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Digital Hollywood, October 21st - October 24th, 2013
Ritz Carlton Hotel, Marina del Rey, California
Tuesday, October 22nd
The SuperSessions
10:45 AM - Noon
Track III:
Poolside Tent I, AdvUp, ViDeo
Video Advertising: Monetizing the Cross-Platform Package - Tablets, TVs, Smartphones, PCs and Games
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)
Yahav Isak, SVP, Project Management, Digitas Health
Dominique McAree, West Coast Media Solutions, Electronic Arts
Cameron Friedlander, VP, Global Innovations, Designkitchen, a WPP Group
Marty Collins, Director, Microsoft Advertising
Scott Campbell, Industry Principal, Media, Industry Value Engineering, SAP America Inc.
Erik Dochtermann, CEO, MODCo Media
Alma Derricks, Director, Media & Entertainment Strategy, Technology, Media & Telecommunications, Deloitte Consulting LLP, Moderator

Dominique McAree: Electronic Arts:West Coast Director, Global Media Solutions: Dominique McAree recently joined EA, and serves as the West Coast Director, overseeing all strategic partnership and advertising sales efforts for EA's Western Region. McAree leads a talented team of Los Angeles based media executives to bring cutting edge, cross-platform engagement and value exchange opportunities to marketers, especially the automotive and entertainment brands headquartered in Southern California. Over the last decade in gaming exclusively, and 25 years of experience in media, McAree has established himself as a thought leader within advertising, especially concentrated around the gaming vertical. He is devoted to establishing videogames as a viable method for consumer brand marketers to reach a valuable consumer audience segment. Mr. McAree previously oversaw Wild Tangent's west coast's premium games advertising offering, as Vice President of Sales. McAree's background and experience with major media companies has led him to pioneer new and creative ways for brands to enter the gaming category by focusing on a commitment to provide accountability and creativity within the media type that brands and agencies covet. As an example McAree worked with Sony Pictures to create and deploy programs for Sony Pictures that earned their Studio a Mixx Award for “Response” considered in Hollywood as “the Holy Grail” that governs the thinking of theatrical marketers. That was then followed by a Sammy Award for work on Levi's around a brand effort in a social game. McAree has also created leading edge programs with Toyota, Honda, Nissan, Mazda, and Lexus by proposing gaming strategies that connect with consumers for the long run, and consistently grow the valuation to the brands he is working with. McAree is heavily vested with Think LA, and works with the M school to help provide students taking business classes at such universities as Loyola with an opportunity to understand the strengths of gaming and advertising as a career to consider. Previous to entering the gaming industry, Mr. McAree worked on the digital launch of Newscorp's News America Digital Publishing division including:,,, and He carried initiatives from every category from Tech. to Travel etc. Dominique is a proud graduate of the University of Vermont, with Bachelor of Arts degree in Political Science, and a Minor in History. He is an Avid Cyclist and 2:40 Marathoner, and lives in Manhattan Beach Ca. with his wife Mary Beth, son Nicolas, and 2 Corgi's-Sasha and Darla.

Yahav Isak, SVP, Project Management Digitas Health: Focusing on the Project Management practic
e, Yahav currently oversees agency operations and production for Digitas Health NY. In close collaborations with the Marketing, Creative, technology and Strategy leads, Yahav brings efficiencies to orchestrate seamless profitability, integration and delivery across all disciplines. Yahav has 15 years of operations and marketing experience, specializes in building and leading integrated agency teams. Most recently at WPP Group's JWT in New York, he established the agency's digital group and headed the agency's digital studio operation and p&l. In that role Yahav also ensured integration of all disciplines (print, TV and digital) across the agency utilizing custom asset management system. He has led program management across such clients as J&J, Microsoft, Royal Caribbean, Marine Corps, Cadbury, Rolex and DTC. Prior to that, Yahav led Program Management of the Interactive Group at TBWA Worldwide's Tequila unit. Developing the eCRM process and production for Sprint, as well as overall Digital offering. His clients included: Sprint Nextel, Disney, Chivas, Jameson and

Cameron Friedlander, VP, Global Innovations, Designkitchen: Cameron is VP, Global Innovations at Designkitchen. Utilizing his progressive insight into existing and emerging technologies, he guides our agency's vision of crafting innovative solutions anchored by experience in design. Cameron weaves Designkitchen's strategic, creative, and technological facets into one driving force, designing digital ecosystems that usher our clients' brands into the environments of their target audiences. His solutions have launched effective campaigns for our clients, proven successful by their storytelling across multiple user touchpoints; physical, device, digital, and social constructs. Cameron has over twelve years of strategic marketing leadership and technology experience. Beginning at Designkitchen in 1999, he and his teams have conceptualized and developed award-winning solutions for numerous Fortune 500 companies, including HP, Sears, CVS, and Motorola, in addition to TD Ameritrade, Burger King, Land Rover, and Johnnie Walker.

Scott Campbell is SAP's Industry Principal for Media, bringing over 25 years
operational and business leadership experience to SAP's Media Industry Value Engineering practice in North America; which helps customers get the most from investments in SAP's platform by bringing benchmarking, best practices and creative new approaches to innovation using design-thinking and other solution oriented techniques. A true pioneer of digital media and digital supply chain initiatives; Scott has held leadership roles over Video Operations, Content Management and eBusiness Platforms at companies including Scripps Networks and the Associated Press. He was relocated to the US by Lucent Bell Labs in the late 90s after helping conduct several industry firsts in the UK, including the world's first e-commerce digital music download over the internet with Duran Duran, Liquid Audio and CNN at Abbey Road Studios; plus a Guinness Book of World Records entry for the first live concert performed to a mass audience over the internet by Queen Drummer Roger Taylor and Virgin Radio. Scott became one of Apple's earliest media solution partners and has received several awards including the UK Information Society Initiative 'Creative Concepts' Award in 1996 for a handheld audio device prototype he developed called the SoundPad (which predates the iPod). He also worked on Robbie Robertson's Storyville record; which was nominated for a Grammy for Best Engineered Album in 1991, and worked with Annie Lennox, George Michael and Simple Minds and many other artists earlier in his career as a recording engineer.

Alma Derricks, Director, Media & Entertainment Strategy, Technology, Media & Telecommunications, Deloitte Consulting LLP: Alma Derricks is a branding and marketing strategist with over 20 years of experience creating and launching cross-platform businesses that enhance the ways companies interact with customers and capitalize on the unique capabilities of digital media. Drawing on a unique combination of broadcast, cable, print, licensing, advertising, and new media experience, she has developed and produced multiple-medium programming and content networks for a range of internationally acclaimed media and entertainment franchises including Star Trek, Entertainment Tonight, Dilbert, and Peanuts and held a series of ground-breaking consultative and senior management positions at Paramount, United Media, Scient, the Los Angeles Times, Comcast, and HBO. As a Director in Deloitte's Media & Entertainment practice, Alma is responsible for leading the practice's thought leadership in multiple-medium customer experience and marketing strategy. She has managed new product launches and strategic branding, content, and go-to-market engagements for leading cable, broadcasting, live entertainment, video game, telecommunications, publishing and online music companies. Twitter @AlmaDerricks

Erik Dochtermann, CEO, MODCo Media: MODCo Media is a leading media research, planning and buying agency, focused on bringing the efficiencies of ecommerce to all aspects of a retail business. Activating a client's creative and demonstrating the value of current technological tools are Erik Dochtermann's primary functions. As CEO of KD&E for more than two decades, Erik Dochtermann and his team of experts have driven sales and thereby built the businesses for nationally recognized brands across a variety of industries: in luxury for Swatch Group and LVMH brands, in fashion for Chico's, White House/Black Market and True Religion, and in entertainment for Comcast/NBC and Take Two Interactive. Translating the acronyms and benefits of interactive tools to clients takes most of his time: Helping them establish KPI's that can move from e-commerce through to brick and mortar, defining short and long goals and developing larger businesses strategies (and often line extensions to service opportunities revealed by social media). Prior to KD&E, Erik was involved in PR, Special events, Space Marketing and digital content creation.