HQ team of Kantar. 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. Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario: Craig Macdonald 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. Craig has held several key positions at Peregrine Systems, 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. Craig is a frequent speaker at industry events such as ad:tech, Argyle’s CMO Leadership Summit, OMMA, MediaPost’s Search Insider Summit, Search Engine Strategies, and SMX. Craig is a sought after commentator on the state of online advertising and has been quoted by BtoB Magazine, BusinessWeek, CNNMoney, DMNews, Investor’s Business Daily and MediaPost. Mel Carson, Community Manager, Microsoft Advertising: Mel’s role at Microsoft Advertising is to build relationships within the online advertising community, supporting and educating through the Microsoft Advertising Blog, evangelising through social media, and by speaking about internet marketing at conferences, trade shows & other events. Mel began his digital advertising career as an editor at the search engine LookSmart in 2000, spending time at 24/7 Search as an Account Director before moving to Microsoft in 2005. He was part of the team that planned & executed the UK roll-out of Microsoft adCenter in August 2006, and it didn’t take much persuasion for Mel to join Microsoft Advertising Community Team when it became apparent that social media marketing was going to be huge! Mel has spoken about Internet Marketing, adCenter, Search, Social Media & Digital at conferences and events all over the world including US, UK, Canada, Middle East, Ireland, Spain & Iceland. He also lectures on MBA, MSc and online marketing courses, advising syllabus decision makers at Cranfield School of Management and Birkbeck College – part of London University. For the last 3 years Mel has been writing a digital blog for Media Week at www.MediaWeek.co.uk/Blogs and at his own site www.MelCarson.com You can also follow him at http://Twitter.com/MelCarson and connect on Facebook 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. 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.