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Digital Hollywood, April 30th - May 3rd
Ritz Carlton Hotel, Marina del Rey, California
Wednesday, May 2nd
9:00 AM - 10:15 AM
Track I:
AdvUp-12, Salon I
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)
Dmitri Lisitski, Commercial Director, 1+1 Group of companies (Ukraine)
Michael Knott, Vice President, Meredith Women's Network
James Citron, CEO, Mogreet
Michelle Cox, Vice President of Marketing, Metacafe® Entertainment Network (M.E.N)
Dean McCormick, Vice President, Advertising Solutions, BlackArrow
Leslie Grandy, VP Product, Consultant, Waldo Finn, Moderator

Dmitri Lisitski, Commercial Director, 1+1 Group of companies (Russia): Dmitri Lisitski, brings over 14 years of advertising experience. Dmitri is responsible for the overall advertising sales for one of the largest Ukrainian media holdings consisting of four broadcast TV channel 1+1, 2+2, TET and Citi, out-of-home advertising network Dovira, print titles and the largest news website group. Under his management, 1+1 Group increased its sales to 20% market share and became a top-3 media groups in terms of sales in Ukraine. Prior to 1+1, Dmitri served as a managing director for Starcom Ukraine (Publicis Groupe). Throughout his career he served for a number of large media buying accounts such as P&G, Mars, Coca-cola, Philip Morris, and Kraft. Dmitri holds MBA degree from Columbia Business School.

Michael Knott, Vice President, Meredith Women's Network: MVS is Meredith Corporation’s leadin
g division of new business for branded video, ideation, production and multi-platform distribution. Michael leads MVS broadband and broadcast digital video distribution for Meredith publishers, which include, advertising distribution, marketing and integration strategy of network sales development for Meredith branded entertainment. He is also Executive Producer of Parents TV which he started and launched in Dec of 2007 for cable distribution on Comcast Video on Demand and for the Web. Immediately prior to Parents TV, Michael was co-creator and Creative Director of Better TV, Meredith’s nationally syndicated (women’s lifestyle) TV show, currently airing in over 60 markets across the U.S. Recently, Michael has established a brand-focused Web syndication network for Meredith’s National Brands, in beta with Parents TV and Better TV video content. The Web network, in partnership with Grab Networks, is an automated digital system to monetize video and its delivery, starting from production and satellite broadcast to digital platform distribution on broadband, mobile and social media.

James Citron is the CEO and Co-Founder of Mogreet. He is widely regarded as one of the forem
ost experts on mobile video and MMS in the United States, and is actively helping to shape the evolution of the mobile marketing and advertising industries. In 2011, James was appointed to the highly-esteemed Consumer Best Practices Committee of the Mobile Marketing Association. In addition to founding and operating Mogreet, James is a frequent speaker at leading digital and mobile industry trade events (Mobile Marketing Association, CTIA, Ad:Tech, Red Herring Global 100, Dow Jones Wireless Innovations and the Milken Institute). He is a published author (“Mobile Marketing for Dummies”, 2010), educator (regular guest lecturer at USC and UCLA Business Schools), and an advisor to early-stage companies. Prior to Mogreet, James built a multi-million dollar mobile phone personalization business, which he launched globally with Motorola in over 25 countries across four continents. Earlier in his career, James worked as an investment banker at Deutsche Bank Securities where he advised large market capitalization telecommunications companies on mergers and acquisition strategies. Prior to Deusche Bank, James built one of the first college social networks. James is a graduate of Princeton University and in his spare time can be found at LA sporting events (Go Lakers!) or exploring Jazz venues across the globe.

Michelle Cox, Vice President of Marketing, Metacafe® Entertainment Network (M.E.N): As vice
president of marketing for Metacafe, Michelle Cox focuses on fulfilling the company’s goals of: 1) Keeping consumers plugged into their entertainment passions every day, and 2) Connecting marquee brand advertisers with their target consumers through close association with premium entertainment content. Michelle and the Metacafe team deliver on these promises by showcasing more exclusive, original and curated premium video content than any other entertainment destination on the web and tightly integrating brands into the Metacafe entertainment experience via innovative marketing solutions. Michelle brings nearly 15 years of marketing, communications and sales development experience to her role, working with digital entertainment leaders including MovieBeam, The Walt Disney Company, Warner Home Video, CinemaNow, the MPAA and others.

Dean McCormick, Vice President, Advertising Solutions, BlackArrow: Dean McCormick is an advertising and media industry veteran with extensive experience in ad sales, media strategy and business development. At BlackArrow, he drives advertising market development and content-monetization solutions for New TV. Prior to BlackArrow, McCormick had been co-founder of Mix Media, an advertising sales and marketing services company representing advanced TV networks and digital entertainment properties. As EVP, interactive strategy and business development at Havoc Television, his responsibilities encompassed ad sales, audience research and interactive programming development. McCormick also served as production manager for New York Times Television, and began his career withBill Moyers in the public television sector.

Leslie Grandy, VP Product, Consultant, Waldo Finn. Ms. Grandy has over 16 years of experience in technology product marketing and development with 13 years of previous experience in motion picture and television commercial production. She was previously the VP, Product Development at T-Mobile, where she led the launch of the first Android/ Google developed phone, the T-Mobile G1. Ms. Grandy was recently named to Puget Sound Business Journal's TechFlash Top Women in Technology list and Technorati's 15 most influential women in social media. She also served as the Apple's ecommerce Director for the Americas. Ms. Grandy came to Apple from consulting roles at Forward Consulting, providing ecommerce guidance to companies like Turner Broadcasting System and Microsoft. She served in multiple senior management positions in RealNetworks' Consumer Division. Ms. Grandy earned a bachelor's degree in TV and Film from Northwestern University and an MBA from the University of Washington.