| Day TwoJanuary 22, 2009 |
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08:00 |
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08:30 |
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Welcome address and recap of day one
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Rishi Malhotra, Former Vice President, HBO On Demand & Multiplatform Program Marketing, Home Box Office Inc
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08:35 |
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Revealing the advertisers perspective on the evolution of platforms and ad spend
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- Establishing why the majority of ad dollars are still spent on linear television and what you must do to stay ahead of the curve
- Understanding whether advertisers continue to advertise on mass, or if appetite for alternative methods is increasing
- Clarifying the need for targeted advertising and what this means for the operator
- Uncovering the barriers to multi-platform advertising and what needs to be addressed to enable a shift
- Unique views on online, gaming, social media and branded entertainment as an alternative to the 30’ spot
- In a digital world, should a brand tailor itself for different platforms or focus on its core identity?
David Lang, President, MindShare Entertainment
Shari Cohen , Exchange Leadership, MindShare Entertainment
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| 09:10 |
| CONFERENCE TRACK ONE: CONTENT EVERYWHERE |
| PANEL: Is it really possible to create content that works across multiple platforms?
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Moderator: Rishi Malhotra, Former Vice President, HBO On Demand & Multiplatform Program Marketing, Home Box Office Inc
- Examining what type of content consumers are engaging with across 3 screens
- Understanding which content is gaining most traction
- What impact do different platforms have on each other? How much does one cannibalize another?
- Which multi-platform content commands a premium?
- Is the much hyped ‘create once, view anywhere’ adage a reality or merely an ideal?
Perkins Miller, Senior Vice President Digital Media , NBC Universal Sports and Olympics
Alice Kim, Senior Vice President of Digital Distribution & Partner Relations, MTV Networks
Jon Vlassopulos, CEO, Moderati & General Manager, North America, Bellrock Media
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| CONFERENCE TRACK TWO: Advertizing in a multiplatform world |
| PANEL: Enabling multiplatform advertising |
Moderator: Jack Myers, President, Myers Publishing
- Evaluating ways to encourage advertisers to adapt to the new models
- Establishing pricing options: do trial or tier pricing options work?
- Revealing how measurement contributes to your offering on linear television
- What ad models work on what platform?
- Measurement models: are we any further in understanding the demographic of the multi-platform consumer? How are consumers being differentiated in shared households?
- Do multi-platform ads boost conversion rates?
Joan Gillman, President, Media Sales, Time Warner Cable
Lee Doyle, Chief Executive Officer, North America, Mediaedge:cia
Jacqueline Corbelli, Chief Executive Officer & Chairman, BrightLineiTV
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| 09:45 |
| Multi-platform Case Study – USA |
| Beyond siloed measurement: Find out what ESPN has learned from it's seven-year investment in multi-platform research. |
- See how ESPN has grown as a multiplatform company with TV as the foundation
- Learn 6 core principles of cross-media behavior and measurement
- Get in-depth insight from ESPN's exclusive access to Nielsen's convergence panel
- Understand why media use is not a zero-sum game - a heavy user of one, can be a heavy user of all
- Discover the real drivers of multiplatform use and the value of incremental touchpoints
Artie Bulgrin, Senior Vice President, Research & Sales Development, ESPN
Glenn Enoch, Vice President, Research, ESPN
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| The New World of Interactive Advertising – Combining the Best of TV and Digital Advertising |
- Don Reilley from Microsoft’s Advertising Business Group will discuss how Xbox LIVE combines elements of TV with digital entertainment in an immersive, high-definition environment that delivers successful results to advertisers. With an engaged audience of more than 14 million, Xbox LIVE is the largest social network on TV delivering access to thousands of games, movies and television shows and opening up the platform for marketers to successfully connect with their audience.
Don Reilley, National Sales Manager, Xbox, Microsoft
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10:20 |
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Pre-arranged one to one meetings & networking coffee break
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Accelerate the networking process by taking one-to-one meetings with fellow delegates and leading solution providers
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| 11:10 |
| Case study: The Hotel Network |
At the intersection of TV, VOD and place-based digital out of home, Derek White will share unique insights from the hotel space
- What set-top box data and media habits of a half billion annual hotel guests tells us
- Experiments in short-form that work: bringing the best of the web to TV
- Effective out-of-home measurement and ad models of the future
Derek White, President, The Hotel Networks
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| Case study: Outlining the growth of online premium video and understanding the viewer metrics available to advertisers
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- Evaluating the success of online programming, the demographic of the typical consumer and their viewing habits
- Understanding how consumer viewing habits are moving to the online medium
- ROI: a look at the revenue generated by streaming content over the web and how this might be further enhanced
- Defining how online success is being measured
- Industry challenges and opportunities
Hardie Tankersley, VP of Innovation/Partnerships and GM of Fox.com , Fox Broadcasting
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11:45 |
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Analyzing the effectiveness of long-form video, online consumer drivers and advertising engagement
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Case study: abc.com
- Understanding the consumer drivers and interaction with long form video
- Examining the trends in long form video product development
- Uncovering viewer reaction to different advertising models within long-form online videos and a comparison of behavior to that of linear television
- Assessing the role of targeting, ad content and interactivity in viewer engagement
Rick Mandler, Vice President, Digital Media Advertising , Disney/ ABC
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| 12:20 |
INTERACTIVE WORKSHOP
Digital entertainment: the 7 Golden Rules |
| Workshop led by: |
Digital entertainment is here, and if you are not launching something to promote it then you are at a disadvantage… or that is the perception. Everyone in TME has some flavor of new digital media platform, from content owners, broadcasters, telco’s, cable providers and new upstarts alike.
- Understanding the 7 Golden Rules as key insights into what is really happening in the marketplace and why: from asset management schemes and multi-screen delivery to business models and technology choices
Greg Jarvis, Senior Director, ioko
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INTERACTIVE WORKSHOP
Leveraging your online presence in a profitable manner |
| Understanding the potential of live TV streaming in a downsized economy and beyond. |
- Analysis of current live TV streams from major brands in North America - a closer look at user experience, advertising opportunities and delivery.
- Market potential – which types of audience will be the best to target to generate new revenues in 2009.
- Insight on the best tactics for 2009 and beyond to increase brand stickiness and advertising revenues, get the widest reach and maximize multicasting strategies.
Neil Sweeney, Senior Vice President, StreamTheWorld
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12:55 |
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14:00 |
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PANEL DISCUSSION: The year of interactive?!? Analyzing the current state of interactive television and how the industry can overcome challenges in mass deployment
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Moderator: Rishi Malhotra, Former VP, HBO On Demand & Multiplatform Program Marketing, Home Box Office Inc
- Defining interactive and what value interactivity can bring to the consumer
- Establishing what interactivity is currently available and what has worked in other geographical domains
- Is it going to take off? Understanding the barriers to mass deployment and when the return path will be viable
- Unique perspectives on the consumer appetite for interactive and what makes a compelling interactive experience
- Achieving the next level of interactive: review strategies to engage Gen Y and Baby Boomers
- Commercializing interactive: how and when will we start to see incremental revenues? Fundamentally… is it worth the effort to go interactive?
Lisa Hsia , Senior Vice President, New Media & Digital Strategy, Bravo
Ian Schafer, Founder & CEO, Deep Focus
Susan Bonds, President/CEO, 42 Entertainment
James Joyce, Executive Vice President, Business Development, 2waytraffic
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14:35 |
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Uncovering the current state of linear and multi-platform ad spend and the extent you should invest in new platforms
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Rewind and fast forward: analyzing how the ad world has evolved and will continue to evolve with the proliferation content everywhere
- Looking back 3 years: evaluating where money was being spent on mobile, online and cable and how this is changing
- Establishing today’s expenditure and the shift in dollars to multi-platform
- Understanding the split from sector to sector – where are the dollars being spent?
- Will ad spend shift from linear to non-linear? Forecasting the proportions and the potential impact of VOD
- Evaluating the role of gaming and social worlds: will these erode TV ad spend?
- Differentiating between ad sectors that are spending on alternative models and how you can best leverage this
Lee Doyle, Chief Executive Officer, North America, Mediaedge:cia
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15:10 |
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Super Panel: The future of television – what’s next?
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Moderator: Simon Applebaum, Producer/Host, Tomorrow Will Be Televised
- How will consumers react to the next generation of services?
- Which technologies look set to have the greatest impact on the evolving TV landscape?
- Can internet infrastructure keep up?
- Once all content is either free or available as pirated copies, how will anyone make money?
- What’s the timeline for the next generation of services? Has the economic downturn slowed this process?
Stuart Sikes, President, Parks Associates
John Bates, MMO Evangelist, Entropia Universe / MindArk
Jason Hirschhorn, President, Sling Media Entertainment Group
Jim Louderback, Chief Executive Officer, Revision3
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15:50 |
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Chairman's closing remarks
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Rishi Malhotra, Former Vice President, HBO On Demand & Multiplatform Program Marketing, Home Box Office Inc
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