Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, May 3-6, 2010 Monday, May 3rd 3:45 PM – 5:00 PM Track II - AdvUp-4 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. Benjamin Chen, Chairman/CEO, Mochila Kenneth Papagan, President & Chief Strategy Officer, Rentrak Corporation 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 Kyle Johnson, Director of Media Products, Compete Mel Carson, Community Manager, Microsoft Advertising Patrick Hayes, Vice President, CSMG Global, Moderator Benjamin Chen, Chairman and CEO, Mochila: Benjamin Chen is a 20-year veteran of high tech startups. Prior to Mochila, Mr. Chen was a founder of AppGenesys, a leading managed services web hosting provider for Fortune 500 clients, partnered with Intel, Softbank, JP Morgan, where he was Chairman, CEO and CTO. Previously, Mr. Chen was the CIO and CTO at iXL, a strategic e-business consulting firm. At iXL, he helped grow the company from 100 to 3,000 employees worldwide and from $2M to $120M revenue per quarter. During Mr. Chen's tenure, iXL was known for delivering innovative technology solutions to the F500, included a $50M contract with Delta Airlines and $100M contract with General Electric. Other key customers included AT&T, CheapTickets.com, FEDEX, Sony (AiBO Launch), Tickets.com, and WebMD. Mr. Chen was part of the executive management team that helped take iXL public in 1999. Prior to iXL, Mr. Chen worked at CBS Studio Center, as a technologist working on some of the first convergence of prime time television content and the internet. Mr. Chen also produced the 1996 Emmy Awards Cybercast, demonstrating the world’s largest number of internet video streams that year. Mr. Chen has also served on the advisory/boards of Teralytics and Exodus/Digital Island, a Cable and Wireless Company. He received a B.S. in international finance from the University of Southern California and is an avid martial artist with a Black Belt in Tae Kwon Do. 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 Essentials, Mobile TV Essentials and Internet TV Essentials. Mark Yesayian, Managing Director, Digital West, MEC Interaction: Mark leads the expansion of our digital capabilities on the West Coast. He is in charge of MEC Seattle and is tasked with driving integrated digital partnerships for our West Coast-based clients that include Paramount, iShares, Activision, and Amazon. He is also responsible for leading the teams’ digital and emerging platform expertise in our Seattle, San Francisco, Los Angeles and Irvine offices. As Managing Partner Head of Digital West Coast, Mark is a member of MEC’s North American Executive Committee. Mark brings us over ten years of experience in digital marketing and top-level client management, across many communication platforms. Additionally, he has a deep knowledge of lead generation/customer acquisition program strategy and execution. Prior to joining MEC, Mark was the Managing Director for Ogilvy in San Francisco leading clients such as Yahoo!, Barclays, Wells Fargo, and the SF Department of the Environment. Previously he was the General Manager of Digitas San Francisco where he worked on digital and relationship marketing programs for Microsoft, Charles Schwab, and Amazon. Charlie Rahilly is the President of National Advertiser Platforms for 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, 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. Kyle Johnson, Director of Media Products at Compete: As Director of Media Products at Compete, Kyle Johnson oversees product development and partner integration for the company’s advertising effectiveness solutions, and also guides the development of new products for media planning and optimization. Kyle entered the digital space at Forrester Research as an industry analyst covering e-commerce platforms and served in various strategy and product roles at Monster.com. In 2009, he was an occasional panelist at OMMA and DPAC conferences, and has contributed to MediaPost’s Online Metrics Insider publication. Kyle holds a BA from Amherst College and an MA from Williams College in art history. Mel Carson, Microsoft Advertising Community Manager: 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 Patrick Hayes, Vice President, CSMG Global, Moderator: 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.