LA Agenda

   

12:00pm: Lunch and Opening Keynote: The State of Digital Video: How Can We Make the Video Upfront a Reality and Not Just a Buzzword? Consumer behavior and broadband technology have caught up to each other, and video content is the big winner. Amid the hype, questions remain as to how brands can make the most of the new landscape and how the industry will respond to the need for universal standards and measurement. Join Ogilvy's Rob Davis as he digs into whether the time is really ripe for a digital video upfront. Keynote: Rob Davis, Partner, Interactive Marketing Director and Leader, Online Video Practice, Ogilvy

12:30pm: State of the Industry on Digital Video: Tremor Media teamed with DM2PRO.com to conduct the first "State of the Industry on Digital Video" report, asking all the key questions you want answered, including: What video content and formats will be the winners in 2010? How do marketers judge the success of their video investments? Why are some companies sitting on the sidelines of the digital video upfront -- and what will make them jump into the pool? Learn the answers, and see some examples of what leading companies are doing today, in this enlightening session. Presenter: Shane Steele, VP Marketing, Tremor Media

12:45pm: The Buyers Speak Out: In this session the top media buyers will reveal their marketing mix, budgets, and overall strategy as it pertains to digital video. They'll discuss what they think content sellers are doing right -- and wrong. They'll also dig into the issue of whether digital investments can be made in an upfront, or if an "upfront" is still primarily a TV marketplace. Other questions include: What's keeping marketers from spending more on digital video? Where are brands and buyers placing their bets this year -- premium, branded, original, or user-generated content? How much will mobile, social, and DOOH factor into the spend? Finally, how does the current state of measuring digital video impact their potential investments?

Moderator: David Goodrich, SVP, Director of Digital Communications, Universal-McCann

Speakers:
Talia Arnold, Director, Online Video, Initiative
Megan Crowell, Associate Media Director, Ignited
Cathleen Ryan, Chief Results Officer, MEA Digital
Donnie Williams, VP, Director of Digital Strategy, Horizon Media 

1:25pm: Spotlight Presentation: Better Safe Than Sorry: Decoding Brand Protection with Video Advertising: The vast majority of video advertising is bought by target audience, not by site. Since 90% of online video content is not commercially produced, marketers are understandably cautious about moving dollars to this large, yet relatively unknown frontier. And that's in spite of the potential for better-than-TV consumer engagement. Even the portals and networks that feature professional content keep trying to assure advertisers that their ads will only appear in brand-safe environments -- but the question of “how it all works” persists. ScanScout’s Jason Krebs will share some guidance on what advertisers should ask about brand safety before handing over their budgets, what kind of transparency to expect from post-campaign reporting, and how marketers can make their video dollars work harder and smarter for their brands with video. Presenter: Jason Krebs, EVP, ScanScout

1:40pm: Networking Break

1:55pm: The Sell-Side Play: We all know video audiences and content are moving online, which are two of the drivers of the shift in marketer spending to digital. So how can the sell side help shift budget share from offline to online faster? Is the answer using traditional metrics like GRPs? Is the answer client education? Is the answer delivering a solid ROI? Content owners have the best read on the effectiveness of online video, and in this session, they'll share examples of how marketers can achieve their objectives. They'll also discuss whether new sales approaches will be effective in attracting premium sponsorship dollars away from TV.
Moderator: Jeff Herrmann, VP, Client Solutions, Nielsen Online

Speakers:
Ilsa Berg, Director of Programming, Fox Television Studios
David Gale, EVP, New Media, MTV Networks
Walker Jacobs, SVP, Turner Sports & Entertainment Digital
Mark Marvel, Senior Director, Video Monetization, MSNBC.com
Elise Neel, VP of Marketing Solutions, comScore

2:35pm: Spotlight Presentation: Unveiling the adap.tv Marketplace: In February, AdAge announced that “digital ad exchanges were finally coming to the complex and fractured world of online video.” Why is NOW the time for an online video ad exchange, and what key factors are making the dream of a one-stop-shop for online video advertising a reality? adap.tv’s Toby Gabriner walks you through the forest of pain that is online video buying, to the Elysian Fields of an all-in-one marketplace where the process of buying and selling in-stream video ads is simplified, transparent and anxiety-free. Presenter: Toby Gabriner, President, adap.tv

2:50pm: Upfront Video Showcase: Content owners and brands show off their best in digital video, with clips and step-by-step explanations of how the content was monetized. Did they use pre-roll? Did they use product placement? How and where did the brand influence the process? Get real-life examples of how to stand out from the crowd, engage consumers, and deliver a solid ROI for ad partners when it comes to digital video content.
Moderator: Melissa Jun Rowley, Entertainment Producer, CNN; Columnist, Mashable

Speakers:
Garrett Law, Co-founder, COO, Attention Span Media

Paul Levine, President, New Media, Current Media
Ryan Vance, VP, Programming and Production, Revision3

3:20pm: Spotlight Presentation: Building and Programming Your Video Players – the Easy Way: Whether you’re sitting on a library of online video, or have recently produced content ready for the web, the process by which you upload, apply metadata, geo-target, advertise and publish that video should be dead simple. This spotlight will focus not only on this publishing workflow, but also the ease with which your company can build and customize video players for publication on your own site, and across the social web. Presenter: Matt Bijur, VP, Business Development, KickApps

  
3:35pm: Networking Break

3:45pm: Spotlight Presentation: How Video Targeting Spawns Alternative Business Models: As advertisers and their digital agencies continue to invest larger video budgets online, the medium's rapid evolution continues in parallel. With technologies helping clear the way for more actionable video inventory, media waste is reduced and video advertising becomes more efficient. See how micro-targeting enables video performance to extend beyond delivery, and produce far greater results. Presenter: Bryon Evje, EVP, Sales & Business Development, SpotXchange

4:00pm: Diving into Distribution: How to Choose the Right Syndication Platform: Digital distribution is about more than just choosing whether to syndicate content to one site vs. another. Digital content creators need to understand which platforms will work best to reach their target audience wherever they are: be it on the desktop at work, the laptop at home, their mobile phone, or even the big screen via VOD. This panel will dig in to how alternative technologies like Boxee, XBOX LIVE and cable VOD are serving to boost reach, as well as why content companies need to be clear about who and where they're giving syndication rights to.
Moderator: Chase Norlin, CEO, AlphaBird

Speakers:
Nolan A. Gallagher, Founder and CEO, Gravitas Ventures

Gannon Hall, COO, Kyte

Mark McCrery, CEO, Podtrac

Scot McLernon, Chief Revenue Officer, YuMe

4:30pm: Spotlight Presentation: Dear Mr. President: How Pepsi and Eyeblaster Used Online Video to Refresh Interest in Politics and Social Good Presenter: David Aron, Digital Solutions Director, Eyeblaster

4:45pm: The Digital Video Creative Conundrum: Should marketers be repurposing TV spots online, or is there a strong rationale for creating original content for digital video campaigns? What are the effective choices besides preroll -- and what's so bad about preroll, anyway? And while preroll may play well with TV-grade video content, what types of ad formats will fit the even bigger universe of short videos, crowd-sourced videos and UGC? How can we get creative agencies to be excited about the digital media reel, and how do you balance creating great content with getting users to pay attention to a commercial message at the same time? Join our panelists as they dive into how the creative factors into the health and growth of a digital video upfront market.
Moderator: Andrew Hampp, L.A. Bureau Chief, Advertising Age

Speakers:
Sundance DiGiovanni, Co-founder, Chief Brand Officer, Major League Gaming
Drew Lewis, New Media Director, Wunderman

Kristine Shine, VP, PopSugar Media

Jonathan Small, VP, Editorial Director, Break Media
Charlie Tercek, Creative Director, Serial

5:15pm: Spotlight Presentation: Targeting and Social Media Marketing with Online Video: We all know that online video usage is on the rise, but what are the most effective online video strategies today? Come and learn about the latest trends in online video advertising. This session will cover targeting via destination sites, the overall social effect you can achieve for your brand by leveraging video across social networks, as well as examples of successful video campaigns. Presenter: Kerin Lanyi, Director of Business Development, RockYou

5:30pm: A Matter of Scale: For all the hype about online video content and related advertising, a significant shift will be needed to give online video the broad reach that brand marketers rely on. Reach is what helps attract TV-like ad dollars to online platforms -- especially video. So does it pay for content creators to try working with a network like Brightcove? Is "getting on Hulu" the ultimate goal, or should syndication to other players like TV.com, or even hybrid platforms like ESPN 360 be part of the goal? Meanwhile, is there a standard definition for digital video reach and scale, anyway?
Moderator: Gennefer Snowfield, Founder, Chief Creative Officer, Space Truffles Entertainment

Speakers:
David Aron, Digital Solutions Director, Eyeblaster
Toby Gabriner, President, adap.tv
Joe Gallagher, EVP, BBE
Jason Krebs, EVP, ScanScout

Kerin Lanyi, Director of Business Development, RockYou 

6:00pm: digiday:VIDEO UPFRONT Cocktail Hour: The Networking function will allow attendees to continue to carry on conversations after the general session and sessions conclude. It will give attendees a chance to discuss the ideas, sessions, debates presented at the event over drinks and hors d'oeuvres. Sponsored by Tremor Media: