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 9:00 AM - 10:15 AM Track I: AdvUp-5 Contextual Media & Advertising: Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms The world is becoming an ever-growing contextual media and information experience. Consumers get to watch TV news shows that lean to the left or to the right depending on how they like it. And on the web, the degrees to the left and to the right can be calibrated down to the millimeter. Radio is broken down so that stations can reach and satisfy a distinct and unique group of listeners and the web can drill down even further than that. The web is able to distill the users experience to actual needs, to the actual and definable likes and dislikes of each and every consumer. While the system has yet to be perfected, the learning curve of contextual media content to the consumer along with its advertising and commerce-based partnering activities is moving right along. The personalized relationship between media and advertising has always been with us. Families watch TV shows that advertise soap and teenagers watch shows that advertise cola. But the degree of personalization and how fast it arrives is presenting an interesting set of musical chairs for the media, advertising and content industries. It is an interesting time. Marcus Peterzell, Managing Director, Entertainment Marketing, Fathom Communications Lance Podell, Chief Executive Officer, Next New Networks Greg Glenday, President of National Platforms, Clear Channel Media Holdings, Inc. Mark Marvel, Sr. Director, msnbc.com Riley McDonough, Senior Vice President and General Manager Americas, Consumer Publishing, Thomson Reuters Carolyn Everson, Chief Operating Officer and Executive Vice President, Ad Sales, MTV Networks Jared Hoffman, Partner, Generate, Moderator Carolyn Everson, Chief Operating Officer and Executive Vice President, Ad Sales, MTV Networks: Carolyn Everson is Chief Operating Officer and Executive Vice President of U.S. Ad Sales for MTV Networks. In her role, Everson oversees strategic planning, operations and finance for MTVN’s multi-billion dollar U.S. Ad Sales department. She reports to Rich Eigendorff, Chief Operating Officer, MTVN. Everson oversees MTVN's domestic ad sales strategy, business development and commercial operations. Everson also helps shape MTVN U.S. Ad Sales' organizational design, plan and implement talent recruitment initiatives, and select technologies and solutions that allow MTVN to better serve its marketing partners. The finance arm of MTVN U.S. Ad Sales reports to Everson and Jacques Tortoroli, EVP and CFO, MTVN. Everson joined MTVN in 2003 as Director, mtvU Ad Sales, and has been a key architect of the structure of MTV Networks’ U.S. Ad Sales division. Under her guidance, mtvU tripled its ad sales business to take its place among Viacom’s fastest growing businesses. In 2006, her responsibilities were expanded to include MTV, MTV2 and MTV.com in addition to mtvU, and she gained oversight of $100 million in revenue for MTV Networks’ most iconic brand. For her consistently outstanding performance, she was awarded the MTV Networks Ad Sales Presidents’ Award in 2006. Everson also served as SVP, Ad Sales Strategy and Business Development for MTVN, where she led strategic planning and evaluation of deals for emerging new advertising opportunities across MTVN’s multiplatform portfolio of well-renown brands. Before joining MTVN, Everson worked at Primedia Inc., where she was vice president and general manager of several digital businesses, including Seventeen.com and ModernBride.com. Everson has also held new business development positions at brands including Zagat Survey and Walt Disney Imagineering. Everson holds an M.B.A. from Harvard Business School and a B.A. in Liberal Arts and Communication from Villanova University. Marcus Peterzell, Managing Director, Entertainment Marketing, Fathom Communications: Marcus is a 20-year veteran of the entertainment marketing business. Marcus joined Omnicom’s Fathom Communications as the company’s Managing Director of Engagement and Entertainment Marketing in April of 2009 where his vast experience in branded entertainment, partnership marketing, content acquisition and new media consulting complements Fathom’s experience in advertising, direct, digital, event, and non-traditional marketing. His strategic acumen combined with in-depth experience and deep relationships in the entertainment industry are invaluable to companies looking to promote their brands through entertainment channels—be it TV, film, music, gaming or digital channels. Marcus joined the Omnicom family in 2004 when he was named co-president of Radiate/Omnicom’s leading entertainment marketing agency AWE where he oversaw the agency’s marketing efforts supervising key accounts including Time-Warner Cable, Philip Morris, Jagermeister, The History Channel, Candies, AXE, Philips Electronics and Dial. Marcus started in concert promotion, has developed and produced numerous music-based TV series and specials, and then went on to hold executive marketing and business affairs positions at various record labels including TVT, Fiction/Elektra, and Ignition/Tommy Boy; which he co-founded, as well as at Music Marketing Network. Marcus is an acknowledged leader in the entertainment marketing industry and has spoken at over a dozen high profile industry and trade events including last year’s “What Teens Want” and Billboards/CES “Digital Insights” conferences. Lance Podell is Chief Executive Officer of Next New Networks, a venture-backed online video company that distributes some of the most popular TV-like programming across the Web. Podell has over 23 years of experience bringing great content together with advertising and has been on the forefront of evolving ad models on the Web. Prior to Next New Networks, Podell served as CEO of Seevast, an online advertising network company focused on sponsored links and vertical display advertising. While there he served on the Board of the Internet Advertising Bureau (IAB). Previously, Podell worked for both Fortune 500 companies as well as start-ups, including Sprinks, a division of About, Inc., a Primedia company, DealTime (now Shopping.com), Time Inc., US West, Publishers Clearing House, Bronner/Slosberg/Humphrey (now Digitas), Chiat/Day Advertising and Ogilvy & Mather. Podell holds a B.A. from Lafayette College and a M.B.A. from Harvard Business School. Mark Marvel, Sr. Director, 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. Riley McDonough, Senior Vice President and General Manager Americas, Consumer Publishing, Thomson Reuters: Riley McDonough is the senior vice president and general manager of the Americas consumer publishing group at Thomson Reuters, where he leads the sales, marketing and development of the Company’s multimedia news and information products, which are available on multiple digital media platforms, including Reuters.com, mobile applications and internet delivered television. Prior to joining Reuters, Mr. McDonough was the senior vice president of consumer markets at WebMD Health, where he led the sales and marketing efforts across all non-pharmaceutical and wellness categories. In addition to leading the national sales team focused on building strategic online advertising and marketing partnerships, he played a key leadership role in helping to direct future product and Internet strategies for WebMD in the consumer marketplace. Preceding WebMD, Mr. McDonough was the vice president of sales and marketing of ESPN.com. There he was responsible for sales, sponsorships and strategic partner programs and played a central role in establishing ESPN.com as the dominant market share leader and top sports destination on the Web. He also contributed to a significant sales increase for ESPN.com’s businesses. Mr. McDonough is affiliated with the Interactive Advertising Bureau and the Online Publisher Association, and is a member of the Legal Board of Trustees of Iona College, where we received a BA in Communications. Jared Hoffman, Partner, Generate, Moderator: Former CAA literary and new media agent Jared Hoffman joined Generate as a Partner in 2007 and currently oversees Generate Talent Management with founding partners Dave Rath and Kara Welker as well as well as overseeing day-to-operations in branded entertainment, developing, working with and executing strategies for Ford, Microsoft, Microsoft BEET, Ogilvy Entertainment, Mindshare, Team Detroit, Johnson & Johnson, Kimberly-Clark, Britta, Remington, Disney, Trident, Qualcomm and Unilever, among others. During his tenure with Generate, Hoffman has worked closely with Jordan Levin and Pete Aronson, producing various television, digital and film properties for NBC, Comedy Central, USA Networks, Twentieth Century Fox Television, Fox Searchlight, Freemantle Media and TheWB.com. Prior to Generate, Hoffman was at CAA where he spent the past 11 years working in various departments including the Feature Film Literary Division and was part of the team that built the company's Corporate and New Media Division. Hoffman was an early advocate of new media and is recognized for his work at the agency developing corporate and alternative distribution opportunities. He was instrumental in creating relationships for the IMAX corporation with Warner Bros., Fox and Sony which led to IMAX 2D and 3D movie exhibitions of "Matrix", "Spider-Man", "Star Wars: Episode II", "Happy Feet", "Polar Express", "Charlie and the Chocolate Factory," "Batman Begins", "Superman", and "300." He was also integral in developing synergistic entertainment opportunities for worldwide recognized brands including Motorola, Imax, Nextel, G-3, Harley Davidson, Coca-Cola and Delta Airlines. His work with the Indy Racing League was instrumental to the company's redesign of their consumer experience including the launch of the IRL Experience tour and development of a television series based on the world of racing for Spelling TV and Fox Television. He brokered the landmark deal between Major League Baseball, G3 and actress Alyssa Milano for the creation of Touch, the first ever sports clothing line designed by women for women. Touch has become one of the top selling clothing lines in sports today. Hoffman's work in the Feature Film Literary Division has helped launch and build the careers of many noteworthy writers, directors, producers and actors. His clients have included writers Eric Abrams (Married with Children), Mike Colton & John Aboud (Best Week Ever), Bill Devlin (Icebreakers), Ethan Lawrence (Asylum), Josh Lobis & Darin Moiselle (Macho Steve, Bobbleheads), David McHugh & Mathew Flannigan (Blonde Ambition), Chris Poole & Mike Arnold (The Grackle), Dave Reynolds (Finding Nemo) and Mike Soccio (King of Queens); directors Peter Askin (Trumbo), Scott Marshall (Keeping Up with the Steins, Blonde Ambition) and Fred Savage (Daddy Day Camp); writer/director Eli Roth (Hostel) and Sal Stabile (Rescue Me, Where God Left His Shoes); writer/director/producer Brent Bell & Matt Peterman (Stay Alive), and Adam Rifkin (Detroit Rock City, Look); writer/director/actor Trevor Moore (Whitest Kids You Know); writer/actor Cedric the Entertainer and Mike O'Malley (Yes Dear, Searching for Certainty); actors Jessica Simpson, Alyssa Milano; and comedian Artie Lange (Beer League), among others. Hoffman sits on the board of the University of Texas' Film Institute along with Generate partner Jordan Levin.