Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit New York, March 6 - 8, 2012 McGraw-Hill Building, 49th Street and 6th Ave., New York City Thursday, March 8th The Future of Advertising Track 2:15 PM - 3:30 PM Session C: 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. Eugene Becker, Vice President, Analytics, Xaxis Bob Ivins, VP of Data & Research, Comcast Spotlight Scott McKinley, EVP Advertising Effectiveness, Nielsen Debbie Solomon, Managing Director, Business Planning, MindShare Mark Pascarella, Chief Executive Officer, uberVU Dr. Raymond Pettit, Vice President of Market Research, PRN Jeff Plaisted, Senior Director, U.S. Sales and Strategy, Mobile & Skype Advertising, Microsoft Corporation Gary Reisman, co-founder, NewMediaMetrics, Moderator Mark Pascarella joined uberVU in 2011 as CEO and leads all aspects of the company's worldwide operations. uberVU provides enterprise systems for real-time social intelligence. Mark is responsible for setting the overall direction and strategy of the company. He is a member of the company's Board of Directors and chairs its executive committee. Prior to joining uberVU, Mark was President and CEO of Gotuit Media Corp. where he pioneered video metadata products for leading media and entertainment customers. As a founding investor, director and executive, Mark played an integral role from the company's inception in 2000 through its sale in 2010. Before joining Gotuit, Mark teamed up with Sidney Topol, the former Chairman and CEO of Scientific-Atlanta (Cisco), to found The Topol Group, an early-stage investment firm. In addition to Gotuit, some of the firm's investments included RiverDelta Networks (Motorola), and Navic (Microsoft). From 1992 to 1997, Mark worked in Business Development at Procter & Gamble. He holds a BS in Management from Bucknell University and an MBA from Harvard Business School. Eugene Becker, Vice President, Analytics, Xaxis: Eugene leads the development and deployment of the data management platform and analytics suite on a global basis. Leading a team of quantitative experts, he is responsible for creating insight applications that link disparate data and empower Xaxis clients to realize break-through efficiencies. Immediately prior to joining Xaxis, Eugene held a similar role as the Director of Analytics for the Media Innovation Group (MIG), a WPP company. He was responsible for creating new applications based on user-level data and managing day-to-day analytics operations and strategy for the MIG. Before joining the MIG, Eugene was Senior Vice President of Analytics at McCann Worldgroup where he drove innovation in digital analytics and built scalable platforms for data visualization and cross-channel optimization. His experience spans strategy consulting, database marketing, market research and advanced analytics, serving a roster of blue chip clients including Pfizer, Intel, Exxon, Sprint and Diageo. Bob Ivins, VP of Data & Research, Comcast Spotlight: I joined Comcast Spotlight in Philadelphia as VP of Research and Data Products in 2008. The role was a new role within Spotlight and as such offered exposure across the organization and across Comcast. Since joining I have worked on diverse projects and across divisions and departments. That said, all projects are linked together by data – data that we either buy from a 3rd party like Nielsen or Kantar, or data that we produce as a bi-product of delivering services to consumers like web traffic or channel tuning data. Using this data to create informational value and inform our businesses in what I enjoy. Prior to Comcast, I have been fortunate to work at some great companies including the econometric consulting company Data Resources, the media/marketing research company Nielsen, the internet site Yahoo and the web measurement company comScore. I have also been fortunate to work at companies and in industries that were in transition - when Nielsen was migrating from audit data to scanner data and when web measurement was in its infancy. TV and more specific cable TV are at an inflection point and that makes it the best time to be in Cable and at Comcast – ever! When I am not working I enjoy time with my family and watching Manchester United play "football". Debbie Solomon, Managing Director, Business Planning, Mindshare: She serves as an in-house consultant to the planning and buying groups on a wide variety of media research and planning issues. Her work encompasses all media disciplines and she has worked on all the agency’s clients. She is also part of MindShare’s global Insights team. Debbie was at J. Walter Thompson when the media departments of J. Walter Thompson and Ogilvy & Mather merged to become MindShare. She joined J. Walter Thompson after working in the Media Research Department at Leo Burnett. This was preceded by marketing research positions at Britt & Frerichs, Quaker Oats, and Milton Bradley.She has won a number of industry honors. Recently, Media Magazine named her one of the 10 most influential people “navigating the waters of the magazine business” and MIN named her to the “Sweet 16” in print. In 1998, she was named Top Kid Researcher by KidScreen magazine and earlyier, MediaWeek magazine elected her Media Research All-Star, largely for her work in children’s measurement. And Esquire magazine has honored her as a “Woman We Love in Advertising.” She has also won several corporate awards including WPP’s Atticus Award for original published thinking for her paper on Wearout and J. Walter Thompson’s White Pea award for media innovation. Debbie has also been one of a select group of people invited to meet with the International Olympic Committee to advise them on the state of media in the future. Debbie has an M.A. in psychology from Duke University and a B.A. in psychology from the University of Chicago. You may have seen her articles in Advertising Age, AdMap, Marketing and Media Decisions, the Journal of Advertising Research and the Journal of Media Planning. She sits on the AAAA’s Consumer Magazine and Media Research Committees and chairs the Advertising Research Foundation’s Youth Research Council. She also is part of the Accrediting Council for Education in Journalism and Mass Communication, the body that accredits Advertising programs at colleges and universities. In her spare time, Debbie indulges her creative side through silversmithing. Jeff Plaisted, Senior Director, U.S. Sales and Strategy, Mobile & Skype Advertising, Microsoft: Jeff Plaisted oversees Mobile and Skype Advertising Sales Strategy and a team of Mobile Media experts responsible for developing scalable, multi-platform advertising solutions that leverage mobile assets from Microsoft, Verizon Wireless and a host of other mobile web and application partners. A seasoned executive with over twenty years of experience in Telecommunications and Digital Media, Mr. Plaisted has held Sales and Management positions with AT&T/Lucent, SBC and technology start-up, InfoBlox. Jeff joined Microsoft's advertising division in 2003 where he has worked on Vertical and Strategic Client focused teams. He has built a reputation of leading teams that develop and manage integrated, cross-platform initiatives with clients like McDonald's, Kellogg's, Unilever, Toyota and Ford Motor. Recently, this team won the prestigious “Advertiser Satisfaction” award from Advertiser Perceptions, Inc. for their outstanding work in the Mobile medium. As a recognized thought leader in the Advertising industry Mr. Plaisted speaks regularly at events such as MMA's Mobile Marketing Forum, ANA, adtech, Digital Hollywood, OMMA Global, as well as, agency and client off sites across the U.S. Jeff is a graduate of Michigan State University, a member of the Chicago Interactive Marketing Association and holds certificates from University of Chicago/Graham School of Studies and Multi-Media Telecommunications Association in the areas of e-Business and Convergent Technology. Scott McKinley, EVP Advertising Effectiveness, Nielsen: Scott McKinley is Executive Vice President, Advertising Effectiveness for Nielsen, a leading global provider of information and analytics around what consumers buy and what they watch. Mr. McKinley is responsible for developing products and solutions to improve advertising ROI for Nielsen's global advertiser, agency, and media clients. Mr. McKinley has spent 15 years working in advertising effectiveness research, bringing new approaches and methods to help clients quantify and optimize cross-media advertising performance. He founded and led two companies which developed new ways to measure advertising in digital and traditional media channels, providing unprecedented visibility, accountability and control of advertising investments. Before venturing into startups, he was an executive at Cox Enterprises new media division, Cox Interactive Media. Dr. Raymond Pettit, Vice President of Market Research, PRN: As vice president of market research, Dr. Raymond Pettit heads up PRN’s market research team. The author of two books on marketing and advertising research, Ray has years of experience as a quantitative and qualitative research executive and consultant for a number of U.S. and European firms in a variety of industries. Ray is also the chairman of the Digital Place-Based Advertising Association (DPAA) Research Committee, which provides guidance on research that helps drive growth for the organization’s member networks and the industry. He has served as senior vice president of research and standards at the Advertising Research Foundation (ARF) since 2008. Ray has been an adjunct professor at the Zicklin School of Business at Baruch College/CUNY and lectured at the American Marketing Association (AMA) in Chicago. He received his bachelor’s degree from the University of Michigan and both master’s and doctoral degrees from the University of Illinois. Gary Reisman, co-founder, NewMediaMetrics: Prior to forming NewMediaMetrics, Inc, Gary held the position of Vice President, Strategic Marketing at Turner Broadcasting and Vice President, Sales and Marketing, for CNN.com International. Gary has over 25 years of Marketing, Advertising Agency and Media consulting experience at top-notch agencies including Young & Rubicam, FCBDraft, and Wunderman Worldwide and has consulted clients such as American Express, AT&T, Kraft, Marriott, Time Inc., and Xerox. In 2002, Mr. Reisman created the Gary Mitchell Consulting Group Inc. where his clients included Turner Broadcasting and The Interpublic Group, among others. Gary Mitchell Consulting Group provided The Interpublic Group with a go-to market strategy and organizational restructuring recommendation across its multitude of agencies related to IPG’s $400 Million Healthcare sector. As a lead consultant for Turner's Entertainment Group, Gary was an integral part of the Turner Broadcasting Launch Team for GameTap, Turner's broadband gaming and entertainment service. As a strategic marketing consultant in the media industry, Mr. Reisman has played an integral role in launching a number of new media properties including broadband networks in the entertainment and news categories. He is also an expert in the positioning and repositioning of TV media properties.