Conference Agenda

8:00 AM - 9:00 AM	Registration & Continental Breakfast
9:00 AM	General Session Convenes - Broadway Ballroom, 4th Floor
9:00 AM - 9:15 AM	Fueling the Creative Revolution: Setting the Agenda Randall Rothenberg President and Chief Executive Officer, Interactive Advertising Bureau
9:15 AM - 9:45 AM	Secrets of the New Advertising The secret to online advertising success isn’t bigger banners or higher click-through rates. This colorful presentation unveils the “new advertising”—where brands stand out based on the experiences they create, on the radical media and measurement techniques they employ and on an obsessive focus on knowing thy customer. Exciting real-world examples and special sneak peeks will demonstrate how turning old rules upside down is the way to win today. Ann Lewnes Senior Vice President, Corporate Marketing, Adobe
9:45 AM - 9:50 AM	Interstitial: What Interactive Advertising’s Creative Revolution Means to Me Colleen DeCourcy, Chief Digital Officer, TBWA Worldwide
9:50 AM - 10:30 AM	Misses, Home Runs and Game Changers In the realm of technology, the Internet is still in its infancy. And in the online advertising space, today’s heavy hitters might be tomorrow’s bench warmers—but it’s the game changers that make it really interesting. Hear from Microsoft’s top talent about how the game has yet to be won and the field of dreams is wide open. Yusuf Mehdi, Senior Vice President, will share his vision for the future of online advertising with a view into game-changing technologies on the horizon. Yusuf Mehdi Senior Vice President, Online Audience Business Group, Microsoft
10:30 AM - 10:35 AM	Interstitial: What Interactive Advertising's Creative Revolution Means to Me Steve Wax, Managing Partner, Campfire
10:35 AM - 11:10 AM	Meet the Exhibitors—A Networking Refreshment Break Sponsored by:
11:10 AM - 11:40 AM	Unleashing Great Creative—in Digital Creativity is about big ideas, innovation and dynamic impact. True creative brilliance in marketing is all of these things, but most important, it is often the difference between mediocre and great business results. Hear from Procter & Gamble on how they are inspiring brilliant creative work in digital and how this inspiration has real impact on the bottom line and beyond.   Lucas Watson Global Team Leader, Digital Business Strategy, Procter & Gamble
11:40 AM - 11:45 AM	Interstitial: What Interactive Advertising's Creative Revolution Means to Me Jeff Benjamin, Vice President, Interactive Executive Creative Director, Crispin Porter + Bogusky
11:45 AM - 12:15 PM	The Future of Media and AOL’s Vision As the shift in the media landscape accelerates, what comes next? AOL Chief Executive Officer Tim Armstrong discusses how Internet technology is finally getting to the business of content creation, producing a vibrant new medium that can better serve consumers’ needs for relevant and accurate information—when and where they want it—while meeting advertisers’ needs for safe places to market their brands.   Tim Armstrong Chairman and Chief Executive Officer, AOL
12:15 PM - 1:00 PM	Workshops
	Workshop 1 Room 402, 4th floor Mobile Advertising: Maximizing Your Brand’s Impact in This Essential Medium This in-depth review of mobile advertising creative showcases best practices, case studies, innovative iPhone ad formats and research about the mobile audience. Chances are, your consumers are more active in the mobile space than your brand. AdMob, a leading mobile advertising platform, demonstrates live on stage the deep engagement of the mobile consumer. Get up to speed on this measurable advertising medium that has already become a staple in the media mix for many brands. Tony Nethercutt, Vice President, Sales, AdMob Jason Spero, Vice President and Managing Director, North America, AdMob Presented by:     Workshop 2 Room 510, 5th floor Roadmap to Advertising Engagement: Content, Video, Social and the Mid-Tail Advertising 2010 is about understanding how and where to better engage users in an ever-fragmenting media landscape. Join Adify Media for a lively discussion on creating and placing advertising that truly engages users and compels them to take action. Panelists will explore how content, video and social media can be integrated into a media plan to help move the needle in terms of real performance. The discussion will also include insights into how to engage users, and where to engage them. It’s not just about the Top 100 or exchanges anymore. Bernie Albers, Vice President, Sales, Six Apart Rob Griffin, Senior Vice President, U.S. Director, Search, Data and Analytics, Media Contacts Jonathan Halvorson, Global Director, Starcom MediaVest Group NY Tom Hespos, President, Underscore Marketing Joelle Gropper Kaufman, Senior Vice President, WW-Marketing, Adify Steve Tippie, Vice President, Licensing and New Media, TMS Presented by:     Workshop 3 Room 502, 5th floor What’s Wrong (and What’s Right) With Online Demographic Targeting Methodologies? Join Casale Media for an in-depth examination that unveils the strengths and weaknesses of the most common forms of demographic targeting. This workshop will arm attendees with a deeper understanding of how demographic targeting is accomplished in the online media space. Learn how to use this information to determine the best methods for achieving your marketing objectives. Scott Steiner, Regional Sales Manager, Casale Media Presented by:     Workshop 4 Room 404, 4th floor ESPN: Redefining Live Sports As screens evolve and “social” invades all mediums, fans are changing their definition of “live”—and ESPN is at the forefront of the transformation. ESPN will look at September’s biggest College Football match-up, Ohio State vs USC, to share insights on how programming and technology are changing old definitions of a live game. From tv to online to mobile, programmers are embracing this evolution of “live” to create new relationships with fans and new opportunities for advertisers. John Kosner, Senior Vice President and General Manager, ESPN Digital Media Lisa Valentino, Vice President, Digital and Mobile Advertising Sales, ESPN Presented by:     Workshop 5 Room 405, 4th floor Gaming the Recession—What Automakers Know That You Need to Discover Despite being hard hit by the economic downturn, car makers are steering big dollars toward gaming and driving impressive results. This lively session will explore the trends converging to make games advertising the place for brands to be. Workshop attendees will receive an opportunity to “test drive” Microsoft games advertising products on their next campaign. Dario Raciti, Director, Ignition Factory Gaming, OMD Don Reilley, National Sales Manager, Entertainment and Devices Division, Microsoft Advertising Presented by:
1:00 PM - 2:00 PM	Networking Luncheon Broadway Ballroom, 4th Floor Sponsored by:
2:00 PM - 2:45 PM	Workshops
	Workshop 1 Room 405, 4th floor Adobe Flash Platform: Opening New Doors for Brand Content in Social Media Despite the clear potential, advertisers are still investigating the best ways to drive and measure success on the social web. How do advertisers run affordable, predictable, scalable and measurable campaigns on the shareable web? Learn how Adobe Flash Platform allows advertisers to create, distribute and track social media applications and create apps for product launches, online sales and brand building efforts that can be distributed and optimized through paid and earned media. Mitch Green, Director, Product Management, Adobe Presented by:     Workshop 2 Room 510, 5th floor Targeting Young Guys for EA’s “Mercenaries 2” Announcing a new video game to an audience of 18-to-34-year-old men is no easy feat. EA’s widely anticipated video game “Mercenaries 2: World in Flames” challenged Break Media to take an offline marketing event, the takeover of a gas station by Mercenaries 2 characters, and re-create the buzz and excitement as an online experience. See how this local event came to life online to captivate a national audience. Elena Alvarado-Peters, Manager, Entertainment Development and Programming, Electronic Arts Andrew Budkofsky, Senior Vice President, Sales and Partnerships, Break Media Presented by:     Workshop 3 Room 502, 5th floor Digital Audience Measurement—Experts, Case Studies and Actionable Strategies The brightest minds in audience measurement will showcase detailed case studies that can be applied to your own strategies. This workshop will provide audience members with access to experts from Beltone, Carat, Datran Media and Razorfish. Come prepared to share your own measurement challenges for immediate feedback. Mike Andreozzi, President, Beltone NE Andy Fisher, Vice President Analytics and National Lead, Razorfish Yaakov Kimelfeld, Ph.D., Senior Vice President, Director, Digital Research and Analytics, MediaVest Worldwide Theresa La Montagne, Senior Vice President, Director, Data Analytics and Insights, Carat Moderator: Scott Knoll, Senior Vice President, Display, General Manager, Aperture, Datran Media Presented by:     Workshop 4 Room 402, 4th floor Big Brands, Big Networks: How Leading Advertisers Use Ad Networks to Achieve Brand Marketing Objectives Despite extensive reach, improvements to network quality and advanced consumer targeting capabilities, ad networks are still an often-overlooked vehicle for achieving brand marketing objectives online. During this candid session, leading brands and their agencies will share the comparative results of recent campaigns and discuss their insights on how to safely include networks on buys with brand-based objectives. Learn how to capitalize on the efficiency and scale of the network model with the confidence of knowing you are reaching the right audience in the right context and creating a positive impact for your brand. Doug Chavez, Senior Manager, Digital Marketing, Del Monte Foods Erin Hunter, Executive Vice President, comScore Bill Todd, General Manager, ValueClick Media Steve Ustaris, Group Media Director, Studiocom Moderator: Christian Arens, Partner, Catalyst: SF Presented by:     Workshop 5 Room 404, 4th floor Media Agency All-Stars Q&A Don’t miss out on an all-star panel of media agency luminaries tackling some of the year’s hottest issues. The discussion will address online advertising in a down economy, using online media as a brand-building tool and the debate around the relative importance of a site’s audience versus its content. Panelists will also explore the role of audience engagement when choosing where to advertise online: what is audience engagement, how is it measured, and does it matter? Find out what the experts have to say. Margaret Clerkin, Director, Digital Assets, GroupM Stephanie Prager, Associate Digital Director, MediaVest USA Mike Racic, Senior Vice President, New York Director, Digital Communications, Universal McCann Jeff Ratner, Managing Partner, N.A. Digital Director, Mindshare Adam Shlachter, Senior Partner, Digital Practice Lead, Mediaedge:cia Moderator: Sheila Buckley, Senior Vice President, National Ad Sales, The Weather Channel Interactive Presented by:
3:00 PM - 6:00 PM	Tracks
	Creativity Broadway Ballroom Act II, 4th floor Creativity for its own sake can be a thing of beauty, but the advertising business is all about getting results. This track will showcase never-before-seen case studies from leading brands across multiple categories that illustrate how great creative drives real results. Track Chair: Jean-Philippe Maheu Chief Digital Officer, North America, Ogilvy Innovation Broadway Ballroom Act III, 4th floor It is often on the outer edges of innovation where the true power of interactive is found. This track unveils breakthrough ideas and concepts poised to accelerate interactive advertising to the next level. Track Chair: Sean Finnegan President, Chief Digital Officer, Starcom MediaVest Group       Impact Broadway Ballroom Act IV, 4th floor Ultimately, what matters in interactive advertising is impact—on consumers, for brands and to bottom lines. This track will focus on the publishers and solutions providers developing groundbreaking revenue opportunities for their advertisers and themselves. Track Chair: Nada Stirratt Executive Vice President, Digital Advertising MTV Networks Sponsored by:
3:00 PM - 4:00 PM	Tracks: Session 1
	Session 1 Case Studies in Social Media Today’s media landscape requires creating an authentic social presence for any brand, no matter how challenging. Learn how leading marketers from Bank of America, Betty Crocker and Cheetos harnessed consumer engagement to achieve brand lift and sales. Moderator: Alan Wolk, Creative Strategist, The Toad Stool Cheetos and Federated Media: Enabling Social Entertainment Stephanie Charlebois, Senior Communication Strategist, Goodby, Silverstein & Partners Pete Spande, Senior Vice President, Sales,  Federated Media Authenticity, Transparency and Relevancy—CafeMom and Betty Crocker’s Recipe for Social Media Success Dave Eisen, Marketing Manager, Baking Division, General Mills Laura Fortner, Senior Vice President, Marketing and Insights, CafeMom Bank of America—Building a Real Dialogue Through Social Media Adam Turinas, Executive Vice President, Client Engagement, Organic. Jennifer McDonald, Digital Marketing Executive, Bank of America   Move   Close   With this Cheetos campaign, Frito-Lay enabled the most popular and engaging social media creators on the web to do what they do best—create great content—while inserting its brand into the environment in a transparent, authentic, value-added way. Cheetos partnered with several Federated Media sites in order to create “Boredom Busters,” a Cheetos-branded content series. The kicker? Cheetos gave up complete control to the experts—the sites themselves. This made the campaign a win-win for the brand, the sites and the user.     Move   Close   Experience how the Betty Crocker brand brought moms together around birthday party planning on CafeMom.com. A range of coordinated social media programs including a successful customized word of mouth influencer program, custom group and online virtual parties got moms using and talking about Betty Crocker products within their community.     Move   Close   Find out how Bank of America uses social media to build a real dialogue with its consumers through creating unique interactive digital experiences that empowered consumers to express themselves authentically. From engaging and communicating with consumers using YouTube, Flickr and Facebook, to using Twitter as a voice channel for customer service and other brand communications, Bank of America uses social media to make itself accessible to consumers and, by doing so, reinforces the authenticity of its brand image.     From Sand Hill Road to Times Square Most digital industry giants began as small start-ups, powered by smart people with big ideas. But turning big ideas into billions requires a strong pitch and a cash infusion from an interested investor. Watch four start-up Chief Executive Officers sell a major venture capitalist on why their company is the next rising star. 4Info Zaw Thet, CEO and Co-founder AdBuyer.com Tim Ogilvie, Co-founder & CEO CometAds Les Ottolenghi, Founder and CTO GamesThatGive Adam Archer, Chief Executive Officer   Venture Capitalist: Dan Beldy, Managing Director, Steamboat Ventures Moderator: Tolman Geffs, Managing Director The Jordan, Edmiston Group   Move   Close   CometAds is an innovative, Internet-based interactive advertisement platform.  Through an intuitive interface, advertising professionals and retailers as well as video amateurs can affordably, easily, and quickly create, publish, syndicate, monetise, manage, and track rich media content over the Web and on mobile devices. CometAds is a cost-productive, integrated, and step-by-step Web-based environment.  Novice and experienced users rapidly assemble customised, dynamic high-quality contextual advertisements. From content libraries, editors manipulate audio, video, images, and text to create advertisements along with short – and long-format interactive clips. Combined with a powerful content syndication and business management system, CometAds is a unique and valuable proposition for the Web 2.0 advertising industry.     Move   Close   GamesThatGive is a simple concept that is having a huge impact. Users play casual online games for free and generate donations to their favorite charity while they play.  In addition to new fundraising opportunities, charity partners including the United Way, Feeding America, City Year, and the American Heart Association have a new way to engage and educate people about the causes they serve.  And advertisers, including Domino's Pizza, MasterCard, Quaker Oats, Dial Soap, and Pepsi, are building relationships with prospective customers and demonstrating their commitment to the community.  You play. We donate. No catch..       Move   Close   4INFO is the largest SMS company (and one of the largest mobile media companies) in the US with over 28mm unique users. According to Nielsen, 4INFO is the #1 SMS content provider and sends roughly 20% of all the media related SMS traffic in the US. Some of the notable 150+ publishers using 4INFO’s SMS publishing and ad serving platforms include Yahoo, AOL, CBS, The Weather Channel, NBC, the NBA, and USA TODAY. Working with many of the top Fortune 500 brands, 4INFO’s advertiser clients include: Coors, Kmart, P&G, Coca-Cola, and many others.     Move   Close   AdBuyer.com is a media buying and optimization platform across search and display. We integrate with the major search engines and ad exchanges to answer two key questions: "How am I doing?" and "How can I improve?" Our interface and recommendation engine makes it easy for any marketer or agency to be successful. AdBuyer.com recently released Audience Finder, our technology solution that makes it faster, cheaper and easier for marketers to get great results with the ad exchanges.   Pitching to the Major Leagues Ever want to go behind the scenes of your competitors’ pitch meetings? This is your chance. Digital is on deck in the mind of many marketers thinking about a media mix, but the real home run is identifying what fits for a specific brand and its consumer community. In this session, three leading solutions providers demonstrate to a major marketer how his brand should be putting into play tailored, high-impact social, mobile and gaming strategies. Doug Chavez, Senior Manager, Digital Marketing, Del Monte Foods Tony Nethercutt, Vice President of Sales, AdMob Rebecca Nix, Director Global Media Sales, Electronic Arts Ben Pashman, Vice President, Sales and Business Development, Gigya
4:00 PM - 4:30 PM	Tracks: Session 2
	Session 2 Mashup: When Social Media and Network TV Advertising Collide—A Ginormous Social Experiment TurboTax went to NBC Universal to drive participation in the brand’s “SuperStatus” social media contest. NBCU met the challenge, creating a multiplatform campaign that leveraged viewer engagement (on-air and online) through a series of custom vignettes. They tied NBCU shows together with entertaining “tax deductions” that resonated with show fans and intertwined the “SuperStatus” social contest. The cross-property strategy ultimately delivered significant “SuperStatus” sign-ups and brand lift as well as increasing purchase intent. Presenters: Seth Greenberg, Director, Digital Marketing, Intuit Matt Weisbecker, Director, Sales, NBC Universal Digital Media Augmented Reality—From Big Screen to Mainstream? Augmented reality, until now considered the unique purview of futuristic blockbuster movies, seems poised to be the next big thing for advertisers. But how does it work—and can marketers make it work for them? Watch augmented reality demos that will change your perspective on the future of advertising. Moderator: Sloan Broderick, Managing Director, MediaCom Interaction Presenters: Noora Guldemond, Head of Sales and Marketing, metaio Mark Jannot, Editor-in-Chief, Popular Science Audience-Based Targeting for Brands There remains an enormous gap between the amount of time audiences spend on the Internet and the degree to which brands use the Internet for reaching a mass-scale audience. Just reducing that discrepancy on a fair-share basis could nearly triple the dollars spent on the online ad industry. What industry advancements are bringing brands online and helping to close the spending gap? Hear from a panel of industry insiders as they discuss breakthroughs in audience-based targeting that are creating new propositions for the Internet—which brand marketers and their agencies can put to use to reach broad audiences. Cheryl Guerin, Senior Vice President, Group Head, Global Digital Strategy and Marketing, MasterCard International Kirk McDonald, President, Digital, Time Inc. Jim Meyer, Chief Executive Officer and  Co-Founder, Mindset Media
4:30 PM - 5:15 PM	Meet the Exhibitors—A Networking Refreshment Break Sponsored by:
5:15 PM - 6:00 PM	Tracks: Session 3
	Session 3 A Slam Dunk: CBS, AT&T and NCAA® March Madness® on Demand This case study will share how CBSSports.com partnered with AT&T for a presenting sponsorship of NCAA March Madness on Demand, including television, Internet and mobile elements. Learn how advertising within the video player and across related tournament programming enabled hoops fans to engage and interact with targeted brand messaging, providing a quantifiable boost to consumer associations with favorable AT&T brand attributes. Daryl Evans, Vice President, Consumer Advertising and Marketing Communications, AT&T Jason Kint, Senior Vice President, General Manager, CBSSports.com Debate: The Future of Television and Online Video Free? Open Source? Subscription? Ad Supported? What does the future of television and online video look like, and what does it mean for the media companies and marketers who depend on it for revenue and reach? This debate calls on industry leaders to take controversial issues out of the backroom and onto the big stage. Tim Hanlon, Executive Vice President / Managing Director, VivaKi Ventures / Publicis Groupe Tara Maitra, Vice President, General Manager, Content Services and Ad Sales, TiVo Peter Naylor, Senior Vice President, Digital Media Sales, NBC Universal Avner Ronen, Chief Executive Officer and   Co-Founder, boxee Moderator: Geoff Ramsey, Chief Executive Officer and   Co-Founder, eMarketer More Than a Media Company: The Meredith & Maybelline Story In celebration of its newest lipcolor launch, Color Sensational, Maybelline New York partnered with Meredith 360°, the strategic marketing unit which provides clients with unparalleled access to the vast portfolio of media products and services Meredith has to offer. The “My Colorful Life” campaign, which centered on a unique partnership between More Magazine and Sex and the City author, Candace Bushnell, leveraged Meredith’s digital media, print media and marketing services to give Maybelline a unique multiplatform program with multiple strategic touchpoints and impressive reach. This presentation reveals how Meredith 360°’s team of creative and marketing experts worked in tandem with the Maybelline team to deliver a program that represents the next generation of product integration and sponsorship across multiple media channels. Viewers/readers were deeply engaged with the original content which was seamlessly connected to the Color Sensational product, and the overall Maybelline New York brand, its values and its personality. Julie Fuoti, Vice President, Marketing Meredith 360° Deborah Marquardt, Vice President of Integrated Marketing Communications, Maybelline NY•Garnier Lauren Wiener, Senior Vice President, Meredith Women’s Network
6:00 PM  - 7:00 PM	Networking Cocktail Reception Sponsored by:

7:45 AM - 8:45 AM	Registration & Continental Breakfast
8:45 AM	General Session Convenes - Broadway Ballroom, 4th Floor
8:45 AM - 9:00 AM	Welcome—Opening Remarks David Moore, Chairman and Founder, 24/7 Real Media, Chairman, IAB Board of Directors
9:00 AM - 9:45 AM	Charlie Rose Interviews Chris Anderson Charlie Rose Journalist Chris Anderson Editor-in-Chief Wired magazine, Author, Free: The Future of a Radical Price
9:45 AM - 10:25 AM	Yahoo’s Consumer Revolution...Round II With life moving at breakneck speed, how does Yahoo! remain indispensable to every single one of its half-billion monthly visitors? Everything is new at the world’s favorite online destination—new Chief Executive Officer, new home page, new leadership team, new innovations—except for this: unwavering commitment to awesome consumer experiences. Join Yahoo! CMO Elisa Steele as she talks about the next wave of the pervasive and personal Internet. Discover how digital media continues to transform the way everyone engages with the people and issues that matter to them most—and how Yahoo! is enabling this global transformation. Elisa Steele Executive Vice President and Chief Marketing Officer, Yahoo!
10:25 AM - 11:00 AM	Meet the Exhibitors—A Networking Refreshment Break Sponsored by:
11:00 AM - 11:40 AM	A Fireside Chat with Bob Greenberg and Nick Law Bob Greenberg Chairman, Chief Executive Officer, Global Chief Creative Officer, R/GA Nick Law Executive Vice President, Chief Creative Officer, North America, R/GA
11:40 AM - 12:20 PM	Learnings from a Multiscreen Leader Companies continue to look to multiplatform opportunities and align themselves with compelling content to reach their consumers in engaging ways. ESPN and Disney are leaders in this approach with their opportunities in online, mobile, radio, print and tv. IAB President Randall Rothenberg sits down with ESPN’s George Bodenheimer and Disney’s Steve Wadsworth to discuss best practices for a multiscreen approach to audience engagement. Steve Wadsworth President, Disney Interactive Media Group George Bodenheimer President, ESPN and ABC Sports, Co-Chairman, Disney Media Networks
12:25 PM - 1:10 PM	Workshops
	Workshop 1 Room 405, 4th floor Who Says Great Branding and Compelling User Experiences Are Mutually Exclusive? Join AOL’s Erin Clift, Senior Vice President of Global Solutions, as she explores how advertisers and content creators are working together to develop programming that delights advertisers and audiences alike. From custom content creation, to deep integration into relevant content, to adjacent ad placements, participants will learn about the many ways advertisers are driving results while enhancing the user experience. Erin Clift, Senior Vice President, Global Solutions, AOL Presented by:     Workshop 2 Room 402, 4th floor Content Is King High quality, professionally produced global video content is what ultimately drives consumer engagement and advertiser demand. This session will engage Babelgum’s expert publishers who shape the editorial vision, curation and exclusive premium content of the site’s channels—Music, Film, Our Earth, Metropolis and Comedy—and execute a unique approach to content creation, branded entertainment, curation and distribution. Rounding out the panel to provide a perspective from the film industry is film producer Andrew Fierberg who most recently produced Sally Potter’s new film Rage staring Judi Dench, Jude Law, Eddie Izzard, John Leguizamo and Steve Buscemi. This exciting conversation is sure to provide useful insights about consumer’s passions within the online video ecosystem. Laurence Billiet, Our Earth and Metropolis Publisher, Babelgum Karol Martesko Fenster, General Manager and Film Publisher, Babelgum Andrew Fierberg, Film Producer, Co-Founder, Vox3 Films Jason Lamont, Music Publisher, Babelgum Amber J. Lawson, Comedy Publisher, Babelgum Moderator: Michael Rosen, Executive Vice President and Chief Revenue Officer, Babelgum Presented by:   Workshop 3 Room 404, 4th floor ESPN: Redefining Live Sports As screens evolve and “social” invades all mediums, fans are changing their definition of “live”—and ESPN is at the forefront of the transformation. ESPN will look at September’s biggest College Football match-up, Ohio State vs USC, to share insights on how programming and technology are changing old definitions of a live game. From tv to online to mobile, programmers are embracing this evolution of “live” to create new relationships with fans and new opportunities for advertisers. Rob King, Vice President and Editor-in-Chief, ESPN Lisa Valentino, Digital and Mobile Advertising Sales, ESPN   Presented by:     Workshop 4 Room 502, 5th floor Beyond Brick & Mortar: Understanding the Full Potential of E-Commerce Sites From food to flights, there are very few things that you can’t buy online thanks to the proliferation of e-commerce sites. However, despite the unique media opportunities and customer insights these sites offer, many still approach e-commerce advertising as no different from a traditional brick-and-mortar in-store display. How can advertisers and e-commerce sites shift this paradigm to realize the full potential of this diverse and growing sector? Experts explore best practices for e-commerce advertising and how to effectively target audiences with both endemic and non-endemic advertising. Gian Fulgoni, Executive Chairman and Co-Founder, comScore Doug Miller, Global Vice President, Media Solutions, Expedia Lisa Utzschneider, Vice President, Global Advertising, Amazon.com Presented by:   Workshop 5 Room 510, 5th floor Beyond Clickthroughs and Tweets: Qualitative Measurement of Site Visitor Segments Successful interactive and social media campaigns drive traffic to your web site, but how well does your web site succeed at bringing vistors closer to your brand and making them loyal customers? Applying a scientific analytics approach to online customer satisfaction measurement provides a qualitative view of the customer experience. This approach enables brands to quantify the intangible value of the site experience and project future behavior that will drive financial success. In the process, brands can gain key insights about visitor segments that help them market more effectively online and offline. Learn how Newell Rubbermaid is applying this measurement approach to Sharpie and other brands and how satisfaction analytics can enhance your measurement system. Bert DuMars, Vice President, E-Business and Interactive Marketing, Newell Rubbermaid Eric Head, Senior Director, Business Development, ForeSee Results Presented by:
1:10 PM - 2:00 PM	Networking Luncheon Sponsored by:
2:00 PM - 2:45 PM	Workshops
	Workshop 1 Room 404, 4th floor Conversion Attribution and Contribution Models: Using Media Interaction Data to Recognize the True Value of Your Integrated Media Plan As marketers acknowledge the limitations of the “last click” conversion attribution model, they need accurate media interaction measurement and valuation tools to understand the relative impact of their media investment along the entire consumer conversion path. During this workshop, learn to utilize ad-serving technologies, campaign data and modeling techniques to demystify the media planning and optimization process and improve your ROI. Find out what’s possible today from both the technology and media agency perspective. Madan Bharadwaj, Architect, Data Solutions Practice, Bluestreak Vic Drabicky, Director, International and Vertical Development, Range Online Media Moderator: Art Muldoon, Senior Vice President, Sales and Marketing, Aegis Media Data Platforms Presented by:     Workshop 2 Room 405, 4th floor Display Ads: Take Your ROI to the Next Level Catch your customers’ eye. Display advertising is not just for brand marketers. In fact, performance marketers have successfully used display advertising to find more customers. Learn best practices for maximizing the tools available within every stage of campaign execution—planning, targeting and optimization—to deliver clicks, conversions and traffic as well as to increase the overall performance of your online campaigns. Brad Bender, Director, Product Management, Google Presented by:   Workshop 3 Room 502, 5th floor Mashup: When Social Media and Network TV Advertising Collide—A Ginormous Social Experiment TurboTax went to NBC Universal to drive participation in the brand’s “SuperStatus” social media contest. NBCU met the challenge, creating a multiplatform campaign that leveraged viewer engagement (on-air and online) through a series of custom vignettes. They tied NBCU shows together with entertaining “tax deductions” that resonated with show fans and intertwined the “SuperStatus” social contest. The cross-property strategy ultimately delivered significant “SuperStatus” sign-ups and brand lift as well as increasing purchase intent. Matt Weisbecker, Director, Sales, NBC Universal Digital Media Presented by:     Workshop 4 Room 402, 4th floor Beyond Reach: The Power to Make Advertising Effective, Accountable and Relevant The Internet is the consumer’s domain—a virtual landscape of customizable content. This presentation explores what marketers should know about the next wave of the pervasive and personal Internet. Consumers are connecting with the people and things that matter to them most online, and marketers have an increasing number of opportunities to engage their target audiences with more relevant advertising that melds seamlessly into users’ online routine. Yahoo! will address how marketers can evolve their creative campaigns so that their messages don’t just reach consumers—but are increasingly more relevant and therefore effective. Mitch Spolan, Vice President, North American Field Sales, Yahoo! Presented by:   Workshop 5 Room 510, 5th floor Famous VJ Reveals MTV Secret: - How to turn your brand into an entertainment franchise Is there more to marketing than measurement? Want to leave with the secret ingredients to your brand’s success? Former MTV SuperStar Adam Curry and his partner Ron Bloom have built programs that have engaged millions of users based on a set of principles learned through the evolution of radio, television and the internet, in the process creating groundbreaking programs for some of the world’s largest and most respected brands.  After building one of the most successful internet advertising powerhouses in the 90’s, they are back with a new entertainment network that is attracting millions of viewers and redefining the roles and possibilities for brands in new media.  Join Curry and Bloom as they demonstrate the power of what they refer to as “The MTV Effect” and show you how to use new media to redefine the way your brand reaches and engages your audience. Turn your brand into an entertainment franchise and your audience into loyal customers! Ron Bloom, Chairman and Chief Executive Officer, Co-Founder, MEVIO Adam Curry, President and Co-Founder, MEVIO Presented By:
2:45 PM	General Session Reconvenes - Broadway Ballroom, 4th Floor
2:45 PM - 3:15 PM	The End of "Digital" Marketing? The Internet has become an integral part of everyday life, transforming business, culture and politics in virtually every country. Nikesh Arora, Google’s President, Global Sales and Business Development, has had the opportunity to see many of these changes first-hand. In this session he will share his observations on the web’s impact on people the world over and how leading companies and agencies are quickly making phrases like “digital marketing” and “interactive advertising” redundant. Nikesh Arora President, Global Sales Operations and Business Development, Google
3:15 PM - 3:45 PM	Meet the Exhibitors—A Networking Refreshment Break Sponsored by:
3:45 PM - 4:15 PM	The Crossroads of Convergence: Social Entertainment & Brand Impact The combination of social networks and original entertainment content provides brands with an enormous opportunity to reach consumers in immersive and emotional ways. In this can’t-miss-session Ashton Kutcher—the Co-Founder of Katalyst, a studio for social media creating original digital media, television and film properties—addresses how the evolution of social media and the mass scale of web audiences is creating new and sustainable economies for original web content and for brands. As a television and film producer, Kutcher has a unique perspective on the crossroads of convergence—hear his insights on what the changing digital landscape holds for marketers, broadcasters, programmers and consumers alike.   Ashton Kutcher Co-Founder, Katalyst Media
4:15 PM - 5:15 PM	Cocktail Reception
4:45 PM - 6:45 PM	IAB Professional Development SEMINARS@MIXX (separate registration required) Extend your learning experience by joining IAB Professional Development at the MIXX. Catch the latest thinking and acquire new strategies from today’s leading companies, including: Audience Science, Q Interactive, comScore, Microsoft’s Atlas Institute, BBE, Electronic Arts, Massive, Arkadium, and Wild Tangent.
7:00 PM - 10:00 PM	MIXX Awards Gala (separate registration required)