OMMA Expo

Past Conference Tracks

We've organized these 32 unique conference tracks two ways to help make your scheduling easier. Elect to follow a vertical track by category - Online, Media, Marketing or Advertising. Or, spend in-depth time with a specific discipline by following our special Insider's Tracks:

(click an Insider Track below to highlight the sessions)

Search Insider	\| Video Insider	\| Email Insider	\| Behavioral Insider

Mobile Insider	\| Metrics Insider	\| Social Insider	\| Gaming Insider

Track Sessions	Online Content	Media	Marketing	Advertising
Highlighting special SEARCH INSIDER sessions Highlighting special VIDEO INSIDER sessions Highlighting special EMAIL INSIDER sessions Highlighting special BEHAVIORAL INSIDER sessions Highlighting special MOBILE INSIDER sessions Highlighting special GAMING INSIDER sessions Highlighting special METRICS INSIDER sessions Highlighting special SOCIAL INSIDER sessions Highlighting special ADVERTISING INSIDER sessions	Strategy and peer-to-peer idea sharing for Publishers and Content Producers	Essential Insight for Media Planners and Buyers	Reaching customers online from the marketer's perspective	Discussions on shape and substance for the art and science of online advertising
Thursday, Sept. 18 11:15am - 12:00pm	Social Swirl: Using Social Media to Distribute Content	Search: In a World of Automation, What's the Agency Value Proposition?	Risky Business Or Lost Opportunity: Video Ads In Questionable Places	Mobile Case Study: Nike - The Second Coming
Thursday, Sept. 18 12:00pm - 12:45pm	Video: Hyper-Distribution or Hype?	BT: Is Data Portability Going to Bring An Era Of Effectiveness to Online Marketers?	Metrics: Driving Science Into The Marketing Organization	Search: MythBusters - Cracking Open the Truths that may be Guiding us Wrong
Thursday, Sept. 18 4:00pm - 4:45pm	BT: Personalize, Optimize, Monetize: Leveraging Your User's Behavior	Buyer's Dilemma: Big Time Video Production vs. The Upstarts	Can You Really Brand With Search?	Playing to Win: Video Games & Your Brand
Thursday, Sept. 18 4:45pm - 5:30pm	Search: DAO Is the New SEO - Digital Asset Monetization	I Understand Behavioral Targeting Conceptually, but What Do I Do With the Info?	It's Not A Database: It's A Mobile Club!	Social: Getting Social Sites to do your Work for You
Friday, Sept. 19 11:15am - 12:00pm	Selling: Competing With Search	Measurement 3.0: What Are The True Metrics We Should Measure?	Selling Social Media Inside The Enterprise	Video Case Study: Gillette Fusion Power Phenom
Friday, Sept. 19 12:00pm - 12:45pm	So you Want to Make a Fortune in Video?	Mobile: On-Deck vs. Off-Deck … Where are we Headed?	What The Hell Is Behavioral Targeting?	Metrics: When Measuring Engagement is More Valuable than Conversion
Friday, Sept. 19 3:30pm - 4:15pm	The Metrics Mashup: Making Sense of Mixed Platforms	Video: The Battle Between Premium and Low-Cost Placements	Breaking Down The Search Silo	Social Media Case Study: Intel Puts Listening into Action
Friday, Sept. 19 4:15pm - 5:00pm	Mobile: The iPhone Evolution: Publishing to the New Platform	Gaming: How to Maintain Brand Integrity in an In-Game Environment	The Future Of Email and Interactive Messaging	BT: Why Semantic Ads Will Save Display

Programming Chairs
Max Kalehoff Vice President, Marketing Clickable Marketing	Matt Roche General Partner, Watermen Ventures Founder, Offermatica Advertising	Steve Smith Editor MediaPost's Mobile Insider Online Content and Mobile Insider	Liz Tascio Editor MediaPost Advertising	Cathy Taylor Editor MediaPost's Social Insider Advertising and Social Insider	Cory Treffilletti President & Managing Partner Catalyst:SF Media

Insider Track Chairs
Alan Chapell President Chapell & Associates Email Insider	Josh Chasin Chief Research Officer comScore Metrics Insider	Eric Hadley Chief Marketing Officer Heavy Video Insider	Anna Papadopoulos Media Director Euro RSCG 4D Behavioral Insider	Justin Townsend CEO and Co-Founder IGA Worldwide Gaming Insider	Aaron Goldman VP, Marketing & Strategic Partnerships Resolution Media Search Insider

Online Content Track - Day 1: September 18, 2008 [top] Located in the Wilder Room 4th Floor

Social Swirl: Using Social Media to Distribute Content
Thursday 9/18
11:15am - 12:00pm
Session Description:
Distributing content online used to be a matter of striking partnership deals with major portals and other established sites who could potentially drive traffic, but social media gives content a new, if somewhat unruly, way to push their programs out to those who might be interested, creators. From Twitter to Friendfeed, MySpace to Meebo, how are major content providers using the burgeoning number of social media channels as distribution networks? Does social media provide content providers with more engaged users? And, of course, how does social media compare with other channels as a traffic generator?
Moderator:
Alisa Leonard-Hansen, Senior Social Media Analyst, icrossing
Speakers:
Mike Davidson, CEO, Newsvine/MSNBC
Chris Gonzales, Product Manager, CondeNet
Gene Liebel, Partner, Director of User Experience, HUGE
Chris Tolles, CEO, Topix
Kevin Wassong, President Minyanville Media

Video: Hyper-Distribution or Hype? Sponsored by The Newsmarket
Thursday 9/18
12:00pm - 12:45pm
Session Description:
Putting your content anywhere and everywhere your audience may travel has become the mantra of publishing, but how true is that for video? As medium sized publishers watch Hulu, ABC and CBS pursue various flavors of hyper-distribution strategy for their video, should other publishers follow suit or establish more controlled distribution schemes tailored to their own particular content and partnerships? And what are the promising business models around syndicated video. Who controls the ad space when your video property leaves your site?
Moderator:
Gary Gannaway, CEO, WorldNow
Speakers:
Chris Allen, VP, Director of Video Innovation, Starcom
Mike Henry, SVP, Veoh
Eric Hadley, CMO, Heavy.com
Patrick Keane, Executive Vice President & Chief Marketing Officer, CBS Interactive
Rebecca Paoletti, Director, Video Strategy, Yahoo

BT: Personalize, Optimize, Monetize: Leveraging Your User's Behavior Sponsored by Turn
Thursday 9/18
4:00pm - 4:45pm
Session Description:
Are personalization and the newest wave of content optimization and recommendation engines finally starting to pay off for publishers? Bleeding edge Web sites now dynamically re-think their content on the fly, targeting specific users with their favorite material and surfacing user preferences in real time recommendations. Your content needs to be "ready to go" before the user is gone. As publishers begin to think more like content merchandisers online, what strategies and technologies are and aren't working?
Moderator:
Josh Kirschner, CMO, Inform
Speakers:
Richard Frankel, President, Rocket Fuel Inc.
Tom Gerace, CEO, Gather, Inc.
Amish Jani, Managing Director, Firstmark Capital
Jeff Price, CEO, SI Digital
Mike Smith, SVP, General Manager, Forbes.com

Search: DAO Is the New SEO - Digital Asset Monetization
Thursday 9/18
4:45pm - 5:30pm
Session Description:
The hot new acronym in the search space is DAO -- Digital Asset Optimization. With the advent of universal or blended search, it’s imperative that publishers optimize all forms of content, not just web pages. This includes images, video, press releases, PDFs, etc. This session will cover best practices for leveraging all your digital assets to drive traffic to your website. We’ll also touch on strategies and tactics for capitalizing on the emergence of mobile search.
Moderator:
Bob Heyman, Chief Search Officer, Mediasmith
Speakers:
Jonathan Ashton, Director of SEO, Agency.com
Patrick Fitzgerald, VP, Online Experience, XM Radio
Lee Odden, CEO, TopRank Online Marketing
Eytan Seidman, VP, Prodcut Management, Project Titan

Online Content Track - Day 2: September 19, 2008 [top] Located in the Wilder Room 4th Floor

Selling: Competing With Search
Friday 9/19
11:15am - 12:00pm
Session Description:
Search advertising continues to attract 40% of today’s online ad budgets, and some projections have search growth continuing to outpace display spending over the next decade. Plus, the direct response model seems to have affected the success metrics applied to all campaigns. How do publishers-armed with a portfolio of display, email, video and sponsorships compete with almighty search for budgets that increasingly demand ROI? How are publishers making the case with clients to maintain or grow their non-search budgets. Is video proving to be a hedge against budgets moving to search? Can a content provider create unique packages that complement or replace parts of a search spending strategy? How can sales teams create compelling display and direct response programs that complement and enhance existing search spends? And how can the sites themselves use search engines to increase the value of their own inventory to clients?
Moderator:
Jason Heller, Executive Vice President, Laredo Group
Speakers:
Jim Barnett, CEO, Turn
Sheryl Goldstein, SVP Sales, About.com
Jason Oberfest, VP of Business Development, MySpace
Ari Rosenberg, CEO, Performance Pricing
David Tan, Director, Product and Web Property Management, NAVTEQ Connected Services

So you Want to Make a Fortune in Video? Sponsored by Tremor Media
Friday 9/19
12:00pm - 12:45pm
Session Description:
Independent Web video production values and audience sizes are all over the map, and the revenue streams generally are not yet supporting any of them. In a new video eco-system of nano-niche programming to specialized fan bases, what is a video hit? Is there an audience size tipping point? Are there metrics, audience share, anything that will help video producers know when and how to move forward with projects and when to abandon ship? How large a portfolio of shows can these new online video networks maintain, and what measurements of success will distinguish the surviving shows from the cancellations? Sponsorship, audience scale? Web buzz?
Moderator:
Mike Hudack, CEO, blip.tv
Speakers:
Mark Brenner, Vice President- Business Development, Vignette Corporation
Jen Grogono, Chief Content Officer, ON Networks
Andy Plesser, Founder and Executive Producer, Beet TV
Ron Richards, Director of Marketing and Product Management, Revision3
Tim Shey, Co-Founder, Head of Network Development, Next New Networks

The Metrics Mashup: Making Sense of Mixed Platforms
Friday 9/19
3:30pm - 4:15pm
Session Description:
Back in the day, page views and uniques told advertisers and partners pretty much all they needed to know about a site's activity. But recently, the proliferation of AJAX programming has undermined the utility of the pageview as a measure of activity, just as the popularity of gaming and user-generated areas have skewed the meaning of stickiness and hang-time. Video adds another layer of complexity and new measurement to the mix. How do publishers gauge the relative health of their site, with so many different kinds of traffic and metrics? And with widgets, embedded video and other forms of syndication, a site can reach visitors who don't necessarily touch the publisher's servers. Can these numbers be compared fairly to rival sites with very different content mixes? This panel engages the question of measuring site performance in an age of advanced design technologies and very mixed activities.
Moderator:
Josh Chasin, Chief Research Officer, comScore
Speakers:
Jim DeMarco, Director, Digital Research, Time Inc.
Kevin Mannion, Principal, Sky Road Consulting
Jodi McDermott, Director, Analytics, Clearspring
David Placier, VP Marketing Services, Disney Interactive Media Group
Download Presentation(ZIP)

Mobile: The iPhone Evolution: Publishing to the New Platform Sponsored by Platform-A's ThirdScreenMedia
Friday 9/19
4:15pm - 5:00pm
Session Description:
Is the iPhone the mobile platform publishers have been waiting for? The development environment is easy and cheap. The hardware and OS interfaces are consistent. And the distribution system is seamless with an advantageous 70/30 revenue split with Apple. What is not to love here and shouldn’t all mobile platforms behave this way for consumers and for publishers? This panel assembles some publishers who have been working in the App Store to bring their content to the iPhone audience. Is the development cost worth it for the relatively small market share? How is iPhone development affecting other mobile deployments? Has Apple permanently changed the game for content development and delivery to handset?
Moderator:
Frank Barbieri, CEO, Transpera
Speakers:
Chris Brozenick, Vice President of Product, WeatherBug
Dan Flanegan, CEO, Brand Anywhere
Ian Geller, Director of Business Development for Mobile Products, Pandora
Jeff Litvack, General Manager, Mobile and Emerging Products, AP Global Product Development
Sherry Willhoite, Vice President-Product, MyWaves

Media Track - Day 1: September 18, 2008 [top] Located in the O'Neill Room 4th Floor

Search: In a World of Automation, What's the Agency Value Proposition?
Thursday 9/18
11:15am - 12:00pm
Session Description:
There was a time when agencies were needed to create keyword lists, write copy, manage bids, and provide reporting. Now, there are fancy tools that automate much of the search campaign development and management process. What’s the role of the agency in this emerging landscape? How can agencies continue to provide value above and beyond the tools available to marketers?
Moderator:
Mark Ziler, VP Business Operations, SearchIgnite
Speakers:
David Gould, President, Resolution Media
Yoav Izhar-Prato, CEO, Kenshoo
David Kidder, CEO, Clickable
Brandon Paine, Head of Emerging Platforms, DART Search / Google

BT: Is Data Portability Going to Bring An Era Of Effectiveness to Online Marketers? Sponsored by BlueKai
Thursday 9/18
12:00pm - 12:45pm
Session Description:
What will it take for data portability, including Facebook Connect, to work successfully? What does it mean for online marketers? Will it translate to an integrated model for behavioral targeting? Can behavioral targeting become a tool that finally translates across multiple platforms and can data portability solve this problem? How can we look at the portability of data and its application to true cross-platform integration?
Moderator:
Norm Page, Founder, SamePage Capital
Speakers:
Dave Hinton, Co-Founder, Acerno
David Honig, Co-Founder, Media6 Degrees
Chris Marrow, CMO, Aggregate Knowledge
Ted Shergalis, Chief Strategy Officer & Co-Founder, x+1

Buyer's Dilemma: Big Time Video Production vs. The Upstarts Sponsored by comScore
Thursday 9/18
4:00pm - 4:45pm
Session Description:
There are so many ways of creating, distributing and syndicating video online. We see large, mainstream publishers competing with smaller, upstart production companies to create video and some of it is better than others, but all of it is in demand by marketers. Media planners are trying to determine how they should value these different types of video content, how it should be priced, whether the premium content from large publishers is actually more valuable than these smaller production studios. How do we make sense of the landscape and the implications for marketers?
Moderator:
Doug Knopper, co-CEO and Founder, Freewheel
Speakers:
Dick Glover, CEO, Funny Or Die
Jim Nichols, Partner, Strategist, Catalyst:SF
Kathy Sharpe, Founder, Video Thang
AJ Vernet, President, KTV Digital Media

I Understand Behavioral Targeting Conceptually, but What Do I Do With the Info? Sponsored by eXelate
Thursday 9/18
4:45pm - 5:30pm
Session Description:
There is a lot of buzz around behavioral targeting online and everyone “seems” to understand it, but once I’ve hired a company to build profiles and target audiences, what do I realistically do with this information? Do I tailor creative? Do I retarget existing customers? Should I be using these profiles as CRM? This will be the most practical topical discussion on BT you’ve ever seen. No more talking with $10 words – let’s get down to brass tacks!
Moderator:
Gary Savoy, Digital Adverting Competency Lead, EMC Consulting
Speakers:
Dominic Bennett, VP-Engineering, Turn
Sean Muzzy, NEO @ Ogilvy
Alan Schanzer, Managing Partner, MEC Interaction
Robert Tas, CEO, Sportgenic
Omar Tawakol, Chief Executive Officer, BlueKai Inc.

Media Track - Day 2: September 19, 2008 [top] Located in the Majestic Complex 6th Floor

Measurement 3.0: What Are The True Metrics We Should Be Measure? Sponsored by PubMatic
Friday 9/19
11:15am - 12:00pm
Session Description:
Measurement 3.0: What will online metrics look like in 5 years? How do we get where we need to go? How do we integrate video, widget, social networking, gaming, search, and "traditional" display measurement (and whatever else comes along) in a manageable, executable fashion?
Moderator:
Joe Mandese, Editor-in-Chief, Mediapost
Speakers:
Maria Domoslawska, Director-Research, Exponential Interactive
Gian Fulgoni, Chairman, Comscore
Adam Gerber, Chief Marketing Officer, Quantcast
Hyuk Lee, Director Data Analytics, Carat NY
Ted McConnell, Digital Marketing Innovation, P&G

Mobile: On-Deck vs. Off-Deck … Where are we Headed? Sponsored by Myxer
Friday 9/19
12:00pm -12:45pm
Session Description:
On Deck/Off Deck planning: While the Mobile Web grows in popularity at breakneck speed, the carrier deck remains a key driver of massive audiences. How do you plan across the carrier and the mobile Web generally? Does one deliver a different kind or scale of audience? Are the carriers becoming more responsive as Mobile Ad Networks reach scale? Do the off-deck networks offer greater value and bang for the buck?
Moderator:
Evan Neufeld, Research, M:Metrics/comScore
Speakers:
Eric Bader, Managing Partner, BrandinHand
Chip Canter, VP Wireless Platform Development, NBC Universal Digital Distribution
Paran Johar, CMO, Jumptap
Michael Nevins, Group Director, GroupM
Bob Walczak, CEO, Ringleader

Video: The Battle Between Premium and Low-Cost Online Video Placements
Friday 9/19
3:30pm - 4:15pm
Session Description:
When will supply of premium inventory become outstripped by demand? What effects will this have on the online video marketplace? Some advertisers would argue there is a glut of quality, premium inventory online. Some would say there is almost infinite inventory. Who is correct? Can premium video actually command a premium on price? Are video ad networks killing the price and creating a low cost marketplace for video that hurts the chances for growth? These will all be discussed in this session.
Moderator:
Jason Glickman, CEO, Tremor Media
Speakers:
Steven Comfort, YuMe, VP, Advertising Sales
Carrie Kelly, VP Ad Sales, Funny Or Die
Christine Peterson, VP Digital Media Director, Carat
Shoba Purushothaman, CEO, The NewsMarket
Lewis Rothkopf, Network Development, Brightroll

Gaming: How to Maintain Brand Integrity in an In-Game Environment Sponsored by BOSSdev
Friday 9/19
4:15pm - 5:00pm
Session Description:
Not every brand fits in a first person shooter, just like not every brand works in a racing game. Matching audience with brand is pivotal to the effectiveness; this is your guide to making that happen.
Moderator:
Justin Townsend, CEO & Co Founder, IGA Worldwide
Speakers:
Bill Clifford, VP of Worldwide Sales, WildTangent
Mark Friedler, Founder of Worlds and Games & Former CEO of GameDaily/AOL Games
Jay Krihak, Sr Partner, Group Director & Gaming Innovation, MEC Interaction
Ashley Swartz, SVP, Managing Director Strategy & Innovation, PHD US

Marketing Track - Day 1: September 18, 2008 [top] Located in the Ziegfeld Room 4th Floor

Risky Business or Lost Opportunity: Video Ads in Questionable Places Sponsored by Casale Media
Thursday 9/18
11:15am - 12:00pm
Session Description:
In a sluggish economy, when budgets must stretch, will marketers be more willing to roll the dice on running ads in questionable places? What are the pluses and minuses? What strategies, checks and balances should they have in place with regard to their agencies and networks? This panel will debate the things you'd do today, and those you'd have never done four years ago. A discussion of the learning, the pros and cons and how this economic climate is shifting media thinking.
Speakers:
Sarah Baehr, Vice President-Media, Avenue A Razorfish
Jordan Bitterman, Senior Vice President, Media & Content, Digitas
Steve Mitgang, Chief Executive Officer, Veoh Networks
Ross Sandler, Senior Analyst, Global Internet & Media Research, RBC Capital Markets

Metrics: Driving Science Into The Marketing Organization Sponsored by AdRx
Thursday 9/18
12:00pm - 12:45pm
Session Description:
Businesses too often fail to spearhead customer acquisition and retention strategies with disciplined and sophisticated analytics. How can marketers instill end-to-end tracking systems across their organizations to understand variables and drive critical business decisions? How should marketing organizations advance the science of tracking, testing and optimizing to drive customer profitability and growth? How do you set up systems to precisely connect marketing and advertising investment to internal processes and sales?
Moderator:
Emily Riley, Senior Analyst, Jupiter Research
Speakers:
John Chandler-Pepelnjak, Director, Atlas Institute; Microsoft Advertiser and Publisher Solutions
Jere Doyle, President & CEO, Prospectiv
Clay Fisher, Director, Global Search Marketing, Monster Worldwide Marketing
Geoff Katz, Discipline Lead for Campaign Management and Ad Ops, Avenue A Razorfish
Marshall Sponder, Senior Web Analyst, Monster Insights Group

Can You Really Brand With Search?
Thursday 9/18
4:00pm - 4:45pm
Session Description:
As search engines and agencies look to expand their advertiser base to larger brands and their accompanying budgets, they've been quick to point out the benefits of branding indicators like awareness and purchase intent. But can those little text ads actually move the needle on upper-funnel metrics? In this session, two of the top search engines will share proprietary research indicating paid search can more than simply capture existing demand.
Moderator:
Aaron Goldman, VP, Marketing & Strategic Partnerships, Resolution Media
Speakers:
Rob Crigler, Director, Interactive Marketing, Orkin
Jon Diorio, Group Project Manager-AdWords, Google
Pavan Lee, Microsoft
Download Presentation(ZIP)

It's Not A Database: It's A Mobile Club!
Thursday 9/18
4:45pm - 5:30pm
Session Description:
Marketers are turning to mobile increasingly to maintain and cultivate relationships with their customer base. Radio stations are using SMS sweepstakes and contexts to build listener "clubs," mobile databases that speak to younger audiences more effectively than email. Retailers are using the mobile channel as a publishing and couponing platform that notifies customers in real time of news and opportunities. And bands of all stripes now leverage mobile to push tour dates and musical assets to their loyal fans. For advanced marketers, a mobile database may become more important and effective than email lists. How is this channel being used most effectively to touch consumers any time and any where?
Moderator:
Martin Kristeseter, Founder, mSnap
Speakers:
Dennis Cook, Director, Mobile Marketing, ABC Radio Networks/Citadel Broadcasting
Jeff Goldblatt, Founder & Creative Director, RHBrands
Andy Ranley, Head of Operations, Broadtexter
Myk Willis, Founder & CEO, Myxer
Bill Wilson, Senior Director of Mobile Sales, Atlantic Records

Marketing Track - Day 2: September 19, 2008 [top] Located in the Ziegfeld Room 4th Floor

Selling Social Media Inside The Enterprise
Friday 9/19
11:15am - 12:00pm
Session Description:
There's no shortage of agencies, analysts, evangelists and tech vendors declaring social media's arrival in the marketing mix. That's all great, but how are marketers really embracing social media inside their organizations? What are their goals? Who's accountable for strategy? Which business operations are involved -- product, legal, PR, advertising, customer service? How do you sell it to management and across silos? What does success look like and how do you get there? Where is adoption headed, and how fast?
Moderator:
Pete Blackshaw, EVP, Digital Strategic Services, Nielsen Online
Speakers:
Russell Castronovo, Director, Communications, Sun Microsystems
Marcy Cohen, Sony
Max Kalehoff, VP of Marketing, Clickable
Gary Spangler, DuPont

What The Hell Is Behavioral Targeting? Sponsored by Revenue Science
Friday 9/19
12:00pm - 12:45pm
Session Description:
Behavioral targeting has no shortage of hype. But there's one problem: it's a buzzword people use to describe a wide range of strategies, tactics, ad platorms and products. So what really is behavioral targeting and how can marketers leverage it? How does the idea of behavioral targeting factor into insights, strategy, product, media, interaction and customer experience? How do marketers take behavioral targeting beyond behavioral-targeting?
Moderator:
Eric L. Porres, Founding Partner, COO, Underscore Marketing
Speakers:
Dan Hurwitz, Director of East Coast Sales, Revenue Science
Karin Kaulig, VP Group Account Direct, Media Contacts
Andy Monfried, Founder, CEO, Lotame
Robin Neifield, Co-Founder, Chief Executive Officer, Strategist, NetPlus Marketing
Brian Zeug, Category Development Officer, CPG, Yahoo!
Download Presentation(ZIP)

Breaking Down The Search Silo Sponsored by Eyeblaster
Friday 9/19
3:30pm - 4:15pm
Session Description:
Search has earned itself everlasting presence in the marketing mix, however it still suffers from isolation. Search performs best in an integrated marketing strategy, but how do you effectively create synergies with other marketing and business operations? How should search integrate with brand advertising, public relations, analytics and research, customer service and e-commerce operations, among others? What are the organizational, technological and operational best practices for success?
Speakers:
Gerry Bavaro, Executive Vice President, DidIt
Sara Holoubek, Consultant & Columnist
Viki Pierce, Global Online Marketing Manager, Ipswitch
Don Steele, Vice President, Digital Marketing, MTV

The Future Of Email and Interactive Messaging
Friday 9/19
4:15pm - 5:00pm
Session Description:
The ways people consume technology and media are changing rapidly, yet, there are many in the email marketing space – ESPs, advertisers, list providers and others – who believe email is king and here to stay. Is this a safe assumption amidst growing adoption of alternatives, such mobile messaging and social networking? What about burgeoning research that suggests kids and teens are not using email to communicate at anywhere near the rate that their elder brothers and sister used it? Is it correct to assume the future of email is safe because kids will 'grow up' and adopt it upon entering the workforce? How will email marketing transform and how should marketers prepare to evolve and connect with their existing and future customers over the next three to five years?
Speakers:
Alan Chapell, Chapell & Associates
David Daniels, Vice President and Research Director, Forrester
Kevin Ranford, Director, Web Marketing, 1-800-Flowers

Advertising Track - Day 1: September 18, 2008 [top] Located in the Odets Room 4th Floor

Mobile Case Study: Nike - The Second Coming
Thursday 9/18
11:15am - 12:00pm
Session Description:
Nike wanted to create buzz surrounding the launch of its AirForce 25 shoe marking the 25th anniversary of the AirForce line. In this case study presentation, Sarkissian Mason illustrates how it leveraged the viral nature of user-generated content by creating a mashup campaign application. Using clips from the broadcast TV spot, "The Second Coming," users could mix a variety of clips and audio tracks to create their own "Second Coming" video. The "Send to Friend" functionality created the desired viral marketing effect, with recipients pulled back to the site to view, create and share a mashup of their own by posting to the web or sending via email or mobile phone. Get the inside skinny on the first-ever campaign to allow users to send instantly to mobile devices.
Moderator:
Catharine P. Taylor, Mediapost's Social Media Insider
Speakers:
Riche Grantham, VP Invention, Sarkissian Mason
Patrick Sarkissian, President, Sarkissian Mason
Mahi De Silva, Co-Founder, Chairman and CEO, Frengo Corporation
Download Presentation(ZIP)

Search: Mythbusters - Cracking Open the Truths that may be Guiding us Wrong
Thursday 9/18
12:00pm - 12:45pm
Session Description:
Search Marketing is rife with conventional wisdom about how searchers behave, but does the data support it? Are searches getting longer or shorter? Is search becoming just about the brand? Can we attribute "assists" to display ads for driving search? We love the ideas, but now we want to cut through the hype and find out what is really happening and what to do about it.
Moderator:
Chris Zaharias, VP Search Sales, Omniture Search
Speakers:
David Berkowitz, Director-Strategic Planning, 360i
Alex Gross, Manager-Search Marketing, Backcountry.com
Paul Low, Camelot
Craig MacDonald, Vice President of Marketing and Product Management, Covario
Download Presentation(ZIP)

Playing to Win: Video Games & Your Brand
Thursday 9/18
4:00pm - 4:45pm
Session Description:
More than any other entertainment category, video games are booming, just made stronger by broadband and mobile. Women, seniors and other surprising demographics have picked up casual gaming, advergaming and more. Brands can pair with games to score higher recall and improved perception, but all the moves have to be good ones. This panel will feature experts in the field and brands that make it work.
Moderator:
Liz Tascio, Editor, MediaPost
Speakers:
Neal Sinno, VP-Business Development, Arkadium
Kris Soumas, Vice President – Games, Lifetime Networks
Wade Tinney, Partner, Game Designer, Large Animal Games
Peter Cosco, EVP, Global Sales & Partnerships, Major League Gaming
Kristine Welker, VP-Sales & Marketing, Hearst Magazines Digital Media

Social: Getting Social Sites to do your Work for You
Thursday 9/18
4:45pm - 5:30pm
Session Description:
Are you looking to precisely target based on demographics or activity? Targeted ad networks are showing promise for delivering more precise demographic segments for marketers than the big global networks. Could the same be true for vertical social networks? Social shopping, reviews, and more targeted groups can provide better engagement for those people you want to reach.
Moderator:
Brant Barton, Founder, Bazaarvoice
Speakers:
Adam Cahill, SVP, General Manager of Carat
Michael Carrier, CEO, StyleHive
John Riordan, Director-National Sales, Yelp.com
Ian Schafer, CEO, Deep Focus

Advertising Track - Day 2: September 19, 2008 [top] Located in the Odets Room 4th Floor

Video Case Study: Gillette Fusion Power Phenom Sponsored by Vibrant Media
Friday 9/19
11:15am - 12:00pm
Session Description:
Selita Ebanks, Bar Rafaeli, Jessica Gomes -- the average Gillette consumer finds these women far more appealing than even the coolest new razor. MediaVest gave them what they wanted: footage of beautiful girls, clips of great music, and cutting edge video-editing tools, all housed on the Sports Illustrated Swimsuit Issue site and sponsored (tastefully) by Gillette Fusion Power Phenom. Users created video mashups of the models of their choice and sent them to friends, posted them on blogs and attached them to their Facebook profiles. More than a dazzling use of in-browser technology, the program infused girl-watching with a UGC vibe; users shared thousands of videos and racked up 650,000 page views for the site. Sharp.
Moderator:
Liz Tascio, Editor, MediaPost
Speakers:
Doug Brodman, Digital Manager, MediaVest
Jason Temming, Connections Associate Director, Starcom MediaVest Group
Stacey Vollman, General Manager, SI.com

Metrics: When Measuring Engagement is More Valuable than Conversion Sponsored by Tribal Fusion
Friday 9/19
12:00pm - 12:45pm
Session Description:
Can an ad cause a bottle of Tide to be bought online? Not likely. Measuring online effectiveness must break free from its obsession with conversion and find convincing ways of measuring engagement, intent, recall, and other traditional brand awareness considerations. Our panelists will explore how measuring interaction level with video, rich media ads and widgets can lead us to more effective branded advertising.
Speakers:
Dean Donaldson, Digital Experience Strategist, Eyeblaster
David Marks, Founder, Loomia
Matt Roche, General Partner, Watermen Ventures, Founder, Offermatica
Matt Sanchez, CEO, VideoEgg
Steve Weinswig, President, BlowTorch Entertainment

Social Media Case Study: Intel Puts Listening into Action Sponsored by Social Media
Friday 9/19
3:30pm - 4:15pm
Session Description:
Intel and MRM Worldwide wanted the client to hear what IT professionals had to say about its processor technologies and employed social media channels to facilitate the conversation. In this case study presentation, MRM illustrates 1) how it used live, in-banner chat to enable IT professionals to chat with Intel engineers, 2) had engineers go "into the field" to places like Slashdot and Ars Technica to interact with IT professionals, and 3) put up Open Port, a dedicated area on Intel.com where IT professionals can interact with each other as well as Intel engineers.
Moderator:
Catharine P. Taylor, Mediapost's Social Media Insider
Speakers:
Augustine Fou, SVP, Digital Strategist, MRM Worldwide
Todd Sussman, Management Supervisor, MRM Worldwide

BT: Why Semantic Ads Will Save Display
Friday 9/19
4:15pm - 5:00pm
Session Description:
Semantic technology is quickly redefining display advertising by creating advertising applications that dramatically improve performance results for advertisers and publishers. These dynamic solutions are far from banners. Semantic ads are helpful, useful tools for consumers that improve the value of content, experience and advertising. This session will explain how semantic technology is already being used by publishers and advertisers, how these ads are created and served as well as showing live examples and case study results.
Speakers:
Jonathan Mendez, Founder & CEO, RAMP Digital
Eran Shir, Founder & CEO, Dapper
Amiad Solomon, CEO, Peer39