Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Adverting 2.0 New York 2008 Thursday, June 5th 3:45 PM - 5:00 PM Session C: Digital Billboards: Urban Wallpaper and the Rise of the Fourth Screen Walls that move. Global art. The medium is the message. 42nd Street is the Eighth Wonder of the World. The World of Digital Billboards is now entering a new and exciting stage of technology, creativity and commerce. The era of 21st century advertising may be most remembered by a world of moving images and digital billboards. Just as massive wall advertising has changed the face of the urban landscape, the next generation of advertising, whether inside of stadiums and arenas or in the re-imagining the downtown of cityscapes, will be taking the joint creativity of advertising and technology to another level of quality and imagination. Jeff Dickey, founder, SeeSaw Networks Scott Richman, SVP/GM, MSG Interactive, (Madison Square Garden) Eric Hebel, Chief Operating Officer, Channel M Matthew Atkatz, Executive Creative Director / Interactive & Media Convergence, Saatchi & Saatchi / New York Tom Connor, Vice President, Programming & Creative, Premier Retail Network Patrick J. Moorhead, Director – Emerging Media, Avenue A | Razorfish, Moderator For Further Speaker Infomation - Click on highlighed Names to see their LinkedIn Profile Tom Connor, Senior Vice President, Programming & Creative, Premier Retail Networks: Tom Connor is Senior Vice President of Programming and Creative at Premier Retail Networks where he is responsible for the strategic and creative development of all content that appears on PRN’s retailer networks worldwide. Working closely with PRN’s slate of top retailers, Tom ensures that the programming that appears in the stores is in line with both the retailer’s and shopper’s needs. A 25-year veteran of entertainment media marketing, Tom has played an important role in launching and nurturing program, network and channel brands in many genres and platforms. He has devoted his career to developing effective creative content guided by a foundation of sound strategic insight. Before joining PRN in early 2007, Tom was founder and president of TAG, a strategic brand solutions company that develops successful channel brand identities and content for many large media companies worldwide in the US, UK, India, Canada, Bangladesh, Indonesia, Pakistan and China. Prior to founding TAG in 2001, Tom was Head of Marketing & Brand Strategy at 3 Ring Circus where he developed a proprietary brand positioning methodology used to grow entertainment and interactive brands for such high profile clients as the Fox Network, Fox Family, Court TV, Oxygen, Hallmark, Astral Media (Canada), Televisa (Mexico), Discovery, Creative Planet.com and Cablevision. From 1987-1999, Tom was Senior Vice President, Marketing and Creative Services at Paramount Pictures Television where he was a key member of the studio’s senior marketing staff. During his 12 years with the company, Tom was responsible for the creation and strategic execution of consumer, trade and affiliate marketing campaigns for all of the studio’s television properties, including such well-known television brands as Star Trek: The Next Generation, Star Trek: Deep Space Nine, Frasier, Entertainment Tonight, among many others. Tom has been honored with many creative marketing awards in his career, including a Clio, LA Belding Awards, New York Festival Awards and Promax & BDA Awards. A frequent educational speaker and industry writer, Tom has spoken at conferences in the US, Europe and Asia and has been published in many industry periodicals. Scott Richman, SVP/GM, MSG Interactive, (Madison Square Garden): Scott Richman joined MSG Media in the newly created role of Senior Vice President and General Manager of MSG Interactive in early 2007. In his position, Richman manages all internet, broadband, VOD and wireless products for Madison Square Garden. MSG Interactive represents a collection of premium entertainment, sports and lifestyle brands including msg.com, thegarden.com, radiocity.com, beacontheatre.com, wamuatmsg.com, nyknicks.com, nyrangers.com, nyliberty.com and associated interactive brand extensions including the MSG Insider email, alert and wireless platform, and GameOn! and The Monitor blogs. Since joining MSG Interactive Richman has overseen several new key initiatives for the group of interactive properties, including the redesign of each of the Madison Square Garden managed venue websites, the launch of online initiatives Knicks on Demand and Rangers on Demand, the establishment of Game On! and The Monitor blogs, and the creation of the MSG Insider internet and wireless program. Before joining MSG Media, Richman was Vice President and General Manager, Programming at America Online (AOL) where he oversaw sales integration, promotion and marketing for AOL’s various properties on the AOL service including music/entertainment, news, sports and lifestyle. While at AOL, he was also responsible for the AOL City Guide and AOL Tickets. Prior to joining AOL, he worked at BMG where he was promoted to the position of Vice President of Partnership Marketing. In this role, Scott worked with key artists and advertisers to create integrated marketing campaigns. He started his career as an Account Executive with Shaw & Todd, an advertising and public relations agency. Richman is a graduate of George Washington University. He currently lives in New Jersey with his wife and three sons who are all huge New York Knicks, Rangers and Liberty fans. Eric Hebel, Chief Operating Officer, Channel M: As Chief Operating Officer, Eric’s responsibilities include overseeing the Company’s sales, marketing, finance, programming and execution. Eric also manages relationships with Channel M’s entertainment, lifestyle and retail venue partners. Since joining the company in 1998, Eric’s vision has guided Channel M to its position of leadership in non-traditional marketing. Eric has led Channel M to deliver the most value to Channel M’s clients and to set the standard for the industry. Working closely with Channel M’s venue partners to develop marketing assets attractive to Channel M’s advertisers, Eric also ensures that the marketing programs Channel M sells adhere to strict compliance standards. Under Eric’s leadership, Channel M has revolutionized in-store television programming by creating hosted, entertainment driven content that enhances the store environment, educates consumers, impacts sales, and drives incremental revenue for Channel M’s retail partners. Patrick J. Moorhead, Director – Emerging Media, Avenue A | Razorfish: Patrick is a specialist in emerging media at Avenue A | Razorfish where he leads R&D efforts and implementations on behalf of the agency’s Emerging Media Practice group in the Central US. As the digital landscape evolves and new ways of accessing content proliferate, Patrick helps clients and staff understand and assess a number of emerging media technologies – whether iPTV, video-on-demand, mobile media and messaging, online gaming, digital signage or RFID (radio frequency identification) – and their practical applications as marketing vehicles. He does this through research and development initiatives that define the strategy, resources, applications, and marketplace opportunities for the agency and its global clients. His day-to-day responsibilities include research, ideation, knowledge management, and industry advocacy. Patrick joined Avenue A | Razorfish in 2005 after spending five years as assistant professor of design at Drexel University’s College of Media Arts and Design. His areas of focus at Drexel spanned a wide range of topics, including commercial publication design, brand marketing, fashion merchandising, and interior design. Prior to that, he was a partner in an advertising agency called Monsoon Microstudios, a web development consultant, and president and creative director of Burroughs/Moorhead Design Inc., a design and strategic consulting company he co-founded. A sought-after expert and evangelist for cutting-edge media technology, Patrick has counseled many executives of the agency’s Fortune 500 clientele, including JCPenney, Kraft Foods, Wyeth Pharmaceuticals, and Starwood Hotels Group. He has presented at numerous industry conferences and events, including ad:tech, OMMA Expo, SXSW (South by Southwest) Interactive, Digital Signage Expo, and Digital Hollywood Media Summit. A prolific writer on emerging media topics, Patrick was a key contributor to the 2006, 2007 & 2008 Avenue A | Razorfish Digital Outlook Reports’ and his white papers are widely read in new media and Internet advertising circles. He is active in various industry associations, including the Mobile Marketing Association (MMA), MCA-I (Media Communications Association International), PhIMA (Philadelphia Interactive Marketing Association), The Chicago Mobile Brain Trust / Chicago Interactive Marketing Association (CiMA), the Chicago Association of Direct Marketers (CADM) and is a member of PANMA (Philadelphia Area New Media Association) since its inception in 1995. Patrick holds a B.A. in fine arts and philosophy from Kenyon College and has studied at the graduate level in education, painting, architecture, and interior design. He is based in Chicago, IL. Matthew Atkatz, Executive Creative Director / Interactive & Media Convergence, Saatchi & Saatchi / New York: Matthew represents the first generation of creative leaders to rise through the ranks in the age of integrated advertising. A digital native, his strength comes from his ability to balance the purity of creative ideas with a deep technical knowledge of the interactive space. A results-oriented leader, Matthew is focused on creating innovative channel-agnostic work that produces tangible results for his clients. In his current position he leads digital creative for the powerhouse agency Saatchi & Saatchi in New York. Createing idea-driven interactive experiences that dovetail seamlessly into traditional advertising campaigns, clients include Wendy's, JCPenney, Avaya, Ameriprise Financial, Miller High Life, I Love NY – New York State, Folgers and You Technology. Before joining Saatchi & Saatchi, Matthew served as Worldwide Creative Director for Motorola at FCBi. While there he developed and managed digital creative for the mobile devices division, and ran iconic product launches globally with a focus on North America, Asia-Pacific, and Latin America. Matthew's role was informed by his prior international experience living in Beijing and working in the Asia-Pacific region for Audi, Motorola and IBM. Before serving at FCBi, Matthew was Associate Creative Director at Ogilvy Interactive in New York, where he worked on global brands Coca-Cola, IBM, Cisco Systems, Kraft, Jaguar Automobiles, Ameritrade, and The Office of National Drug Control Policy. His work has been recognized at all the major award shows, including Cannes Lions, The Clios, The One Show, The Echo Awards, New York Festivals, London International Awards, and The Effie Awards. Communication Arts magazine has featured his integrated work for a broad range of clients. In addition to his work with Saatchi, Matthew sits on the advisory board of Ludia, a casual gaming startup that is developing adaptations of popular American broadcast properties including The Price Is Right and Hell's Kitchen. Ludia's games feature a unique contextual ad-serving model that incorporates marketers' products directly into gameplay. Matthew holds a Bachelor of Fine Arts in Industrial Design from the Rhode Island School of Design. He has lectured on Design for Interactivity at numerous conferences and panels. He lives in New York City with his wife Ann-Marie and their son Skyler.