Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, October 27-30, 2008 Monday, October 27th 1:00 PM - 2:15 PM Track II - The Advertising Platform Hypertargeting: Ad Networks, Ad Serving and Ad Targeting Hundreds of millions of consumers embrace social networks, search engines and every new personalization tool – whether on broadband or mobile – they make possible a hypersensitive relationship with the world of adverting and commerce. With every passing month, advertisers are better able to reach only the targeted consumer who will be most interested, in fact, most receptive, or even appreciative of the information being offered. The newly minted hypertargeted advertising industry is a direct result of the phenomenon of an evolving and more powerful technology platforms – broadband, TV, Cable and Mobile along with a massively involved consumer, which with every click of the mouse and text message, further communicates his and or personal needs and requirements. The advertising industry is entering a new hypertargeted environment and the future will be more than interesting. Andrew Smith, SVP Director of Interactive, Saatchi & Saatchi New York Dean Carignan, Director, Advertising Business Strategy, Entertainment & Devices Division, Microsoft Corporation Mark Mullen, Managing Director, Head of Investment Banking Los Angeles, RBC Gustavo Alvarado, Partner, Group Media Director, MEC Interaction Ben Weinberger, CEO, Digitalsmiths Mike Quinn, SVP, Research & Strategy, PRN, Thomson Bob Dillon, Vice President, Product Marketing, Yahoo! Advertising Marketplaces Group Beth Bemis, Global Markets Director, Global Media & Entertainment Center, Ernst & Young LLP, Moderator Andrew Smith, SVP Director of Interactive, Saatchi & Saatchi New York: Andrew has extensive interactive strategy and marketing experience with clients such as JCPenney, Ameriprise Financial, Miller Brewing Company, Motorola, Giorgio Armani, and the State of New York. For the past two years, he has led the digital services arm of Saatchi & Saatchi NY, expanding the Agency's service offering and bringing digital marketing to its core. Andrew joined Saatchi & Saatchi NY from FCBi where he led the Mobile Devices global interactive marketing team for Motorola. He spent several months in Beijing overseeing all of Motorola’s interactive marketing efforts in China, as well as time in Brazil developing relationship marketing strategies. Andrew’s interactive career began at Razorfish, Inc., where he helped numerous clients create and implement pioneering interactive strategies. He holds an MBA from Columbia Business School. Dean Carignan, Director, Advertising Business Strategy, Entertainment & Devices Division, Microsoft Corporation: Dean Carignan currently develops long-range strategic plans for E&D’s investments in streaming video advertising, mobile marketing and game-based advertising. Dean also spent several years with Microsoft’s adCenter group, where he drove product strategy for Paid Search, Display Ads and Contextual Advertising. Prior to joining Microsoft, Dean was a charter member of McKinsey & Company’s e-Business Strategy Practice. He holds an M.B.A. from INSEAD. Gustavo Alvarado, Partner, Group Media Director, MEC: Gustavo Alvarado currently oversees the Amgen and Toshiba accounts from MEC’s Irvine office. He and his team focus on discovering effective and innovative ways for their clients to reach target audiences across the digital landscape, by using strategies that include mobile, conversational marketing and direct response. Alvarado joined MEC as a Senior Planner on the Lincoln Mercury account in 2001. Since then he has worked on a variety of accounts, including Xbox, Singapore Airlines, Chevron, Lincoln Mercury, Sony, Jaguar and Land Rover. Prior to joining MEC, Alvarado worked at a few different agencies on traditional, multicultural and digital media for clients including Wal-Mart, Blockbuster, MLB (Royals) and Thrifty Rent-A-Car. Innovation in digital and emerging communications is Alvarado’s specialty. He credits his clients with giving him the opportunity to work on ground-breaking campaigns. Alvarado’s clients have been the first in their industries to test the waters with new technologies and have also reaped the benefits. For example, Alvarado and his team led Lincoln Mercury to employ mobile and social media at a time when no one else was doing it. They also worked with Amgen to create an integrated online and offline campaigns to educate patients, running programs via online streams, Podcasts, on-air promotions and Video on Demand (VOD). Alvarado regularly participate on panels at digital marketing events, and frequently attend technology events, like CES and E3, to educate himself so that he can bring engaging and new opportunities to his clients. Ben Weinberger co-founded Digitalsmiths in 1998, and has grown the operation from a two-person college business into a market-leading technology company. Digitalsmiths entered the entertainment industry in 2001 when it introduced its proprietary technology platform, Media Access Pro®, a ground-breaking software platform allowing clients to search massive amounts of film and television content in a simple and methodical way. The technology underlying Media Access Pro has enabled Digitalsmiths to develop VideoSense, an innovative system used to create contextual advertising opportunities related to broadband video. VideoSense has propelled Digitalsmiths to the cutting edge of online advertising and marketing technology. Weinberger graduated with honors from Southern Illinois University, and serves on the board of directors for the Honors Program at Southern Illinois University. Bob Dillon, Vice President, Product Marketing, Yahoo! Advertising Marketplaces Group: Bob leads the product marketing function for Yahoo’s Search and Display Advertising business. In this role, he ensures that customer needs guide advertising product development. Bob also supports the introduction of new advertising products into the marketplace through positioning and launch planning. Bob began working at Yahoo! in 2005 as Senior Director of Business Operations for Yahoo!’s Search Advertising business. In 2007, he was promoted to Vice President of Business Operations for Yahoo!’s Search and Display Advertising business. Prior to joining Yahoo!, Bob worked for Gateway, as Senior Director of Operations. Earlier in his career, he worked as a management consultant at The Boston Consulting Group (BCG) and as an Intelligence Officer in the United States Navy. Bob holds an MBA in Finance and Strategic Management from The Wharton School, as well as an MS and BS in Electrical Engineering from Cornell University.