About Marketing Digital Content Advertising Strategy

DPAC | June 24, 2010 | Millennium Broadway Hotel, New York

High level digital content and advertising strategy sessions and big think discussions on next generation models with top brand, agency, and publishing executives. The Media Moguls Address The Digital Content and Advertising Economy

ATTENTION: Magazine, Catalog and Book Publishers! DPAC has created a special set of high-level workshop sessions that go beyond the reader and app conversations on the mainstage. Topics include: Global traffic monetization, distribution, app and mobile development strategies, as well as keys to understanding analytics, among others. Click here for more info: DPAC Workshops

Hosted by Tameka Kee, Editorial Director, DM2 Media

8:00am: VIP Breakfast Conversation: From the frontlines of Digital Publishing and Advertising – Barnes & Noble’s Marc Parrish and Datran Media’s Jason Oates co-present the most compelling cases, challenges and opportunities that demand attention from those responsible for the success of their organizations. The morning begins with real-life publisher case studies, unique retailer perspectives that publishers can apply to their own daily strategies, and 10 important tips for digital publishers focused on monetization.

Presenters: Jason Oates, SVP, Datran Media
Marc Parrish, VP, Loyalty & Retention Marketing, Barnes & Noble

8:45am: Opening Keynote: The Digital Content and Advertising Boom: In just five years, the Huffington Post has grown into a content network that attracts over 12 million unique visitors per month -- surpassing industry staples like the Wall Street Journal and the Washington Post. But the Huffington Post doesn't just draw in eyeballs. The company generated upwards of $15 million in revenue in 2009, with forecasts to double that by the end of this year. Why so bullish? Join Greg Coleman as he sheds light on why the Huffington Post's business model and content strategy is the blueprint for success in the digital media economy. Keynote Speaker: Greg Coleman, President & Chief Revenue Officer, Huffington Post

9:10am: The Media Moguls Address the Exploding Digital Advertising Economy: It's a world in which readers can view their favorite publications online, on mobile and on a variety of devices -- and change is constant. But in order to make this ecosystem work, content owners have to tackle distribution, figure out payment platforms for users, and continue to satisfy advertisers. In this panel, the content owners and distributors discuss strategies for moving from experimentation to solid business models. Hear what these majors are up to and how they plan to make a big push for digital in 2011 and beyond.
Moderator: Kirk McDonald, President, Time, Inc. Digital

Speakers:
Greg Coleman, President & Chief Revenue Officer, The Huffington Post
Christine Cook, SVP, Digital Sales, Martha Stewart Living Omnimedia
Jeanniey Mullen, CMO, Global EVP, Zinio and VIVmag
Andrew Solmssen, EVP, Schematic

9:40am: The Future of Advertising Execution Survey: How are agencies demands affecting the way publishers sell and execute cross-media buys? Why do ad operations challenges continue to prevent agencies and publishers from effectively servicing their clients and innovating to drive revenue growth? Join Operative CEO Mike Leo as he shares results from a survey of hundreds of your media and marketing peers, along with some qualitative comments from leading customers designed to help you forge and retain great client relationships. Presenter: Mike Leo, President and CEO, Operative

9:55am: How Do You Make Real Money on Digital Content? The discussion has moved beyond free vs. paid. Publishers and media companies can’t afford to rely on one revenue-generation model. Delivering audiences to advertisers will always be an option, but so will creating content so compelling that readers want to pay – and making payment as easy as possible. Join leading publishers that have begun using paid options like micro transactions, subscriptions and paywalls – in addition to innovative ads – to monetize their digital content. Learn what’s working, what’s not, and what you should focus on to build strong and reliable revenue streams.
Moderator: Dave Hendricks, COO, LiveIntent

Speakers:
Jen Collins, GM, Variety.com
David Mason, SVP, Aol Content Platform
Ernie Cormier, CEO, Nexage
Mark Weinberg, VP, Programming & Product Strategy, Hearst Magazines Digital Media

10:25am: Combating the 80/20 Rule: (Or How to Stop Wasting Impressions and Learn to Love Remnant Inventory): Our research has found that fewer than 20 percent of the ad impressions in a campaign typically drive over 80 percent of attributed conversion activity. That's clearly an inefficient model for both advertisers and publishers. As an industry, we should focus on getting more conversions from that 80 percent of "wasted" impressions -- and infusing them with semantic data is one way to do that. Amiad Solomon explains how semantic technology attaches actionable data to content that publishers would otherwise dump into the "remnant" bucket -- and makes that content more relevant to users and more valuable to advertisers. Presenter: Amiad Solomon, President & Founder, Peer39

10:40: Creating Value: New Formulas for Digital Advertising: Publishers know that not a minute passes without a need for new content -- but with every new page of content comes a slew of undersold impressions. That's why technologies like yield optimization, semantic targeting and campaign verification have become essential. Still, many in the media-buying world say that these platforms really employ similar technologies (and yield similar, subpar results). This panel will gather the most innovative minds and technologies in the business to highlight the real opportunities for publishers and advertisers to eliminate waste on both sides of the equation.
Moderator: Rebecca Lieb, VP of U.S. Operations, Econsultancy

Speakers:

Ryan Polley, SVP, Strategic Development, AdXpose
Amiad Solomon, President & Founder, Peer39
Andrew Rutledge, VP of Sales, Pubmatic
Ben Barokas, CRO, Admeld

11:00am: Networking Break & Expo Opens

11:10am: Special Brunch Session with Collective -- Location: Gallery 8: “Data is a Red Herring” Data has become one of the hottest buzz words in the business. But Collective’s Andrew Kraft has a different perspective. Kraft calls data the 'red herring' and says the industry should be focused on audiences. Join him as he discusses how different 'data' and 'audiences' can really be. Presenter: Andrew Kraft, SVP of Technology Services & Client Solutions, Collective
** Arrive early as space is limited.

11:10am: Best Practices in Social Media Marketing: We all know Social Media advertising is on the rise, but what are the most effective strategies today? Come and learn about the latest trends in Social Media advertising. This session will cover why Social Networks make sense for your advertising strategy, the social effect, and examples of effective Social Media advertising through banners, fan pages, and social games. Presenter: Lisa Marino, CRO, RockYou

11:25am: What Numbers Do We All Go By? Making Sense of Digital Metrics: Publishers need cross-platform metrics if they’re going to be able to execute the kinds of cross-platform campaigns – including video, display, mobile and social media elements – that advertisers want. So why is it so difficult to get a standard read on unique visitors, video streams and even mobile site visits? This roundtable discussion will feature insights from the publisher perspective, as well as measurement and analytics providers.
Moderator: Brian Leder, VP, Digital Director, MediaVest

Speakers:
Jon Gibs, VP, Media Analytics, Nielsen Online
Rob Deichert, SVP of Digital Ad Operations, The Weather Channel
Nick Talbert, Director of Product Marketing, MediaMind (formerly Eyeblaster)
Scott Knoll, GM, Aperture

11:55am: Audience Planning On Your Terms: Publishers have the opportunity to elevate their game and solve their segmentation and audience challenges with their own data. Don't get strip-mined. Own your audience and leverage Lotame's expertise from running hundreds of data driven and optimized campaigns. Watch Eric Porres demonstrate the elegance and simplicity of Crowd Control, Lotame's targeting and analytics platform. Presenter: Eric Porres, CMO, Lotame

12:10pm: Lunch Pickup - Sponsored by Rubicon Project

12:20pm: Lunch and Learn: Getting to Know the Rubicon Project: Headquartered in Los Angeles, the Rubicon Project launched in 2007 with a mission to automate the $65 billion global online advertising industry. Today, the Rubicon Project is one of the world's premiere Yield Optimization platforms, with a strong presence in the U.S, U.K., Australia, Germany and France. Backed by over $42 million in funding from Clearstone Venture Partners, GE/NBC Universal’s Peacock Equity Fund and others, the company serves premium publishers like NBC Universal, Gannett and CareerBuilder. Join Josh Wexler as he digs into the Rubicon Project's ongoing evolution, and sheds light on how the company helps over 550 ad sales channels around the world gain access to precise audience-segmented inventory, at broad scale. Presenter: Josh Wexler, VP of Publisher Development, the Rubicon Project

12:40pm: The Big Shift: Buying Content vs. Audience for Advertisers: Publishers have long understood the value of reader and consumer data. It has taken digital media companies a bit longer to catch on – but now the industry seems caught in a data-buying, data-selling and data-generating frenzy. Given the fallout from Facebook’s most recent attempt to monetize its treasure trove of user data – no one – not the consumers, nor the publishers, nor the advertisers – have real insight into the merits and flaws of data usage. So with new data aggregation and management platforms launching daily, how do media owners and advertisers choose the right strategies and partners?
Moderator: Lynne D. Johnson, SVP, Social Media, The ARF

Speakers:
David Helmreich, VP of AdAdvisor, TARGUSinfo
Jason Young, CEO, Ziff Davis Media
Jeff Hirsch, CEO, AudienceScience
Joe Apprendi, CEO, Collective
Josh Wexler, VP of Publisher Development, the Rubicon Project

1:10pm: “Empowering the Publisher: Taking Control of Your Data Destiny: Like BASF, eXelate doesn’t create the Publisher’s audience, eXelate creates the Publisher’s audience platform. As the digital publishing world gets increasingly complex, leveraging the potential revenue opportunities that data can provide becomes a challenge. In this presentation, we will review how publishers can build and manage their own data businesses that not only drive new revenue, but help publishers enhance the value of their current inventory and comply with the ever escalating tangle of privacy standards.

Presenter: Damian Garbaccio, VP of Business Development, eXelate

Craig Paris, VP of Ad Sales & Operations, whitepages.com

1:25pm: Going Beyond Banners: Digital Advertising That Works: The days of buying impressions in aggregate are over. Advertisers want to reach audiences – not just clicks or page views. But aside from relying on targeting technology from ad networks and data platforms, how can publishers deliver those audiences? Simple – a blend of custom content and brand sponsorship. Join three execs with campaign examples that prove that digital creative isn’t dead.

Moderator: John Gaffney, Senior Editor, DIGIDAY:DAILY

Presenters:
Rich Antoniello, CEO, Complex Media
Tom Foran, Chief Revenue Officer, Crisp Wireless
Lisa Marino, CRO, RockYou

2:00pm: Hotchalk Gets Hot: When the Hotchalk advertising network served its first ad across Adify's platform in 2007, HotChalk Media Group was just a good idea. Today it is a bustling online educational community of blogs, websites, and learning services that has overtaken the nation’s top education textbook publishers to become comScore’s top-ranked US educational online advertising property. That’s number one. As in foremost. Top-visited. Most desirable. That’s the online advertising equivalent of going from remedial math class to school valedictorian in just three short years. Pretty big. Presenter: Joelle Gropper Kaufman, SVP, Worldwide Marketing, Adify

2:15pm: Heavy Lifting: Digital Advertising and Publishing Technology Platforms: Publishers need technology to monetize their content, whether via mobile, through social media, and for efficient ad operations management. The task can appear to be daunting. This panel will identify the opportunity within the chaos and highlight the platforms that make ad sales, operations and content management smoother and more profitable. Join leading advertising tech platforms as they offer insights into how they help digital publishers achieve the maximum ROI.
Moderator: Alan Chapell, President, Chapell & Associates

Speakers:
Mike Leo, CEO, Operative
Jay Kulkarni, CEO & Founder, Theorem

Leif Welch, SVP Platform Sales & Business Development, Adify

Mark Zagorski, CRO, eXelate

James Curran, Director, Strategic Business Development, Lotame

2:45pm: Courting the Empowered Consumer: Andrew Bloom will talk about the challenges of marketing to the empowered consumer and the impact on digital display advertising. Andrew will discuss best practices for display advertising covering attribution, success metrics and creative optimization and will review a number of case studies. Presenter: Andrew Bloom, VP, Strategic Business Development, MediaMind (fomerly Eyeblaster)

3:00pm: Networking Break

3:10pm: Local Content Creates Local Ad Sales Streams: As the largest local business profile information provider in the industry, Localeze will outline its business model in the local search space, and describe how it has become involved in helping local broadcast companies and digital lifestyle publishers to bring scalable online national and local ad revenues into those environments. One to two case studies will be presented based on current Localeze clients. Presenter: David Dague, VP, Marketing, Localeze

3:25pm: Going Loco for Local Advertising: The local content market has been heralded as the next big sector of growth in online advertising, but has the spending actually lived up to the hype? Join publishers and brands that have experience with monetizing and advertising on localized content -- be it via desktop, mobile, and even VOD -- as they shed light on real tactics for attracting and delivering successful local ad campaigns.
Moderator: Richard V. Ducey, Chief Strategy Officer, Program Director, BIA/Kelsey

Speakers:
David Dague, VP, Marketing, Localeze
Neil Salvage, EVP, Advertising, Citysearch
Mike Rothman, Director, Ad Sales, Thrillist
Tristan Walker, Business Development, Foursquare

3:55pm: A Look at Ad Optimization in the Wild: Rocket Fuel -- a demand driven ad network -- has teamed up with AdAdvisor by TARGUSinfo, to achieve ad optimization with unparalleled results. This case study reveals how Rocket Fuel leveraged AdAdvisor data to generate a lift of over 7 percent for unaided brand awareness for a top ten CPG company.
Presenters: Paul McLenaghan, VP of AdAdvisor, TARGUSinfo
Eshwar Belani, VP of Products and Business Development, RocketFuel

4:10pm: Afternoon Keynote: The Company You Keep: Choosing Audience Targeting Platforms in a Crowded Marketplace: As targeted advertising has evolved, the market has become increasingly fragmented with various platforms and players claiming to have the secret sauce for finding ideal audiences. Discovering accurate audiences requires information from multiple data points -- online, offline, third party and site-side data -- among other sources. If it sounds complex, that’s because it is, and not just anyone can parse that amount of data to drive successful digital marketing. New audience targeting technologies seem to arrive daily -- and with all this fragmentation, trusting your partners and getting results is all about the company you keep. This session will help you sort through the clutter to determine the right technology for you to drive relevant advertising that engages your target audience. Keynote Speaker: Denise Colella, CRO, AudienceScience

4:25pm: Volkswagen Revs the Engine with a Mobile Web and In-App Campaign: Volkswagen tapped Crisp Wireless to power their rich media mobile ad campaign promoting the new Volkswagen CC. The campaign is running across a range of mobile sites and in-app on CBS, CNN, Jumptap sites and others. Come see a highlight reel and discussion of the highly interactive campaign, which features location-aware capability, tap-to-video and interactive hot spots. Presenter: Tom Limongello, Senior Director, Business Development, Crisp Wireless

4:40pm: The Next-Generation Digital Content Platforms: Can You Use Just One? The number of digital content and ad delivery platforms consumers can choose from has exploded over the past 12 months. Apple's iPad has instantly changed the game. There's also the option of building specific apps for mobile handsets including the BlackBerry and Android. But with new platforms launching daily - how do content-creators and advertisers choose which ones to support? And how do the devices fit into the publisher's and brand marketers’ revenue-generation equation?
Moderator: Al DiGuido, CEO, Zeta Interactive

Speakers:
Catherine Balsam-Schwaber, SVP Marketing, iVillage
Tony Astarita, VP & GM, Nook Device and Content Development, Barnes & Noble
Michael Tamblyn, VP, Content Sales & Merchandising, Kobo
Doug Carlson, Managing Director, Zinio

5:15pm: The Merging of Brands and Publishers: Digital media has blurred the lines between brands and publishers. Brands are no longer content to merely "rent" access to their consumers from publishers. Instead, they're creating slick digital hubs that include entertainment, information, communities, and more -- offering an experience where they control, and ultimately own, the links to their customers. How will brands and publishers collide and coexist in pursuit of a profitable relationship with consumers? World-class game changers in publishing, technology and branding will gather to discuss their current strategies and predict the future of brands and publishers across digital platforms.
Moderator: Matt Goddard, CEO, R2integrated

Speakers:
Lesley Pinckney, GM, Essence.com
Karl House, VP, Sales & Business Development, DECA
Skip Brand, CEO, Martini Media Network

5:45pm: Closing Keynote: Summing It Up: Unleashing Research Related Secrets: Now that you have immersed yourself in hours of insights around digital publishing and advertising, it’s time to see how it plays out where it counts: with the consumer. Join Jim Taylor for a riveting finale to DPAC as he uncovers the purchase internet, usage and financial impact consumer adoption of digital devices and media has for each of us. In a closing keynote you can’t afford to miss, you will walk away smarter. Jim will dive into behavioral drivers, adoption definitions and marketing analysis that will make you stand up, applaud and then get right to your office to capitalize on this next chapter in digital. Keynote Speaker: Jim Taylor, Ph.D., Vice Chairman, The Harrison Group

6:15pm -- 8:00pm: DPAC Happy Hour Party: The happy hour and cocktail party will allow attendees to continue to carry on conversations after the general session and networking sessions conclude. The cocktail mixer will give attendees a chance to discuss the ideas, sessions, debates presented at the event over food and drinks.

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