Agenda

10:00 – 10:05 | Introduction
• Michael Stroud, CEO, iHollywoodForum

10:00 – 10:30 | Keynote
• Ed Montes, Regional Manager, North America, Havas Digital

10:45 – 11:15 | Keynote
The Billion Dollar Question: How Will Online Ads Make Money
Despite high viewership for prime-time shows online and the early success of program aggregation services like Hulu and Veoh, advertising revenue for video on the Web remains a tiny fraction of television advertising revenue. There’s plenty of confusion about what types of online ads work best: pre-rolls, in-stream, in-page, banners, branded ads or sponsorships? What are the most successful revenue models? Is there an organizing framework that allows stakeholders to think about where the future might be? What will be required to win?

• Philipp Stauffer, Partner - Digital Transformation & Marketing Sciences, Accenture

11:15 - 11:30 | The built-for-broadband video war is on - What’s in your arsenal?
Building content for Broadband that promises a better experience and drives more views and higher revenue has proven difficult. This session shares the secrets of how several of the world’s largest agencies and media companies are preparing themselves in order to stay on top as their competitive advantage shifts from content distribution to content access. They’re adding several weapons to their arsenal to win in this new built-for-broadband video “war” where content is king. Access to exclusive vaults of content will prove to be one of the most valuable weapons in the fight. Learn how these companies are tapping into the value of vaulted content to meet the growing demand for video.

• Kevin Schaff, Founder and CEO, Thought Equity Motion

11:15 - 12:00 | Brand Focus
Redefining Gatorade
What is G? As Gatorade reinvents the hydration category once again, it will be connecting with consumers in new and innovative ways. One of these ways is through original and exclusive content offered at MissionG.com. In this case study, the creative forces behind MissionG will discuss the challenges and opportunities this new platform offers and the role MissionG plays in Gatorade’s larger branding strategy.

• Randall Brown, Director of Marketing, Gatorade
• Jim Johnston, Partner, Davis & Gilbert
• Brian O’Rourke, Senior Producer, TBWA/Chiat/Day

12:15 - 12:30 | When Social Media Meets Rock & Roll

• Lee Hamilton, CTO, Wyndstorm

12:30 - 1:00| Keynote
Agency Insights on Transforming the Advertising Industry

• Bill Rosen, President and Chief Creative Officer, Arc of North America, Marketing Partner for Leo Burnett Agency
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1:00-1:30 | Lunch
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Breakout Sessions

1:30 – 2:20 | Exploiting Integrated Advertising
With viewers spending more time each year on the Internet and their mobile phones, broadcasters must create an effective integrated programming and advertising strategy if they hope to maintain market share. A look at some effective strategies.

• Chris Boothe, President/Chief Activation Officer, Starcom USA
• Erik Nielsen, Executive VP, Trailerpark
• Angela Courtin, SVP, Marketing, Entertainment and Content, MySpace
Moderator: Michael Stroud, CEO, iHollywood Forum

1:30 – 2:20 | Marketing for Interactive Television
New applications for iTV range from buying theme park tickets to shopping to viewing bank accounts. Consumers are jerry-rigging their PCs to their monitors to create de facto iTV. And they’re buying television tuners for their computers, streaming live television. How can marketers take advantage of these new trends?

• Andrew Rosenman, Interactive Advertising Products, Comcast Cable
• Eric Manchester, Manager Digital Media Delivery, Time Warner Cable
• Stephen Haire, FiOS TV Product Management, Verizon Broadband Solutions

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2:30 – 3:20 | Marketing in a Time-Shifted World
A new service from TiVo allows viewers to buy products they see during prime-time shows like The Oprah Winfrey Show and The Colbert Report with a touch of a button. Rollouts like these are vital to advertisers turning time-shifted TV into an ally, rather than an enemy. How can programmers exploit these technologies?

• Gary Hebert, Senior Product Planner, Microsoft Corporation
• Scott Susskind, Chief Technology Officer, Interpublic Emerging Media Lab
Moderator: Jim Wolak,  Senior Executive, Accenture Media and Entertainment Practice Group

2:30 – 3:20 | Brands as Content Creators
Branded entertainment has gone well beyond simple product placement. Brands are playing a growing role – and in some cases creating – the content of TV series, interstitials and web programming. TNT’s latest micro-series, Blank Slate, is sponsored by Honda and incorporates an  Acura into the series plot. Nike has created a web series about five world-class female athletes and their inspirational stories. How successful – and lucrative – are these efforts?

• Mark Loughney, VP Sales and Strategy Research, ABC
• Jason Yim, President and Creative Director, Trigger
• Robert Kaufman, CEO, Goodspot
• Jamie Shortill, Senior Director, William Morris Agency
Moderator: Brett Wilson, CEO, Tubemogul ______________________________________________________________

3:30 – 4:20 | Mobile Marketing: Ads on the Go
Texting and TV have become close cousins as a growing number of shows cultivate carriers for voting on reality shows or carrying news about plot twists. A growing number of television networks also run video on mobile phone, and many affiliate stations now supply local news and stats to carriers. These efforts provide both a promotional boost to TV programming as well as an opportunity to woo advertisers to the emerging mobile platform.

• Brian Bos, SVP, Convergence Director, Mindshare|Team Detroit (Ford)
• Frank Barbieri, CEO and Co-Founder, Transpera
• Vivek Pendharkar, CEO, VuCast Media
Moderator: Charlie Symmons, Senior Manager, Information Management, Accenture Media & Entertainment Industry Group

3:30 – 4:20 | Sports and News Advertising: Playing Games with New Rules
The ability to reach consumers instantly, wherever they are is a game changer for sports for live games or online. Technologies such as video-on-demand, micro-stations, interactive TV, mobile and Web video present an unprecedented possibility for multiple marketing touch points. How should advertisers be spending their dollars?

• Randy Freer, COO, Fox Sports Network
• Rob Moore, VP,CTO, EA SPORTS
• Jeremy Steinberg, VP, Digital Ad Sales and Business Development, Fox News Channel

5:00 – 5:30 | Networking Reception