2009 Agenda

Everyone’s talking about “The Pool,” Canoe, iTV and how savvy brands are grabbing share with digital video. What do you need to know to survive these challenging economic times? New ad formats, best practices, the projects shaping the platform’s future and opportunities to meet solutions providers that can change your results—the IAB Digital Video Marketplace will arm you with the information you need to position yourself as an innovator. No brand, agency or publisher can afford to miss it.

8:00 AM - 8:30 AM

Registration and Breakfast

Breakfast sponsored by:
NBC Universal Digital Media

8:30 AM - 9:00 AM

Welcome Remarks

9:00 AM - 9:30 AM

Keynote Presentation
Creating a Collective Voice: Pepsi’s “Dear Mr. President”

What would you say to the man who is about to refresh our nation? That’s the question Pepsi asked America in a major digital campaign celebrating hope, optimism, and the progressive change taking over the country. Pepsi’s timely brand relaunch coincided with the excitement surrounding Inauguration Day and set the stage for, a platform that invited the entire nation to voice their opinion directly to our new President. Digital video played a pivotal role in this campaign, which combined Pepsi’s website (, online advertising, YouTube, Facebook, Tumblr and much more.

Ana Maria Irazabal
  Luane Kohnke  
Ana Maria Irazabal
Marketing Director
Luane Kohnke
Senior Vice President
Managing Director
Analytics & Accountability
9:30 AM - 10:50 AM

Digital Video Marketplace: Learn From the Solutions Experts

The video marketplace is overflowing with opportunities—and choices. Cut through the clutter by meeting experts from a variety of solutions providers to see who’s changing the game and to determine which solutions are best for your business.

  Mezzanine Level Second Floor
Hudson Suite

Promenade Suite

Plaza Suite

Sutton Suite

Broadway Suite
9:35 – 9:50 am Eyeblaster Panache Quantcast Babelgum Innovid
9:55 – 10:10 am Eyeblaster Panache Quantcast Babelgum Innovid
10:15 – 10:30 am Eyeblaster Panache Quantcast Babelgum Innovid
10:35 – 10:50 am Eyeblaster Panache Quantcast Babelgum Innovid
10:50 AM - 11:20 AM

Networking and Refreshment Break

Sponsored by:
NBC Universal Digital Media

11:20 AM - 11:30 AM

Innovative Solutions: Auditude

Learn how to embrace all aspects of video syndication from content partner feeds to user syndication while maintaining the ability to monetize your assets. Auditude simplifies video syndication by helping its partners significantly increase advertising inventory and revenue.

Marc Zachary, SVP, Business Development, Auditude

11:30 AM - 12:15 PM

Is This Thing Working?
What Effective Video Advertising Looks Like in a New Media Landscape

Sight, sound and motion are the hallmarks of online video, and they promise engagement, brand lift and interactivity. But how is ad effectiveness gauged beyond simply the click? And what can you learn from this targeted data? Panelists reveal how they are evaluating digital video campaigns and share what the results of a winning campaign look like in the new media landscape.

Moderator: Steve Robinson, President & Founder, Panache
Ran Cohen, Vice President, Product Planning, Eyeblaster
Matt Cutler, Vice President, Marketing & Analytics, Visible Measures
Kevin McGurn, Vice President, Advertising Sales, Hulu

12:15 PM - 1:00 PM

Calling All Fans
The Sprint/Heroes Case Study as a Blueprint for Success

Working with Heroes, Sprint was able to achieve breakthrough branding scores in the wireless category, ultimately drawing in several million unique viewers. Sprint had the goal of attracting tech-savvy consumers with large data plans and realized that no other show on television could compete with Heroes’ ability to match this strategic filter. Its fans hungered for more, which drove Sprint to sponsor an original web series, allowing followers to create a featured hero.

David Lang, President, Mindshare Entertainment
Simon McPhillips, Media Director, Sprint

1:00 PM - 2:00 PM

Networking Lunch

Sponsored by:
Tremor Media

2:00 PM - 2:30 PM Keynote Presentation
A Deep Dive Into “The Pool”

“The Pool,” a first-of-its-kind collaboration between top online video suppliers and major marketers, was conceived to generate new ideas and formats in digital video advertising. So, what does this really mean? The creators of the project give you the inside scoop—where they are, where they’re going and what this means for the digital ecosystem.

Curt Hecht
  Tracey Scheppach  
Curt Hecht
VivaKi Nerve Center
Tracey Scheppach
Senior Vice President/
Video Innovation Director
Starcom USA
2:30 PM - 2:40 PM

Innovative Solutions: Goodmail Systems

If marketers could marry the engagement factor of streaming video with the targeting potential of email and guarantee deliverability, the results would be unprecedented. This demo shows how Goodmail Systems is making the next generation of e-newsletters possible, complete with custom ad-supported video content that’s certified to reach the right people at the right time.

Peter C. Horan, Chairman and Chief Executive Officer, Goodmail Systems, Inc.

2:40 PM - 3:00 PM

It’s Easier Than You Think!
The Current and Future State of Digital Video Advertising

The IAB Digital Video Committee has helped redefine the digital advertising ecosystem. Designing technical infrastructure and standardizing ad formats have created a more consistent and manageable landscape for both publishers and buyers. Leaders of the committee will spotlight how their work impacts the ecosystem and how the current and future standardization of digital video advertising benefits you.

Ari Paparo, Group Product Manager, Advertiser Products, Google
Joey Trotz, Senior Director, Strategic Advertising Technology, Turner Broadcasting System

3:00 PM - 3:45 PM


NBC Universal Digital Media
Plaza Suite, Mezzanine Level

1+1=3: Engagement Delivers Results

Explore the value differentiated, professionally-produced content brings to the digital video advertising environment—with a key pay-off being engagement. Learn how three advertisers leveraged quality digital content, along with networks with scale and an upscale audience to deliver metrics-moving engagement. Each case study will explore how this engagement—whether delivered via digital video, product integration or gaming—can impact important metrics like brand recall, lead generation or purchase intent.

NBC Universal Digital Media

Hudson Suite, Mezzanine Level

NewTube: Reaching Your Audience With the World’s Largest Video Site

Now more than ever, advertisers need to reach target audiences efficiently and effectively. This session will explore new tools, new formats, new environments and new media opportunities on YouTube that help find and engage these audiences. Hear case studies and best practices from today’s cutting-edge marketers and walk away armed with actionable insights for success in 2009 and beyond.

Promenade Suite

Platform Hopping to Keep Up With Today’s Consumers

The Internet now competes with television in its own language: video. As audiences approach cable network proportions many publishers and agencies now believe broadband maturity and a dynamic online ad market have converged to create an ideal environment for video ads to thrive. As the economy toughens and media mixes evolve, advertisers are looking for better ways to measure the success of cross-platform campaign performance., Comcast Spotlight and an agency partner will preview emerging video management experiences for consumers and share implications and opportunities for advertisers.

Michael Q. Finnerty, Executive Director, Strategy and Business Operations, Comcast Interactive Media


3:45 PM - 4:15 PM

Networking and Refreshment Break

Sponsored by:
NBC Universal Digital Media

4:15 PM - 4:45 PM

A Candid Conversation With Canoe

Part tech company, part service bureau, Canoe expects to deliver segmented marketing via the next generation of cable television. This one-on-one interview will explore how combining the reach of television with the addressability of the online experience could revolutionize advertising.

David Verklin, Chief Executive Officer, Canoe Ventures
Andrew Hampp, Cable Television Reporter, Ad Age

4:45 PM - 5:15 PM

Demystifying iTV
Tapping Into the Power of Interactive Television

Interactive television is being rapidly adopted by consumers, still much of its potential remains untapped by advertisers. Get an in-depth look at the iTV landscape and learn directly from an advertiser who has capitalized on the interactivity of consumer-driven television with unprecedented results.

Jacqueline Corbelli, Chairman and Chief Executive Officer, BrightLine iTV Marketing Specialists, BrightLine iTV
Jon Stimmel, Director, Media Investment and Partnerships, Unilever U.S.

5:15 PM - 6:00 PM

Content Distribution and Discovery
Dealing With the Big Debates

Aggregate vs. non-aggregate…Paid vs. social delivery…Premium vs. independent vs. user-generated content. What works, what doesn’t and what’s best for your brand? Well, all of them. This isn’t a zero-sum game. Publishers and advertisers who are tackling these questions share examples of success.

Moderator: Sloan Broderick, Managing Director, MediaCom Interaction
Brian Cusack, Regional Sales Manager, YouTube
Avner Ronen, Chief Executive Officer and Co-Founder, boxee
Lisa Valentino, Vice President, Digital Ad Sales, ESPN

6:00 PM - 7:00 PM

Networking Cocktail Reception

Title Sponsor: VIP Sponsor: Supporting Sponsor: Media Sponsor:  Produced by:
NBC Universal Digital Media
Advertising Age
Interactive Advertising Bureau

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