NYC Agenda

digiday:VIDEO UPFRONT | APRIL 12, 2010 | New York

 

   

12:00pm: Lunch and Opening Keynote: The State of Digital Video: Join on- and offline entertainment industry vet David Lang in a discussion about the marriage of art and commerce, where he'll answer the question: If content is King, what is Queen? Keynote: David Lang, President, North America, Mindshare Entertainment

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: Warren Lee, Venture Partner, Canaan Partners

Speakers:

Margaret Clerkin, SVP, Group Media Director, Digitas (Kraft One)

Chris Allen, VP/Director of Video Innovation, Starcom USA
David Cohen, EVP, US Director of Digital Communications, Universal McCann
Greg Smith, Chief Operating Officer, Neo@Ogilvy

1:20pm: 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

1:35pm: Networking Break

1:45pm: 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:  Tania Yuki, Director of Product Management, comScore

Speakers:
Joe Dugan, SVP, CNN Digital 
Ken Lagana, SVP, CBS Interactive
Peter Naylor, SVP, Digital Media, NBC Universal
Brian Quinn, VP/GM, Digital Ad Sales, Wall Street Journal Digital
Lisa Valentino, VP, Digital & Mobile Ad Sales, ESPN

2:20pm: 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 Jed Savage 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: Jed Savage, Chief Revenue Officer, ScanScout

2:35pm: Quick Conversation: Can Direct Response Move Online?: Online video has reached a critical mass for content providers like NBC and Fox, as well as social networks. But now, some content owners are struggling with the same inventory overload issues they faced with display. Enter direct response digital. Online video can be a natural fit for direct response advertisers, who have just started to develop effective creative for online use. Join digiday:DAILY's John Gaffney and two direct response experts in a discussion of how marketers can use direct response digital to generate customer data and conversions.
Speakers: John Gaffney, Senior Editor, digiday:DAILY
Joanna Pena-Bickley, SVP, Group Creative Director, Wunderman
Maria Eden, SVP, Mercury Media

2:50pm: 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

3:05pm: 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: Enid Burns, Editor, KineticShift.com

Speakers:
Christopher Barry, SVP, Digital Media and Business Strategy, Sundance Channel
Karl House, VP of Sales and Business Development, DECA

Jack Rotherham, SVP of Partnerships and Strategic Planning, Metacafe

3:35pm: 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: Jeff Zaretsky, VP, Business Development, KickApps

3:50pm: Networking Break

4:00pm: Spotlight Presentation: To Brand or Not to Brand: We all know online videos are 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 why Social Networks make sense for your video advertising strategy, the social effect, and effective video advertising through banners, fan pages, and social games. Presenter: Lisa Marino, Chief Revenue Officer, RockYou

4:15pm: 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: Corey Kronengold, VP, Communications, Twistage

Speakers:
Sundance DiGiovanni, Co-founder, Chief Brand Officer, Major League Gaming
Scot McLernon, Chief Revenue Officer, YuMe
Avner Ronen, CEO, Boxee
Jed Savage, Chief Revenue Officer, ScanScout

4:45pm: Spotlight Presentation: Reaching Today's Audiences with 360° Social Video: Online audiences are fragmented, spending increasing amounts of time on mobile devices and social networks. While most video platforms fail to meet or even understand the challenge of reaching and engaging a multi-platform audience, Kyte solves this problem by eliminating much of the cost and complexity in delivering social video experiences to multiple online and mobile platforms. Learn what a 360° approach to video means and how Kyte has helped leading brands including Homeaway, Armani Exchange, Fox News, MTV, and the NBA reach, engage and converge their audiences. Presenter: Gannon Hall, COO, Kyte

 
5:00pm: 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: Johnny Boston, CEO, Raw Digital

Speakers:
Christian Busch, General Manager, Alloy Digital, a division of Alloy Media + Marketing
Louis Giagrande, Senior Manager, Online Marketing, Samsung
David Hallerman, Senior Analyst, eMarketer
Avi Savar, Founder & CEO, Big Fuel
Montana Triplett, Director, Marketing, Tremor Media

5:30pm: Spotlight Presentation: The Video Marketplace: From Romper Room to the Boardroom: Video is growing up. Just like a teenager moving into adulthood, there are signs that the true potential of the marketplace is coming into view. VINDICO, the video ad platform from BBE, shares its vision about the opportunities for brands, agencies and content creators from its unique POV. Presenter: Matt Timothy, President, Vindico Group

5:45pm: 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: Jon Heller, Co-founder, Co-CEO, FreeWheel

Speakers:
Bryon Evje, EVP, Sales & Business Development, SpotXchange
Toby Gabriner, President, adap.tv
Gannon Hall, COO, Kyte
Lisa Marino, Chief Revenue Officer, RockYou

6:15pm: 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: