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 Tuesday, May 4th SuperSessions 10:45 AM - Noon Track II: AdvUp-7, ViDeo-3 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) David Trumpey, Vice President, Group Creative Director, MRM Worldwide Seattle Anthony Di Biase, Executive Creative Director, Wunderman Southern California Gustavo Alvarado, Partner, Group Media Director. MEC Interaction Jim Theberge, Product Management Director for Advertising, Rovi Corporation Beth Doyle, Innovations Associate Director, VivaKi Mark Kroese, General Manager, Advertising Business Group, Entertainment & Devices Division, Microsoft Corporation Ajay Chopra, General Partner, Trinity Ventures, Moderator Anthony Di Biase, Executive Creative Director, Wunderman Southern California: Anthony brings a depth of experience across multiple disciplines to bear upon the agency’s approach to creative. As Executive Creative Director of our Southern California office he heads up the creative for all our Wunderman clients. Combining the ability to build brands and the ability to build measureable relationships has been the driving force behind his work since he moved to Southern California in 1998. As a disciple of Luck Gossage, Anthony believes, “The more comfortable you are with media of all kinds, the easier it is to focus on what really matters – creating stories that consumers notice and want to follow.” Anthony started his career in general advertising at Canada’s top agencies then broadened his achievements to include major awards in all disciplines here in America. He has led work for global brands like Land Rover and Jaguar as well as brands like Mattel, Toshiba, Jenny Craig, Southwest Airlines, Southern California Edison, Arco ampm and Sony. Building brands and driving consumer action together, is a tougher challenge than accomplishing either separately. For Anthony and his team, it’s also been more rewarding. Gustavo Alvarado, Partner, Group Media Director, MEC: Gustavo currently oversees the Paramount, Amgen and Toshiba accounts from MEC’s Southern California offices. He and his team focus on discovering effective and innovative ways for their clients to reach target audiences across the digital landscape through strategies that include mobile, conversational marketing and direct response. Gustavo joined MEC as a Senior Planner on the Lincoln Mercury account in 2001. Since then he has worked on a variety of accounts, including Xbox, Singapore Airlines, Chevron, Lincoln Mercury, Sony, Toshiba, Jaguar and Land Rover. Prior to joining MEC, Gustavo worked on traditional, multicultural and digital media for clients including Wal-Mart, Blockbuster, MLB (Royals) and Thrifty Rent-A-Car. Innovation in digital and emerging communications is Gustavo’s specialty. He credits his clients with giving him the opportunity to work on ground-breaking campaigns. Gustavo’s clients have been the first in their industries to test the waters with new technologies and have also reaped the benefits. For example, Gustavo and his team led Toshiba laptops to integrate mobile, social media and Point Of Purchase at a time when no one else was doing it. They also worked with Amgen to create an integrated online and offline campaigns to educate patients, running programs via online streams, Podcasts, on-air promotions and Video on Demand (VOD). Gustavo regularly participate on panels at digital marketing events, and frequently attend technology events, like CES, OMMA, iMedia and E3, so that he can bring engaging and new opportunities to his clients. Beth Doyle, Innovations Associate Director, VivaKi: Beth Doyle has been entrenched in advanced, cross-platform media and innovations for the past four years. She currently divides her time between VivaKi and SMG’s Advanced Media Center of Excellence. As Operations Lead of The Pool, she handles day-to-day operations of the program such as model development, timeline management and project management. She also serves as The Pool’s resident jack-of-all-trades, juggling roles such as advertiser and participant liaison, finance manager and graphic designer. Previously, she spent her time educating and developing agency standards for media agency Starcom on how to buy online video, video-on-demand, interactive television and mobile video. In 2008, she contributed to Starcom’s receipt of the 2008 Mediaweek Media Plan of the Year in the “Best Use of Non-Traditional” category for their work on LEGO TV. She is currently an active member of the Chicago Advertising Federation Young Professionals Board, a position she has held since 2006. Passionate about developing the future of media, Beth regularly returns to her alma mater, University of Notre Dame, to teach students about emerging media and technology. David Trumpey, Vice President, Group Creative Director, MRM Worldwide Seattle: David is VP, Group Creative Director at MRM Worldwide’s Seattle office. David has been creating award-winning work in advertising and interactive media for more than 14 years. He has deep experience in marketing, user-experience design, information architecture and video, having launched over 30 major Web sites and having directed campaigns for such companies as Microsoft, Symantec, Sony and AT&T. David began his career in New York, where he created marketing campaigns for the biomedical and defense industry, online learning applications for museums and immersive experiences for luxury resorts and tourist destinations. Mark Kroese, General Manager, Entertainment & Devices Division, Microsoft Corporation: Mark and his team are responsible for creating advertising opportunities in a variety of cutting edge consumer environments, including Xbox, Zune, Windows Media Center, Windows Mobile, and Surface. Mark is uniquely qualified for this venture, having spent 25 years, fully immersed in the disciplines of advertising, marketing, and product management. He started his career in account management with Chiat Day advertising, and eventually moved to the client-side, at Microsoft. In 2004, he was named the General Manager of Product Management for Microsoft’s online services division, which includes the MSN Network, Windows Live services, and adCenter - Microsoft’s digital advertising platform. During this time he became fascinated with technology’s potential for connecting advertisers with audiences in the context of digital media. In 2007 Mark founded the Advertising Business Group within Microsoft’s Entertainment and Devices Division. Ajay Chopra is a General Partner at Trinity Ventures, a Silicon Valley venture capital firm founded in 1986 and focused on building leading-edge information technology companies. Ajay joined Trinity Ventures in 2006, and currently focuses on digital media, Internet Services and mobility solutions. His active investments are 21ViaNet, CrowdFlower (Dolores Labs), Mobile Messenger, Red Aril, Skyfire, TubeMogul and White Sky. Prior to joining Trinity Ventures, Ajay co-founded Pinnacle Systems, a seminal media technology company that pioneered consumer generated media creation. During his tenure at Pinnacle, the company grew from start up stage to a global $350M public company, won several Emmy awards and completed over a dozen M&A transactions before being acquired by Avid Technology. Previously, Ajay was with Mindset Corporation, a computer graphics start up. Before Mindset, he held various technical and management positions at Atari Corporation, a video games company, and Unisys Corporation, an IT services company. He is a charter member of The Indus Entrepreneurs, an active group providing support for entrepreneurs. Ajay received his M.S.E.E. from Stony Brook University and his B.S.E.E. from Birla Institute of Technology & Science in India. Jim Theberge, Product Management Director, Advanced Advertising, Rovi Corporation: Jim Theberge is Product Management Director for Advanced Advertising at Rovi where he is responsible for helping lead the strategic direction and development of Rovi digital entertainment advertising solutions for the television program guide. He is also an Emmy Award winning interactive TV and online video veteran. During 2003-05, as founder and CTO of EAT.TV, Jim architected ImageGuide, the first web-based interactive VOD environment that seamlessly integrated graphical navigation, entertainment, related information and advertising. The guide contained lifestyle content from Scripps Networks (HGTV, Food Network, etc.) and advertising sponsorship from GM, Kraft Foods and Kohler amongst others. ImageGuide won a 2005 Emmy Award for Technology and Engineering, a category that included a notable roster of other worthy nominees such as Comcast, DirecTV and the Cartoon Network. Prior to Rovi, Jim was VP of Product Management at GlanceGuide, a Nielsen-acquired online video audience analytics provider. Previous to that, he was Director of Product Management for Digital Fountain’s HD video content delivery network which was acquired by Qualcomm. Throughout his career he has gained a lot of experience with both TV and online video advertising systems and was also the lead developer for Advertising.com’s video ad insertion SDK for online video players. Other companies that Jim has worked at include interactive TV pioneer Wink Communications, Sun Microsystems, Cisco, and Harmonic. Jim served as Chair of the ATSC’s advanced interactive programming guide group (T3/S8-3) to define standards for IPG data to digital TVs. He currently lives with his wife and two children in Livermore, CA.