Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Tuesday, October 30th 9:00 AM - 10:15 AM Track I: Contextual Media & Advertising: Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms The world is becoming an ever growing contextual media and information experience. Consumers get to watch TV new shows that lean to the left or to the right depending on how they like it. And on the web, the degrees to the left and to the right can be calibrated down to the millimeter. Radio is broken down so that stations can reach and satisfy a distinct and unique group of listeners and the web can drill down even further than that. The web is able to distill the users experience to actual needs, to the actual and definable likes and dislikes of each and every consumer. While the system has yet to be perfected, the learning curve of contextual media content to the consumer along with its advertising and commerce-based partnering activities is moving right along. The personalized relationship between media and advertising has always been with us. Families watch TV shows that advertise soap and teenagers watch shows that advertise cola. But the degree of personalization and how fast it arrives is presenting an interesting set of musical chairs for the media, advertising and content industries. It is an interesting time. Federico Grosso, Senior Vice President, Business Development, blinkx Jeremy Lockhorn, Director, Emerging Media and Video Innovation, AvenueA - Razorfish Walker Jacobs, Senior Vice president, Turner Entertainment New Media Ad Sales Arnie Gullov-Singh, Vice President, Advertising Technology Group, Fox Interactive Media Michael Pond, Media Analyst, Nielsen//NetRatings Scott Schiller, Senior Vice President & Chief Revenue Officer, Glam Media, Inc. Doug Scott, Senior Partner, Executive Director, Mather Productions Branded Content & Entertainment, Ogilvy & Mather, Moderator Federico Grosso, Senior Vice President, Business Development, blinkx: Federico Grosso, senior vice president of Business Development at blinkx, has more than nine years of international experience in digital media. From December 1997 to August 2004, he held several positions within Yahoo!, including the start-up of Yahoo! Italia and the European Commercial Team. After seven successful years, Federico joined blinkx in December 2004, leading the business development strategy for North America and Europe. In this role, Federico has created long-term partnerships with global media companies such as Reuters, MTV Networks, Sky News and Lycos. Federico received his BA in Political Sciences from the University of Torino, Italy, specialising in Communication and Digital Media Publishing. He also completed the Emerging Leaders Programme in General Management at the London Business School. Jeremy Lockhorn, Director-Emerging Media and Video Innovation, Avenue A | Razorfish: Lockhorn is a member of the agency’s advanced marketing solutions (AMS) team and is focused on consumer interaction with video across all platforms. He evaluates emerging technologies and helps define agency strategies for integrating into client campaigns by synthesizing disparate technologies and channels into cohesive extensions of campaign ideas. He supports cross-discipline client teams with research, education, and ideation. The AMS team also works closely with publishers and content owners to reinvent video advertising with a more consumer-friendly model. Lockhorn joined Avenue A | Razorfish in January of 1997, as the first employee of the Philadelphia office. During his 10-year tenure at the agency, his various roles have centered on the intersection of media, creative, and technology. Most recently, he served as group director / creative specialist for Avenue A | Razorfish West, launching creative services in Seattle and managing creative strategy for diverse clients. Michael Pond, Media Analyst, Nielsen//NetRatings: Michael Pond is a media analyst at Nielsen//NetRatings where he works with top-tier media clients to implement custom research projects and provide insight into the results. He leverages Nielsen//NetRatings data to help publishers increase advertising dollars and attract larger audiences. Prior to Nielsen//NetRatings, Mr. Pond held media planning positions at both CNF, a leading global supply-chain management company, as well as several advertising agencies, where he created media solutions for Dell, Fujitsu, and other technology companies. As a Nielsen//NetRatings media analyst, Mr. Pond also provides industry insight to the press, including recent citations in Forbes.com and the Washington Times. Mr. Pond holds a B.A. in Communications from California State University, Fullerton. Scott Schiller, Senior Vice President & Chief Revenue Officer, Glam Media, Inc.: Scott Schiller leads revenue efforts at Glam Media, Inc., and is responsible for an international organization driving advertising sales, strategic partnerships as well as promotional co-branding opportunities. Glam Media is the fastest growing women's Web property on comScore Media Metrix’s Top 100 list with 19.1 million U.S. unique visitors in June and more than 30 million visitors globally—23 percent ahead of the long-time incumbent iVillage/NBC’s reach of 15.5 million in the United States. Scott has more than 20 years of advertising, sales management and start up media experience from some of the most esteemed names in entertainment. Prior to joining Glam Media, Scott was Senior Vice President at Not Traditional Media, Inc., a media services company delivering information, knowledge and action focused on how marketers can best utilize alternate forms of media in today's cluttered world. Before NTM, Scott served as Senior Vice President for AOL. Scott was instrumental in defining, implementing and marketing business strategies for highly trafficked content areas (such as AOL Entertainment and KOL) that were to that point not considered contextually relevant by marketers. Scott's accomplishments in defining and creating market demand for movies, music, television, games and sports content created new standards in online publishing and marketing. As a result of his accomplishments, Scott expanded his responsibilities to oversee development of the first-ever audience-based sales strategy at AOL resulting in new revenue targeted to teens and kids, as well as within the news channel. Ultimately Scott was called upon to play a critical role in defining AOL's broadband content strategy and to lead the strategy team to create and introduce AOL's first-ever broadband-based advertising platforms. Prior to AOL, Scott was Senior Vice-President for Strategic Partnership Marketing at the Walt Disney Internet Group. Scott oversaw a team that was dedicated exclusively to the development and execution of partnership strategies for Disney's most important advertising and marketing partners. Throughout his years at Disney, Scott built the advertising and e-commerce sponsorship efforts for the Company's branded web properties, such as: ESPN.com, Disney.com and ABCNEWS.com. Scott drove the creation and sale of "converged" (online and offline) media opportunities with all the Walt Disney Company business unit media properties, and led the internet group in its first-ever, joint sale in the television upfront marketplace Additionally, he served as Vice President of Advertising and Partnership Marketing for Sony Online Ventures and was instrumental in creating the TheStation@Sony.com's sponsored content model, integrating advertisers into online extensions of well-known entertainment brands (e.g. Jeopardy Online). He joined Sony from Prodigy, where, as Vice President of Advertising Sales, he developed and implemented a television-oriented advertising and sales strategy in the very early days of Internet media. Scott's experience in "New Media" dates back to his ten-year tenure as an account director at MTV Networks, one of cable's earliest success stories, where his clients included many of the Company's most important advertising/marketing partners. His advertising agency experience includes several years in "packaged goods" at Grey Advertising. Prior to that, Scott worked at PepsiCo and Nestle in brand management. Scott is a founding member of the Internet Advertising Bureau, an industry advocacy group. He was its first vice-chairman. Scott earned his BA in Economics from Cornell University and an MBA in Marketing/Finance from the JL Kellogg Graduate School of Management at Northwestern University. A lifelong resident of New York City (that makes him a Yankee fan), he currently lives on the Upper West Side of Manhattan with his wife and two wonderful boys. Doug Scott, Senior Partner, Executive Director, Mather Productions Branded Content & Entertainment, Ogilvy & Mather: Prior to joining Ogilvy in June 2006, Douglas was Senior Vice President at Bragman Nyman Cafarelli and the General Manager of the New York office. While at BNC, he was responsible for developing original branded entertainment initiatives for Sony PlayStation, General Motors, T-Mobile and American Express and increased top line revenue for the New York office by 45%. In 2004, Scott launched MATTER, an entertainment marketing company that produced LOHAS 8, a three-day forum sponsored by Ford Motor Company, Whole Foods and GAIAM, focused on renewable energy, organic food, eco-tourism and other health and sustainability issues. In January 2004 and 2005, Scott executive produced BLENDER Sessions, in Park City, Utah during the Sundance Film Festival. This five-day music series, which was sponsored by VW, Diet Coke and Heineken, featured performances by Snoop Dogg, Nelly, Ludacris, Macy Gray, Liz Phair, Pete Yorn, Camp Freddy and Rooney. When Sean "P. Diddy" Combs decided he wanted to run the ING New York City Marathon in September of 2003, he hired Scott to co-executive produce "Diddy Runs the City" for MTV and executive direct the fundraising efforts for the program. In just seven weeks, the program raised over $2 million for New York City children and received corporate support from Nike, Pepsi, McDonalds, Time-Warner, Viacom, Lincoln and Foot Locker. Prior to MATTER, Scott was Executive Vice President, Marketing and Branded Entertainment Creative Director at Hypnotic. At Hypnotic, Scott created and executive produced the highly acclaimed Chrysler Million Dollar Film Festival in partnership with Universal Pictures and was also charged with creating innovative branded entertainment campaigns for numerous companies including Reebok (Terry Tate, Office Linebacker), Ford Motor Company (Focus Films), Nintendo (Eternal Darkness Films) and Toyota (Scion Screening Series). Prior to Hypnotic, he was EVP, Sales & Marketing and General Manager of the Hollywood Stock Exchange (HSX), where he was responsible for launching the Music Stock Exchange; developing Virtual Producer; developing and producing the Company’s annual Academy Awards event, which was supported by Toyota, Pepsi and Sun Microsystems; launching a weekly radio show on CBS Radio, and structuring and overseeing content syndication relationships with Access Hollywood, Advertising Age, Entertainment Weekly, and other national media outlets. From 1995 thru 1997, Scott was President and COO of ArtView a global network of galleries, auction houses and museums and was responsible for developing and executing highly successful strategies for e-commerce and inventory management in partnership with GE Capital. In 1993, Scott co-founded the Red Herring magazine where he served as Vice President of Sales & Marketing. Scott is an active speaker at industry conferences and guest lecturer at several business schools, and has recently been asked to teach a course at New York University on location based entertainment. He holds a B.S. in Economics from University of Maryland, College Park. Walker Jacobs is senior vice president of Turner Entertainment New Media Ad Sales, overseeing digital ad sales for the Turner Entertainment Group portfolio, consisting of TBS, TNT, Cartoon Network, Adult Swim, Court TV, GameTap, Super Deluxe and Turner Sports, which includes NASCAR.com, PGATour.com, PGA.com, “Hot Corner” on MLB.com and “TNT Overtime” on NBA.com. He is based in New York and reports to David Levy, president of Turner Entertainment Ad Sales and Marketing and Turner Sports. Jacobs is charged with developing integrated sales and marketing solutions for advertisers across the entertainment portfolio of television networks, platforms and businesses. Under Jacobs’ leadership, the Turner Entertainment New Media Ad Sales team is responsible for driving all ad sales on the Internet, Video On Demand, (VOD), and Mobile platforms. Before joining Turner, Jacobs served as senior vice president of the Reuters Americas Media Group, responsible for general management of Reuters.com, managing ad sales and business development, as well as content sales for Reuters Media Business in the U.S., Canada and Latin America. Notably, while at Reuters, Jacobs negotiated a partnership with NASDAQ and subsequently managed sales of “Times Square Squared,” a venture that combined The Reuters Sign and NASDAQ Tower as the world’s largest outdoor digital display system, based in Times Square, New York. Jacobs joined Reuters by way of the company’s March 2003 acquisition of Multex Incorporated, a leading financial research and information company. Jacobs remained in the capacity of vice president through the merger. Prior to the merger, he managed the media business and advertising sales for Multex Investor and Marketguide properties. Jacobs began his executive career in media as Publisher of Institutional Investor Online, responsible for general management, operations, advertising sales, e-commerce and marketing of their websites. Jacobs serves on the Associate Board of Directors for Junior Achievement New York and the World Trade Center Memorial Communications Advisory Council. He is a graduate of John Carroll University and currently resides in Manhattan with his wife Jennie.