ELEVATE Program Final - 6-7-11

New World Stages | NYC
Tuesday, June 7, 2011
www.elevateconferences.com
www.videonuze.com
Welcome to ELEVATE: Online Video Advertising Summit!
We are delighted that you’ve taken time out of your busy schedules to attend our first ELEVATE
conference. As our meetings with many of you over the past several months have confirmed,
online video advertising has quickly evolved from an “experimental” line item in brands’ and
agencies’ budgets to become a top priority.
Throughout the day, you’ll hear from industry thought-leaders about how they are capitalizing
on online video advertising. Expect to hear about what’s working, how to measure success and
ROIs, multi-platform delivery, evolving formats, and how agencies view online video ad buying,
plus much more. You’ll also learn about emerging opportunities such as “Earned Media,”
“Branded Entertainment,” “Marketplaces,” and adjacent mobile video advertising, among others.
Importantly, online video advertising is happening in the context of larger industry drivers such
as TV Everywhere, independent, web-only video production and device proliferation. All of
these, and more, are also on ELEVATE’s agenda.
But despite online video advertising’s torrid growth, key challenges remain. These, as well as
proposed solutions, will be discussed throughout the day. Technology innovation will continue
playing an integral role going forward, and so a number of industry CEOs will present their
breakthrough new products and their potential impact. Remember to visit our partners’ tables
for more in-depth information and demonstrations. Our partners are helping lead the online
video revolution and we are extremely grateful for their support of ELEVATE.
In short, ELEVATE is about accelerating the online video advertising ecosystem. We hope that
you will find ELEVATE to be a great place to learn and forge new relationships with your peers,
including brands, advertising agency executives, content publishers and technology providers.
Sincerely,
Will Richmond,
Editor and Publisher, VideoNuze
Co-Producer, ELEVATE
Marc Sternberg
CEO, Rising Tide Media LLC
Co-Producer, ELEVATE
welcome
1
7:30am – 8:15am Continental breakfast
8:15am – 8:20am Welcome
º W||| R|chmond - Ed|tor and Pub||sher, v|deoNuze, Oo-Producer, E|EvATE
º Marc Sternberg - CEO, Rising Tide Media LLC, Co-Producer, ELEVATE
8:25am – 9:00am Toward Digital Dollars: The State of the Market for Premium Online Video
Online video is no longer an experiment. It is changing the viewing experience, re-inventing television and
becoming an integral part of social media. This session will highlight the latest trends in the industry as well as
address key challenges to overcome the best opportunities to better monetize premium video content.
MINI-KEYNOTE
º Dav|d Kenny - Pres|dent, Akama| Techno|og|es, lnc.
FIRESIDE CHAT
º Dav|d Kenny
º Jonathan M|||er - Oh|ef D|g|ta| Offcer, News Oorp.
9:05am – 9:30am Content Publishers Crack the Code On Video Success
In the past few years, online video has quickly evolved from the back-burner to become a top priority for
content publishers. Some have already become quite sophisticated in their online video strategies by optimiz-
ing discovery, navigation and monetization. Hear from leading content publishers and technologists about how
they’ve cracked the code on video success and what have been their key lessons learned.
PANEL
º R|o Oaraeff - Pres|dent/OEO, vEvO
º Kev|n Kr|m - G|oba| Head of B|oomberg Web Propert|es
º Doug Knopper - Oo-Founder and Oo-OEO, FreeWhee|
º Adam S|ngo|da - OEO and Founder, Taboo|a
º Fred Dav|s - Partner, OODE Adv|sors |moderatorì
9:35am – 9:45am Standardized Video Unit and Metrics Across Publishers, Networks and Devices
How digital video is measured across multiple distribution channels utilizing the same data points is the next
frontier in digital video analytics. Innovid has developed a solution that will satisfy agencies, brands
and publishers.
PRESENTER
º Zv|ka Netter - OEO and Oo-Founder, lnnov|d
9:50am – 10:10am Ad-Supported & Paid: A Case Study in Content’s MVPs (Most Valuable Partners)
Audiences are expecting to consume video content in new and ever-expanding ways both online and across
devices. As viewer demands continue to accelerate, content owners and distributors must balance these
demands by efficiently generating maximum revenue. In this session, we’ll explore real world examples of both
ad-supported and paid revenue models around video to learn what is working for one of the largest premium
video content producers, Major League Baseball Advanced Media.
PANEL
º Noah Garden - EvP, Revenue, Major |eague Baseba|| Advanced Med|a
º M|ke Gaffney - Oh|ef Revenue Offcer, Aud|tude
º W||| R|chmond - Ed|tor and Pub||sher, v|deoNuze |moderatorì
agenda
2
10:15am – 10:35am Uncovering Insights: How Real-Time Measurement Will Shift the Video Paradigm
As a medium, video presents numerous metrics to measure campaign success and brand lift. Unfortunately,
we’re still stuck with CTR as the defining metric for video advertising. This discussion will focus on how real-
time analytics and detailed insights can help agencies and brands shape strategy mid-campaign, moving away
from the click and driving the metrics that really count.
PANEL
º Anthony R|s|cato - GM, P|atforms, Tremor Med|a
10:35am – 10:50am Morning break
10:55am – 11:15am The Agency Perspective On Online Video
Agencies handle millions of dollars in ad spend for some of the biggest consumer brand names. With the cur-
rent shift in the media landscape and the increasing role of online video in the campaign mix, what strategies
are agencies deploying to help make sense of the new dynamics of advertising? This discussion will focus on
how brands are shifting their priorities and spending given today’s pressing challenges and increasing complex-
ities. It will also explore the obstacles to online video adoption and what it’s going to take to make online video
ads a bigger part of interactive budgets.
FIRESIDE CHAT
º M|ke Bo|ogna - Head of Emerg|ng Med|a, GroupM
º Jack Myers - Oha|rman, Med|a Adv|sory Group
11:20am – 11:45am The Power, Influence and Impact of Multiplatform Advertising
For the past s|x years, A|bert Oheng has |ead D|sney/ABO Te|ev|s|on Group`s |nnovat|ve, |ndustry-|ead|ng d|g|ta|
media team. This experience has provided numerous, invaluable insights into consumer behavior across many
different digital platforms. In his ELEVATE keynote he’ll share ABC’s clearly defined, yet constantly evolving digi-
tal strategy and how it has enabled them to cut through the clutter in the marketplace. He’ll also share some
recent research findings related to multi-platform advertising and his thoughts on “what’s next?”
KEYNOTE
º A|bert Oheng - EvP, D|g|ta| Med|a, D|sney/ABO Te|ev|s|on
11:50am – 12:10pm Marketplaces: The Changing Face of Online Video Advertising
With the video advertising landscape growing exponentially more complicated every day, the industry is ripe to
embrace technology that delivers pricing transparency, liquidity of inventory, and simplified business operations.
Is connecting buyers and sellers directly, in fact the key to making video advertising more effective? This panel
discussion will feature participants from different areas of the digital landscape, each offering a unique perspec-
tive on the various roles that marketplaces play in the industry and the ways in which they’re shaping the future
of video.
PANEL
º M|ke Baker - Pres|dent and OEO, Data×u
º Ran Harnevo - SvP, v|deo, AO| and OEO/Founder, 5M|n
º Donn|e W||||ams - Oh|ef D|g|ta| Offcer, Hor|zon Med|a
º Am|r Ashkenaz| - OEO and Oo-Founder, Adap.tv |moderatorì
agenda
3
12:15pm – 12:25pm Lean-forward Video: Driving user and advertiser engagement
The growth of new p|atforms for v|deo consumpt|on- web, smartphone, tab|et, connected dev|ces - requ|res
new thinking around the digital video experience. Lean-forward video leverages new platforms to engage the
user with an immersive video experience with related content and interactive features and drives advertiser
engagement with opportunities to deliver contextually relevant video advertising models.
PRESENTER
º Tom W||de - OEO, RAMP
12:25pm – 1:15pm Lunch
1:00pm – 1:10pm 5 Things Marketers Need to Know for Online Video Success
Online video is rapidly becoming a natural extension to broadcast buys, with distribution across the Internet and
a new generation of connected devices. In this session, learn the top five things marketers need to know in order
to successfully connect with the TV while ensuring reach and efficiency with brand safety.
PRESENTER
º Ohr|s Sm|th - v|ce Pres|dent, v|deo, Oo||ect|ve
1:15pm – 1:45pm TV Everywhere: Game-Changer for Premium Online Video and Advertising
For the pay-Tv ecosystem, Tv Everywhere |s a strateg|c |mperat|ve. By un|ock|ng Tv programs and mov|es
from the set-top box, thereby allowing them to be consumed anytime and anywhere on mobile and connected
devices, consumers will get unprecedented access to premium video content. As TV Everywhere viewing
ramps up, the viewership of cable programming via devices is going to explode, creating a massive new quan-
tity of online video ad inventory. In this session, the pay-TV industry’s leading TV Everywhere proponents will
explain their TV Everywhere strategies, the timing of their roll-outs and what it all means for brands and agen-
cies preparing for huge change in the way consumers watch TV.
PANEL
º Jeremy |egg - SvP, Bus|ness Deve|opment & Mu|t|-P|atform D|str|but|on, Turner Broadcast|ng System
º Dav|d Presch|ack - EvP, Aff||ate Sa|es & Market|ng, D|sney & ESPN Networks Group
º Matt Strauss - SvP & Genera| Manager, Oomcast lnteract|ve Med|a
º W||| R|chmond - Ed|tor and Pub||sher, v|deoNuze |moderatorì
1:50pm – 2:05pm Brand Innovation with Online Video: A Case Study
Coldwell Banker is influencing a network of 100,000 real estate professionals of all generations to embrace
video to enhance their personal brand and success. Through the use of innovative and industry-first platforms,
co||aborat|ons w|th Goog|e and YouTube, and a c|ear v|s|on for how v|deo can revo|ut|on|ze the bus|ness,
Coldwell Banker is changing how consumers view real estate. Come see how the nation’s oldest national real
estate brand is acting like a kid in the candy store with video!
PRESENTER
º M|chae| F|scher - Oh|ef Market|ng Offcer, Oo|dwe|| Banker Rea| Estate ||O
agenda
4
2:10pm – 2:35pm Monetizing Mobile Video’s Massive Growth
As video is reinvented, yet again, on mobile and connected devices, more personalized communications are
emerging. How do publishers and advertisers reach audiences at scale and capitalize on the benefits mobile
video has to offer? This panel will discuss the promise of mobile video, what’s holding it back and the cool stuff
advertisers and publishers are doing to leverage this new medium.
PANEL
º A|v|n Bow|es - OEO, Grab Networks
º Adam Dav|s - Assoc|ate D|rector, Hor|zon Med|a
º Mort Greenberg - Head of Med|a Sa|es, Amer|cas, NAvTEQ Med|a So|ut|ons
º Ohr|s Wong - SvP, Bus|ness Deve|opment, Ooya|a
º Anshu Dua - vP, Bus|ness Deve|opment for Mob||e, YuMe |moderatorì
2:40pm – 3:00pm Earned Media and the Future of Online Video Advertising
For the frst t|me |n h|story, consumers are |n contro| of the|r v|deo advert|s|ng, choos|ng not just wh|ch ads to
watch, but also on which screen and at what time to watch them. Often video ads are now shared with friends
and family, creating what’s known as Earned Media, or the equivalent of video’s “word of mouth.” But generat-
ing Earned Media in a systematic fashion has proven elusive to advertisers and agencies. In this session, learn
how next-generation creative and media strategies are programmatically driving both consumer choice and
Earned Media. The latest Earned Media trends and real-world case studies will be highlighted.
PRESENTER
º Br|an Sh|n - OEO and Founder, v|s|b|e Measures
º W||| R|chmond |hostì
3:05pm – 3:30pm Branded Entertainment’s Role in the New Marketing Mix
What do brands such as Denny`s, Spr|te, Kraft, DuPont, |exus, O|d Sp|ce, Ford and many others have |n
common? Answer: they`ve a|| successfu||y pursued ¯branded enterta|nment" projects - or|g|na| on||ne and
mobile video series that showcase their brands and products in ways that no traditional TV ad ever could do. In
this session, hear from three experts about how branded entertainment works, how it fits with other marketing
strategies and what ROI measures should be used.
PANEL
º Jordan Hoffner - Pres|dent, D|g|ta| Med|a, E|ectus
º lan Schafer - OEO and Founder, Deep Focus
º Doug Scott - Pres|dent, Og||vyEnterta|nment
º Josh Oohen - Oo-Founder, Tubef|ter |moderatorì
3:30pm – 3:40pm Afternoon break
3:40pm – 3:50pm Stop Wasting Inventory - Deliver Ads that Engage and Respect Consumers
Do consumers hate advert|s|ng? No. They s|mp|y don`t ||ke |rre|evant ads that d|srupt the|r v|deo exper|ence.
What they do like is well-timed, relevant ads where they control the experience. This session will showcase
how advertisers and publishers can combine existing assets with new, captivating ad formats, real time creative
optimization and targeting technology to provide consumers with a relevant, engaging experience while deliver-
ing positive ROI.
PRESENTER
º Steve Jones - Oh|ef Strategy & Operat|ons Offcer, AdoTube
agenda
5
3:55pm – 4:20pm Making Ad-Supported, Independently-Produced Video Profitable
With the evolution of video platform technology, proliferation of video ad networks, and overall increase in user
consumption of online video, content creators are looking at new and better ways to make money online.
Featur|ng execut|ves whose expert|se span buy|ng, packag|ng, se|||ng, creat|ng and d|str|but|ng v|deo program-
ming, this panel will provide insights into the dynamic world of original video production and monetization, how
advertisers and publishers are viewing the opportunity, and the value of high-quality content in a social, mobile
and fast-growing marketplace.
PANEL
º Raj Am|n - OEO and Oo-Founder, Hea|th|Nat|on
º Ron B|oom - Oha|rman and Oo-Founder, MEvlO
º Er|ka Nard|n| - SvP, Market|ng and Sa|es, Demand Med|a
º Br|an |eder - vP, D|g|ta| D|rector, Med|avest Wor|dw|de
º Rebecca Pao|ett| - Oh|ef Product Offcer, |eg|on Enterpr|ses, Former Head of v|deo, North Amer|ca, Yahoo
|moderatorì
4:25pm – 4:35pm The Intelligent Ad Vantage: Every Impression Counts
Much has been said about the importance of keeping viewers engaged and watching online content. Well, ads are
content too! Now you can get the same level of intelligence and insight into each and every viewer’s experience
and the ability to optimize in real-time ultimately extending both content and ad view times and increasing revenue.
PRESENTER
º Darren Feher - Pres|dent and OEO, Oonv|va
4:40pm – 5:00pm Online Video Advertising in 2016: What to Expect
Four experts gaze |nto the|r crysta| ba||s and share the|r take on what on||ne v|deo advert|s|ng w||| |ook ||ke |n
5 years. What`s d|fferent? What`s the same? What cha||enges w||| have been overcome, and wh|ch ones
haven`t? Most |mportant - |earn what you need to be do|ng now |n order to fu||y beneft from on||ne v|deo`s
expected growth.
PANEL
º Er|c Franch| - Oo-Founder, SvP of Bus|ness Deve|opment, Ündertone
º Ohr|s Johnston - D|rector of Techno|ogy Partnersh|ps and Advert|s|ng Products, Br|ghtcove
º Steve Rob|nson - OEO, Panache
º Ora|g Oardon - Partner, Sheppard Mu|||n |moderatorì
5:05pm – 5:15pm Harness the Power of Video Advertising Through Addressability, Measurability and Accountability
Desp|te rap|d adopt|on, marketers are st||| exp|or|ng how to best |everage on||ne v|deo advert|s|ng w|th|n the|r
media strategies. In this presentation, get a look inside the opportunities, challenges, solutions and best prac-
tices for making the most out of your video campaigns, as well as snapshot for what lies ahead in this evolving
advertising category.
PRESENTER
º Scott Ferber - Oha|rman and OEO, T|da|Tv
agenda
6
5:20pm – 5:45pm How Brands Are Breaking the 30-Second Ad Mold
Online video liberates advertising from the constraints of the 30-second TV spot. Brands are recognizing that
with online video, they can now fully flex their creative muscles and engage audiences in new and innovative
ways. Still, as the 30-second pre-roll’s omnipresence shows, tradition dies hard. In this session, leading brand,
agency and publishing executives discuss how brands are beginning to break the 30-second mold, and the
success they’re having along with the challenges that remain.
PANEL
º A||en DeBevo|se - Oha|rman and OEO, Mach|n|ma
º Dav|d |ang - Pres|dent, North Amer|ca, M|ndshare Enterta|nment
º Ke|th R|chman - OEO, Break Med|a
º Sh|v S|ngh - Head of D|g|ta|, Peps|Oo Beverages
º Em||y Stee| - Reporter, The Wa|| Street Journa| |moderatorì
5:50pm – 6:00pm How Private Companies Are Benefiting From Online Video’s Gold Rush
What is driving the hyper-growth in online video advertising, and how long can this trend continue? How are
private and venture-backed companies benefiting from this phenomenon, in terms of wealth creation, valua-
tions, and ultimately making a timely exit?
Th|s sess|on w||| take a |ook at the rash of recent M&A act|v|ty |n the sector, and why |t |s un||ke|y to s|ow down.
PRESENTERS
º Br|an Hughes - Oo-Partner, venture Oap|ta| Pract|ce, KPMG ||O
º |ou|s |ehot - Partner, Sheppard Mu|||n
º M|ke W||k|ns - Manag|ng D|rector, Head lnternet & D|g|ta| Med|a, Sagent Adv|sors
6:05pm – 6:30pm Closing Session - TED’s ‘Ads Worth Spreading’ and the Renaissance in Creativity
Ads Worth Spread|ng |s TED`s |n|t|at|ve to fnd and foster |nvent|ve, |nsp|rat|ona| and spreadab|e advert|s|ng
in the digital age. It began with a call to action from Chris Anderson at Advertising Week 2010 and was later
joined by YouTube -- what began as a quiet challenge saw almost 1,000 entries from around the globe. This
session will focus on the future of digital video advertising and the renaissance of ad creativity that the digital
medium offers. Expect a discussion that delves into the possibilities of “social” video, as well as how YouTube’s
p|atform and TED`s Ads Worth Spread|ng cha||enge |||ustrate the extraord|nary power of new med|a to cata|yze
creative that people really want to watch and share.
INTRODUCTION
º Dan Greenberg - OEO and Oo-Founder, Sharethrough
PRESENTERS
º Ronda Oarneg|e - Head of G|oba| Partnersh|ps, TED
º John M|||te||o - Head of Oreat|ve lnnovat|on - Amer|cas, Goog|e
6:30pm – 7:30pm VideoSchmooze Cocktails and Networking
7:30pm Conclusion
agenda
7
speakers
Raj Amin | Co-Founder, HealthiNation
Prior to co-founding HealthiNation, Raj was an original member of the executive team at N2 Broadband, a
leader in digital TV products, which is now a division of Ericsson. Prior to N2 Broadband, Raj led advertis-
ing product strategy for Replay TV and managed new business initiatives in digital media at Scientific-Atlanta
|now a O|sco companyì. He estab||shed |nteract|ve Tv partnersh|ps and managed strateg|c |n|t|at|ves for new
consumer services such as video-on-demand and internet on TV.
Amir Ashkenazi | Chief Executive Ofcer & Co-Founder, Adap.tv
Am|r dr|ves the overa|| strategy and manages operat|ons for Adap.tv. Most recent|y, Am|r was Founder and
Chief Technology Officer of Shopping.com, a leading online shopping service that helps consumers make
informed purchasing decisions by comparing products, prices, and stores. Amir launched and successfully
led Shopping.com’s technology and research efforts which led to an initial public offering in October 2004;
the company was |ater acqu|red by eBay |n 2005.
Mike Baker | President and CEO, DataXu
M|ke Baker |s pres|dent and OEO of Data×u, the on|y mu|t|-channe| Demand S|de P|atform. Before Data×u,
he was vP and GM at Nok|a, where he ran Nok|a lnteract|ve. Baker jo|ned Nok|a through |ts acqu|s|t|on of
Enpocket in 2007, where he was the founding investor and CEO. Before Enpocket, Baker was partner at
GrandBanks Oap|ta|. Prev|ous|y, he was execut|ve vP at Engage Techno|og|es. An act|ve ange| |nvestor |n d|g|-
tal media, he is currently chairman of Nexage.
Ron Bloom | Chairman and Co-Founder, MEVIO
Ron Bloom is the Chairman and CEO of MEVIO, the world’s premier Independent Online Video Entertainment
Network delivering over 300 million video streams per month to over 40 million visitors. Bloom drives the com-
pany`s operat|ons, v|s|on and strategy. Pr|or to MEvlO, B|oom was Oha|rman and OEO of THlNK New ldeas,
leading the company through its IPO to become one of the most successful interactive marketing solutions
prov|ders |n the wor|d, eventua||y se|||ng the company for an est|mated $350 m||||on.
Mike Bologna | Head of Emerging Communications, GroupM
M|ke Bo|ogna, head of Emerg|ng Oommun|cat|ons at GroupM, |s known throughout the |ndustry for h|s exper-
tise in the field of digital communications. Mike’s primary role is to drive the development of marketing and
advert|s|ng app||cat|ons for GroupM c||ents on advanced d|g|ta| p|atforms, |nc|ud|ng |nteract|ve te|ev|s|on, v|deo
on-demand, DvR and w|re|ess; he has hand|ed key d|g|ta| campa|gns for Paramount, Sears, Matte|, and AT&T.
M|ke has a|so been featured on Te|ev|s|on Week`s Hot ||st as one of the top 10 p|ayers, age 35 or younger,
who are making a mark on the industry.
8
speakers
Alvin Bowles | CEO, Grab Networks
A|v|n Bow|es br|ngs near|y 15 years of advert|s|ng and content |eadersh|p to Grab Networks. Hav|ng recent|y
served as Senior Vice President of Brand Solutions for Viacom’s BET Networks, he led key sales, product and
strategy efforts around branded entertainment and experiential marketing. Mr. Bowles has also been actively
involved in the content process, creating a number of television and online properties for advertisers and
media companies. Before joining BET Networks, Bowles held a Vice President and Publisher role at AOL Black
Voices, where he oversaw sales development as the brand experienced tremendous growth.
Rio Caraeff | President and CEO, VEVO
R|o D. Oaraeff serves as Pres|dent & Oh|ef Execut|ve Offcer of vEvO, the |ead|ng a||-prem|um mus|c v|deo and
enterta|nment p|atform. Mr. Oaraeff was featured |n Fast Oompany`s 100 Most Oreat|ve Peop|e |n Bus|ness |2011ì,
van|ty Fa|r`s The Next Estab||shment 2010 and Fortune magaz|ne`s 40 under 40 |2010, 2009ì. He was a|so named
one of the top d|g|ta| execut|ves to watch |n 2010 by both the |os Ange|es T|mes and D|g|ta| Med|a W|re.
Craig Cardon | Partner, Sheppard Mullin
Craig Cardon is a media and advertising lawyer. Mr. Cardon represents agencies, ad networks and online
ad platforms in online distribution and monetization transactions. He provides advertising review for some
of the world’s largest retailers and consumer product manufacturers. He has recently been very involved in
government outreach on privacy issues that affect the online advertising industry. In addition, he litigates false
advert|s|ng and pr|vacy c|ass act|ons, compet|tor compar|son c|a|ms, FTO act|ons and NAD proceed|ngs.
Ronda Carnegie | Head of Global Partnerships, TED
As Head of G|oba| Partnersh|ps, Ronda Oarneg|e |s one of the key strateg|sts at TED, oversee|ng |nternat|ona|
corporate development and partnership initiatives. In this role, she defines corporate strategy, product develop-
ment and acts as an external liaison with corporations around the world. Her mission includes engaging with
g|oba| advert|s|ng agenc|es to exp|ore ways to |everage TED`s prem|um content, |ts |nfuent|a| aud|ence as we||
as to create programs that support transformative ideas. Ronda’s career spans more than 20 years in publish-
|ng. She was appo|nted to her current pos|t|on |n Ju|y 2008, fo||ow|ng her ro|e as Assoc|ate Pub||sher for both
The New Yorker and Conde Nast Portfolio.
Albert Cheng | Executive Vice President, Digital Media,
Disney/ABC Television Group
As Execut|ve v|ce Pres|dent, D|g|ta| Med|a, for the D|sney/ABO Te|ev|s|on Group, A|bert Oheng |s charged w|th
genera| management and strateg|c overs|ght of d|g|ta| med|a the Group`s d|verse portfo||o of broadcast and
cab|e networks, |nc|ud|ng ABO Enterta|nment, ABO News, ABO Dayt|me, ABO Fam||y, D|sney Ohanne|, D|sney
×D and D|sney Jun|or. To that end, he |eads a team that oversees product deve|opment, market|ng and opera-
t|ons for the Group`s d|g|ta| med|a content p|atforms, |nc|ud|ng v|deo-on-demand, broadband, web-based and
mobile platforms, as well as interactive television technologies.


Albert Cheng

Executive Vice President, Digital Media, Disney/ABC Television Group

As Executive Vice President, Digital Media, for the Disney/ABC Television Group, Albert Cheng is
charged with general management and strategic oversight of digital media, as well as development of
ancillary digital revenue streams for Disney/ABC Television Group’s diverse portfolio of broadcast and
cable networks, including ABC Entertainment, ABC News, ABC Daytime, ABC Family, Disney Channel
and SOAPnet. To that end, he leads a team that oversees product development, marketing and
operations for the Group’s digital media content platforms, including video-on-demand, broadband,
web-based and mobile platforms, as well as interactive television technologies.

Cheng, who has served in his current role since October 2005, and the Disney/ABC Television Group
digital media team are responsible for creating new business ventures and partnerships in the digital
media and online space, as well as providing additional negotiation planning and support for ABC
broadcast affiliate relations in this emerging new area.

Cheng works closely with Disney and ESPN Networks Affiliate Sales and Marketing to ensure the
distribution and development of digital media services to cable, satellite, telcos and wireless providers.
He also works in close partnership with the Disney/ABC Television Group’s marketing teams and the
Media Networks’ strategy group, as well as other divisions within The Walt Disney Company
developing these content platforms and consumer products.

Previously, Cheng served as senior vice president, Business Strategy and Development for Disney and
ESPN Networks Affiliate Sales and Marketing, where he was responsible for developing business
strategies to increase distribution and generate revenue streams from new products and services. He
also oversaw the development of interactive products related to Disney-ABC Cable Networks Group’s
cable channels, which include ABC Family, Disney Channel, SOAPnet and Toon Disney.

In addition, Cheng worked in close association with Disney-ABC Cable Network Group and ESPN’s
finance teams in sales forecasting and planning for all of the Company’s cable television assets.

From 2002 to 2004, Cheng served as senior vice president, Distribution Strategy and Operations for
ABC Cable Networks Group, where he was responsible for developing distribution strategies,
negotiating deals and creating economic plans for the Group. Additionally, he oversaw the
development and implementation of the division’s video-on-demand strategy and interactive television
applications. He joined ABC Cable Networks in October 2000 as vice president, National Accounts and
Distribution Strategy.

Prior to joining The Walt Disney Company, Cheng was director, Distribution Strategy, for Fox Cable
Networks Group. He was responsible for business development and implementation ofthree digital
cable channels, now known as Fox College Sports. He also developed strategies related to digital
cable and broadband services. Cheng also served as director, Business Development, at Fox/Liberty
Networks, where he focused on business issues and analysis for Fox Sports Net and FX Networks.

Early in his career, he served as a business strategy consultant for the Boston Consulting Group.

Cheng earned a BS degree from Massachusetts Institute of Technology and a MBA from Harvard
University Graduate School of Business Administration.


DISNEY/ABC TELEVISION GROUP
500 South Buena Vista Street, Burbank, CA 91521

10
speakers
Josh Cohen | Co-Founder, Tubelter
Joshua began h|s career |n trad|t|ona| f|m and te|ev|s|on, produc|ng documentar|es for A&E Te|ev|s|on
Networks, the D|scovery Ohanne|, and Anatom|ca| Trave|ogue. A|ong w|th Jam|son T||sner, he qu|ck|y rec-
ognized the profound impact that the Internet would have on the media industry. In April 2007, the two
co-founded Tilzy.TV, one of the first media outlets dedicated to providing news and reviews for original, online,
ep|sod|c programm|ng, wh|ch was acqu|red by Tubef|ter, lnc. |n 2009.
Adam Davis | Associate Director, Horizon Media
Adam Dav|s |s a n|ne-year veteran of the d|g|ta| space, and has spent the |ast 5 years at Hor|zon Med|a.
He current|y heads up the enterta|nment d|g|ta| act|vat|on group, and serves A&E, H|story, and ||fet|me
television networks.
Fred Davis | Partner, CODE Advisors
Fred Dav|s |s a found|ng partner at OODE Adv|sors.
Allen DeBevoise | Chairman and CEO, Machinima
W|th over 25 years of exper|ence |n the enterta|nment and |nteract|ve med|a |ndustr|es, A||en DeBevo|se over-
sees programm|ng, market|ng and sa|es strateg|es for Mach|n|ma. Prev|ous|y, DeBevo|se served as Pres|dent
and CEO of TCI Interactive and co-founded Creative Planet, an online resource for film and television produc-
t|on profess|ona|s. DeBevo|se has been featured on the Ho||ywood Reporter`s ¯D|g|ta| Power" ||st and on D|g|ta|
Med|a W|re`s ¯25 Execut|ves to Watch."
Anshu Dua | Vice President, Mobile Business Development, YuMe
As vP of Mob||e Bus|ness Deve|opment, Anshu |eads YuMe`s partnersh|ps w|th key mob||e p|ayers. Pr|or to
jo|n|ng YuMe, Anshu was vP of Bus|ness Deve|opment at Transpera, a mob||e v|deo advert|s|ng start-up, where
he was responsible for growing the company’s ad network to a market leadership position. Previously, Anshu
served as D|rector of Sa|es at vantr|x Oorporat|on and spent severa| years at ESPN, manag|ng mob||e research
initiatives. Anshu graduated from Tufts University with a BS in Computer Engineering.
Derren Feher | President and CEO, Convivia
Darren Feher |s Oonv|v|a`s¯ pres|dent and OEO and jo|ned the company from NBO Ün|versa| where he |ast
served as EvP and OTO. Mr. Feher spent near|y a decade at Genera| E|ectr|c and NBO Ün|versa| and |s cred-
ited with the company’s advancements in online video, social communities, interactive television, and mobile
experiences. He paved the way for many digital media firsts including the multi-platform coverage of the Beijing
Olympic games and the launch of hulu.com.
12
YuMe_8.5x11_ad_5otlne.indd 1 4/7/11 10:32 AM
speakers
Scott Ferber | Founder, Chairman and CEO, TidalTV
Scott’s vision is to help brands and publishers connect the right ad, to the right person, at the right time, in
the right content and ultimately achieve optimal performance using math and technology. In 2007, he founded
TidalTV, a video advertising, optimization and yield management technology platform. Prior to TidalTV, Scott
co-founded Advertising.com, which was sold to AOL for nearly half a billion dollars. Scott also held roles at
Proctor & Gamb|e and Oap|ta| One.
Michael Fischer | Chief Marketing Ofcer,
Coldwell Banker Real Estate LLC
M|chae| F|scher |s Oh|ef Market|ng Offcer for Oo|dwe|| Banker Rea| Estate ||O. F|scher oversees a|| of the
brand’s marketing strategies, including consumer advertising, online initiatives, market research, public rela-
t|ons, |nterna| commun|cat|ons and reg|ona| market|ng. Pr|or to jo|n|ng Oo|dwe|| Banker, F|scher spent 15 years
at Nissan North America, most recently as director of marketing communications. He earned his undergraduate
degree from Rutgers Ün|vers|ty |n 1981, and earned an MBA from the ÜO|A Anderson Schoo| of Management
|n 1992.
Eric Franchi | Co-Founder, SVP of Business Development, Undertone
Er|c Franch| |s a Oo-Founder of Ündertone, wh|ch de||vers qua||ty exper|ences for advert|sers, pub||shers and
the global audiences they serve. He oversees relationships with Undertone’s publishers and works closely with
the executive team on various initatives. Since co-founding Undertone in 2001, Eric has held various positions
including SVP of Media and SVP of Sales. He is a frequent speaker on various digital media topics at both
industry events and universities.
Mike Gaffney | Chief Revenue Ofcer, Auditude
M|ke Gaffney serves as Aud|tude`s Oh|ef Revenue Offcer |OROì and |s respons|b|e for grow|ng the company`s
customer base of publishers, content owners, distributors and advertising partners. Pr|or to Aud|tude, Gaffney
served as the vice president of sales at Right Media, the industry’s first and largest advertising exchange which
was acqu|red by Yahoo!. Gaffney then served as v|ce pres|dent of bus|ness deve|opment for Yahoo!`s Pub||sher
Network. Or|g|na||y, Gaffney jo|ned Sa|esforce as the|r 20th emp|oyee. He was |ntegra| |n grow|ng revenue from
zero to $400 million annually during his seven-year tenure.
Noah Garden | EVP, Revenue, MLB Advanced Media
Noah Garden serves as Execut|ve v|ce Pres|dent, Revenue for M|B Advanced Med|a |M|BAMì, |P, the |nterac-
t|ve med|a and lnternet company of Major |eague Baseba||. Garden oversees M|BAM`s commerce |nc|ud|ng
t|cket|ng, sponsorsh|p, advert|s|ng, and subscr|pt|ons. He a|so |s a member of the Board of D|rectors of the M|B
Players Alumni Association, a non-profit organization whose mission is to inspire and educate youth through
positive sport images and protect the dignity of the game through former players.
14
speakers
Dan Greenberg | CEO and Co-Founder, Sharethrough
Dan Greenberg |s a |ead|ng author|ty on soc|a| advert|s|ng and branded v|deo d|str|but|on and how persuas|on
strategies and digital technology can drive consumer behavior. He was recently named one of Ad Age’s Media
Mavens and was se|ected to de||ver a creat|ve workshop at Oannes ||ons 2011. Dan |s a|so a guest |ecturer at
Stanford on persuas|ve v|deo and soc|a| techno|og|es and has contr|buted art|c|es to Forbes, Advert|s|ng Age
and TechCrunch.
Mort Greenberg | Head of Media Sales, Americas,
NAVTEQ Media Solutions
Over the past 15 years Mort has so|d lnteract|ve, pr|nt, rad|o and Te|ev|s|on advert|s|ng. Ourrent|y Mort |s the Head
of Med|a Sa|es, Amer|cas for NAvTEQ Med|a So|ut|ons. ln th|s ro|e Mort runs mu|t|-p|atform med|a sa|es across Tv,
Rad|o, On||ne & Mob||e |n North and South Amer|ca, w|th an emphas|s on cutt|ng edge |ocat|on based ad target|ng.
Ran Harnevo | Co-Founder & CEO, 5min Media; SVP Video, AOL
W|th over a decade of |ndustry exper|ence, Ran co-founded 5m|n Med|a |n 2006, wh|ch he |ead to become the
largest online video syndication platform. The company was acquired by AOL in September 2010 and, in addi-
t|on to h|s ro|e at 5m|n Med|a, Ran |s Sen|or v|ce Pres|dent of AO| v|deo, where he deve|ops the company`s
video strategy and syndication network.
Jordan Hoffner | President of Digital, Electus
Jordan Hoffner |s the Pres|dent of D|g|ta| at E|ectus. Bu||d|ng from h|s exper|ence as the D|rector of Oontent
Partnerships at YouTube, he serves as the primary leader in generating revenue, developing distribution chan-
ne|s and produc|ng content |n the D|g|ta| space for E|ectus wor|dw|de. Jordan began h|s career at NBO where
he served as Founder and v|ce Pres|dent of NBO Ün|versa| D|g|ta| Stud|os where he |ed the D|g|ta| Stud|os
team in producing and acquiring original broadband content.
Brian Hughes | Partner and Co-Leader, Venture Capital Practice,
KPMG LLC
Br|an Hughes |s Oo-Partner |n Oharge of KPMG`s venture Oap|ta| Pract|ce. He |s a|so the Partner |n Oharge
of KPMG`s Ph||ade|ph|a offce lnformat|on, Oommun|cat|on and Enterta|nment pract|ce. Br|an`s c||ent exper|ence
includes working with high growth companies in the development stage, through subsequent rounds of financings
and other capital formation transactions, or to an initial public offering or acquisition by a larger market participant.
Chris Johnston | Director of Technology Partnerships
and Advertising Products, Brightcove
Ohr|s Johnston |s the d|rector of techno|ogy partnersh|ps and advert|s|ng products at Br|ghtcove, where he
develops and implements strategies surrounding Brightcove’s ecosystem of technology and distribution partners
who are deve|op|ng app||cat|ons w|th the Br|ghtcove on||ne v|deo p|atform. He has more than 15 years exper|-
ence in product management, product marketing, and product development at small, private startups as well as
in larger and publicly traded companies.
16
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Elevate_print_May2011.pdf 1 5/20/2011 2:50:47 PM
speakers
Steven Jones | Chief Strategy and Operations Ofcer, AdoTube
Steven has over a decade of advertising experience driving innovative digital strategies and integrating various
types of d|g|ta| and emerg|ng med|ums for Fortune 1000 c||ents. As the Oh|ef Strategy and Operat|ons Offcer
of AdoTube, Steven oversees the company’s business strategy, ad operations and client services. Prior to
AdoTube, Steven was the Group D|rector of Med|a at 360| where he started and spearheaded the NY Med|a
department. Pr|or to 360|, he |ed d|g|ta| med|a p|ann|ng and buy|ng efforts at OMD D|g|ta| & |Deutsch.
David Kenny | President, Akamai Technologies
Dav|d Kenny |s Pres|dent of Akama|, respons|b|e for |ead|ng bus|ness operat|ons, |nc|ud|ng the company`s prod-
uct groups; global sales, services, and marketing; engineering; and networks and operations. He has extensive
exper|ence as a sen|or management consu|tant serv|ng as Manag|ng Partner of v|vaK|, and as a member of the
Management Board of Pub||c|s Groupe SA. He a|so served 11 years as OEO of D|g|tas, |ead|ng the d|g|ta| agency
through a decade of evolution and growth.
Doug Knopper | Co-Founder and Co-CEO, FreeWheel.
Doug Knopper |s co-founder and co-OEO of FreeWhee|. Pr|or to found|ng the v|deo techno|ogy company |n
2007, Doug spent s|x years as SvP/Genera| Manager at Doub|eO||ck respons|b|e for the g|oba| ad serv|ng tech-
no|ogy group. Before jo|n|ng Doub|eO||ck, Doug served as OEO of B|tpass, a |ead|ng company |n m|cropayments
techno|ogy. ln add|t|on, Doug spent more than a dozen years at advert|s|ng agenc|es and broadcast|ng compa-
n|es |nc|ud|ng |owe and Partners, TBWA/Oh|at Day, J. Wa|ter Thompson and Bonnev|||e Broadcast|ng.
Kevin Krim | Global Head, Bloomberg Web Properties
Kev|n Kr|m |s the g|oba| head of B|oomberg Web Propert|es, where he has genera| management respons|b|||ty
for B|oomberg.com, Bus|nessWeek.com, and B|oomberg.co.jp. Before jo|n|ng B|oomberg, Kr|m was v|ce pres|-
dent of product and strategy for Yahoo! HotJobs and Yahoo! Sma|| Bus|ness, genera| manager of ||veJourna|.
com, and v|ce pres|dent of Web propert|es at |ookSmart |td. Kr|m earned an A.B. w|th d|st|nct|on from
Harvard Oo||ege before start|ng h|s career as a consu|tant w|th McK|nsey & Oompany.
David Lang | President, North America, Mindshare Entertainment
ln th|s new wor|d of marry|ng enterta|nment, med|a and branded content, Dav|d |ang has had success on a||
fronts - he`s won an Emmy award |n te|ev|s|on; recogn|zed as one of the ¯17 most |nfuent|a| and |nnovat|ve"
in earning Ad Age’s Media Maven award and Mediaweek’s Media All Star award; and was a recipient of the
Bronze Meda| at the Oannes. ln h|s current pos|t|on, |ang oversees a|| creat|ve deve|opment & product|on,
strategic marketing and partnerships in the entertainment marketing arena.
18
iRoll® is èvèrywhèrè. iRoll® is thè only
intèractivè prè-roll unit with thè scalè
nècèssary to èlèvatè campai¬ns to thè
nèxt lèvèl. Vith intè¬rations across all thè
top prèmium publishèrs´ anc across thè
top nètworks´, iRoll® can provicè
unprècècèntèc scalè not availablè
anywhèrè èlsè. iRoll® rèachès 8C% oí thè
onlinè vicèo aucièncè. 4.7 Pillion Vicèo
acs a month arè iRoll® ènablèc.
´/cccrcir¬ ¦c ccn¯ccre ¦e¦eases LecenLer 2O¹O L.¯. Cr¦ire
`icec ¦arlir¬s.
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thatshowiroll_halfpage.pdf l 4/2l/ll 8:36 PM
speakers
Brian Leder | Vice President, Digital Director, MediaVest USA
As v|ce Pres|dent, D|g|ta| D|rector at Med|avest ÜSA, Br|an |eder oversees numerous commerce and acqu|-
s|t|on-based c||ents, |nc|ud|ng Avon Foundat|on, Ün|ted A|r||nes and Br|sto|-Myers Squ|bb, where he dr|ves
the digital pharma practice. He has also led the development of digital strategy and innovation for more than
100 Procter & Gamb|e brands. Br|an has 15 years of strateg|c d|g|ta| med|a exper|ence on such brands as
Gatorade, lntercont|nenta| Hote|s, Jeep, and Kraft just to name a few.
Jeremy Legg | SVP, Business Development & Multi-Platform Distribution,
Turner Broadcasting
Jeremy |egg |s SvP of bus|ness deve|opment and mu|t|-p|atform d|str|but|on for Turner Broadcast|ng System,
lnc. |TBS, lnc.ì. ln th|s capac|ty, |egg |eads the bus|ness deve|opment and mu|t|-p|atform d|str|but|on group |n
developing and executing all non-linear distribution for the Turner properties across broadband, interactive tele-
vision and wireless platforms. Legg is based in Atlanta and reports directly to Coleman Breland, chief operating
offcer for Turner Network Sa|es |TNSì, the domest|c d|str|but|on, sa|es and market|ng arm of TBS, lnc.
Louis Lehot | Partner, Sheppard Mullin
Louis Lehot’s practice focuses on advising public and private companies and their financial sponsors and
|nvestment banks |n M&A and cap|ta| ra|s|ng transact|ons, pub||c offer|ngs and pr|vate p|acements of equ|ty,
equity-linked and debt securities, as well as corporate governance, disclosure, financial reporting, proxy, stock
exchange and securities law compliance matters. Mr. Lehot also represents emerging private companies with
compe|||ng techno|og|es. For a fu|| b|ography, v|s|t: www.sheppardmu|||n.com/||ehot
John Militello | Head of Creative Innovation - Americas, Google
John |eads a group of creat|ves who deve|op creat|ve strategy and |nnovat|ve |deas for advert|sers on Goog|e
p|atforms. ln add|t|on, John`s work w|th agenc|es has |ed to |nnovat|ve execut|ons such as the vo|vo masthead
with the first ever use of Twitter on YouTube’s homepage. He and his group are continually asked by agencies,
c||ents and the |ndustry to he|p them understand the poss|b|||t|es of Goog|e`s p|atforms.
Jonathan Miller | Chief Digital Ofcer, Chairman and CEO,
Digital Media Group, News Corporation
Jon M|||er |s Oh|ef D|g|ta| Offcer, and Oha|rman and OEO, D|g|ta| Med|a Group for News Oorporat|on, a ro|e |n
which he drives the Company’s overall digital strategy in conjunction with various operational heads, while also
directly overseeing all of News Corp.’s standalone digital businesses. Previously, Miller was Chairman and CEO
of AO| from 2002 to 2006 and he a|so he|d sen|or execut|ve ro|es at the NBA, N|cke|odeon and lAOl/Exped|a.
He a|so was a found|ng partner of ve|oc|ty lnteract|ve Group, an |nvestment frm.
20
speakers
Jack Myers | Chairman, Media Advisory Group
Jack Myers |s a med|a econom|st and cha|rman of Med|a Adv|sory Group, wh|ch |nvests |n ear|y stage compan|es
that advance and support the media ecosystem and represents management teams in the sale of media compa-
n|es w|th va|ue of more than $100 m||||on. Jack speaks |nternat|ona||y on transformat|ve bus|ness strateg|es, and
pub||shes the week|y |subscr|ber-on|yì Jack Myers Med|a Bus|ness Report at www.jackmyers.com. He curates
MediaBizBloggers.com, an open thought leadership platform for media, advertising and marketing professionals.
Erika Nardini | SVP of Consumer, Trade Marketing
and Sales Development, Demand Media
Er|ka Nard|n| |s SvP of consumer, trade market|ng and sa|es deve|opment for Demand Med|a. Her focus |s on
connecting brands with intent-driven consumers, driving advertiser innovation, creating industry awareness and
leading client service and sales strategy. Previously, Erika oversaw advertiser-driven content and product inno-
vation throughout Yahoo!’s leading properties as the former VP of Packaging. Prior to Yahoo!, Erika co-founded
Mode||n|a and he|d a var|ety of posts at MSN, D|g|tas, Havas, Arno|d Wor|dw|de and F|de||ty lnvestments.
Zvika Netter | Co-Founder & CEO, Innovid
Zv|ka Netter |s Oo-Founder & OEO of lnnov|d, the |ndustry |eader |n |nteract|ve v|deo advert|s|ng. Netter
oversaw the growth of Innovid’s partner list that now encompasses over 80% of all online video advertising,
across all the top premium publishers and the top video ad networks. Under Netter’s leadership, Innovid has
run hundreds of campaigns with fortune 100 companies and set the standard for interactive video advertising
industry-wide. iRoll. The Standard in interactive pre-roll.
Rebecca Paoletti | Chief Product Ofcer, Legion Enterprises, LLC (former
Head of Video, North America, Yahoo)
Rebecca Paoletti is an expert in online video strategy and monetization with more than 16 years of experience
|n d|g|ta| med|a. As OPO at |eg|on Enterpr|ses |www.|eg|onenterpr|ses.comì, an |ncubator of d|g|ta| med|a com-
panies that appeal to 16-24 year-old males, Paoletti manages the development of all companies and products
and oversees all sales and client relationships. Prior to Legion, Paoletti served as Yahoo’s! head of video for
North America, managing video strategy and programming.
David Preschlack | EVP, Afliate Sales and Marketing, Disney & ESPN
Networks Group
Dav|d Presch|ack |s the execut|ve v|ce pres|dent, aff||ate sa|es and market|ng for D|sney & ESPN`s Networks
Group. He oversees a|| aspects of domest|c d|str|but|on of D|sney and ESPN`s cab|e and sate|||te networks,
wh|ch |nc|ude: ABO News Now, ABO Fam||y, D|sney Ohanne|, D|sney Jun|or, D|sney ×D, ESPN, ESPN2,
ESPN O|ass|c, ESPNEWS, ESPN Deportes, ESPN3.com, ESPNÜ as we|| as a|| assoc|ated HD s|mu|cast and
authenticated services.
22
apple laptop qr code PLAY BTN.psd @ 33.3% (QR code scan & play, CMYK/8) *
To learn more, visit conviva.com/AdVantage or email [email protected].
Make Every Impression Count.
Optimizing every viewer, every second, for every bit of ad revenue.
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;4
speakers
Keith Richman | CEO, Break Media
Ke|th R|chman |s OEO of Break Med|a, a |ead|ng creator, pub||sher, and d|str|butor of d|g|ta| enterta|nment con-
tent. The company’s properties include the largest humor site online—Break.com—and one of the largest video
advertising networks reaching 140MM visitors monthly. Prior to co-founding Break Media, Richman co-founded
OnePage, acqu|red by Sybase |n 2002, and co-founded B|||po|nt lnc., acqu|red by eBay |n 1999. R|chman |s
a|so on the Board of D|rectors of the Readers D|gest Assoc|at|on.
Will Richmond | Editor and Publisher, VideoNuze
W||| R|chmond |s pres|dent and founder of Broadband D|rect|ons ||O, a pub||sh|ng, consu|t|ng and events frm
spec|a||z|ng |n on||ne and mob||e-de||vered v|deo. W||| |s ed|tor and pub||sher of v|deoNuze |www.v|deonuze.
comì, a w|de|y-fo||owed on||ne pub||cat|on wh|ch prov|des da||y |ndustry ana|yses and news aggregat|on for
executive-level decision-makers. Will also co-produces the ELEVATE: Online Video Advertising Summit and
hosts the “VideoSchmooze” event series. Will has worked at the intersection of media and technology for 20+
years and is a graduate of Cornell University and Harvard Business School.
Anthony Risicato | GM, Platforms, Tremor Media
Anthony R|s|cato |s a 15-year |nteract|ve |ndustry veteran, focused on marry|ng marketers to techno|ogy,
brands to results, and building high-performance teams across a variety of disciplines. Most recently, Anthony
was the CEO of Mobile Commons, a leading mobile technology platform provider. Anthony has also served as
GM for search techno|ogy p|atform Oovar|o; SvP/Genera| Manager at d|g|ta| market|ng serv|ces frm lnnovat|on
lnteract|ve; and head of bus|ness deve|opment for Doub|eO||ck |n Europe, M|dd|e East, and Afr|ca.
Steve Robinson | CEO and Co-Founder, Panache
Steve founded Panache in 2006 to help premium publishers realize optimal profitability from their direct ad
sa|es and major agency ad spend. Steve has been a successfu| entrepreneur s|nce the |ate 1990s. Pr|or to
Panache, Steve founded Panther Software, a software services firm building high-performance transaction
process|ng and data exchange software systems for customers such as T|cketmaster, O|t|corp, and EDS.
Steve also worked in the corporate finance group of Smith Barney in New York, specializing in mergers
and acquisitions.
Ian Schafer | CEO and Founder, Deep Focus
lan Schafer, OEO and Founder of Deep Focus |a part of Eng|ne ÜSAì, |s one of the most |nfuent|a| vo|ces |n
|nteract|ve market|ng and soc|a| med|a. Pr|or to found|ng Deep Focus |n 2002, lan was v|ce Pres|dent of the
New Med|a d|v|s|on of M|ramax F||ms. Named a ¯Med|a Maven" by Advert|s|ng Age and one of Adweek`s
¯Young Ones", lan has been featured |n W|red, The New York T|mes, The Wa|| Street Journa|, Bus|nessWeek,
Adweek, Advert|s|ng Age, ÜSA Today, New York Magaz|ne, var|ety, ONN, and Fortune. lan a|so s|ts on the
execut|ve board of the Soc|a| Med|a Advert|s|ng Oonsort|um, and the G|oba| Adv|sory Board of G|oba| Soc|a|
Media Week.
24
Undertone
–onaroll.
AsacomScore*rankedtoptenvideoproperty,
UndertonedeliversmorevideoadsthanbothAOL
andGoogle,andhasreachthat'scomparabletoHulu.
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exclusivereach–soyoucanreachcustomerson
sitesnotavailablethroughanyotheronlinevideo
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proudly supports the
ELEVATE
Online Video
Advertising
Summit
speakers
Doug Scott | President, OgilvyEntertainment
Doug Scott |s Pres|dent of Og||vyEnterta|nment, where he has, s|nce 2006, been deve|op|ng and produc|ng
brand funded enterta|nment for c||ents, |nc|ud|ng The Bus|ness of lnnovat|on for lBM, D|g|ta| Or|bs for O|sco,
The lnvested ||fe for TD Amer|trade, and an an|mated ser|es for Oapr| Sun.
Brian Shin | Founder & CEO, Visible Measures
Brian Shin is the founder and CEO of Visible Measures, the independent third-party measurement firm for
online video and patented platform for Viewable Media, the video ad network of Choice for advertisers. Brian
has co-founded several successful Internet software companies, including Creative Aspects, The Cambridge
Intelligence Agency, and Infraweb. Brian was an early member of the team at Allaire Corp. which went public in
1999 and was subsequent|y acqu|red by Macromed|a
Shiv Singh | Head of Digital, Pepsico Beverages
Sh|v serves as the Head of D|g|ta| for Peps|Oo Beverages Amer|ca |across pa|d, owned and soc|a| med|aì, where
he drives PepsiCo Beverages’s digital marketing agenda. Prior to PepsiCo, Shiv worked at Razorfish Inc in its
New York, |ondon and San Franc|sco offces serv|ng most recent|y as |ts vP & G|oba| Soc|a| Med|a |ead. He has
been recogn|zed by Ad Age as a Med|a Maven and |s a|so the author of Soc|a| Med|a Market|ng for Dumm|es.
Adam Singolda | CEO, Taboola
As CEO at Taboola, Adam is leading the company business strategy, execution, and development. Prior to
founding Taboola, Adam served as an officer in a mathematical elite unit in the Israeli National Security Agency
for a|most seven years. Adam |s an honored a|um of the lDF`s e||te computer-sc|ence program, and fn|shed
frst |n h|s c|ass |n the lDF`s offcer`s academy. Recent|y, Adam was chosen to be one of ¯30 under 30" bus|ness
managers in Israel.
Chris Smith | Vice President, Video, Collective
Christopher leads the expansion of the Collective targeted in-stream video business. At Adap.tv, Smith led
the growth of the leading online video monetization platform, OneSource, through strategic partnerships with
comScore Top 400 Video Metrix properties, online video platforms, and ad networks.
Emily Steel | Reporter, The Wall Street Journal
Em||y Stee| |s a reporter for The Wa|| Street Journa| where she covers break|ng news and features about the
d|g|ta| med|a and market|ng |ndustr|es. She a|so has contr|buted severa| stor|es to the Wa|| Street Journa|`s
What They Know ser|es about on||ne pr|vacy. Before jo|n|ng the Journa| |n June 2006, Ms. Stee| worked a|ong-
s|de veteran journa||sts at the St. Petersburg T|mes, Shangha| Da||y and The Day |n New |ondon Oonnect|cut.
While in college, she served as a leading editor at the University of North Carolina at Chapel Hill’s newspaper,
the Da||y Tar Hee|.
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see recent viral
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Our comprehensive public relations programs combine communications,
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and meet business objectives. Our high-prohle, high-impact strategy rapidly
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communities and ofhine networking events create business opportunity. !n
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speakers
Matt Strauss | SVP & General Manager, Comcast Interactive Media
Matt Strauss serves as Sen|or v|ce Pres|dent and Genera| Manager for Oomcast lnteract|ve Med|a. ln th|s ro|e,
he leads the company’s online and multiplatform entertainment and media businesses, including Comcast.net,
×fn|ty.com and ×fn|tyTv.com. Mr. Strauss has worked for more than 15 years |n programm|ng and emerg|ng
media and has significant experience working with the television and movie studio programming community to
develop and distribute multiplatform entertainment.
Tom Wilde | CEO, RAMP
Tom Wilde is a widely recognized leader in the field of Internet search and online advertising, and prior to becom-
ing RAMP’s CEO has held numerous leadership roles in the field including, senior vice president and general
manager of MIVA Inc.’s North American division, responsible for both MIVA’s U.S. online advertising network as
we|| as the company`s consumer bus|ness, and sen|or operat|ng ro|es manag|ng Terra |ycos` g|oba| search &
pub||sh|ng d|v|s|ons and at search techno|ogy |eader FAST. Tom ho|ds an MBA from the Wharton Schoo|.
Mike Wilkins | Managing Director and Head of Internet & Digital Media,
Sagent Advisors
M|ke |s a Manag|ng D|rector and Head of Sagent Adv|sors` lnternet & D|g|ta| Med|a pract|ce. He has over
15 years of |nvestment bank|ng exper|ence, pr|mar||y |n the Techno|ogy sector, and has served a var|ety of
clients, including global industry leaders across the online advertising and marketing, digital media content,
e-commerce and |nternet |nfrastructure sectors. M|ke has comp|eted more than 70 M&A, pub||c and pr|vate
equity, and fixed income securities deals, including multiple cross-border transactions.
Donnie Williams | Chief Digital Ofcer, Horizon Media
Donn|e |s Oh|ef D|g|ta| Offcer at Hor|zon work|ng w|th c||ents |nc|ud|ng H|story, GElOO, Oap|ta| One, and A&E.
As the head of digital services, he is responsible for new business, identifying relevant emerging media trends,
and shaping campaigns for clients. Donn|e has been |nstrumenta| |n the deve|opment of d|g|ta| serv|ces |nc|ud-
ing social marketing, performance-based media, and mobile marketing services. Since joining, the group has
quadrupled and established capabilities in both the New York and Los Angeles.
Chris Wong | SVP, Business Development, Ooyala
Before joining Ooyala, Chris served as CEO for the private new media company PathConnect. Earlier, Chris
was EvP and Oh|ef Product Offcer for Ag||e Software |acqu|red by Orac|e |n 2007ì and vP of Products and
Technology Strategy at PeopleSoft. As the co-founder and CEO of SkillsVillage, Inc., he led that company from
start-up to its acquisition by PeopleSoft in 2001. Chris has a B.A. in Applied Mathematics from the University of
California at Berkeley.
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Innovative. Reliable. Flexible. Engaging. Quality. Everywhere.
Brightcove has everything you need to succeed for monetizing
online video on the Web and beyond.
©2011 Brightcove, Inc. All Rights Reserved
DOES YOUR DIGITAL VIDEO ADVERTISING PARTNER
HAVE THE ESSENTIAL INGREDIENTS TO HELP YOU
SUCCESSFULLY NAVIGATE THE VIDEO LANDSCAPE?
Start maximizing the value of your online video advertising
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Proprietary technology platform
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Team of dedicated video
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TECHNOLOGY CREATIVE SERVICE MEASUREMENT
TITLE PARTNERS
Auditude is the leader in IP-based video monetization for premium content owners
and distributors.
FlND lT: v|deo ad-serv|ng p|atform manages and monet|zes prem|um v|deo across
platforms.
SERVE IT: Patented broadcast fingerprinting technology tracks broadcast video
across the web for complete content management and monetization.
SE|| lT: Demand serv|ces d|v|s|on connects our partners w|th prem|um
advertising dollars.
Founded |n 2005, Tremor Med|a prov|des three-screen v|deo advert|s|ng so|ut|ons
to Fortune 1000 brand advert|sers and top-t|er pub||shers. Our award-w|nn|ng
SE2 technology is the only video ad platform that pre-approves content at the
video stream level for brand safety. The result is proven engagement with every ad
served, enabling us to offer pay-only-for-engagement pricing.
www.tremormedia.com
vlNDlOO makes v|deo easy. We empower advert|sers, agenc|es and pub||shers
by providing the leading online video ad serving, format delivery, reporting and
campaign management platform in the industry. Twenty-one of the top fifty TV
advert|sers, and s|x of the top ten, trust vlNDlOO for the|r on||ne v|deo ad
serving needs.
PREMIER PARTNERS
Adap.tv builds the technology that makes buying and selling video advertising
s|mp|e and effc|ent. The company`s products - Adap.tv for Advert|sers, Adap.tv
for Pub||shers and the Adap.tv Marketp|ace - work |n harmony to connect v|deo
advertising buyers directly to sellers on a single platform. The Adap.tv Marketplace
is the industry’s largest video marketplace for premium publishers and brand name
advertisers, with over 4,200 sites selling inventory and hundreds of campaigns
running daily. Based in San Mateo, Calif. and with sales offices in New York,
Los Angeles, Chicago, Seattle and London.
FreeWhee| g|ves the |argest producers and d|str|butors of enterta|nment content
the infrastructure they need to manage the end-to-end economics of their pro-
fess|ona| content |n the new med|a |andscape. Founded and |ed by a team of
execut|ves from the wor|d`s |ead|ng techno|ogy compan|es, FreeWhee|`s so|ut|ons
have a|ready armed compan|es ||ke Turner, FO×, vEvO, ESPN, and others w|th the
technology and services they need to run profitable, scaled content businesses.
partners
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www.videonuze.com
Viewable Media is the video ad network of choice for advertisers. The only network
designed to systematically drive user-initiated views and Earned Media, Viewable
Media is powered by Visible Measures. By driving user-initiated views and Earned
Media, Viewable Media delivers the highest impact views available in video.
YuMe is the leading, relevant video advertising technology company. We enable
publishers to maximize profits on their professional video content while safely
delivering effective advertising campaigns for major brands. YuMe gives publishers
and advertisers unprecedented reach, brand safety, contextual relevance, con-
trolled syndication, and consistent delivery across all digital media platforms.
Learn more at www.yume.com.
HEADLINE PARTNERS
AdoTube¯ |s a |eader |n the on||ne v|deo advert|s|ng space. AdoTube`s powerfu|
and flexible technology platform provides a centralized end-to-end digital video
solution offering publishers and advertisers easy and efficient access to online in-
stream advertising. To learn more, visit www.adotube.com and follow us
on Twitter.
Brightcove is a cloud-based online video platform. Media companies, businesses
and organizations worldwide use Brightcove to publish and distribute video on the
Web. Founded |n 2004, Br|ghtcove has offces across North Amer|ca, Europe and
As|a and customers |n 50 countr|es. For more |nformat|on, v|s|t
http://www.br|ghtcove.com
Conviva helps media companies increase revenue and improve their relationship
with viewers by increasing minutes watched and providing real-time information on
viewedprogramming and ads that leads to more profitable video businesses.
For more |nformat|on p|ease v|s|t www.conviva.com.
The leader in health video programming, HealthiNation develops, produces and
distributes video programs that educate and empower consumers to make health-
ier choices. Our programming inspires conversation between people, experts, and
communities that ultimately motivates our viewers to live healthier lives.
iRoll® is everywhere. iRoll® is the only interactive pre-roll unit with the scale
necessary to elevate campaigns to the next level. With integrations across all the
top premium publishers and across the top video networks, iRoll® can provide
unprecedented scale not available anywhere else. iRoll®. The standard in
interactive pre-roll. www.innovid.com
in-video innovation
BLUE LIGHT BLUE BLACK
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partners
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KPMG ||P, the aud|t, tax and adv|sory frm |www.us.kpmg.comì, |s the Ü.S.
member frm of KPMG lnternat|ona| Oooperat|ve |¯KPMG lnternat|ona|"ì. KPMG
International’s member firms have 137,000 professionals in 144 countries. Our
venture Oap|ta| pract|ce draws on KPMG`s know|edge and exper|ence to he|p
companies prepare for the opportunities that lie ahead.
Providing digital video ad fulfillment software and services, Panache enables lead-
ing companies like MTV Networks, CBS, HBO, and Starcom MediaVest to engage
audiences across connected devices with innovative ad formats, workflow pro-
cesses, and campaign performance measurement, plus creative and professional
serv|ces. Founded |n 2006, Panache |s headquartered |n |os Ange|es.
PR Newswire is the premier global provider of multimedia platforms that enable
marketers to |everage content to engage w|th a|| the|r key aud|ences. From r|ch
med|a to on||ne v|deo to mu|t|med|a - and then d|str|bute content and mea-
sure results across traditional, digital, mobile and social channels. PR Newswire
enables companies to engage opportunity everywhere it exists.
RAMP is an advanced Content Optimization platform providing publishers workflow,
discovery and engagement solutions to drive monetization of online content. RAMP
offers publishers an open, flexible and modular capability to optimize large amounts
of content, including text, audio, video and images, within dynamic publishing envi-
ronments across web, mobile, and connected devices.
Sharethrough is the only social video platform that offers guaranteed viewership
and maximized sharing for branded video content. Sharethrough’s technology was
built from the ground up to drive and measure sharing of brand videos and has
powered distribution for hundreds of successful campaigns, including some of the
biggest viral hits to-date.
Sheppard Mu|||n |s a fu|| serv|ce Am|aw 100 frm w|th 560 attorneys |n 11 offces
|ocated |n the ÜS and As|a. Our Oorporate; Enterta|nment, Med|a & Techno|ogy;
and Advertising professionals work with the world’s leading Internet portals, Web
publishers, advertisers, content providers and e-commerce companies in the pro-
duction, distribution and monetization of digital content. Our corporate and finance
lawyers advise these clients with respect to mergers and acquisitions, venture
capital and private equity financings and public offerings. Please visit us at:
www.sheppardmullin.com.
Taboola is a world leading video recommendation and distribution platform, enabling
publishers to place personalized videos on their content pages and video pages in
a scalable way. Some of Taboola’s publishers include: CNN, NYTimes, Bloomberg,
Reuters, ÜSAToday, Gannett, Hearst, Roda|e, Demand Med|a and more.
partners
33
PARTICIPATING PARTNERS
Akamai® provides market-leading, cloud-based services for optimizing Web
and mob||e content and app||cat|ons, on||ne HD v|deo, and secure e-commerce.
Combining highly-distributed, energy-efficient computing with intelligent software,
Akamai’s global platform is transforming the cloud into a more viable place to
inform, entertain, advertise, transact and collaborate. To learn more, visit
www.akamai.com and follow @Akamai on Twitter.
Grab Networks creates custom v|deo aud|ences that a||ow brands to reach
engaged consumers with online video through either short pre-roll commercials
or long form branded content. We distribute video via our proprietary collection
of destinations on the web, in mobile to provide extraordinary impact and
incremental reach.
Sagent Advisors, an independent, privately-owned investment bank, provides
financial advisory and capital raising solutions to clients in mergers, acquisitions,
restructurings and strategic financial transactions. Sagent provides broad indus-
try and product expert|se through |ts Ü.S. offces and g|oba| a|||ances w|th Da|wa
Secur|t|es Oap|ta| Markets |n As|a and DO Adv|sory Partners |n Europe.
T|da|Tv |www.tidaltv.comì |s a v|deo advert|s|ng, opt|m|zat|on, and y|e|d manage-
ment solutions provider. Its proprietary technology leverages the power of data
and mathematics to guarantee delivery of a brand’s message against a target
demographic, and enables content creators and publishers to completely mon-
etize audiences across demographic segments. Currently, TidalTV has deployed
its technology for online video and is working to expand its reach to all video
delivery platforms.
Undertone is the singular choice for premium display, high impact and video
advertising. With a single IO we offer creative across multiple formats at scale. We
help marketers derive value from their online investments by arming them with the
insights to turn data into better decisions. www.undertone.com
partners
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EXHIBITOR PARTNERS
Founded |n 2005, Oo||ect|ve |s a fu|| serv|ce prov|der of med|a and techno|ogy
solutions for display advertising. We help brand advertisers and leading publishers
monetize quality audience data and brand safe ad inventory. Collective provides
a strategic advantage to its clients by leveraging proprietary audience modeling,
|ns|ghts and ad effect|veness metr|cs. Our fagsh|p products, Oo||ect|ve D|sp|ay¯
and Collective Video®, are powered by AMP®, our market-tested ad manage-
ment, targeting and analytics platform. Visit www.collective.com.
Get to where you want to go. Fast.
OnlineVideo.com
Rovi provides descriptive, rich entertainment data about TV shows, movies, music,
books and video games designed to enhance the online purchasing and informa-
tion gathering experience for consumers.
lnterested? Oa|| us at |866ì 686-8947
MARKETING AND PR PARTNER
The Fortex Group`s pub||c re|at|ons programs comb|ne strateg|c commun|cat|ons,
content creation and community building to help online video and advertising
industry companies connect with audiences in meaningful, actionable ways. We
bu||d awareness w|th |nfuencer/med|a re|at|ons and create bus|ness opportun|ty
through social media driven communities and events. Our programs are executed
with a focus on meeting business objectives. In other words, we provide the
results that matter.
®
partners
35
speakers
NEW YORK
thanks to our
media partners
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