Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Events at CES January 9 - 11, 2012 Monday, January 9th 4:00 PM - 5:00 PM Track II - DH5 - Digital Hollywood Advertising Strategy, Expenditure and Analysis: Broadcast and Cable vs. the New Platforms: Broadband, Social Networks, Mobile, VOD & PVR More than ever, in this challenging economy, agencies and brand managers are faced with a dual problem. First and foremost, they must get the best bang for their buck in reaching their target audience. At the first fork in the road they must choose between the “traditional” ad markets of TV, cable and print, versus the new technologies, from broadband to mobile. Once that decision has been made, understanding how to allocate within the choice-structure of “new media” – broadband, social media, search, mobile, ITV etc. – must be determined. The advertising choices of 2010 will be a fascinating reflection of the state of the actual economy as well as the trending attitudes toward the new media platforms. Adam Weiler, Director of Media Research, DraftFCB and MC Media Jeff Minsky, Director, Emerging Media, OMD Ignition Factory Tara Maitra, SVP, GM, Content and Media Sales, TiVo Inc. Charlie Echeverry, Executive Vice President, Sales, Univision Interactive Media Jeff Siegel, Senior Vice President, Worldwide Advertising, Rovi Mike Wiese, Director of Branded Entertainment, JWT Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderator Jeff Siegel, Senior Vice President, Worldwide Advertising, Rovi: Jeff Siegel joined Rovi Corporation in October of 2010 as senior vice president, Worldwide Advertising, bringing almost 20 years of experience at all levels of advertising sales and strong relationships with agencies, publishers, networks, leagues, vendors and distributors. His experience includes managing global sales teams, and developing and marketing world-class brands and assets on diverse platforms including cable networks, internet, mobile, VOD and iTV. Jeff also has expertise in business development, operations and distribution. Prior to Rovi, Jeff was at Ensequence – The Interactive Video Company, where he built out the programmer, distributor and advertising sales efforts and executed multiple business development opportunities to grow revenue and market share. Previous to this, Jeff was senior vice president, Advanced Media Sales and Marketing at ESPN where he led the sales, marketing and development of advanced media platforms including internet, interactive television, addressable advertising, video on demand and mobile. Jeff spent a total of 13 years at ESPN, leading teams in both the Affiliate Sales and Advertising Sales organizations, where he was responsible for driving new business and advanced media sales and marketing efforts. In these roles, Jeff created industry-leading advanced media sponsorship programs, improved operating efficiencies, managed senior-level relationships and oversaw the creation and implementation of trade advertising. Prior to his roles at ESPN, Jeff served four years as director of sales marketing at CBS affiliates in Cleveland and Orlando. Jeff is a frequent speaker at advertising industry events and is an active member of multiple advisory boards in the industry. He graduated with a bachelor of science in Business Administration from John Carroll University in Cleveland, OH. Adam Weiler, Director of Media Research, DraftFCB/MC Media: Adam Weiler is a Director of Media Research at DraftFCB/MC Media. He began his career in marketing research at The Zeno Group, a PR agency that's part of the Edelman Group where he was a founding member of the Competitive Intelligence group. He spent more than six years there working to help clients understand their place in the competitive landscape and developing tools and systems to help clients such as Whirlpool, Kia and Robert Bosch Power Tool monitor and measure the effects of their public relations efforts. He then spent three years at Mindshare working in a media research capacity working with a wide roster of clients such as Unilever, Kimberly-Clark and BP developing custom studies, working with syndicated research and leading new business efforts from within the media research department. In 2009, he moved to DraftFCB where he works on the MillerCoors and State Farm accounts as media research director and leads DraftFCB's Center for Excellence for the State Farm and MillerCoors teams as well as lending support to other agency clients including Taco Bell and SC Johnson. Adam is currently the Vice President of Programming for the Media Research Club of Chicago. He is currently DraftFCB's representative for the 4As media research council and the Media Ratings Council. He is a graduate of the University of Notre Dame and also received an MFA from Michigan State University. He is a lifelong fan of the Chicago Cubs and lives just North of the Friendly Confines with his family. Jeff Minsky, Director, Emerging Media at OMD's Ignition Factory: bringing education and guidance to clients navigating the tumultuous waters of the transition from an analog linear media world to a fragmented digital, interactive media world. Jeff also sits on the AAAA Digital Video Innovations Committee and is an Honorary Board Member of the MMA in 2010. A native of Dallas, Texas, Jeff attended Yeshiva University, graduating with a B.A. in Economics and an A.A. in Hebrew Literature. In 1989 he joined DeWitt Media (now Optimedia) working on Pearle Vision, Hebrew National, Reebok, MasterCard and the Discovery Channel. In the mid-90s, Jeff was one of the original founders of OgilvyOne´s  (now MOne) Interactive Media team which, under his tenure, grew into one of the world´s largest interactive planning groups. During this period Jeff ran the Digital Media Planning for clients which included IBM, Kodak, United States Satellite Broadcasting.. He was honored with Mediaweek´s 1996 “Best Use of New Media” for utilizing guerrilla marketing techniques and competitive keywords on search engines for his client, IBM. In 1998, Jeff and his team received an award from ChannelSeven.com for creating the first interactive web commercial, featuring Rocky and Bullwinkle for Tivoli Systems, Inc. In 2000, Jeff was one of the author´s of the AAAA´s Terms and Conditions Standards for Internet Advertising version 1.0. He currently sits on the AAAAs Digital Video Innovations Committee.  In 2001, Jeff joined Omnicom´s Direct Marketing company, RappCollins as Media Director stewarding projects for  New Power Company, SBC Communications and Royal Philips Electronics. In 2003, Rapp Collins merged with three other Omnicom Digital Media groups to form OMD Digital. From 2003 – 2005 Jeff was East Coast Media Director for OMD Digital growing OMD Digital into one of the top 3 Digital Media companies with accounts such as GE, Cingular, and Absolut Vodka. Tara Maitra, SVP, GM, Content and Media Sales, TiVo Inc: Tara Maitra is responsible for developing TiVo’s broadband content strategy, and the company’s interactive advertising and audience research sales efforts. Maitra works with networks, studios and web video providers to build TiVo’s content offerings into a complete service of infinite programming that combines linear TV with video on demand and broadband video through one user interface and search. In her media sales role, Tara and her team provide marketers and agencies with audience viewing data and commercial ratings to help optimize media buying and understand TV viewership in DVR homes. In addition, Ms. Maitra oversees TiVo’s interactive advertising solutions, leveraging TiVo’s user interface and ad units designed to engage viewers in DVR homes and counter fast-forwarding behavior. Previously, Maitra has held executive positions at Comcast, Primedia, and NBC. She has a BA in Journalism and Psychology from Washington and Lee University. Charlie Echeverry, Executive Vice President, Sales, Univision Interactive Media: Charlie Echeverry is executive vice president, sales, for Univision Interactive Media, the digital division of Univision Communications Inc., the premier Spanish-language media company in the United States. Mr. Echeverry leads the interactive sales team, overseeing National, Local and International advertising businesses across all Online & Mobile Univision-branded, co-branded and partner sites and applications, delivering marketing solutions to advertisers and agencies looking to reach Hispanics through Univision's digital platforms. He manages the business unit's sales offices in New York, Los Angeles, San Francisco, Miami, Chicago and Dallas, as well as the various support departments dedicated to the sales group, including Sales Development, Sales Marketing Solutions, Sales Operations and Account Management. As part of Univision's Sales Leadership Council, Mr. Echeverry works closely with all Univision Communications media divisions to integrate digital solutions across the Company's assets in network, spot and local television and radio as well as event marketing. He reports jointly to David Lawenda, President of Univision Communications Sales & Marketing and Kevin Conroy, President of Univision Interactive Media. Prior to joining Univision, Mr. Echeverry was vice president of digital media sales for the Walt Disney Internet Group's Disney Online. While at Disney, he focused on emerging markets & platforms as well as managed the sales offices in Los Angeles, San Francisco and Chicago covering categories such as Consumer Packaged Goods, Media & Entertainment, Telecom and Technology, and representing solutions ranging from display advertising, branded entertainment, mobile advertising, and inclusion in Massively Multiplayer Online Games. He was an active member of several leading councils at The Walt Disney Company, including the Multicultural Council, Retail Council, Global Overlay Taskforce as well as a member of Disney Online's Idea: Lab. He was recipient of Disney Online's Leadership Award in 2005 & 2007. Prior to joining Disney, he was the director of sales at AOL, Inc. for the western region, where he managed the sales team for AOL Local specializing in implicit and explicitly geo-targeted ad solutions and serving a broad array of advertising agency and client partners in the western United States. Mr. Echeverry is a member of the IAB Sales Executive Council and Corporate Executive Board's Sales Executive Council and has attained Scholar level as part of the Gerson Lehrman Group's Media & Communications Council. He is a graduate of Huthwaite's SPIN Selling and Major Account Sales Management training courses. He has a Bachelor's degree in Communications from Florida Atlantic University and is the president of Sore Feet Saviors, a non-profit organization that assists underprivileged families in Southern California. He resides principally in Los Angeles, CA with his wife and three children. Mike Wiese, Director of Branded Entertainment, JWT: Mike Wiese is an established leader in branded entertainment, focused on the creation of multi-platform entertainment and integrated marketing solutions with leading brands, advertising agencies, media companies and production partners. Throughout his career he has generated critical acclaim and millions of dollars in new revenue through innovative approaches to the merger of marketing åand entertainment. Mike is Director of Branded Content & Entertainment for global advertising agency JWT, developing content across all formats, including digital, scripted and unscripted television, publishing, and live events. Clients include Microsoft, J&J, Macy's, Nestle, Royal Caribbean Cruise Lines, Rolex, Cadbury, Smirnoff, and HSBC. Projects range from creating Bing's experience with the Sundance Film Festival, to developing web content for Cadbury, to packaging a children's book with Harper-Collins for Macy's acclaimed TV special Yes, Virginia . Outside of JWT, Mike has actively developed TV programming. He is co-creator and consulting producer for the series Storm Chasers on Discovery, and the TLC's BBQ Pit Masters, each produced with Original Media. Prior to JWT, Mike was a member of the executive team that launched United Entertainment Group, a joint venture with United Talent Agency to package entertainment marketing partnerships with brand clients. Some of the deals Mike produced included the TV special Big Green Lies with Fine Living Network, The Angie Martinez Show with BET, partnership with NASCAR superstar Carl Edwards and The American Legacy Foundation's EX brand; and the creation of mytrainerBob.com , a social network for Bob Harper of NBC's The Biggest Loser . Brand deals included P&G, Seventh Generation, Diageo, Clorox, and Wellpoint. Previous to his work with UEG, Mike was Vice President of Branded Entertainment at First Look Studios. His collaboration with Samsung Mobile for the film series Across The Hall , starring Adrian Grenier (HBO's Entourage ), resulted in a successful multi-platform campaign, with digital distribution via the Web and mobile phones, and exhibition at several global film festivals. The film won “Best Short Film” awards and audience favorite honors at festivals in New York, Chicago, Palm Springs and San Francisco, and was produced and distributed as a feature film in 2009. Mike packaged a marketing partnership with Yves St. Laurent for the 2007 release of the critically acclaimed motion picture, Paris Je T'aime . Mike has worked independently with brands, including overseeing the development of an original animated television concept for Nike, with legendary Spider-Man creator Stan Lee. He consulted the American Legacy Foundation's acclaimed tobacco-prevention brand truth and their cessation brand, EX on branded content, entertainment strategy and strategic alliances. He managed Legacy's value-added partnership with MTV Networks, resulting in original content and integration on MTV, VH1, Comedy Central, Spike, and Logo channels and web sites. He brokered and managed a brand integration deal with NBC for its top-rated reality series The Biggest Loser that generated Legacy's highest volume of web traffic in 2006. Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable: a New Jersey-based distributor of managed application publishing and secure remote access solutions for business and consumer markets. WorldExtend has revolutionary products to deliver to a business a low cost software-based VPN, and has developed a virtual computer on a TV set to bridge the Digital Divide. He also manages and advises other ventures relating to new media platforms, such as Video-on-Demand, digital video recorders, broadband and mobile services. Prior to this, he served as Executive Vice President and General Counsel, Law and Government Affairs, for Comcast Cable Communications in Philadelphia. In this position, he maintained business responsibility for Comcast’s Video on Demand platform, Comcast University and claims management. He was also responsible for overseeing the Law department for the country’s leading cable and broadband communications provider, advising senior management on legal and business issues, and for Comcast’s state and local government affairs in the 5000 communities and 41 states in which it did business. Prior to joining Comcast, for 23 years Bienstock was in private practice, serving as lead counsel on numerous major communications, First Amendment and property rights cases for most of the top media and cable companies, and lead high visibility cases, from the first fully televised trial in the U.S. to the Noriega tapes case for CNN. He pioneered litigation in the cable television industry for operators, programmers and equipment manufacturers, and successfully prosecuted cases on theft of service, copyright and trademark, premises access, franchising, franchise modifications, transfers, renewals, leased access and other constitutional and Cable Act issues. He has over 100 reported decisions to his name. A graduate of the State University of New York at Binghamton in 1975 and the Rutgers-Camden School of Law in 1978, Bienstock has authored several articles in leading legal publications on cable issues such as theft of service, franchising and access to premises. He regularly lectures at numerous national trade associates and legal conferences on various communications, media, regulatory, law department management and litigation topics, and at business conferences on new media topics.