• by March 15, 2006

What will you find at the crossroads where Hollywood glamour meets online content? This month we decided to explore that question in print -- and in person at the OMMA Hollywood Conference & Expo in Los Angeles Mar. 27-28. Online media, marketing, and advertising are increasingly a major factor for marketers as all media become digital. Whether aligning with entertainment properties to promote new products, services, brand extensions, or the brands themselves, marketers are spending more time than ever on their digital media plans and need to know how they can get a piece of the online action.

This month we take a look at ideas that can help marketers finesse more from their online associations. For starters, America Online is developing a business model for original programming and all manner of video and user-generated content that is bound to spark marketers' interest. Social networking communities are hot, but how can marketers best tap into them? Steve Smith explores this phenomenon. And Wayne Friedman probes the new world of on-demand online video and unearths questions for the business.

Behavioral targeting is always a hot topic, and this month writer Jonathan Blum gets to the heart of the matter to learn more about the obstacles to growth in this emerging sector.

In Markets Focus, Larry Dobrow discovers that advertisers have a lot to learn about how post-college women use the Web and what they want from it. Our Cross-Media Case Study shows how the Lexus is sought to grab the spotlight from BMW with a unique campaign to lure younger consumers -- a challenge for a brand better known as an upscale, sexy vehicle for their parents.

If you're in Los Angeles with us, we hope you have a productive time at the OMMA conference. If you're kicking back and reading the magazine elsewhere, we're happy you're along for the ride. Either way, come with us to HollyWeb.