Sponsored Media Presentations (Agency/Brand Attendees Only)

Chris Cunningham, CEO and Founder, appssavvy and Vida Mylson, VP East Coast Sales, appssavvy

Philip Smolin, GM Platform Solutions, Turn

Sponsored by:

Sponsored Presentations & Breakfast
(Agency/Brand Attendees Only)

Brian Silver, President and CEO, Travel Ad Network and Dana Hayes, Chief Revenue Officer, Travel Ad Network

Kevin McKenzie, Founder, JiWire and David Blumenfeld, SVP Strategy & Business Development, JiWire

Mosaic Case Studies
A series of eight six-minute case studies on innovative campaign and research in the emerging mediums of games, social media, video, and mobile phones.
"Interactive Video: Innovations in "Viewser" Driven Online Video Ad Units"
Alan Schulman, President & Chief Creative Officer, U . D I G > The Digital Innovations Group
As the pre-roll evolves from cut-down commercials to new forms of storytelling, see examples of how the creative community is evolving their short-form and long-form video ad units – and letting consumers drive the outcome.

"Seven Characteristics of Successful 'CeWEBrities' & How Your Brand Can Make One"
Jim Nichols, Senior Partner, Strategist, Catalyst:SF
There's a new form of celebrity – the web celeb. How are they gaining their status, and how are companies courting them, successfully and unsuccessfully, for marketing and branding purposes?

"Crossing the Media Chasm with Xbox LIVE"
Dean Carignan, Director of Advertising Strategy, XBox LIVE
Reaching 20 million users and combining gaming, video, and social experiences, Xbox LIVE is rewriting the rules of digital entertainment and bridging the worlds of TV and online advertising. Learn how users are spending their time in Xbox LIVE, and how marketers are engaging their customers in this fast-changing environment.

"iPhone Mom is The New Soccer Mom: What it Means for Advertisers"
Erica Chriss, VP of Ad Sales and Publisher Development, Greystripe
The mobile audience has changed radically with the iPhone. Learn about how the iPhone mom defines the new household purchase decision maker and why brands need to care.

"Exposure: Online Video"
David Jablonowski, Director, The Exchange, Mindshare
Chris Young, CEO, Digital Broadcasting Group
“Green Done Right” is a successful branded content series produced and distributed by DBG for Mindshare in Chicago and CPG giant Kimberly-Clark. Learn how the campaign went beyond expectations and stands as a great argument for long-form branded content online.

"Social Games, Location-Based Apps, and Digital Music: Is the Future Finally Here?"
Marc Ruxin, EVP, Chief Innovation Officer, McCann Worldgroup San Francisco
Social Gaming: Approximately 15 million people play the top four Zynga games every day, and company revenues are estimated to be in the tens of millions. Learn about the top companies in the space, and the potential of social/casual gaming for advertisers.

Digital Music: Is it time? Several ad-supported models have social components that allow users to share songs and playlists. What are the possibilities for marketers?

Location + Apps + Advertisers: Are services like Yelp and Foursquare the Holy Grail for businesses?

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Master Classes
A: "Seven Strategies for Video Success: YouTube and Beyond"
Kevin H. Nalty, Online Video Expert and Founder, Nalts Consulting, LLC.
Online video is the most engaging form of social media, and the fastest-growing category of advertising spending. However, many brands have not yet engaged fully or are experimenting with "tactics in search of a strategy." While some brands have comprehensive approaches that include social media and paid advertising, others still gamble on their commercials going "viral." How can leading brands use online video to reach target customers in efficient, scalable ways? What are the most critical things any marketer needs to know about online video, and what can the case studies teach us about achieving success and avoiding common pitfalls? Kevin Nalty is the only career marketer who is also one of YouTube's most-viewed comedians. He will look beyond today's hype and provide actionable tips for leveraging online video to connect with target customers and build brands.

B: "Marketing With iPhone Apps: The First Step Toward True 3-Screen Convergence"
Tony Nethercutt, VP, Advertising Sales, AdMob
Ian Wolfman, CMO, imc²
iPhones are leading the charge, but the smartphone business overall is exploding. In this master class, you'll learn about the behavior of iPhone and smartphone users, how brands are making the most of the opportunity, and how to deliver on a variety of brand objectives by leveraging smartphone applications as part of your integrated marketing mix.

C: "Winning Customers with Video Game Advertising"
David S. Smith, President & Co-Founder, Engage In-Game Advertising
Learn how leading brands are moving shampoo to kitchen sinks with video game advertising strategies that build unique consumer experiences. We’ll discuss how brand objectives translate into video game environments and how in-game campaigns can help fuel digital and off-line programs.

D: "Listening to Your Customers Through Social Media"
Mark Langsfeld, Founder & CEO, ListenLogic
Daniel Neely, Founder & CEO, Networked Insights
Jennifer Rivas, Director of National Marketing, Red Robin Gourmet Burgers
Bill Simon, Digital Marketing Director, American Family Insurance
Moderator: Mark Naples, Managing Partner, WIT Strategy
Social media has become ubiquitous to consumers and an invaluable resource for companies who know how to engage their consumers with it – especially those companies who know how to use social media’s interactivity to listen to those consumers. Advanced technologies are helping today’s enterprise marketers listen in on online opinion with an immediacy never before imagined and leverage what they can learn strategically to build custom campaigns on the fly, be they product, service, CRM, competitive, or otherwise. Learn how two of the leading companies in the “listening” space and their brand clients are doing this today with specific, concise – and very different – case studies designed to demonstrate how brands and their marketers can find and leverage a wealth of intelligence, no matter what their marketing objectives happen to be. Presenters will designate at least half the class for Q & A, and will leave attendees with a clear picture of how they can leverage social media to learn more about their brand, their products, or those of their clients.

Sponsored by:

Sponsored Presentations & Breakfast
(Agency/Brand Attendees Only)

Steve Patrizi, VP, Advertising Sales & Operations, LinkedIn

Nick Higgins, Director of Global Video, Adconion

Insight Presentations
"The Hope Beyond the Hype"
Jeff Rosenblum, Founding Partner, Questus
Social communication is not a new consumer behavior, but it has taken a completely new form of relevance and importance in establishing a brand’s relationship to the consumer, particularly in the online space. So, where is social media going? What is the potential for building brands? What do consumers want from the experience?

The Hope Beyond the Hype will go beyond top-line statistics and hyperbole to help the industry understand the future for transforming brands and consumer behavior. Through interviews with industry insiders and innovators, Questus will provide insights in an engaging documentary-style video that will focus on the critical factor we all need to understand: the future of social media.

"What’s Next in Emerging Media?"
Bill Tancer, GM, Global Research, Hitwise
What does an Iowa cornfield have to do with the next big thing in online video? In his presentation on what’s next in emerging media, Bill Tancer will revisit the early adopter analysis from his New York Times Bestseller, “Click – What Millions Do Online and Why it Matters.” Through analysis of successful online video sites, and the psychographics of visitors before those sites became popular, Tancer has a portal into who the first-movers are in consuming online video, and what they’re doing today. You don’t want to miss this iMedia Breakthrough exclusive.

Spotlights
A: "Audience Targeting: Making the Most of the Here and Now”"
Sponsored by: Audience Science
Monty Hudson, VP, Sales & Media, AudienceScience
In 1993, the concept of one-to-one marketing was launched. Sixteen years later, through continued innovation, we are on the cusp of discovering the concept's true potential. Be empowered with today’s resources and get positioned for what is coming in the next 10 years. This session will provide a roadmap for how you can leverage various technologies, data sources, and channels to engage your target audience. Understand the latest advances in dynamic targeting, mobile, search, and video, and how you can anonymously merge online and offline data to increase awareness and generate demand.

Sponsored by:

B: "Why the Mobile Device is Becoming the First Screen for 4 Billion Consumers Worldwide
Sponsored by: Nokia Interactive Advertising
Andrew D. Eddy, U.S. Head of Sales, West, Nokia Interactive Advertising
Nick Malaperiman, Head of Global Partner Marketing - Media and Games, Nokia Corp.
Mitch Paletz, Head of East Coast Media Sales, U.S., and Head of Publisher & Carrier Partnerships, Americas, Nokia Interactive Advertising
Nick Malaperiman, Mitch Paletz, and Andrew Eddy will discuss how the world’s leading handset manufacturer is evolving its business to create the next generation of mobile experiences which will ultimately change the way people connect and interact with the world around them.  Attendees will learn about global trends on distinct market segments around the world, such as teens and rural consumers in the developing world, and how mobile is changing their lives. Global trends involving music, social networking, augmented reality, and location awareness are verging on disrupting not only the mobile services market but the advertising market as we know it and will create opportunities for brands to engage with consumers in new and better ways.

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C: "Location-Based Advertising: Eliminating Advertiser Waste"
Sponsored by: NAVTEQ
David Klein, VP, NAVTEQ Media Solutions
The goal of every brand is to reach consumers and get them to take notice. The key to reaching this goal is to engage consumers in the most targeted and relevant manner when they are in the appropriate mindset. Location-based advertising enables brands to achieve this goal. Based on recent research conducted by NAVTEQ, this session will address how large this mobile advertising marketplace is. What is the appetite for location-based advertising for advertisers?  Why would consumers want more advertising in their lives? Why would they want to see advertising on their portable navigation devices and on their mobile phones? Imagine advertising that delivers the right incentive at the right time of day, at the right location, based on consumer preferences. This session will also discuss how mapping, point-of-interest content, and location-tracking technology can bring value to consumers and advertisers as well as revenue-generating opportunities for businesses.

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Master Classes
E: "What Came First in Online Video: The Brand or The Producer?"
John McCarus, Group VP and Director of Brand Content, Digitas
This master class will answer all of your questions about brand-funded web video. What role should brands play? Who makes the first move – brand, content creator, or distributor? Why is this space so different (and so much more complex) than conventional television program integration? How did we get here and how can we set ourselves up for success? Join John McCarus in a discussion around current models, what’s working (for now), and how audiences are responding to the explosive growth in brand-funded web video.

F: "Mobility Planning"
Steen Andersson, Co-Founder & VP Marketing, 5th Finger
Most brand managers have experimented with mobile over the last few years, but many of them have found that standalone mobile tactics have failed to push the needle. What’s going wrong? Steen Andersson will share his experience on the two key factors that drive ROI-positive mobile marketing:

1. How to effectively connect mobile with other marketing strategies and tactics;
2. Understanding more deeply the consumers’ mobile behavior – considering location, time of day, and information needs they have when they are "on-the-go."

Andersson will do this through the lens of his "mobility planning" methodology.

G: "Out with Mass, In with Niche: Success with Niche Social Media"
John Shanley, Creative Director, and Denise Zimmerman, President & CSO, NetPlus Marketing, Inc.
As social media evolves to engage and embrace the masses, it can be more effective in certain situations by reaching niche audiences to create more focused, meaningful interactions. But ultimately, success with social media isn't just about the platform – it's about creating meaningful and valuable connections with your audience. In this master class, you'll learn how brands are engaging niche audiences within Twitter and Facebook, but also other social media platforms in narrow and focused ways.

Led by NetPlus Marketing President Denise Zimmerman and the company's Creative Director John Shanley, this class will share examples and dive into how to create meaningful social connections within a niche community or to support a specific brand purpose.

H: "Augmenting the Future"
Adam Broitman, Partner and Ringleader, Circ.us
Augmented Reality (AR) is truly a breakthrough type of technology and offers tremendous promise to marketers. Plus, it's already had a watershed year in the world of marketing. However Mobile Augmented Reality is still in its infancy, and as marketers begin to realize its potential, marketing initiatives will take on an entirely new dimension. The notion of "internet everywhere" is slowly becoming a reality and technologies such as augmented reality are helping pave the way. As they do, brands are seeing greenfield opportunities to interact with consumers in fresh and exciting ways.

Led by Adam Broitman, partner and ringleader of Circ.us, this master class will review high level aspects of AR that marketers need to know, a review of a few cutting edge case studies, as well as an eye towards the future of AR and marketing.

Town Hall: "The Three Things Inhibiting Digital Innovation and How to Overcome Them"
Julie Roehm, Founder & Marketing Strategy Consultant/CMO for Hire, Backslash Meta, LLC.
The digital spend for advertisers continues to either stay flat or grow very little while customer usage of digital mediums skyrockets.

In fact, when we put on our customer hats for a moment, it's clear that our time spent with digital is eons beyond the 5 percent or so digital budget allocation. Industry veteran and marketing whiz Julie Roehm will close out our Breakthrough with a town hall session on tackling why agencies and brands don't allocate more money to digital.

These issues run the gamut from comfort with what they know (TV), to a lack of control online, to a simple fear of the unknown. There's also the big issue of digital fragmentation because digital budgets get tapped for all the venues we've been exploring here at Breakthrough – mobile, social media, online video, gaming, and others. We'll discuss these challenges and then dive into how to solve them. As the ringleader, Roehm will guide attendees through solutions, takeaways, and action items you can bring home with you to wrest more money for digital innovation.

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