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Date & Time
Starts: Wednesday, November 19, 2008 at 9:00am
Ends: Wednesday, November 19, 2008 at 2:30pm
Location
Discovery Communications
850 Third Avenue, 5th Floor
New York, NY
Agenda
9:00 Networking Breakfast
9:30 Welcome & Introductions
I. DISCOVERY COMMUNICATIONS - THE DIGITAL AND CROSS PLATFORM LANDSCAPE: A PUBLISHERS PERSPECTIVE (9:45-11:15)
As the world's number one nonfiction media company, Discovery Communications understands better than most the challenge of keeping viewers engaged with content. In this insightful presentation, Discovery will share their perspective on how to target the new viewing consumer, discuss trends in traditional and online video viewership, as well as emerging digital platforms such as mobile, VOD, podcasting, video sharing and OOH networks. Discovery will also profile some advertising success stories in the cross-platform arena.
Speaker: Kathleen Kayse, Executive Vice President, Digital Media Sales, Discovery
Jocelyn Egan, Vice President, Solution Sales, Discovery
II. MAKING DIGITAL EASIER TO BUY - INITIATIVES FROM THE IAB (11:20 - noon)
Over the past few years, the IAB's Ad Operations Council, in partnership with key agencies, has been working on overhauling the business infrastructure of interactive advertising. These initiatives are now coming to fruition and will enable agencies and publishers to handle growing digital budgets. From standardization of metric measurement to integration of disparate, complex, order management and ad serving platforms, the IAB will discuss how these changes are making digital an easier medium to buy that delivers on its promise of accountability and effectiveness.
Speaker: Jeremy Fain, Vice President, Industry Services, Interactive Advertising Bureau
III. GOOGLE - YAHOO PARTNERSHIP UPDATE (noon - 12:30)
In June, Google and Yahoo announced a partnership that would allow Google to provide advertising to run alongside some queries conducted on Yahoo's search engine. Upon thorough review and analysis of the proposed deal, the ANA issued a letter to the Department of Justice (DOJ) in September, informing them that the ANA Board of Directors believes that, on balance, the proposed deal is viewed unfavorably. Since then, Google and Yahoo have delayed the implementation to give the DOJ more time to review. Bob Liodice will provide the background and an update on this important announcement.
Speaker: Bob Liodice, President and CEO, ANA
IV. VIDEO GROWTH BY THE NUMBERS (1:00 - 2:00)
Video ads are growing faster than any other format online. Spending is still comparatively low at just $505 million this year. But video is a great bet for brand marketers in a down economy. For example, teens and young adults are addicted to the often viral, user-generated segments on sites like YouTube, and they expect to find all their TV programming online, too. But Internet video appeals to all generations -- some 154 million Americans watch online video monthly, and increasingly, Gen Xers, boomers and even seniors gravitate to video sites as well. While user-generated sites get much of the attention, when it comes to video advertising traditional will be the game-changer as TV network sites figure out ways both to compete and cooperate with each other. David Hallerman, eMarketer's expert on Internet advertising, will present data and analysis that provides insight on why and how video will be a vital element of your company's survival and growth.
Speaker: David Hallerman, Senior Analyst, eMarketer
V. COMMITTEE OPEN DISCUSSION (2:00 - 2:30)
1. Please share with the committee your experiences with emerging forms of digital video. What have you learned? What keeps you up at night (still)?