Registration Opens

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Breakfast

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Welcome - Opening Remarks
Greg Stuart, CEO, IAB

Morning Keynote Address

Jeff Zucker, Chief Executive Officer, NBC Universal Television Group

Mid-Morning Refreshment and Networking Break

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Mid-Morning Keynote Address
Cause Marketing has been greatly aided by the evolution of the use of interactive and internet technology. In this session we will hear from Paul Dioguardi, CEO of the ONE organization, the organization established by U2's Bono and dedicated to eliminating AIDS and poverty worldwide. Mr. Dioguardi, a prominent figure in cause marketing with over a decade of experience in issue advocacy, political strategy, grassroots organizing, management and government will discuss ONE's campaign to build a large and active constituency of Americans who support the U.S. doing its fair share to eradicate extreme global poverty, supported by the nation's leading humanitarian relief, development and advocacy organizations. To frame the discussion, Patrick Vogt, CEO of Viewpoint, will introduce Mr. Dioguardi and provide insights on how internet marketing technology has provided cause-based organizations with the ability to instantly reach and communicate with their loyal user base to drive awareness and garner millions of new supporters for the ONE cause.

Paul Dioguardi, CEO, ONE.org

Introduction by Patrick Vogt, Chief Executive Officer, Viewpoint

Sponsored Workshops (Attendees choose from one of the following)

Workshop 1
Prime-time is Any-time
The Internet is finally emerging as a true entertainment medium. More than half of all homes in the U.S. are now on broadband, the amount of quality content - available on demand - has exploded, online video playback technology is more reliable and video search tools continue to blossom. Just as importantly, there is a business model to support it: free-to-consumer, ad-supported content. Finally, there is technology, such as Intel's Viiv platform, that can make it work seamlessly on TV. This workshop will look at how this trend will change the production, distribution and consumption of entertainment, and how advertisers will benefit from these changes.

Panelist:
Fred McIntyre, Vice President, AOL Video

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Workshop 2
Creating Relevance Online Is A Lot of Work!!
Let's face it. Whether the format is Search or Rich Media, creating ads that draw consistent, qualified response from consumers online is a painstaking task that requires resources. Not the least of which are great people, careful thought and execution (again and again). Relevance has now become a requirement but creating great ads and content has not gotten any cheaper. Of course, it doesn't help matters any that consumer interest and advertising opportunities shift as quickly as the clock; putting even more pressure on production teams.

Is there any hope? Attendees will hear real life success stories of ad production teams who are finding ways to scale their efforts even in the face of limited resources Their techniques and tools might surprise (and inspire) you.

Panelist:
Neil Greer, Chief Executive Officer, Impact Engine

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Workshop 3
Do Great Brands Beget Great Brands?
What do we know about the branding power of the Web, and how much does WHERE you advertise make a difference? What kinds of campaigns best leverage the credibility of quality marketing partners? Does local matter ? and if it does in fact lend relevance ? how well does it scale? The Newspaper Association of America's National Advertising Director Sheryl Oliver teams with Lance Adeszko, Interactive Sales Manager for Tribune Interactive, Tom Kelly, National Sales Manager for the Real Cities Network, and Sheryl Oliver, National Advertising Director for NAA, to share new research, breakthrough ad vehicles and real solutions for marketers. See how Universal's Black Dahlia became LATImes.com's most highly trafficked mini-site and explore new data-driven retail ad units. Tap our panel of experts for ideas on new media platforms, local search, RSS, podcasts, VODcasts, print and online circulars and more that you can implement today.

Panelists:
Lance M. Adeszko, Interactive Sales Manager, Tribune Interactive
Tom Kelley, National Sales Manager, Real Cities Network
Sheryl Oliver, National Advertising Director, NAA

Moderator:
Melinda Gipson, Electronic Media Dir., NAA

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Download Presentation (.ppt, 4.95Mb)

Workshop 4
What Was Old is New Again: A 10 year Retrospective Snapshot of Women Online from User Group to Online Juggernaut
Now comprising the majority of the online audience* women are wielding the $7 trillion dollars they control in spending** online as well as off. They are also using the Internet to do what they have naturally been doing for centuries – communicating, networking, sharing resources and nurturing themselves and their families. Since the birth of the internet, a different set of tools have secured their roles in the daily lives of each generation. Boomers, Gen X, Y, and other groups of women have embraced different technologies to support their constant and changing roles in our society. This retrospective will showcase women's transformation from user group to online juggernaut and demystify how to speak to this highly coveted audience.

* 51.4% of the online audience according to eMarketer, "Moms Online," June '06

** ClickZ Network, "Marketing to Women: More Than a Media Buy," May '06

Panelists:
L. Jasmine Kim, Chief Marketing Officer, BabyCenter
Jessica Lilie, Director, Market Research, BabyCenter

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Sponsored Workshops (Attendees choose from one of the following)

Workshop 1
Happy Online Holidays – How to maximize the effectiveness of your shopping season advertising
Advertising.com will present research that demonstrates how different types of advertising are more effective in reaching holiday shoppers depending on where they are in their personal shopping cycles.   Attendees will learn what types of advertising – behaviorally targeted ads vs. search vs. standard web ads, for example – will best reach consumers depending on what stage of the shopping process they are in, enabling marketers to connect with their consumers more effectively and impactfully.

Panelist:
Eric Eller, Senior Director of Product Marketing, Advertising.com

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Workshop 2
Monetization of Media in the Age of Interactive
This panel discussion with industry leaders will explore how technological advancements are changing the fundamentals of media monetization, online and off. The panel will discuss the ways in which the industry is, is not, and should be responding, unpacking the respective needs of sellers (increased revenue and operational efficiency) and buyers (ROI and advertising with accountability).

Panelists:
Tom Arrix, Senior Vice President, Facebook
Stephen Kim, Dir., Advertising Research, MSN
Tom Newman, Senior Vice President, AOL Media Networks
Curt Viebranz, Chief Executive Officer, Tacoda

Moderator:
Tom Chavez, Chief Executive Officer, Rapt Inc.

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Workshop 3
Brand Sirens: Introducing A New Generation of Super-Influencers That Can Make or Break Your Brand.
CNET Networks and Starcom MediaVest Group have united for a research study that explores the lives of today's most influential youth – the brand sirens – and unveils what really engages this important group of young people. The panel will introduce you to this new breed of super-influencers - who they are, what they do, and how you can better reach them. Gain new insight into their interests and passions, and discover how to empower and persuade them to build your brand.

Panelists:
Hank Bernstein, Senior Vice President and Director of Consumer Research, Starcom MediaVest Group
Anne Claudio, Director, Research and Sales Development, Entertainment, CNET Networks

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Workshop 4
Changing the Game: Reach and Engage the Empowered Consumer
These days, its not enough to reach consumers – you must find ways to engage them as well. Join Yahoo! for a discussion about new findings in consumer search behavior and the effectiveness of using search beyond direct response. You'll also learn about emerging platforms of online community and advocacy, and how you can effectively use this new social media to start a conversation with your most valuable customers.

Panelists:
David Rubinstein, Director, Technology and Telecommunications, Yahoo! Search Marketing
Brett Wein, Regional Sales Manager, Yahoo! Search Marketing

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Workshop 5
What Sticks, Why Advertising Fails and How to Guarantee Yours Succeeds

Presented By:
Rex Briggs, Principal, Marketing Evolution

Cocktail Reception

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Official MIXX Show Party

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China Club
By invitation only

Registration Opens

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Breakfast

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The Race is On – Consumer Generated Content vs. Original
As interactive platforms become ubiquitous and broadband becomes the standard, the true strength of the brand experience will be about content. Publishers across the media and entertainment spectrums are looking for the winning formula to provide marketers with the best opportunities for brand alignment. What will marketers choose? Sites that deliver consumer generated content or programming that is strategically created by professionals? Hear from all sides of this hotly debated topic – from well known brands like MTV Networks to the newly created sites like Heavy and directly from the consumers that are creating their own content. Who will win – David or Goliath?

Panelists:
Simon Assaad, CEO, Heavy.com
Rob Bennett, General Manager, MSN Entertainment & Video Services
Keith Richman, CEO, Break.com
John Trimble, SVP Branded Sales, FOX Interactive Media

Moderator:
Stacey Lynn Koerner, President, Consumer Experience Practice, Interpublic Media

Exhibit Hall Refreshment Break

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Sponsored Workshops (Attendees choose from one of the following)

Workshop 1
Happy Online Holidays – How to maximize the effectiveness of your shopping season advertising
Advertising.com will present research that demonstrates how different types of advertising are more effective in reaching holiday shoppers depending on where they are in their personal shopping cycles.   Attendees will learn what types of advertising – behaviorally targeted ads vs. search vs. standard web ads, for example – will best reach consumers depending on what stage of the shopping process they are in, enabling marketers to connect with their consumers more effectively and impactfully.

Panelist:
Eric Eller, Senior Director of Product Marketing, Advertising.com

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Workshop 2
The Role of AdOps in Media Monetization
The realities of media monetization – the role of advertising operations in inventory, price, and revenue management:

• Importance and role of an appropriate rate card and price guidance for sales
• Importance of process control in yield, both in inventory and price management
• Role of ad networks as a tool in effectively monetizing all of your inventory assets
• Emergence of new products (e.g., behavioral targeting, video) and their impact on status quo business management practices

Panelists:
James Deaker, Ph.D., Sr. Director, Business & Integration Consulting, Rapt Inc.
Benjamin Reid, VP, Sales Operations, About.com

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Workshop 3
Mom's Forum: How the "Household Manager" Uses the Internet
In this session we will review current Internet preferences and online behavior patterns of moms with kids at home. A panel of Researchers, Publishers and Advertisers will discuss current media trends of the primary household decision maker. The panel will provide insights into Internet behaviors, online and offline media consumption and case studies aimed at effectively reaching the "Mom Manager" online.

Moderator:
Brad Davis, Vice President, Advertising Sales, Disney Online

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Workshop 4
Beyond Search: Reach Consumers in Context and Send them Shopping
Search works when consumers are looking for you and your products, but why not reach out to them first? Reach consumers with the efficiency and specificity of keyword targeting while they browse or read compelling content. We'll discuss how even companies that sell entirely offline can use effective response-based context-targeted ads and promotions online to produce measurable results. We'll also discuss how contextual keyword targeting can help consumer packaged goods and other companies get more out of the investment they've made in their brand sites.

Moderator:
Jeff Weitzman, President & COO, Coupons, Inc.

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Workshop 5
Changing the Game: Reach and Engage the Empowered Consumer
These days, its not enough to reach consumers – you must find ways to engage them as well. Join Yahoo! for a discussion about new findings in consumer search behavior and the effectiveness of using search beyond direct response. You'll also learn about emerging platforms of online community and advocacy, and how you can effectively use this new social media to start a conversation with your most valuable customers.

Panelists:
Marc Coté, Director, Sales, Yahoo! Search Marketing
David Rubinstein, Director, Technology and Telecommunications, Yahoo! Search Marketing

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Lunch

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Sponsored Workshops (Attendees choose from one of the following)

Workshop 1
Do Great Brands Beget Great Brands?
What do we know about the branding power of the Web, and how much does WHERE you advertise make a difference? What kinds of campaigns best leverage the credibility of quality marketing partners? Does local matter – and if it does in fact lend relevance – how well does it scale? The Newspaper Association of America teams with online newspaper executives to share new research, breakthrough ad vehicles and real solutions for marketers. Tap our panel of experts for ideas on new media platforms, local search, RSS, podcasts, VODcasts, print and online circulars and more that you can implement today.

Panelists:
Sheryl Oliver, National Advertising Director, NAA

Moderator:
Melinda Gipson, Electronic Media Dir., NAA

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Workshop 2
What Was Old is New Again: A 10 year Retrospective Snapshot of Women Online from User Group to Online Juggernaut
Now comprising the majority of the online audience* women are wielding the $7 trillion dollars they control in spending** online as well as off. They are also using the Internet to do what they have naturally been doing for centuries – communicating, networking, sharing resources and nurturing themselves and their families. Since the birth of the internet, a different set of tools have secured their roles in the daily lives of each generation. Boomers, Gen X, Y, and other groups of women have embraced different technologies to support their constant and changing roles in our society. This retrospective will showcase women's transformation from user group to online juggernaut and demystify how to speak to this highly coveted audience.

* 51.4% of the online audience according to eMarketer, "Moms Online," June '06

** ClickZ Network, "Marketing to Women: More Than a Media Buy," May '06

Panelists:
L. Jasmine Kim, Chief Marketing Officer, BabyCenter
Jessica Lilie, Director, Market Research, BabyCenter

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Workshop 3
An in-depth look at the game-changing world of advergaming
According to Yankee Group, advergaming is expected to generate $312.2 million by 2009, up from $83.6 million in 2004. What's so important about advergames and how are they different from online advertising? What effect will advergames have on your brand and what are the benefits? What does the future hold for advergames? Caleb Hill, Director of Products at Viewpoint, an Internet marketing technology company, will answer these pressing questions about the changing world of advergaming and address the future of advergaming as part of the overall Marketing mix.

Panelist:
Caleb Hill, Director of Products, Viewpoint

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Workshop 4
New Advertising Models in Video On Demand through Multiple Platforms
Nearly 33% of Americans have watched cable Video On Demand – Broadband Video streams are forecast at over 29 billion in 2007 – mobile TV will become a $27 billion market by the end of the decade.

Join Ripe Networks for an interactive dialogue and exchange of On Demand. See what multiplatform (VOD, Broadband & Mobile) media is all about. Gain an understanding of Cost Per View (CPV) Advertising and where technology makes television and opt-in experience. The session will feature a live demonstration and will discuss the latest in data and reporting in this highly measurable platform.

Panelists:
Patrick Bradley, President, Ripe Digital Entertainment
Steven Voci, Senior Vice President ? Sales, Ripe Digital Entertainment

Moderator:
Patrick Bradley, President, Ripe Digital Entertainment

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Afternoon Keynote
Christopher Payne will discuss the latest trends in the Search Industry focusing on how marketers can use Search to link the right buyers with the right sellers. He will discuss the evolution of Search into what it is now and share Microsoft’s vision of going beyond search as it is today by putting the user at the center of the experience. Additionally, Christopher will discuss the impacts of Search on both online and offline consumer buying behavior and how marketers can have the greatest effects in both worlds.

Christopher Payne, Corporate Vice President, MSN Search

Exhibit Hall Refreshment Break

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Cocktail Reception

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MIXX Awards at Renowned Gotham Hall
(Awards Gala registration required separately – click here to register)

Back by popular demand, comedian Richard Jeni hosts a spectacular dinner/drinks gala with a multimedia showcase of the winning campaigns.