Agenda

 
 

Hosted by Corey Kronengold, Content Director, Digiday

 9:30 am: Registration Begins

10:15 am: Headline Panel: Media Leaders Speak Out - Where are the Brand Dollars? (hosted by Vizu)

Brand dollars are moving online -- just much more slowly than purveyors of the online medium would like. What’s it going to take to get the brands to fully show up in terms of online spending? Is this a 2-year process, or a 10-year process? Or just wishful thinking? We’re kicking off DPAC this year with a unique opportunity to hear from some true luminaries in the advertising world -- whose roles span beyond the digital medium -- making this a one-of-a-kind opportunity to hear from people who can shed some light on the question everyone wants an answer to.

Moderator: Dan Beltramo, CEO, Vizu

Speakers: 

Paul Gunning, CEO, Tribal DDB

John Baker, Co-President,  JWT New York

Carl Fremont, EVP, Media, Digitas

10:45 am: Keynote Fireside Chat - The Digital Content and Advertising Boom

Kathy Kayse, Executive Vice President, Advertising Sales, Oprah Winfrey Network & Brian Morrissey, Editor in Chief, Digiday

11:15 am: The Modern Media Strategy - Paid, Owned & Earned: Brand advertisers are looking more broadly than paid media to drive their marketing objectives. Social media may deliver earned impressions and earn buzz, but behind most social media success stories are paid media campaigns getting little credit.  It's easy to talk about social media strategies, but how do brands drive audiences to consume and share more content? How has the rapid evolution of the media-buying landscape changed the way media buyers and sellers develop and deliver successful, integrated marketing campaigns? Our panel looks at the new tools of the trade and how they are being leveraged to drive digital media success across all media channels.
Moderator:  Al DiGuido, CEO, Zeta Interactive 

Speakers: 

Dave Rosner, EVP, Director, Innovation, Initiative
Dan Rubin, Director, Digital Strategy, Meredith Integrated Marketing
Paul McClay, Director, Strategy & Media, Definition6
Julie Shumaker, SVP/GM of Media, RockYou

Rachel Pasqua, VP of Mobile, iCrossing

12:00 pm: Spotlight #1: Video Advertising in Real-time. This spotlight explores how RTB, audience data and Private Exchanges are changing the way digital video advertising is bought and sold. As the video ecosystem continues to grow rapidly, both supply- and demand-side companies are deploying increasingly sophisticated technology to maximize yield and optimize ad delivery. This spotlight explores the challenges and opportunities presented by this increasing automation of video advertising. Presenter: Mark Trefgarne, CEO, LiveRail

12:15 pm: State of the Industry Survey: Today's Buyer / Seller Landscape: Evolution, Revolution ... or Status Quo? The rapid growth of real-time display buying and the evolution of new buying platforms has increased complexity, but also opportunity. How can buyers and sellers make the most of today’s sales channels? How are industry participants aligning themselves to capitalize on these trends?  Scott Spencer, Director of Product Management for the DoubleClick Ad Exchange, will present findings from the latest Digiday / Google industry survey as well as other insights and data from his perspective at the center of Google’s rapidly growing DoubleClick Ad Exchange. Presenter: Scott Spencer, Director of Product Management, DoubleClick Ad Exchange

12:35 pm: Subscriptions, Paywalls and Real Money. Will Users Pay Up or Fade Away? Paywalls and subscriptions threaten the Internet's long-held theory that content wants to be free. But recent experiments by leading news publishers have proven that paywalls -- while bad for overall viewership -- are actually very good for business.  How much advertising is needed for content to remain free, and will users tolerate it or move on to other sources? On this panel, leading publishers will discuss the thought process behind the "great subscription experiment" and how they are creating new revenue streams to keep those paywalls down.
Moderator: Andrew Edgecliffe-Johnson, Media Editor, Financial Times

Speakers:
Brian Hecht, SVP, Publisher Premium Services, TheStreet.com
Andrew Rutledge, GM & VP, Publisher Development, PubMatic
Brian White, VP, Publisher Solutions, Vibrant Media

Yoni Greenbaum, VP, GM Digital, Philadelphia Media Network

1:20 pm: Lunch Pickup

1:30 pm: Lunch & Learn with TRUSTe

Speakers: Chris Babel, CEO, TRUSTe & Brian Morrissey, Editor in Chief, Digiday

2:00 pm: Spotlight #2: Balancing Reach vs. Relevancy: The Social Marketer's Conundrum. We have entered a time where most product information is already known and readily available to potential consumers, and decision-making behavior has shifted to online communities of interest where socially exchanged information determines what we will eventually buy.  While simply buying the audience may be commonplace, networked publishers that foster these conversational layers are still very relevant and effective.  R2integrated CEO Matt Goddard will discuss targeting audiences at scale and how publishers are more relevant than ever. Presenter: Matt Goddard, CEO & Co-Founder, R2integrated

2:15 pm Digiday Debates: The GRP: Buyers and seller of online video want to simplify the process in order to shift some of the $70 billion in ad revenue from the TV screen to just about any other screen. But establishing a universal video currency is causing headaches. In this session, we'll tackle the myth of the GRP, and whether or not it can facilitate a shift, or just serve as fodder for another winless debate.
Moderator: David L. Smith, Founder & CEO, Mediasmith

Speakers: 

Jim Meskauskas, Chief Strategic Officer & Co-founder, Media Darwin 

Adam Gerber, VP Sales Development & Marketing, ABC Television Networks

Lynda Clarizio, CEO, Invision Inc.

TS Kelly, Sr. Analytics Advisor, VINDICO Group

2:50 pm: Afternoon Keynote Fireside Chat: Translating Success Across Multiple Platforms

Michael J. Kelly, President/CEO, The Weather Channel Companies & Mike Shields, Senior Editor, Digiday

3:10 pm: Spotlight #3: Delighting Stay-At-Home Moms One Afternoon at a Time. It’s no secret how busy today’s mom is. It is also no secret that mom is making most of the household buying decisions. And while she is a major consumers of media and a reachable target, a mom’s multi-tasking life makes it challenging for marketers to engage her -- that was, until she started playing social games. In this session, RockYou Media will share best practices they have learned by delivering the highest value per engagement in social for advertisers reaching their 92M users, 64% of who are women 18 to 54. If RockYou knows one thing, it is how to delight this treasured target. Presenters: Julie Shumaker, GM & SVP of RockYou Media & Bridget Coolick, Senior Director of RockYou East Coast Sales

3:25 pm: Networking Break

3:40 pm: Digiday & Women in Wireless present The "Man Smart, Women Smarter" Panel: Mommy bloggers and social gaming aren't the only trends being driven by women. In fact, women aren't just driving trends, they are spotting them early and investing heavily in them. In this session, some of the industry's most strategic visionaries -- that just so happen to be members of the fairer sex -- share their views on the online marketing landscape, the trends that are shaping the online world, and where they are investing their marketing capital.
Moderator: Marci Weisler, Digital Advisor, Tipping Point Partners

Speakers:
Darcy Frisch, Vice President, Strategic Investment, Hearst Interactive Media
Allison Goldberg, Vice President, Time Warner Investments
Francine Sommer, Special General Partner, Village Ventures
Dayna Grayson, Principal, North Bridge Venture Partners

Kailah Matyas, Managing Partner, Redwood Partners

4:20 pm: Spotlight #4: The Brand in Your Hand: Companies don't control brands ... people do.  For centuries, companies have been trying to "market to" consumers. Advertising, CRM, buzz marketing, word-of-mouth. Companies have searched for the magic formula to get their brands in the hands of consumers. Today, mobile makes that happen. Companies have never had a better opportunity to have a truly personal relationship with people. Find out how you and your mobile development partner can make the most of creating the ideal consumer experience. Presenter: Ted Francisco, VP, Director of Strategy & Branded Development, MEDL Mobile

4:35 pm: Digiday Mobile - The iPad (and other Tablets) Goldrush

The iPad was hailed as a savior for publishers that haven't benefited in the shift from traditional distribution channels to digital. But early results are mixed. Many magazine iPad editions suffer from low download numbers, high subscription prices and questionable strategies. Was the tablet a chimera for publishers? Or will publishers find their way with new offerings that better suit how people use these devices and new business models?

Moderator: Alan Chapell, President, Chapell & Associates

Speakers:

Jeanniey Mullen, Global EVP and CMO, Zinio and VIVmag

Jason Fulmines, Director of Mobile Products, Gannett Digital

Mike Haney, U.S. Director, Moving Media+

John SanGiovanni, Co-Founder & VP, Product Design, Zumobi

Rich Bush, Director of Product, ADTECH

5:15 pm: Networking Break

COCKTAILS & CONVERSATION

5:30 pm: Digiday Debates: The Great Facebook Debate, Part Deux

At Digiday Target, we kicked off our first "Great Debate" about working with -- or fighting -- Facebook. With no shortage of interest in whether or not Facebook is a friend or foe, we pick up the debate again to tackle the value of friends, fans, and likes, and what they mean for your brand.
Moderator: Corey Kronengold, Director of Content, Digiday

Speakers:
Avi Savar, Founding Partner, BigFuel

vs.

Todd Sawicki, CRO, Cheezburger Network

5:50 pm: Saving Display - The Creatives Speak Out

Audience buying, real time bidding, yield management, data exchanges have taken over the headlines of the advertising industry. But what about telling a good story that builds a brand identity? For more than the past year, the creative component has taken a backseat to the technologies that drive efficiencies for buying and selling media and data. No longer. In this session, the industry's most creative creatives discuss what's wrong with the love affair with efficiency over effectiveness, and how to leverage those data technologies to tell exciting, compelling, visually stimulating stories across the digital channel.
Moderator: Corey Kronengold, Content Director, Digiday

Speakers:
Alan Schulman, Chief Creative Officer, U.DIG > The Digital Innovations Group
Molly Sugarman, Director of Digital Media Innovation, Horizon Media

Holly Brown, Chief Innovation Officer, R2integrated

Ben Kartzman, CEO & Co-Founder, Spongecell

6:30 pm: DPAC Happy Hour Party: The happy hour and cocktail party will allow attendees to network and discuss the ideas, sessions and debates presented at the event.