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 Wednesday, June 4th 10:45 AM - Noon Session B: 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 news 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. Penry Price, Vice President, Advertising Sales, North America, Google Kevin Ryan, CEO of AlleyCorp, former CEO of DoubleClick Doug Scott, Senior Partner, Executive Director, Mather Productions Branded Content & Entertainment, Ogilvy & Mather Eric Hadley, CMO, Heavy Corporation Aaron Radin, Senior VP, Advertising Sales and Business Development, CBS Kyoo Kim, Vice President, Sales, MSNBC.com Abbey Klaassen, Editor, Ad Age Digital, Moderator For Further Speaker Infomation - Click on highlighed Names to see their LinkedIn Profile Penry Price, VP, Advertising Sales, North America, Google: Penry Price oversees the day-to-day operations of Google's Media Sales and Account Management teams throughout North America. Using his previous experience in consumer print advertising, Penry helps develop and manage Google's relationships with traditional advertisers, industry contacts, and advertising agencies. Prior to joining Google in the spring of 2004, Penry was the Advertising Director at Us Weekly magazine, where he managed advertising operations and the publication's national sales staff. Before working at Us Weekly, Penry held various advertising sales positions at Rolling Stone, including Eastern Advertising Director. Penry began his career in advertising in the consumer electronics group of Hachette Filipacchi Magazines. Penry is a member of the Board of Advisors of Outward Bound USA, the Board of the Boston Ad Club, as well as the ad:tech North American Board of Advisors, dedicated to connecting all sides of today's brand marketing landscape. Penry holds a bachelor of arts from Hobart College. Michael Hess, VP, Sales, VideoEgg: Michael Hess is a senior media executive who has led numerous national sales teams in both the traditional and digital arenas. Prior to joining VideoEgg as VP Sales for The EggNetwork, Michael served for 5 years as Associate Publisher for Rolling Stone magazine in New York. Prior to his return to the consumer magazine world, Michael launched one of the internet's first rep firms in 1995, WebRep and later 2CAN Media, both based in San Francisco. Prior to his first run online, Michael ran Los Angeles and San Francisco advertising sales offices for Hearst magazines including Esquire, Redbook, and SmartMoney. 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 Kevin P. Ryan, one of Silicon Alley’s most well known Internet entrepreneurs, has started six New York-based businesses - Alley Insider, Gilt Groupe, Music Nation, Panther Express, ShopWiki and 10gen - in the past two years. He presently serves as chairman and CEO of AlleyCorp, which oversees each of the six companies, and also as CEO of Panther Express, a content delivery network. Prior to AlleyCorp, Kevin was first president then later became CEO of DoubleClick. There, he was instrumental in building the company from a 20-person startup to a global leader with over 1500 employees. Silicon Alley Reporter voted DoubleClick “New York Company of the Year” and Kevin was named one of the “50 Most Influential Business People” by Crain's New York Business. Aside from his professional responsibilities, Kevin serves on the boards of Human Rights Watch and the NYC Investment Fund and is a member of the Insead International Council, the Yale International Council and the Council on Foreign Relations. He was the first investor in TheLadders.com and previously served on the boards of the Direct Marketing Association, The Ad Council and Hotjobs, and the advisory board of Doctors Without Borders. Kyoo Kim – Vice President of Sales, MSNBC: Kyoo Kim leads the national advertising sales team. He previously served as the Director of Ad Sales and has successfully been delivering innovative advertising solutions at msnbc.com for six years. Before coming to msnbc.com, Kim was Site Manager and Director of Sales for the Seattle office of Belo Interactive, a media company based in Dallas. Prior to that, he worked in broadcast sales for the local Seattle NBC TV affiliate. A graduate of the University of Washington, Kim began his career on the agency side and also worked in the non-profit sector prior to launching a career in media sales.