Agenda
IAB Marketplace - Digital Video

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Agenda

8:00 AM

Registration Opens

8:00 AM - 9:00 AM

Networking Breakfast

Sponsored by
AOL Video

9:00 AM - 9:15 AM

Opening Remarks

Randall Rothenberg, President and Chief Executive Officer, Interactive Advertising Bureau

9:15 AM - 9:45 AM

Video: Out of the Box
Brand Storytelling In a Digital World

FedEx, GE, and HBO took stories from TV to smaller screens to increase consumer engagement levels. BBDO showcases creative examples of each brand’s campaign to reveal why digital video is so important to storytelling.

Learn how social and mobile platforms play into a comprehensive video advertising strategy.

Mark Himmelsbach Scott Rodgers
Mark Himmelsbach
Senior Vice President, Director,
Digital Strategy,
North America,
BBDO
Scott Rodgers
Senior Vice President, Creative Director,
BBDO
9:45 AM - 10:15 AM

Video, Video Everywhere
Insights, Spends & Trends: Research on the Video Viewing Explosion

This data-driven presentation, providing both breadth and depth, connects insights on viewing habits, behaviors and demographics with trends in ad spend, ultimately applying lessons learned from TV to future of digital video.

Explosive growth in platforms for viewing—from online to smartphones, tablets and connected TVs—has led to a huge surge in video consumption. How are consumer brands, media companies and content developers finding and engaging with this expanding audience?

Brian Fuhrer
Brian Fuhrer
Senior Vice President, Product Leadership,
Nielsen
10:15 AM - 10:25 AM

Demo: What’s Hot in Technology
Adobe’s Project Primetime Feature Preview

Unveiled for the first time at the IAB Annual Leadership Meeting, Adobe’s new video technology platform is transforming the way video content and ads are being served and consumed. Project Primetime gives media companies one solution to deliver and monetize their content seamlessly across tablets, mobile phones, TVs and PCs while delivering better consumer experiences over IP and to enable smooth, TV-like experiences for ad-supported videos across Web-connected devices.

Get an introduction to Project Primetime and experience one of the first feature launches.

Dan Erck, Senior Director, Ad Platform, Adobe

Sponsored by
Adobe

10:30 AM - 11:00 AM

Workshops

Collective
Room 404, 4th Floor

Accelerating TV Tune-In: Using Digital Set-Top-Box Data to Target and Convert Online Audiences

TV networks have limited online targeting options—they lack consumer data that is behavioral, granular, and scalable. New set-top-box based tools have shown success in accurately targeting relevant audiences, as well as creating tune-in lift. Now TV networks can access a scalable, repeatable, and flexible technology to drive value for the business and leverage the online medium in a way that is on par with their information-rich peers on other advertising categories. Justin Evans, Senior Vice President, Emerging Media, Collective, demonstrates the accuracy of set-top-box targeting and its value in generating TV tune-in.

Justin Evans, Senior Vice President, Emerging Media, Collective

Collective


eXelate
Room 502, 5th Floor

Advancing TV Dollars Online—Realizing the Share Shift

TV ad spend is projected to exceed $64.8 billion in 2012 while online advertising spend will near $40 billion. What if you could target the same TV audiences through digital media—would that shift more ad spend to online? Join eXelate and Nielsen as they announce Nielsen TV data now available to digital marketers—for the first time ever. Hear best practices from early-adopters leveraging TV data to impact digital marketing results and drive revenue.

Andrew Feigenson, Vice President, Ad Platforms & Networks, The Nielsen Company
Damian Garbaccio, Chief Revenue Officer, eXelate
Kelly McEttrick, Senior Director, Platform Strategy, Videohub
Mark McKee, General Manager, Videology

eXelate


Specific Media
Room 405, 4th Floor

Connected TV: Addressing the Challenges and Maximizing the Opportunities of the Living Room

Connected TV (CTV), while not yet adopted by the masses, continues to gain market share, bringing new challenges for advertisers. The opportunity for advertisers to ignite and harness the CTV potential is here and now. Jason Knapp, Executive Vice President, Product, Specific Media, discusses why brands need to stay ahead of the curve about the potential of the connected TV market. From new ad formats and increased targeting capabilities to in-depth analytics, Jason reveals the secrets to understanding and succeeding in the growing CTV market.

Jason Knapp, Executive Vice President, Product, Specific Media

Specific Media


Videology
Room 402, 4th Floor

Video Convergence
Balancing the Equation: Performance + Scale + Cost

More consumers are viewing video across multiple screens. The trend may have started several years ago when viewers began to embrace the added flexibility, customization, and choice that online viewing brought to the traditional television experience. Now, however, with the proliferation of smartphones and connected devices, this flexibility has been pushed to new levels. So as consumers drive convergence, we seek to answer, “What’s the equation for success?”

Todd Bender, Vice President, Business Development, Videology

Videology

11:00 AM - 11:30 AM

Networking and Refreshment Break

Sponsored by
Adobe

11:30 AM - 12:15 PM

Case Studies in “How to”
Real World Examples of What Works and Why in Video

A series of case studies—co-presented by advertisers, publishers, and technologists—provide instantly actionable insights on how to create the best video strategy for your brand.

Case Study 1:

How to: Overcome audience fragmentation and find consumers wherever they are.

The explosion of content delivery channels, sites, and platforms, creates new challenges for video distribution, and discovery. In this case study, Fidelity unpacks how it leveraged new tools and technologies to reach its target audience across multiples sites and screens while optimizing media spend.

Chris Needham, Vice President, Interactive, Fidelity Investments
Atul Patel, Chief Executive Officer and Founder, OneScreen
Tim Ware, Director, Mobile Sales, The Wall Street Journal Digital Network

 

Case Study 2:

How to: Extend campaign reach using connected TV to engage consumers with a branded experience.

The living room is the ‘hub’ of household entertainment, both for traditional as well as online viewing. This case study explores how State Farm leveraged connected TV to extend the reach of its popular Super Bowl MVP Aaron Rodgers campaign across all screens, driving both brand and social media marketing objectives. See how State Farm married the reach, impact, and opt-in engagement of traditional TV with the real-time viewer feedback and in-depth metrics only available via the online medium to ultimately maximize brand advertising ROI.

Dan Beltramo, Chief Executive Officer and Co-Founder, Vizu
Ed Haslam, Senior Vice President, Marketing, YuMe
Sandy Portanova, Associate Media Director, OMD

 

Case Study 3:

How to: Increase audience engagement levels and improve co-viewing experiences through 2nd Screen applications.

The ability to interact with audiences on their tablet, pc, and smartphone, while they are co-viewing content on TV, has created a new set of challenges for the industry. Hear how to successfully and creatively execute a co-viewing experience in this case study offering the perspectives from multiple brands and learn how 2nd screen applications are being taken to the next level.

Michael Clark, Co-Founder and Principal, Beeby Clark+Meyler
Andy Gallagher, Senior Director, Marketing Research and Consumer Insights, NBC News Digital Network
Moritz Loew, Chief Agency Officer, General Manager, Sales, MSNBC Digital Networks

12:15 PM - 12:45 PM

What I Buy: Why and How—The Agency Perspective

Senior agency executives, one responsible for buying broadcast, and one responsible for buying digital video for the same client, give a behind-the-scenes look at how they buy across platforms *and* share what they need from the industry in order to do so more holistically.

Starting as a frank discussion about what’s “now” and evolving into a call to action for the industry, this session provides insights on how video is currently being bought and how the whole ecosystem can, and should, contribute to process innovation for the future.

Moderator: Nate Elliott, Vice President and Principal Analyst, Interactive Marketing, Forrester Research
Sam Sussman, Senior Vice President, Director, Broadcast Buying, Starcom
Megan Tweed, Vice President, Media, Razorfish

12:45 PM - 1:45 PM

Networking Luncheon

Sponsored by
Videology

1:45 PM - 2:15 PM

Original for Digital: Will Made-for-Online Ever Really Be Ready for Primetime?

With demand for premium digital video exploding, how can you best develop, program and distribute content that satisfies both consumers and advertisers? What are the emerging strategies around bringing original video to market? This session examines the latest trends in online video through the lens of the consumer, advertiser and broadcaster.

Erin McPherson
Erin McPherson
Vice President,
Head, Video,
Yahoo!
2:25 PM - 3:40 PM

Digital Video Marketplace: Learn From the Solutions Experts

The digital video marketplace is overflowing with opportunities—and choices. Cut through the clutter by meeting experts in the space to see who’s changing the game and to determine which options are best for your business.

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Room 402

Room 404

Room 405

Room 502

Room 509
2:25 PM – 2:40 PM MediaMind Adap.tv Innovid LiveRail BrightRoll
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2:45 PM – 3:00 PM MediaMind Adap.tv Innovid LiveRail BrightRoll
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3:05 PM – 3:20 PM MediaMind Adap.tv Innovid LiveRail BrightRoll
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3:25 PM – 3:40 PM MediaMind Adap.tv Innovid LiveRail BrightRoll
           
3:45 PM - 4:15 PM

Networking and Refreshment Break

Sponsored by
Adobe

4:15 PM - 4:30 PM

Technologies that Power the Latest Generation of Interactive In-Stream Video Advertising Experiences

Payam Shodjai, Lead Product Manager, Google

4:30 PM - 5:00 PM

Town Hall Forum—Where Are We on GRPs?
An Open Discussion on the Progress Toward Efficient Planning, Buying, and Evaluating of Digital Video

The absence of a consistent approach to cross-ecosystem measurement has resulted in competing and contradictory metrics. The developers of Making Measurement Make Sense, an initiative designed to create brand hospitable cross-platform measurement, provide a digital video-centric progress update and drive an open forum for an industry discussion around where we go from here.

Bring your questions. Get answers from those piloting the initiative—on stage and in the audience—on how the industry can create transactional metrics to increase brand performance across all media.

Danny Hong, Manager, Bain & Company
Sherrill Mane, Senior Vice President, Research, Analytics, and Measurement, Interactive Advertising Bureau

George Ivie, Executive Director and Chief Executive Officer, Media Rating Council
Suzie Reider, Head, Industry Development, YouTube Global Video
Joey Trotz, Senior Director, Strategic Advertising and Digital Technologies, Turner Broadcasting

5:00 PM - 5:45 PM

So What Is Premium Inventory Anyway?
A Debate on Creating and Defining Value in Video

In this lively, open debate, video content providers, networks, and technology companies take a turn in the hot seat to deliver their perspectives on how premium video inventory is defined, where UGC fits, and how programmatic buying might play a role in the current and future marketplace. Creating a 2-way dialogue between the stage and floor, industry leaders add their voice to the conversation with questions, rebuttals and new opinions.

Video veteran Rob Davis leads the discussion to explore how the evolving definition of premium video is shaping the ecosystem, how providers promote new content, and what roles brands will play in content creation.

Moderator: Rob Davis, Executive Director, Advanced Video Practice, OgilvyOne

On the stage:
Jamie Byrne, Head of Original Programming, YouTube
Ran Harnevo, Senior Vice President, AOL Video and Co-Founder and Chief Executive Officer, 5min Media
Brad Herman, Chief Supply Officer, Videology
Tod Sacerdoti, Chief Executive Officer, BrightRoll
Lisa Valentino, Vice President, Digital, Mobile Advertising Sales, Strategy Development, ESPN

In the audience:
Roy Chung, Associate Director, Emerging Solutions, VivaKi Nerve Center
Matt Kaplan, Chief Revenue Officer, My Damn Channel
Jared Skolnick, Vice President, Product Marketing, Undertone
Brett Wilson, Chief Executive Officer, TubeMogul

5:45 PM - 6:45 PM

Networking Reception

Sponsored by
Specific Media