LA Agenda
NEW AGENDA COMING SOON!
Digiday’s conferences are editorially programmed to provide honest dialogue about important issues facing digital media--with a specific focus on brands, advertisers and agencies. Digiday welcomes speaker submissions for those willing to take a stand on important, and sometimes controversial, topics. To be considered as a speaker, please provide your name, title and company, along with links to the most relevant content highlighting your positions on industry issues. Please note which conference for which you’d like to be considered.
To suggest a speaker or topic, email Erika@digiday.com no later than 2/27/12.
Our past agenda from the 2011 Digiday Upfront LA included:
11:30am: Registration, Networking, Lunch Pick-Up & Kick-Off Spotlight #1: Engagement 3.0
Presenter: Jason Krebs, SVP/Chief Media Officer, Tremor Media
12:00-12:30pm: Keynote Presentation: A Fireside chat with Jared Hoffman, Managing Partner, GENERATE. Jared Hoffman, former literary and new media agent at CAA, brings more than a decade of experience in new media and branded content to Generate Talent Management, where he develops and executes strategies for Ford, Microsoft, Mindshare, Ogilvy Entertainment, Disney, Johnson & Johnson, Unilever and more. Generate's model is designed to connect advertising, technology and entertainment through a variety of outlets across traditional and digital platforms.
Interviewer: Corey Kronengold, Director of Content, Digiday
12:30-12:35pm: Creative Showcase Case Study #1.
Presenter: Drew Lewis, New Media Director, Wunderman Southern California
12:35-12:55pm: State Of the Industry. For Digiday's "State of the Industry on Digital Video" report, we asked the industry questions about video content, ad formats and how marketers judge the success of their video investments. Why are some companies still sitting on the sidelines of the digital video experience and what will it take to convince them that online video has arrived? Learn the answers, and see some examples of what leading companies are doing today, in this enlightening session.
Speaker: Scot McLernon, CRO, YuMe
12:55-1:00pm: Creative Showcase Case Study #2.
Presenter: Adam Kleinberg, CEO, Traction Co.
1:00-1:40pm: 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 explore the impact of Real Time Bidding, DSPs, SSPs and exchanges on the video marketplace. Is RTB needed in an environment of constrained inventory? 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? Finally, how does the current state of measuring digital video impact their potential investments? The industry's leading buyers weigh in.
Moderator: Toby Gabriner, President, adap.tv
Speakers:
Summer Slater, Associate Media Director, Ignited
David Goodrich, EVP, Managing Director, Digital, Initiative
Joe Mele, Managing Director, Media and Marketing, Razorfish
Adam Davis, Associate Director, Digital Services, Horizon Media
Yvonne Ip, Associate Media Director, Digital Communications, Universal McCann
1:45-1:50pm: Creative Showcase Case Study #3.
Presenter: Sean X Cummings, Chief Digital Strategist, Suite Partners
1:50-2:05pm: Spotlight #2: “Adjust” Your Video Advertising Strategies for Better Results! Join Aaron Kechley of DataXu and Dave Martin of Ignited as they discuss the State of Video Advertising, and how DataXu’s video Demand Side Platform (DSP) helped Universal Pictures get 2X return and 15X scale from the “The Adjustment Bureau” advertising campaign.
Presenters:
Aaron Kechley, VP Product Management, DataXu
Dave Martin, SVP, Media
, Ignited
2:05-2:45pm: The Sell-Side Play. 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: Brian Morrissey, Editor in Chief, Digiday
Speakers:
Jason Krebs, SVP/Chief Media Officer, Tremor Media
Karl House, VP, Sales, DECA
Brad Murphy, CRO, Revision3
Scot McLernon, CRO, YuMe
Charles Gabriel, Regional Sales Director, AOL Video
2:50-2:55pm: Creative Showcase Case Study #4.
Presenter: Miry Whitehill, Account Director, Jun Group
2:55-3:10pm: Spotlight #3: Adap.tv: Online video has increasingly demonstrated that it has the scale and measurability that broadcast advertisers want. As consumers migrate from television to online, buying audience-targeted video can be incredibly effective and at the same time, incredibly complex. But that is quickly changing in the Adap.tv Marketplace. Join Jason Shulman, VP of Sales for Adap.tv, as he demonstrates how audience targeting is in fact being done at scale in video, and the latest Marketplace tools and technologies that are making it easy for advertisers to deliver rich video placements across the web. From cherry picking the best audience segments to full Marketplace transparency, buyers are scaling their campaigns and succeeding with video.
Presenter: Toby Gabriner, President, adap.tv
3:10-3:25pm: Networking Break
3:25-4:05pm: Measurement Panel: Meet the New Metrics. Online video continues to increase in popularity, consumption and variety, and marketers are taking notice. But beyond the 'whiz bang' of rich media and interactivity, its still difficult to tell if your campaign worked well, if it all. Do traditional direct response metrics still hold up, even when looking for a response? Do brand metrics tell us what we need to know about the bottom line ROI? From impression counting methodology to measuring impact, the challenges of measuring video are plenty. From buying on a cost-per-view to defining and measuring meaningful engagement, this panel will explore how the industry cleans up our bad habits and gets serious about measuring video from planning to kickoff to completion. Moderator: Jeff Smith, CMO & SVP Client Services, VIZU
Speakers:
Dan Piech, Product Manager, comScore
Miry Whitehill, Account Director, Jun Group
Dan Greenberg, CEO, Sharethrough
Mia Kang, Director of West Coast Sales, RockYou
Charlie Whittingham, SVP of Sales, BrightRoll
4:10-4:15pm: Creative Showcase Case Study #5.
Presenters:
Brian Tu, VP West Coast Sales, Break Media
Sal Apodaca, VP, Media, 20th Century Fox Home Entertainment
4:20-4:35pm: Spotlight #4: Mobile Video Advertising: The Future is NOW. The mobile experts at Vdopia discuss the challenges and opportunities in maximizing the ‘third screen’ for brand engagement – exploring how publishers, advertisers and their agencies can scale reach and revenues across iPhones, Android and BlackBerry.
Presenter: Saurabh Bhatia, Co-founder & Chief Business Officer, Vdopia Inc.
4:35-5:10pm: Behind the Curtain - The Providers, Disruptors and Game Changers. The beauty of video - the combination of sight, sound and motion - makes it easy to forget about all the technology involved in the delivery of content and ads. While content continues to reign as king, this panel will explore the "behind the scenes" technologies that are changing the online video game. From monetization rights management to targeting to dynamic ad assembly and creative platforms, our industry experts offer a look at the latest advances in video technology that is sure to satisfy your inner geek.
Moderator: Julie Ginches, VP of Marketing, DataXu
Speakers:
Atul Patel, CEO, OneScreen
Michael Shehan, President/CEO, Spotxchange
Daniel Punt, VP of Business Development, AnyClip
Scott Maddux, SVP, Product Development, Media-Sync, Nielsen
Keith Eadie, Senior Director of Marketing, TubeMogul
5:10-5:15pm: Creative Showcase Case Study #6.
Presenter: Joseph Gomes, Co-founder & Chief Creative Officer, DBG
5:15-5:30pm: Spotlight #5: The Future of TV: Matt Wasserlauf from Specific Media will offer a unique perspective on the future of TV and the discussion around “cord-cutting,” or consumers shifting their cable plans in favor of online video. Topics covered will be 2011 “In’s and Out’s” along with industry aggregation and new web-only video content creation strategies that will help advertisers reach entirely new audiences – resulting in enhanced brand equity.
Presenter: Matt Wasserlauf, EVP of Video Platform & Services, Specific Media
COCKTAILS AND CONVERSATIONS:
5:30-6:05pm: Live Content Panel. The Challenge of Live. Online video's Next Frontier: First came the scale of video snacking. Then came premium content from original web video creators and the migration of television content to the Web. Today, multi-platform video consumption is ideal for live events, bringing people together to share in the communal experience of "now," despite being hundreds or thousands of miles apart. How do brands get in on the action? Is there a "live brand halo" effect to be had for marketers wanting to bring friends and fans together?
Moderator: Andrew Finlayson, SVP Digital Media Strategies, SmithGeiger
Speakers:
Joseph Gomes, Co-Founder & Chief Creative Officer, DBG
Stephanie Piche, CEO, Mingle Media TV Network
James Kiernan, Senior Director, Digital Sales Strategy, ESPN
Drew Lewis, New Media Director, Wunderman Southern California
Sam Kimball, EVP of Advertising & Brand Sales, Livestream
6:10-6:15pm: Creative Showcase Case Study #7.
Presenters:
Sharon Silverstein, Director of West Coast Music Group, MTV Networks
Scott Clark, West Coast Sales Director, Innovid
6:15-6:45pm: Distribution & Syndication Panel. Defining your content strategy is no easy matter. Hyper syndication ensures a wide base for your content to be discovered, but driving users to a single destination enables a level of control for content producers and brands alike. Our panel of experts will weigh the pros and cons of multiple content distribution strategies for original content creators and brand supported content, as well as the underlying technologies that make it happen.
Moderator: Sean X Cummings, Chief Digital Strategist, Suite Partners
Speakers:
Daniel Spizer, VP Business Development and Social Media Marketing, Openfilm.com
Audra Everett Gold, VP Product Management, Break Media
Roland Hamilton, GM, Dailymotion US
Saurabh Bhatia, Co-founder & Chief Business Officer, Vdopia Inc.
6:45pm: 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.
