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Detailed Conference Agenda

DAY ONE: Tuesday January 22nd, 2008

7:30 AM

Registration Opens and Continental Breakfast

8:15 AM

Opening comments from the Chairperson

Ari Paparo, VP of Advertising Products, DoubleClick

8:30 AM

Opening Address

Creating Interactive Dialogues with Mass Audiences Through Digital Media

The highly digitized lifestyles of modern consumers have created huge opportunities to make them active participants of the brand dialogue. What are the systems available to encourage consumer participation and how can marketers and agencies harness and leverage the input? Hear how you can increase interactivity and how you can capture audience feedback to measure the effects of brand advertising.

Scott Hagedorn, US Director of OMD Digital

9:00 AM

User Generated Content: Metrics

Understanding UGC Measurement to Better Maximize Your Advertising Effectiveness

User Generated Content is growing by leaps and bounds, and marketers are finding ways to harness it for brand equity. Despite some risks, this platform allows consumers to define the brand on their own terms. But the question remains: how to best utilize and measure UGC advertisements?

• Uncover ways to accurately measure traffic and see the benefits of this powerful medium
• Leverage the creativity of your current and potential consumers
• Minimize the risk and effectively manage content without filtration

Hear how user generated content can be used to improve your next campaign.

Greg Kahn, SVP, Strategic Insights, Optimedia
Pete Blackshaw, EVP, Nielsen Online Strategic Services, Nielsen BuzzMetrics
Margie Chiu, VP of Strategy, Avenue A| Razorfish

9:45 AM

Social Networking: Metrics

Measuring Branded Communities to Optimize Your Advertising Investment

Facebook, MySpace, Friendster, and Twitter are becoming a staple of the digital lifestyle and their popularity has exceeded expectations. These websites allow brands to reach out and create a dialogue between the user and the brand, but it remains difficult to measure the time and money committed by the brand…

• Be informed about innovative ways to accurately capture and analyze consumer response
• Identify the potential to connect with targeted demographics and measure the reach
• Uncover strategies to be immersive and effectively promote your brand

Learn how to best measure social networking and maximize your ROI.

Jatinder Singh, EVP, Director of Measurement and Accountability, Universal McCann
Art Sindlinger, VP/Activation Director, Starcom USA
Aaron Barnes, VP of Global Sales and Business Development, Friendster
Moderator:
Joe Marchese, President, Archetype Media

10:30 AM

Mid-Morning Networking Break

11:00 AM

User Generated Content & Social Networking: Pricing

Evaluating Pricing to Make an Informed Advertising Investment Decision

This session will take you through the thought behind the pricing, and how it is justified. You be the judge on whether the dollars spent commensurate with the value being offered…

• Learn strategies to monetize from usergenerated content and pricing models for ads on social networking sites
• Justify the costs and risks involved in interacting directly with consumers
• Determine the viral benefits of social networks and efficiency in enabling communications

Rob Griffin, Director of Search & Analytics, Media Contacts
James Hering, EVP, Director of Integrated Marketing, TM Advertising
Todd Steinman, COO, M80
Moderator:
Dan Miller, Vice President, Neighborhood America

11:45 AM

Search Engine: Pricing

Search Engine Optimization: Click VS. Action

Compared to other digital media, search engine optimization measurement and pricing is the most mature and the most developed. But just when you thought you were getting the groove of CPC, a new pricing model of CPA is being thrown in the mix. What does this mean and what are new strategies to adapt if CPA becomes the default model?

• Assess if your system can track the source of each lead and its timing
• Determine how you should set the price for a customer acquisition
• Discuss payout variations depending on market segmentation

Jason Clement, Partner, Group Search Director, Neo@Ogilvy
Aaron Goldman, VP, Marketing & Strategic Partnerships, Resolution Media

12:30 PM

Sponsored Networking Luncheon

1:45 PM

Keynote Address

Redefining the Rules and Roles of Measurement and Accountability

Emerging media constantly reinforces that the market demands instant gratification for the
actions they take, redefining the customer satisfaction barometer of effectiveness. Traditional media measurement and approaches will decline with the rise of digital technology, demanding new measurement and engagement models.

• Examine the interactions and co-dependency of online and offline platforms including search
• Challenge conventional models of tracking and accountability
• Offer a glimpse of the future state ofnegotiation and front end investment approaches that will redefine the role ofagencies, marketers and consumers

Curt Hecht, Chief Digital Officer, Starcom MediaVest Group

2:30 PM

In-Game Ads: Metrics & Pricing

Measurement and Pricing Models to Demonstrate the Benefits of Static and Dynamic Game Advertising

In-game advertising is on the rise and groups are working together to analyze and benchmark the data. The industry goal is to develop an innovative measurement system to calculate the reach, frequency and effectiveness of the game network. Learn how this is being developed…

• Find out what will be counted in developing an accurate measurement system
• Discover the future forecast and growth potential of in-game advertising
• Recognize the pricing models available to demonstrate the benefits of in-game advertising

Bring accuracy to game advertising measurement and maximize your ROI.

Brian Bos, Vice President, Convergence Director, Mindshare–Team Detroit
Christine Peterson, NY Media Director, Carat

3:00 PM

In-Game Case Study: Discovery Channel

Examine the Opportunities in In-Game Advertising and Partake in its Enormous Growth Potential

This case study will show how to better engage and make a mark with gamers. For Discovery Channel, it was important to go beyond dynamic in-game units and shift into focusing on providing the gamer with value and relevance with a goal of creating awareness to their new show “Future Weapons.” Understand the impact of dynamic advertising on the game playing audience and brand awareness by hearing about the Future Weapons/Gears of War integration.

Find out the potential of in-game advertising and how you can tap into its growing market.

Craig Daitch, Director of Interactive Strategy, PHD
Chris Schembri, SVP Media Planning & Partnerships, Discovery Communications

3:45 PM

Networking Break

4:15 PM

Mobile Marketing: Metrics & Pricing

Measuring Effectiveness of Mobile Marketing Campaigns and The Rate Card

Traditional media marketers are looking at mobile marketing to enhance their campaign results and improve the value of their integrated media efforts. At the same time, its effectiveness is being questioned:

• Measure the effectiveness of mobile marketing campaigns
• Examine pricing methodologies for integrated marketing campaigns
• Assess the likelihood of a solid return on investment

Eric Bader, Co-Managing Director, Brand in Hand
Benjamin Ezrick, Senior Strategist of Digital Innovation, OgilvyInteractive
Amanda Richman, SVP, Director of Digital Services, MediaVest
Moderator:
Laura Marriott, President, Mobile Marketing Association

5:00 PM

Mobile Marketing Case Study: JCPenney

Increase Engagement Through Integrated and Targeted Mobile Marketing Campaigns

Brands and advertisers are discovering the potential of mobile marketing as the billions of devices out there provide the foundation for extremely effective and customized marketing. Come to this session and hear how one of America’s leading retailers tapped into the power of the third screen to generate engagement and build brand awareness among teen influencers.

• Hear about the multi-tiered approach utilized to maximize the efficiency of the mobile channel
• Examine consumer mobile interactions to determine the best way to reach your target market and to leverage existing creative assets
• Identify costs and risks involved in mobile marketing campaigns

Understand the variable costs to mobile marketing and take away strategies to measure accurately ROI.

Emily Timko, Account Director, Avenue A| Razorfish
Sacha Xavier, Regional Lead, Advanced Marketing Solutions, Avenue A| Razorfish

5:30 PM

Exclusive Cocktail Reception

Bring your business cards and attend our “exclusive” end-of-day cocktail reception.

Day Two: Wednesday January 23rd, 2008

7:45 AM

Registration Opens and Continental Breakfast

8:15 AM

Recap of Day One by Chairperson

Ari Paparo, VP of Advertising Products, DoubleClick

8:45 AM

Opening Address

The Future of Emerging Interactive Digital Media: Find Your Next Step in Developing Effective Marketing Strategies

Increasing numbers of brand marketers and advertising agencies are beginning to shift the allocations of their budgets to alternative media. While the alternative media sector is growing, the industry has not been clearly defined and there is a lack of knowledge in the opportunities available. This session will provide answers on the following questions:

• How is alternative media defined? What segments are included and excluded?
• What are the trends and the forecasts of Alternative Media in 2008?
• How do you better allocate resources and what is the growth potential?

Take this opportunity to learn and stay ahead of a fast-moving media curve.

Patrick Quinn, President & CEO, PQ Media

9:15 AM

Widgets: Metrics & Pricing

Understanding the Potential of Widgets: Enhanced Tracking and Pricing Considerations to Maximize Your ROI

Once a video or widget disperses with incredible speed, it is challenging to measure the plays, number of times it interacted, and even how many times it had been downloaded. The potential for widgets with enhanced tracking mechanisms and their pricing considerations are of great interest to marketers. This session will introduce the latest infrastructure that will accurately measure the on-going exposure.

• Explore new technology to measure the amount of time spent on user interaction
• Understand the dynamic distribution of widgets and online videos
• Associate demographic and psychographic characteristics for more accurate consumer behavior assessment

Better understand the opportunities to leverage the use of widgets in your campaigns.

Kim Luegers, Associate Media Director, DraftFCB Chicago
Nick Dimitrakiou, Partner, Media, Kinesis Marketing
Ari Paparo, VP of Advertising Products, DoubleClick
Benjamin Pashman, VP, Sales & Business Development, Gigya Inc.
Moderator:
Adam Gerber, Chief Marketing Officer, QUANTCAST

10:00 AM

Networking Break

10:30 AM

Digital Out-of-Home: Metrics

Examining Viewership Data for Out-of-Home (OOH) Ads and Increase Media Touch Points

The value proposition of digital OOH media is connecting with the right consumer, at the right place, at the right time. But how do you measure the audience seeing the ads on the thousands of screens out there? This session will address the growing demand for relevant and detailed ad engagement data at place-based environment.

• Overview of the efforts to develop metrics to support high engagement levels
• Learn about interactive models of OOH advertisements and how it is being measured
• Introduce strategies to improve usage of the medium and promote accountability

Incorporate accurate measurements and increase confidence in out-of-home advertisements.

Jeffrey Diskin, SVP–Brand Management, Hilton Hotels
Doug Pulick, SVP Research, National Cinemedia
Moderator:
Jim Bell, Sr. Vice President of Sales Development and Operations, Reactrix

11:15 AM

Digital Out-of-Home: Pricing

Exploring the Rate Card For Digital Signage in a Place-Based Environment

As standardization for out-of-home digital signage grows, the questions around pricing become clearer. This session will address the need to develop common rate cards in digital OOH in brand activation strategies…

• Understand the pricing framework for dynamic digital signage advertising
• Hear proposed changes on pricing models for place-based OOH advertisements
• Educate and minimize the disparities in pricing

Take this opportunity to learn more about the potential and return on investment from place-based digital advertisements.

Speaker to be announced, Universal McCann
John Taylor, CEO, Ecast Inc.
Christina Radigan, Associate Director of Marketing and Communications, Outdoor Media Group

12:00 PM

Networking Luncheon

Network with speakers and delegates and explore new business relationships.

1:15 PM

Panel: Determining the Optimal Marketing Mix Model to Maximize Your Advertising Dollars

How can marketers develop the right mix in an era of integrated campaigns…with digital media becoming an increasing part of the media buy? This session will bring together a group of seasoned veterans to look at new approaches to producing a marketing mix model that delivers peak ROI for your total advertising spend.

Karna Crawford, Director of Media & Interactive, Sparkling Brands, Coca-Cola
Slavi Samardzija, VP, Group Director, Insights and Optimization, Wunderman
Terri Walter, VP of Advanced Marketing Solutions, Avenue A| Razorfish
Moderator:
Bob Liodice, President, Association of National Advertisers

2:00 PM

Streaming Media: Metrics & Pricing

Clarifying Performance-Based Metrics and Pricing for Streaming Media Advertisements

Rich media has become a key element of the way consumers and brands communicate. As this platform develops and grows, streaming advertisers and marketers are beginning to question, when is an ad impression counted? This session will:

• Introduce reliable measurement models for the latest streaming media advertisements
• Address growing concerns of pricing streaming media advertisements
• Examine various streaming ad formats — pre-roll, post-roll, commercial length, and interactive components

Jarvis Mak, US Director of Research & Insights, Media Contacts
Molly Hop, Group Media Director, Critical Mass
Yoav Arnstein, General Manager North America, Eyeblaster Inc.
Chris Allen, VP/Director of Video Innovation, Starcom USA
Moderator:
Robert Victor, Product Manager of Emerging Media, DoubleClick

2:45 PM

Networking Break

3:00 PM

Virtual World: Metrics & Pricing

How Brands Can Maximize Return on Investment in the Virtual World with Enhanced Metrics and Cost-Effective Pricing

As more brands populate virtual worlds, there is a demand to develop standard metrics and cost-effective pricing. Get insights into:

• Providing accurate measurement and justify the costs involved
• Managing social interactions using tools, techniques and approaches to enhance user experience
• Investing in the community to build awareness and increase the impact of social lives on the virtual world

Jack Myers, CEO, Myers Publishing
Kevin MacLean, Managing Director, West, PHDiq
Jeff Freedman, Director, Business Development, Millions of Us
Andreas Roell, President & CEO, Geary Interactive

3:45 PM

Podcasting: Metrics & Pricing

Understand Ad Effectiveness and Examine the Rate Card for Podcast Advertising

Although podcasts present major reach opportunities, tracking and quantifying them remain a challenge. This session will explore the various formats of delivering advertisements and their impact, plus discuss the newest solutions to develop further this channel.

• Create an interactive community to measure the user involvement
• Analyze the available data to better target your audience group and justify costs
• Study the cost-per-action model and explore other pricing options

Bryan Moffett, Sponsorship Operations Manager, NPR Digital Media
David Herscott, President, MEA Digital
Matthew Snodgrass, Vice President, Porter Novelli
Moderator:
Chris MacDonald, Association for Downloadable Media

4:30 PM

Conference Adjourns