Agenda

Agenda

From Three Screens to Mainstream: Digital Video Goes Prime Time

Creativity and innovation in digital video has ignited a revolution - for advertisers, publishers, and consumers. Sight, sound and motion have fueled a new kind of engagement as digital video plays a starring role on computers, televisions and handheld devices. Executives and visionaries from across the ecosystem will come together at this pivotal IAB Leadership Forum as digital video transforms the three-screen universe.

8:00 AM

Registration and Breakfast

Breakfast Sponsored by: 
Tremor Media

9:00 AM

Opening Remarks

9:15 AM

Keynote

Quincy Smith
Quincy Smith, President, CBS Interactive, CBS Corporation

10:00 AM

Format Wars No More - Driving Efficiency in the Ecosystem

Fully leveraging the three-screen universe requires simplifying the process for buyers and sellers across the supply chain- and this simplification hinges on consistent guidelines and standards. Be the first to see examples of the new video ad format standards developed by the IAB, and hear a panel of industry experts discuss the ground-breaking impact these new guidelines will have throughout the industry.

Moderator: Dina Kaplan, COO, BlipTV
Deva Bronson, Digital Media Manager, KFC
Ari Paparo, Group Product Manager, Google
Adam Shlachter, Senior Partner, Group Director, Mediaedge:cia
Cheryl Kellond, Vice President, Advertising Marketplaces, Yahoo! Inc.

11:00 AM

Morning Refreshment Break

11:30 AM The Great Debate: Buy Broadcast? Buy Online? Buy Both?

There's been plenty of discussion in the industry about a perceived tension between buyers of online and broadcast video. But is it real? Does it matter? Hear this point-counterpoint debate between two senior executives as they argue from opposing perspectives about the value and future of broadcast versus online.

Moderator: Patrick Keane, Executive Vice President, Chief Marketing Officer, CBS Interactive
Ian Schafer, CEO, Deep Focus
Steve Robinson, President & Founder, Panache

12:15 PM

Workshops

NBC Universal Digital Media
Room: Plaza Suite, Mezzanine Level

Peeking Around Corners: The Future State of Digital Video
 
With the mainstreaming of three screens, digital video is becoming more and more ubiquitous. With ubiquity comes the opportunity to examine more closely where we're headed as an industry and what we should be building towards as an ideal "future state" for this technology. This panel discussion will feature both the content providers and leading advertisers talking about what their organizations are doing to leverage Digital Video across the three screens - and sometimes other places - to create real engagement with consumers. We will also peek around the corner and discuss tomorrow's innovations at NBC Universal and panelist's organizations as well as the advertiser's wish list and changes  that they're already driving with their media partners.

Nick Johnson, VP National Sales, Internet & Broadband, NBC Universal

NBC Universal Digital Media

Tremor Media 
Room: Hudson Suite, Mezzanine Level

Video the Way You Want It

Leveraging online video in all its forms presents plenty of challenges for agencies, publishers and content creators alike. The video format conversation has evolved far beyond the in-banner vs. pre-roll dichotomy. Layovers, widgets, branded entertainment, product placement and other interactive video formats have expanded the landscape, leaving agencies to sort through nearly limitless creative choices, boundless inventory and wondering how to measure success. Tremor Media, the leaders in online video advertising, will share their unique perspective on the state of online video, picking the right formats to meet your goals, and making sure you get "Video the Way You Want It."

Randy Kilgore, Chief Revenue Officer, Tremor Media

Tremor Media

Adobe
Room: Promenade Suite, Mezzanine Level

The Future of Entertainment Onscreen, Online and On Device

With the explosion of video on the Internet, a massive shift is under way in how people consume video entertainment. Television programs are being viewed not only on TV sets but also on computer screens and mobile devices. Yet challenges in creating and profiting from next-generation content persist. This session will demonstrate how broadcast and media companies can profitably distribute video content while retaining control of that content and how agencies can leverage next generation advertising integrated into engaging, interactive user experiences.

Jason Knell, Senior Strategic Alliances Manager, Adobe

Adobe

DoubleClick
Room: Sutton Suite, 2nd floor

Online Video Advertising at Scale: Google, YouTube and DoubleClick

Wondering about the latest in video ads? Product managers from all areas of Google will discuss the trends, benefits and strategies of online video advertising.

Jennifer Hyman, Head of Online Video & Display Marketing, Google
Ari Paparo, Group Product Manager, Google
Shamim Samadi, Associate Product Manager, Google

DoubleClick

1:00 PM

Lunch

Sponsored by:
Advertising.com  

2:00 PM

Creating Great Content That Plays on Three Screens

What are the challenges of developing engaging content for three different contexts? These senior content producers will show examples from hit shows that have made multiple screens the mainstream and reveal how a different kind of thinking is required to make compelling video that succeeds in the multi-screen universe.

Moderator: Alan Schulman, Senior Vice President, Executive Creative Director, Executive Director of User Experience, imc2
Nick Johnson, VP National Sales, Internet & Broadband, NBC Universal
Rishi Malhotra, Vice President, Multiplatform Program Marketing, HBO
Jon Vlassopulos, Senior Vice President, Digital Media & Branded Entertainment, Endemol USA

2:45 PM Workshops

NBC Universal Digital Media
Room: Plaza Suite, Mezzanine Level

Peeking Around Corners: The Future State of Digital Video
 
With the mainstreaming of three screens, digital video is becoming more and more ubiquitous. With ubiquity comes the opportunity to examine more closely where we're headed as an industry and what we should be building towards as an ideal "future state" for this technology. This panel discussion will feature both the content providers and leading advertisers talking about what their organizations are doing to leverage Digital Video across the three screens - and sometimes other places - to create real engagement with consumers. We will also peek around the corner and discuss tomorrow's innovations at NBC Universal and panelist's organizations as well as the advertiser's wish list and changes  that they're already driving with their media partners.

Nick Johnson, VP National Sales, Internet & Broadband, NBC Universal

NBC Universal Digital Media

Tremor Media 
Room: Hudson Suite, Mezzanine Level

Video the Way You Want It

Leveraging online video in all its forms presents plenty of challenges for agencies, publishers and content creators alike. The video format conversation has evolved far beyond the in-banner vs. pre-roll dichotomy. Layovers, widgets, branded entertainment, product placement and other interactive video formats have expanded the landscape, leaving agencies to sort through nearly limitless creative choices, boundless inventory and wondering how to measure success. Tremor Media, the leaders in online video advertising, will share their unique perspective on the state of online video, picking the right formats to meet your goals, and making sure you get "Video the Way You Want It."

Randy Kilgore, Chief Revenue Officer, Tremor Media

Tremor Media

Adobe
Room: Promenade Suite, Mezzanine Level

The Future of Entertainment Onscreen, Online and On Device

With the explosion of video on the Internet, a massive shift is under way in how people consume video entertainment. Television programs are being viewed not only on TV sets but also on computer screens and mobile devices. Yet challenges in creating and profiting from next-generation content persist. This session will demonstrate how broadcast and media companies can profitably distribute video content while retaining control of that content and how agencies can leverage next generation advertising integrated into engaging, interactive user experiences.

Jason Knell, Senior Strategic Alliances Manager, Adobe

Adobe

DoubleClick
Room: Sutton Suite, 2nd floor

Online Video Advertising at Scale: Google, YouTube and DoubleClick

Wondering about the latest in video ads? Product managers from all areas of Google will discuss the trends, benefits and strategies of online video advertising.

Jennifer Hyman, Head of Online Video & Display Marketing, Google
Ari Paparo, Group Product Manager, Google
Shamim Samadi, Associate Product Manager, Google

DoubleClick

3:30 PM

Afternoon Break

4:00 PM

A Tale of Two Screens - Sprint, Suave & "In the Motherhood"

An increasing number of marketers are experimenting with online video to tell their stories. MindShare and MindShare Entertainment united clients Suave and Sprint for "In the Motherhood," a campaign created for moms, about moms and, most importantly, by moms that demonstrated a commitment to both online and TV. Senior executives from the agency and brand side will share the critical decisions required for creating innovative campaigns for multiple screens and the metrics necessary to evaluate success.

David Lang, President, Mindshare Entertainment
Ted Moon, Director of Digital Media, Sprint Nextel

4:45 PM

Making the Most of Addressable TV & Video-On-Demand

The explosion of digital video has put the consumer in control in ways like never before. Addressability & VOD create an opportunity for advertisers to focus on the consumer that’s not present on other platforms. Join two industry thought leaders as they show and discuss real world examples from leading brands which leveraged the power of addressable TV and VOD to reach the right audience at the right time in the right way.

Curt Hecht, EVP, Chief Digital Officer, Starcom MediaVest Group
Mitch Oscar, EVP, Carat Digital

5:30 PM

Networking Cocktail Reception

Reception Sponsored by: 

Principal Sponsor: Title Sponsor: VIP Sponsor: Supporting Sponsor: Produced by:
NBC Universal Digital Media Tremor Media
Adobe
Brightcove
Interactive Advertising Bureau