Mid-Morning Refreshment and Networking Break

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Workshops
Attendees have an opportunity to select from one of the 5 workshops.

Workshop 1
Room 402, 4th floor
Maximizing Consumer Engagement in a 2.0 World
Marketers and agencies are working to capitalize on newly created, highly participatory user experiences across multiple outlets. This workshop will provide participants the latest tools and tactics to achieve tangible results for their engagement efforts. Through the use of best practice case study examples this session will give insights into the implications of web 2.0 and the power it holds for maximizing engagement.

Panelist:
Peter Rivera, Senior Vice President, Interactive Design and Development, AOL Programming

Presented by:

Workshop 2
Room 405, 4th floor
The Future of Online Video
Smart marketers are looking to understand how to capitalize on the power of online video in all its forms. Join key thought leaders both from the agency and client side as they battle it out in a moderated discussion and share their unique perspective on the future of online video and where they would each like to see it progress.

Moderator:
Nick Johnson, VP, NBCU Digital Media Sales

Panelists:
Adam Gerber, Consultant
Joseph Jaffe, President and Chief Interruptor, Crayon
Randy Kilgore, Chief, Revenue Officer, Tremor Media
Jeff Minsky, Director, Emerging Media Platforms, OMD

Presented by:

Workshop 3
Room 501, 5th floor
Futurecasting Personas: Getting Inside the Mind of the Target Audience
Savvy brand marketers are using personas to delve into an arena where they can get a true sense - at an emotional level - of the key determinants of real consumers' purchase decisions and brand preferences. Though case study examples this session will give participants and understanding of how these valuable tools can dramatically impact success in interactive. Specifically participants will:

• Learn how to project personas up to three years out to forecast potential media behavior
• Understand how this technique can help prioritize the importance of personas as they evolve
• Learn how to recast these personas in the context of emerging media and platforms to better understand where to place digital marketing investments

Panelists:
Mark Kingdon, Chief Executive Officer, Organic
Chad Stoller, Executive Director, Emerging Platforms, Organic

Presented by:

Workshop 4
Room 403, 4th floor
Brands Winning with Lead Generation - Are You One of Them?
Every day, top name brands are turning to Online Lead Generation - the fastest growing segment of online ad spending - to build trusted brand relationships and drive valuable transactions. These campaigns produce extremely relevant and cost-efficient databases that are used to determine contact strategies for CRM-type programs and continue the brand's dialogue with its consumer. As brand marketing continues to converge with traditional direct marketing principles, this is one workshop brand marketers can't afford to miss. This panel will discuss best practices for effectively acquiring leads while protecting privacy, respecting permission, building brand awareness and ensuring lead quality. Learn about the varying degrees of qualification, how direct marketing supports branding goals and why marketers should always wear the white hat when it comes to privacy and permission.

Panelists:
Lawrence DiCapua, Senior Marketing Manager, CRM for Pepsi-Cola Company
Audrey Sudran, Partner, Media Director, Beyond Interactive
Elyse Thibault, Senior Manager - Marketing & Audience Development, Hearst Magazines

Workshop 5
Room 510, 5th floor
Maximizing Brand Engagement: Proven Strategies in Premium Rich Media
The landscape of Rich Media has changed forever. Overtime, Rich Media has evolved into a progressive way for marketers to target and engage with their customers online, leading the way for highly visual, engaging, interactive applications at the high-end of the online advertising spectrum, known as Premium Rich Media (PRM).

With the growth of emerging platforms such as in-game advertising, 3D advertising widgets, and mobile marketing, PRM applications are the next generation of online advertising. PRM incorporate photorealistic 3D and Flash technologies to maximize the impact of online advertising. These fully customized solutions deliver the advertiser's message in a unique and immersive way to engage audiences across the Web.

Panelist:
Jason McKay, Vice President & GM, Unicast

Presented by:

Workshops
Attendees have an opportunity to select from one of the 5 workshops.

Workshop 1
Room 405, 4th floor
A New World of Interactive Engagement
The interactive experience is evolving, creating new opportunities to engage consumers with more dynamic, integrated media content and advertising. This session will demonstrate the opportunities available to enable content owners and advertisers to create, produce and distribute rich, engaging interactive experiences across the Internet, on the desktop and in mobile devices to reach the widest audiences.

Attendees will hear about rich Internet applications with metadata, digital rights management, social networking, and more will be shown including: rich Internet applications with metadata, digital rights management, social networking, and more will be shown including:

• Streaming Flash video for live event broadcasting, video on demand, video blogging, video messaging, and multimedia chat
• A cross-platform Internet video solution that enables new ways to distribute and monetize media, while helping viewers discover and view high-quality content both online and offline
• A cross-operating system runtime that seamlessly integrates the online and offline experience
• Technology that extends the reach of advertising to millions of mobile and consumer electronic devices.

Panelists:
Bill Rusitzky, Director of Strategic Alliances, Adobe Systems Inc.

Presented by:

Workshop 2
Room 403, 4th floor
Managing Mobile Advertising Sales
As content owners branch into new types of digital media, they are faced with the difficult task of managing and selling inventory. Often the tasks of bringing new formats to market quickly and maintaining high enough yields to cover costs are at odds with the needs of advertisers looking to buy new media. This session will provide the latest tools and tactics for managing inventory and yield for the mobile platform and the impact the medium is having on the marketplace at large.

Panelist:
Rob Victor, Product Manager of Emerging Media, DoubleClick

Presented by:

Workshop 3
Room 501, 5th floor
Performance Marketing 2.0: Taking Targeting to New Levels
Auction-based, highly targeted performance advertising solutions will likely comprise a majority of online advertising spend in 2008. Both direct response and brand marketers need to become increasingly sophisticated in measuring the value and returns they achieve from their advertising in order to optimize their campaigns and marketing mix. Learn about how leading marketers are leveraging new performance marketing techniques and tapping into new advertising solutions to build their brands, gain more customers and drive revenues efficiently and effectively. Discover why the Web's top publishers are increasingly choosing more customized and customer-centric performance marketing providers. Actual advertisers that will be on hand with live, interactive case studies.

Panelists:
Eric Bloomfield, Vice President, Technology and Client Services, SendTraffic
Tom Foran, Vice President Sales, Quigo

Presented by:

Workshop 4
Room 402, 4th floor
The Changing Role of Technology in Media Monetization
Digital media is inherently quantifiable, and this is a blessing and a curse. There is incredible power in being able to manage an advertising operation, in essence, one impression at a time, however with that comes tremendous challenges. Ad serving and order management systems throw off vast stores of data, advertiser constantly look for newer and cleverer ways to track and target users, and publishers themselves are bringing to market increasingly complex product and packaging models. At its core of this problem set is one simple truth: there is a new analytic basis of competition emerging in media. Join us as we explore these dynamics, drawing on observations of the market and first-hand commentary from industry leaders.

Moderator:
James Deaker, PhD, Vice President, Advisory Services, Rapt Inc.

Panelists:
Gordon McLeod, President, Wall Street Journal Digital Network
Kurt Rao, VP, Ad Sales & Fulfillment Systems, NBC Universal

Presented by:

Workshop 5
Room 510, 5th floor
Fitting in Today's Digital World of Misfit Content
Consumer control and an avalanche of misfit content - content that just doesn't fit the established media world of yesterday - are wreaking havoc in the advertising and media economy of today. Marketers and media companies are struggling to adjust to the social and user-generated content landscape the Internet and other digital technologies have thrust upon them. However and while not easy, there are signs that is beginning to change. Innovative marketers and media companies are demonstrating successful new strategies and efforts that are "fitting-in to misfit content." Learn how and more from a distinguished panel of marketers, agency representatives and media players.

Moderator:
Alan Chapell, President, Chapell & Associates

Panelists:
Brady Gilchrist, Executive Vice President, Strategy, Fuel Industries
Garrick Schmitt, Vice President, User Experience, Avenue A | Razorfish
Carole Walker, Director of Marketing Services, Masterfoods USA
Rip Warendorf, SVP of Sales, Zango
Matthew Wasserlauf, CEO, Broadband Enterprises

Presented by:

Reception

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Mid Morning Refreshment and Networking Break

Sponsored by:

Workshops
Attendees have an opportunity to select from one of the 5 workshops.

Workshop 1
Room 405, 4th floor
Moving Beyond the Pre-Roll with In-Stream: Rich, Interactive Video Advertising

• Hear interactive agency leaders' perspectives about what is needed to generate better results for advertising within online video and gaming content
• The inadequacies with today's preroll solutions
• See current agency creative executions that attempt to truly leverage the interactive power of In-Stream advertising

Panelist:
Mark Kapczynski, VP, GM of In-Stream Solutions, EyeWonder
Tim Napoleon, Media and Entertainment Product Line Director, Akamai Technologies

Presented by:

Workshop 2
Room 403, 4th floor
Innovations in Ad Formats: Where We Are, Where We're Going
Display ads, text, video...and much more yet to come. Broadband connections, forward-thinking advertisers and a healthy dose of innovation are allowing publishers to enhance their site content with ever more engaging and relevant ad formats, thereby improving users' experiences at the same time. Join product managers and marketers from Google for a discussion of online advertising now, what it will look like in the near future and what website publishers and advertisers can do to get on board.

Moderator:
Hashem Bajwa, Digital Planning Director, Goodby, Silvertein & Partners

Panelists:
Christian Oestlien, Business Product Manager, Google
Shiva Rajaraman, Product Manager, YouTube
Shamim Samadi, Product Manager, Google

Presented by:

Workshop 3
Room 501, 5th floor
Performance Marketing 2.0: Taking Targeting to New Levels
Auction-based, highly targeted performance advertising solutions will likely comprise a majority of online advertising spend in 2008. Both direct response and brand marketers need to become increasingly sophisticated in measuring the value and returns they achieve from their advertising in order to optimize their campaigns and marketing mix. Learn about how leading marketers are leveraging new performance marketing techniques and tapping into new advertising solutions to build their brands, gain more customers and drive revenues efficiently and effectively. Discover why the Web's top publishers are increasingly choosing more customized and customer-centric performance marketing providers. Actual advertisers that will be on hand with live, interactive case studies.

Panelists:
Eric Bloomfield, Vice President, Technology and Client Services, SendTraffic
Tom Foran, Vice President Sales, Quigo

Presented by:

Workshop 4
Room 402, 4th floor
The Changing Role of Technology in Media Monetization
Digital media is inherently quantifiable, and this is a blessing and a curse. There is incredible power in being able to manage an advertising operation, in essence, one impression at a time, however with that comes tremendous challenges. Ad serving and order management systems throw off vast stores of data, advertiser constantly look for newer and cleverer ways to track and target users, and publishers themselves are bringing to market increasingly complex product and packaging models. At its core of this problem set is one simple truth: there is a new analytic basis of competition emerging in media. Join us as we explore these dynamics, drawing on observations of the market and first-hand commentary from industry leaders.

Moderator:
James Deaker, PhD, Vice President, Advisory Services, Rapt Inc.

Panelists:
Gordon McLeod, President, Wall Street Journal Digital Network
Kurt Rao, VP, Ad Sales & Fulfillment Systems, NBC Universal

Presented by:

Workshop 5
Room 510, 5th floor
Fitting in Today's Digital World of Misfit Content
Consumer control and an avalanche of misfit content - content that just doesn't fit the established media world of yesterday - are wreaking havoc in the advertising and media economy of today. Marketers and media companies are struggling to adjust to the social and user-generated content landscape the Internet and other digital technologies have thrust upon them. However and while not easy, there are signs that is beginning to change. Innovative marketers and media companies are demonstrating successful new strategies and efforts that are "fitting-in to misfit content." Learn how and more from a distinguished panel of marketers, agency representatives and media players.

Moderator:
Alan Chapell, President, Chapell & Associates

Panelists:
Brady Gilchrist, Executive Vice President, Strategy, Fuel Industries
Garrick Schmitt, Vice President, User Experience, Avenue A | Razorfish
Carole Walker, Director of Marketing Services, Masterfoods USA
Rip Warendorf, SVP of Sales, Zango
Matthew Wasserlauf, CEO, Broadband Enterprises

Presented by:

Workshops
Attendees have an opportunity to select from one of the 5 workshops.

Workshop 1
Room 405, 4th floor
A New World of Interactive Engagement
The interactive experience is evolving, creating new opportunities to engage consumers with more dynamic, integrated media content and advertising. This session will demonstrate the opportunities available to enable content owners and advertisers to create, produce and distribute rich, engaging interactive experiences across the Internet, on the desktop and in mobile devices to reach the widest audiences.

Attendees will hear about rich Internet applications with metadata, digital rights management, social networking, and more will be shown including: rich Internet applications with metadata, digital rights management, social networking, and more will be shown including:

• Streaming Flash video for live event broadcasting, video on demand, video blogging, video messaging, and multimedia chat
• A cross-platform Internet video solution that enables new ways to distribute and monetize media, while helping viewers discover and view high-quality content both online and offline
• A cross-operating system runtime that seamlessly integrates the online and offline experience
• Technology that extends the reach of advertising to millions of mobile and consumer electronic devices.

Panelists:
Bill Rusitzky, Director of Strategic Alliances, Adobe Systems Inc.

Presented by:

Workshop 2
Room 403, 4th floor
Tapping Social Media to Engage Consumers: A Millennial Mom Case Study
As Millennials come of age, marketers must prepare for the new mom generation in order to be relevant in a Web 2.0 environment. We know that social media is on fire because this new generation doesn't go online, they live online. We will cover the impact of this dramatic shift and how brands need to consider social media as a key component to their integrated marketing strategies. If marketers can tap the power of social media to have a direct relationship with this web native audience, they will be able to successfully create key brand dialogue more relevant and compelling manner. We will discuss strategies to bring "bling" to a brand by integrating social media tactics that will empower millennial adults to embrace your brand.

Panelists:
Jessica Lilie, Vice President Marketing and Consumer Analytics, BabyCenter
Judith Meskill, Vice President Programming, Social Media Officer, BabyCenter

Presented by:

Workshop 3
Room 402, 4th floor
2 Legit 2 Widget? - The Next Generation of Applications for Targeting, Personalization, and Advertising
The pages and paths approach is giving way to a world where the delivery of relevance to drive engagement rules. No where is this more evident than in the rise of widgets and applications. Next generation widgets and applications are already being developed that use quantitative data to optimize and target the delivery of contextually relevant content across experiences. In Social Media, this creates a viral effect. For publishers, the rise in engagement metrics enables a more detailed discovery of user behaviors resulting in deeper more valuable segments. For advertisers, this means better targeting. This workshop will focus on the applications, strategies, measurement and benefits that can be expected in this emerging medium that looks to be transforming the web as we know it.

Moderator:
Jonathan Mendez, Chief Strategy Officer, OTTO Digital

Panelists:
Sam Bloom, General Manager, Interactive, Camelot Communications
Andrew Chen, Entrepreneur-in-Residence, Mohr Davidow Ventures
Andy Monfreid, President & Founder, Lotame
Kevin Tate, Founder and Principal, StepChange Group

Presented by:

Workshop 4
Room 501, 5th floor
Futurecasting Personas: Getting Inside the Mind of the Target Audience
Savvy brand marketers are using personas to delve into an arena where they can get a true sense - at an emotional level - of the key determinants of real consumers' purchase decisions and brand preferences. Though case study examples this session will give participants and understanding of how these valuable tools can dramatically impact success in interactive. Specifically participants will:

• Learn how to project personas up to three years out to forecast potential media behavior
• Understand how this technique can help prioritize the importance of personas as they evolve
• Learn how to recast these personas in the context of emerging media and platforms to better understand where to place digital marketing investments

Panelists:
Mark Kingdon, Chief Executive Officer, Organic
Chad Stoller, Executive Director, Emerging Platforms, Organic

Presented by:

Workshop 5
Room 510, 5th floor
Maximizing Brand Engagement: Proven Strategies in Premium Rich Media
The landscape of Rich Media has changed forever. Overtime, Rich Media has evolved into a progressive way for marketers to target and engage with their customers online, leading the way for highly visual, engaging, interactive applications at the high-end of the online advertising spectrum, known as Premium Rich Media (PRM).

With the growth of emerging platforms such as in-game advertising, 3D advertising widgets, and mobile marketing, PRM applications are the next generation of online advertising. PRM incorporate photorealistic 3D and Flash technologies to maximize the impact of online advertising. These fully customized solutions deliver the advertiser's message in a unique and immersive way to engage audiences across the Web.

Panelist:
Jason McKay, Vice President & GM, Unicast

Presented by:

Mid-Afternoon Refreshment and Networking Break

Sponsored by:

Convergence of Advertising and Business Models
Like most areas of marketing, advertising is rapidly changing and convergence is one of the largest trends. But this convergence is two fold. First it is in the form of convergence of media outlets which continues to blur the lines between mediums. The second is the convergence of business models where publishers are becoming agencies, agencies becoming publishers and consumers becoming both. This panel will discuss the future of media and advertising and the implications for marketers, agencies and publishers. With walls coming down, more windows, faster pipes and a deluge of cross pollination the media landscape will absolutely change.

Moderator:
Steven Levy, Chief Technology Writer, Senior Editor, Newsweek

Panelists:
Matthew Carr, Display Product Marketing, Microsoft Digital Advertising Solutions, Microsoft Corporation
David Clark, Executive Vice President, Global Advertising General Manager, North America, Joost
Jason Hirschhorn, President, Sling Media Entertainment Group
Todd Juenger, VP/GM of Audience Research and Measurement, TiVO

Cocktail Reception

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