April 13, 2010

ad:tech's Panel-to-Panel Combat in Emerging Media


By Wendy McHale

Make no mistake that ad:tech break-session moderators and panelists are selected based on their similarity in relevance in each topic. However each come to the field with entirely different perspectives to the game. When outside the New York Hilton, many go head to head in the competition for the hearts and minds of buyers and clients on Madison Avenue.

Therefore, expect some hand-to-hand intellectual combat during the 8 sessions below, all of which were defined against a very broadly defined category of "Emerging Media.

Is the playing field even? That's a matter of opinion. However one is for sure; each player is world-class in their area of expertise.


1. Power Panel: The Future of Measurement -- How Do We Define the New Media Currency?
Markets need currencies. Virtually every developed market--whether it's the market for oil, radio, soybeans or television advertising--has been able to maximize its potential because a universal, value-based currency was created and agreed-upon by its market makers. While the online display advertising market has been arguing about a universal metric and currency for the better part of 15 years, Google walked right in and in less than 7 years created its own marketplace (search), established its own currency (CPC) and by the end of this fiscal year will have managed to siphon a cool $60B out of the media marketplace since 2002. The lesson is clear: To maximize the growth of the non-search online advertising marketplace, a universal new media currency must be established.
David Hallerman, Senior Analyst, eMarketer
Jon Gibs, VP, Media Analytics, Nielsen Online
Marc Johnson, Chief Marketing Officer, Hitwise
Gian Fulgoni, Executive Chairman and Co-Founder, comScore, Inc.
Young-Bean Song, Director of Analytics & Atlas Institute, Microsoft
Konrad Feldman, Co-Founder and CEO, Quantcast
Tuesday, november 4, 11:45am - 12:45pm


2.0 Urban Wallpaper: Digital Out-of-Home Advertising and the Rise of the Fourth Screen
The increasing prevalence of digital signage, embedded screens, projected interfaces and kiosks present a range of new considerations and opportunities for both advertisers and consumers. The era of the "Fourth Screen" is upon us and is poised to radically alter both the advertiser's and consumer's perception of what digital media is and what purpose it serves in daily life. The addition of dynamic distribution and targeting, interactivity and clever placement to these new Fourth Screen experiences via touch, gesture and even mobile phones stands to create a highly immersive and engaging media environment.
Patrick Moorhead, Director of Emerging Media, Razorfish
Mike DiFranza, CEO, Captivate Network
Paul Lindstrom, Senior VP, Nielsen Media Research
Mark French, General Manager, and Senior VP, NBC Everywhere
Wednesday, November 5, 2:45pm - 3:45pm


3.0 So Many Networks, So Little Time: Analyzing the Digital Network Landscape
If your job requires you to analyze and understand digital advertising networks, you may have felt like you were just getting your head around the online ad network ecosystem (barely) before the digital advertising network landscape seemed to expand again. From the hundreds of "traditional" online ad networks to the rapidly emerging next-generation networks across the mobile, widget and digital out-of-home landscapes, the digital network landscape is now maddeningly diverse and complex.
David Joseph, Executive Director, Equity Research, Internet and Interactive Entertainment, Morgan Stanley
Rajeev Goel, President and Co-Founder, PubMatic
Scott Schiller, Executive VP, Global Marketing, Glam Media
Brian Fitzgerald, Co-Founder and President, Gorilla Nation Media, LLC
Andrea Kerr Redniss, Senior VP, Managing Director Newcast @ Optimedia, Optimedia US
Bill Wise, Head of Business Development, Yahoo!
Wednesday, November 5, 4:00 - 5:00


4.0 Incorporating Mobile Advertising into Your Marketing Efforts
Mobile advertising has long been hyped as the 'must do' of mobile marketing initiatives. Join this panel of experts as they discuss the current realities, opportunities and challenges in mobile advertising today in the United States.
Laura Marriott, President, Mobile Marketing Association
Michael Bayle, Senior Director, Global Mobile Advertising, Yahoo!
Adam Kerr, VP North America, Bango
Jeff Arbour, Senior VP, North America, The Hyperfactory
Steve Siegel, VP of Brand Solutions, HipCricket
Wednesday, November 5, 5:15pm - 6:15pm


5.0 A Spade Is Not a Spade: Analyzing the Exchange Marketplace
This industry loves hyperbole. Our beloved industry pundits either claim that Exchanges are nothing more than meaningless bottom-feeders selling remnant inventory while others believe Exchanges are poised to create powerful, new buying efficiencies across the advertising marketplace and could make agencies irrelevant. As usual, the truth lies somewhere in the middle but the fact is that Exchanges can be very efficient and powerful marketplaces.
Robert Coolbrith, Research Associate, Internet and Online Media, ThinkPanmure LLC
Dan Ballister, Chief Operating Officer, Traffiq
John Donahue, Director of Business Intelligence Analytics and Integration, Omnicom Media Group
Jay Sears, Executive VP, Strategic Products and Business Development, ContextWeb, Inc. / ADSDAQ Exchange
Michael Rubenstein, VP and GM, DoubleClick Exchange
Juston Payne, Manager of Online Advertising, John Wiley and Sons
Thursday, November 6, 9:30am - 10:30am


6.0 Video Killed the Radio Star: Marketing Myth or Unavoidable Truth?
Only a few years ago, radio was a media darling. Through the rise of search and the resurgence of online media, radio chugged along delivering a clear value proposition for advertisers and mountains of cash for the operators. The fact is America remains a car culture and while satellite radio has taken a bite out of radio's market share, the terrestrial radio market remains viable and popular with advertisers. There is no doubt, however, that we are approaching an inflection point as evidenced by the proposed merger of XM and Sirius, the sell-out of Clear Channel and the fact that other radio-driven companies have fallen out of favor with Wall Street. There also seems to be some fundamental questions about ratings for key demographics as Arbitron improves its audience measurement techniques. So where does radio go from here?
Eric Ronning, Co-President of Sales, TargetSpot, Inc.
Shawn Gold, CMO, Playlist.com
David Goodman, President, Digital, CBS Radio
Jim Rondinelli, VP of Sales and Partnerships, Slacker.com
Lauren Russo, VP/Managing Director/Local Radio, Horizon Media
Christine Fontana, VP Activation Director, Audio Investment and Activation, MediaVest USA
Thursday, November 6, 10:45am - 11:45am


7.0 Digital Experience Design + Innovation
How are digital experience design + innovation changing branding? A new discipline of design is emerging from the needs and forms of communication in the "networked" economy. Experience Design is a discipline created by the reality of marketing today, when no point of contact has a simple beginning and end, and all points of contact must have meaning embedded in them.
Patrick Sarkissian, President and CEO, Sarkissian Mason
Marc Lucas, Group Creative Director, Razorfish
Peter Lau, Consultant
Thursday, November 6, 1:45pm - 2:45pm


8.0 Leveraging Mobile Social Networking to Reach the Always-On Consumer
Recent mobile device and network enhancements are making it easier than ever to stay connected on the go. As a result, consumers are becoming more comfortable with the idea that you don't need a PC to chat, surf the Web, snap pics or videos, blog or catch up with friends. Already a mainstay in many parts of the world, these consumers are using their handhelds as a primary means for staying connected with friends, family and colleagues. So how can marketers overcome the challenges of reaching the mobile consumer and take advantage of the opportunities their new found freedom presents? Programming Supported by the Mobile Marketing Association.
Mickey Alam Khan, Editor-in-Chief, Mobile Marketer magazine
Evan Tana, Director of Product Management and Marketing, Loopt
Mike Howard, VP of Sales, Kiwibox.com
Polly Lieberman, VP, Advertising Sales, buzzd
Andrew Osmak, Senior VP, Business Development, Lavalife
Jordan Greene, Principal, Mobile Media, Mella Media
Jenny Williams, Founder and Principal, Ideagarden
Thursday, November 6, 3:00pm - 4:00pm





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