MediaPost – OMMA Video

Agenda

8:00 AM

Registration Opens & Continental Breakfast

9:00 AM

Opening Remarks

9:15 AM

The Evolution of Online Video – Cross-Platform Expansion and Monetization Growth”

9:45 AM

Editing the Mix: Media Buyers Try to Find Video’s ROI

Video is a medium, not a strategy. You still need a plan. Media planners and buyers face an enormous range of possibilities for leveraging digital video online, from pre-roll spots to viral distribution, branded entertainment projects to video-powered product destination sites. The bandwidth is here. The viewers are here. The distribution is here. But how are brands and agencies aligning these opportunities with their own marketing goals? When does a product or campaign merit a viral strategy and when is a massive branded media project a better fit? And how are the buyers thinking about that video asset within a larger digital media plan involving search, display, database and offline efforts?

Moderator: Cory Treffiletti , SVP, Marketing, bluekai
Panelist: Chris Paul , General Manager, AOD, VivaKi Nerve Center; Devora Rogers , Associate Director, Lab Operations, IPG Emerging Media Lab; Tom Walker , Managing Director, Digital Brand Building, Trailer Park; Joe Weaver , Group Director, Digital, Omnicom/M2M Media

10:30 AM

Hulu – A TV Killer…Or Killer App?

11:00 AM

Coffee Break

11:15 AM

Battle of the Network Superstars: Getting to “TV Everywhere” From Here

The major networks are here, and now cable MSOs and individual brands are about to make their move to the Web. TV has arrived online, but many of the key players appear to be pursuing different, often confusing strategies. Does hulu own the online TV experience or individual network destinations? Cable companies like Comcast (Fancast) and Time Warner, ESPN and MTV are bringing more of their assets to the table, but how accessible will they be and to whom? If the Web is to become a lucrative and consumer friendly DVR for the TV experience, then someone better find the remote. Simply putting the same content on three screens is not necessarily a “three-screen strategy.” How are these diverse distribution, production and branding strategies panning out for both advertisers and for consumers?

Moderator: John Capone , Editor, MediaPost
Panelist: Ian Blaine , CEO, thePlatform; Karin Gilford , Senior Vice President, Digital Media, ABC Television Network; Charley Shoemaker , Director, Product Management, Nielsen; Anthony Soohoo , SVP and GM of Entertainment & Lifestyle, CBS Interactive

12:00 PM

The Art of Being Discovered: Is Viral Video a Strategy?

The meteoric rise of the social networks has permanently altered almost all aspects of content discovery, and it must affect think about the real meaning behind a viral video impression. At the same time video content has become an increasingly visible part of many search results pages and “universal search” is now an expected part of the user experience. But what sort of brand strategy is it to plant video into this haphazard distribution system. A video could easily become a viral hit without moving the needle on any positive brand metric. When videos like Cadbury’s Eyebrow Dance get millions of hits, this is a beautiful thing for PR and bragging rights. But do they sell the goods? This panel looks at the art and science of viral video and whether these online smash hits work for the brand. What metrics apply here and how is success really defined in a viral approach?

Moderator: Bob Heyman , Senior Partner, Digital Automat and co-author of Digital Engagement
Panelist: Benjamin Carlson , Co-Creator and President, Fizziology; Gregory Markel , Founder/President, Infuse Creative; Matt Martelli , CEO/Creative Director, Mad Media; Jonathan Small , VP, Editorial and GM, Creative Lab, Break; Brett Wilson , Co-founder and CEO, TubeMogul

12:45 PM

Lunch

1:00 PM

Sponsored Lunch Showcase Presentations

1:45 PM

Keynote Panel: Case Study Roundtable: IKEA’s “Easy to Assemble”

Now in its second season, "Easy to Assemble" is one of the most successful branded media projects ever to appear online. Creator Illeana Douglas plays herself, deciding to leave the Hollywood acting life to work at a Burbank IKEA store, where she is pursued by her celebrity buddies. Illeana and her co-creators join us to discuss how they manage to marry comedy with brand messaging, negotiate the needs of entertainment and sponsorship, to build a model for branded entertainment online.

Moderator: Wilson Cleveland , SVP, Director, CJP Digital Media
Panelist: Rob Barnett , Founder and CEO, My Damn Channel; Illeana Douglas , Writer/Creator/Producer, Easy to Assemble; Dominik Rausch , Producer of Easy to Assemble/Brand Liaison, IKEA, Eleven Minutes Entertainment (EME); Douglas Sarine , Co-founder, Beatbox Giant Productions

2:30 PM

What Are We Measuring? Can Video Metrics Fall Into Focus?

As more video viewing seems to be veering to the fat part of the tail and focusing on familiar TV properties, aligning online metrics with traditional measures seems all the more important. Or is it? Does this medium really need GRPs. Or do old reach and frequency metrics just diminish and undervalue the unique properties of interactive experiences? Viewing the same TV show on the desktop and in the living room are discrete experiences. How can converged metrics really account for the misconverged experiences fragmentation creates?

Moderator: Adam Kasper , EVP, Havas Digital
Panelist: Anupam Gupta , President and CEO, Mixpo; Jeremy Lockhorn , VP, Emerging Media, Razorfish; Talia Skaletzky , Director, Online Video Practice, Initiative; Edwin Wong , Director of Advertiser Sales Market Research, Yahoo!; Tania Yuki , Director, Product Management, comScore

3:15 PM

Coffee Break

3:30 PM

Clicking Beyond the Clip: Leveraging Interactivity

It’s not TV, Internet pundits like to say about the Web. Somewhere between a lean-in and lean back experience, this medium should do more than repurpose offline content, offline ideas and offline expectations. Where is the interactivity in and around digital video? How are far-sighted marketers and content producers not using video as an end in itself but as a piece of a larger strategy to engage the user in unique entertainment experience like user-modified video, alternative reality gaming, or simply more direct marketing relationships that lead directly to a sale? It is time to get beyond the clip and into the click.

Moderator: Troy Scarlott , VP, Group Creative Director, Ignited
Panelist: Hayden Black , CEO, Evil Global Corp; Dean Carignan , Director, Ad Business Strategy, Entertainment & Devices Advertising Business Group, Microsoft; Edward Lee , SVP Business Development, Veeple; Paul Levine , President, Current TV

4:15 PM

The Final Webisode: Is the Digital Studio System Already Over?

In the two short years OMMA Video has met, we have seen a wave of video start ups and “platform agnostic digital studio” efforts rise and fall. In just the last year, companies like 60frames, ManiaTV, HBOLabs, Disney’s Stage 9, shrink, sell off or just shutter altogether. Joost, Veoh and other video aggregators had radically redefined themselves. And yet the short “TV-alternative content” these companies brokered still attracts eyeballs. Digital video models haven’t failed entirely but clearly there have been some dramatic losers and apparent survivors. What is the way forward? Our panel of survivors, refugees and investors put the relentless rush of digital history on pause to reflect on the business models that will and won’t work for online video.

Panelist: Miles Beckett , Founder, EQAL; Jared Hoffman , Partner, Generate; Sean Horvath , EVP Branded Entertainment, Alloy Media and Marketing; Jim Louderback , CEO, Revision3; Brian Mathena , VP Group Director, Zenithmedia

OMMA Video was a terrific conference. It gave me new ideas to increase the use of video to promote my online properties to reach more customers. The networking opportunities allowed me to meet four potential customers.

-- Nelson Merchan, President, CLICROI Hispanics Online

OMMA Video was worth taking the time to attend because it sparked many new ideas for me and my business partner. We can use the knowledge we gained for pursuing new marketing methods as well as utilizing technologies to apply them.

-- Peter Marino, Senior Partner, reelWebDesign.com

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