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 10:45 AM - Noon Track III: AdvUp-3, ViDeo-2 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) Darren Herman, Chief Digital Media Officer, KBS+P and The Media Kitchen, Founder, Varick Media Management Brad Davis, Senior Vice President and West Coast Multimedia Lead, Disney Online Ad Sales Jodi Kahn, EVP, iVillage, NBC Universal Lori H. Schwartz, Chief Technology Catalyst, NA, McCannWorldgroup Mark Marvel, Senior Director, msnbc.com Tim Shey, co-founder, Next New Networks Margie Chiu, EVP, Strategic Services, Wunderman, Moderator Darren Herman, Chief Digital Media Officer, KBS+P and The Media Kitchen, Founder, Varick Media Management: Darren Herman was recently promoted to Chief Digital Media Officer, kirshenbaum bond senecal + partners with responsibility for ensuring that kbs+p is delivering thought leadership and best practices as they relate to digital media planning, buying, optimization, across its full range of clients. He continues to head up Digital Media at The Media Kitchen, a kbs+p partner company. Herman is an active angel investor in the NY scene who started and sold three media and technology companies before joining The Media Kitchen in 2007. He founded Varick Media Management, an MDC Partners company dedicated to audience driven digital media buys, in October 2008. VMM was incubated at kirshenbaum bond senecal + partners’ Media Kitchen prior to being spun-off as an MDC company. Considered one of the leading players in bringing Wall Street-like analysis to Madison Avenue, Herman distinguished himself early as one of Businessweek’s Top Entrepreneurs Under 25 in 2006. He speaks frequently at globally recognized industry events including the prestigious New York Economic Council and last year presented alongside 1200 other digital media/technology entrepreneurs at Irving Plaza during Entrepreneurship Week. Before joining the corporate entrepreneurship world, Darren co-founded the first dynamic in-game advertising platform, inGamePartners that grew to become IGA Worldwide through acquisitions and mergers. While there, he represented 4 out of the top 5 major game publishers including Electronic Arts and Activision and major gaming platform Sony Playstation. In January 2009, Herman created The New Platforms Fund, which invests in digital media businesses that are created on top of open platforms such as Twitter, Facebook, and the iPhone. The launch of the New Platforms Fund was covered on TechCrunch and Mashable, and other industry leading sites and was endorsed by top venture capitalists in the industry. Jodi Kahn, Executive Vice President, iVillage: Jodi Kahn is the Executive Vice President of iVillage, the essential digital brand for women, which serves as the digital anchor of NBC Universal Women & Lifestyle Entertainment Networks Group. Under her leadership, iVillage began a site wide redesign in September 2009 culminating in September 2010 with a year-long relaunch of all eight verticals including Entertainment, Pregnancy & Parenting, Food, Beauty & Style, Health, Home & Garden just to name a few. As the only digital women’s brand nestled within one of the largest media and entertainment companies, Kahn is responsible for the strategic business operations of the company, while also overseeing iVillage UK, Astrology.com and GardenWeb. Kahn reports to Lauren Zalaznick, President, NBC Universal Women and Lifestyle Entertainment Networks. Since her ascension in Fall 2008, Kahn has been instrumental in the overall success of the brand that now serves over 30 million unique visitors, according to comScore, which has also experienced tremendous growth across many facets of business including traffic, advertising sales and editorial. Kahn is a true digital business strategist with a strong foundation building online consumer products. Prior to iVillage, Kahn was President, Global Digital Media for Readers Digest Association, Inc. There she is credited with building digital businesses across the company, overseeing content, product development and monetization for Reader’s Digest Association’s family of 14 online brands, including allrecipes.com and rachaelraymag.com. Kahn developed multiplatform strategies, oversaw key site launches, led global digital expansion and oversaw the creation of an extensive digital content repository to grow audiences, revenue and profits. Before joining RDA, Kahn led Time for Kids, the in-school magazine from Time Inc. that reaches 4.4 million students weekly. There she developed new business sources, which contributed to double-digit profit growth and subscriber increases and reshaped the ad sponsorship model, resulting in record growth for the brand. Previous to her tenure at Time for Kids, Kahn held a VP role at Time Inc. Interactive, where she led the integration of Time Inc. web properties and AOL. In addition, Kahn has held Marketing positions at Time and Sony/Columbia House, handling both strategy and execution. She began her career as a media planner at Wunderman Worldwide, part of Young & Rubicam. Kahn resides in New York City with her husband and two children. Lori H. Schwartz, Chief Technology Catalyst, NA, McCannWorldgroup: As director of the Interpublic Emerging Media Lab, Lori provides consultation and solution recommendations for the latest in broadband, wireless and emerging media solutions. She has produced a number of broadband solutions for General Motors, Reebok, Nautica, Park Place Entertainment and Sony Pictures, among others. An active member of the new media industry, Lori has led a project for the American Film Institute's Enhanced Television Workshop, and also serves as Vice-Chair of the Board of Governors for the Producer's Guild of America's New Media Council. She is a member of the Interactive Peer Group for the Academy of Television Arts and Sciences, and participates in a number of advanced advertising standardizations groups. When she’s not working with clients, Lori can be found on stage in Hollywood performing with a number of improvisational comedy theaters. Brad Davis, Senior Vice President and West Coast Multimedia Lead, Disney Online Ad Sales: Brad Davis is senior vice president and West Coast multimedia lead for the media advertising sales and marketing group at Disney Online, a division of the Disney Interactive Media Group (DIMG). In this position, Davis oversees media sales efforts for all Disney branded and non-branded Internet Web sites, including the flagship site, Disney.com, Disney Family.com, Disney FamilyFun.com, Kaboose.com, BabyZone.com and iParenting.com. Additionally he is responsible for all cross-media sales (cable, online, print and radio) for clients based on the West Coast. Davis first joined DIMG in August 2005 as vice president of ad sales and has more than 20 years of experience in advertising sales. Before joining Disney, Davis served as director of sales at Comcast Spotlight, Washington, D.C., the advertising sales division of Comcast. Prior to that, he spent nearly a decade in online advertising with AOL, holding numerous management positions including vice president of sales and product training and vice president of local sales and marketing development. There he supported key units such as Digital City, AOL Local, including Mapquest and Moviefone, and AOL's Interactive Marketing. Davis also held positions at National Cable Communications and several local broadcast affiliates. Davis is an active member of the advertising community, with involvement in industry organizations including iMedia and IAB. Currently, he is a member of IAB’s Sales Executive Council Board of Directors. Tim Shey, co-founder, Next New Networks: Tim Shey is one of Next New Networks' founders, and has led the company's creative and platform strategy from its beginnings in late 2006. As Next New Networks' first head of programming and creative development, he assembled the most diverse and successful portfolio of original video entertainment programming on the Internet, including hit networks ThreadBanger, Indy Mogul, Fast Lane Daily, Barely Political, $99 Music Videos, and Ultra Kawaii. Next New Networks programming has racked up nearly 1 billion video views and ten Webby Awards to date, more than any other independent media company. His current focus is building the largest, most loyal and engaged audiences for Next New Networks' series, working with creators, producers and partners across the web to optimize and scale the company's distribution platform, and design better experiences and interaction with viewers and communities. Tim’s fifteen years as a designer and producer include projects in television, mobile, and the web. In 1996, Tim co-founded Proteus, a pioneering interactive agency, which was responsible for the first-ever nationwide interactive TV broadcast using mobile phones during FOX’s Super Bowl XXXVI, and produced mobile phone-based interactive TV experiences for NBC's 2004 Olympics and four seasons of NFL, NASCAR, and MLB on FOX Sports. His work as Proteus' creative director also included major interactive campaigns for AT&T, Sony, Sprint, Newsweek, ExxonMobil, The Washington Post, Gibson, and Motorola, and network-wide mobile content offerings for HBO, ABC, Discovery, and FOX. After selling Proteus in 2004, Tim consulted for organizations such as Brookings and People for the American Way and worked as a producer on landmark early web series such as Rocketboom, Amanda Across America, andAfterworld. Mark Marvel, Senior Director Video Monetization, msnbc.com: Mark Marvel has had a varied history in publishing and sales. After graduating from Columbia University he worked as an editor and writer for a number of publications including Esquire magazine, The New York Times, Elle, Interview and Details. His favorite article was called “Sexless in Seattle,” which he wrote for Elle magazine, and which explored the differences between being a single man in New York and Seattle at the time he moved from NY to Seattle to begin working for Microsoft twelve years ago. At Microsoft Mark was one of the original editors hired to produce Sidewalk. He helped launch MSN Shopping and ran the publishing team at MSN Entertainment, returning to New York three years ago to work with the sales team to develop packaging solutions for the MSN Entertainment site. In his current role as the Senior Director of Video Monetization at msnbc.com he oversees the video monetization strategy for the #1 news site on the web, working closely with the NBC News team to develop original programming concepts for the web and other cross-media strategies. Mark lives in an area of New York called DUMBO. If anyone asks you, it stands for Down Under the Manhattan Bridge Overpass. Margie Chiu, EVP, Strategic Services, Wunderman: Margie joined Wunderman in March 2009 as the EVP of Strategic Services. Prior to joining Wunderman, she was the Vice President for Strategy at Razorfish. Margie began her career in general advertising at agencies including JWT and Y&R, followed by management positions in several direct marketing agencies and as marketing manager for Microsoft’s MSN. As the leader of the Strategic Services group, Margie’s responsibilities include overseeing the strategy, planning and analytics for New York clients including Nokia, Diageo, Citi, Dell, and Abbott. She has over 20 years of experience in traditional and digital marketing across a number of industries including retail, CPG, technology, manufacturing and publishing. Her areas of expertise include digital advertising, social media, customer insights and persona development, segmentation, and cross-channel measurement. During her 10 years at Razorfish, she developed digital business and marketing strategies for a number of web properties including Condé Net, CNN, the NYTimes and the Wall Street Journal. Additionally, she led the creation of cross-channel campaign optimization and measurement strategies for clients such as Kodak, Staples and Bath and Bodyworks. She has also applied her analytics and digital experience skills to developing segmentation and persona models for clients including DuPont, Capital One and Unilever. Margie is a frequent speaker at industry conferences and is a regular contributor to industry journals including her monthly column for EM&C. Her work has been frequently cited in Forrester Research, Adweek, Ad Age, DM News and other industry publications. She holds a BA in Statistics and Social Sciences from Columbia College, a MS in Decision Information Systems and a MBA from the University of Maryland.