iMedia Summit

iMedia Video Summit, March 2013 - Agenda

2013 iMedia Video Summit Schedule


Sunday, March 3rd: Arrival Day

3:00pm - 8:00pm

Registration Desk Open

5:45pm - 7:00pm

Sponsored Presentation (Brand Marketers & Agencies Only)

7:00pm - 10:00pm

Welcome Reception


Sponsored by:

Monday, March 4th: Opening Day

Summit WiFi


Sponsored by:

8:00am - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers & Agencies Only)

8:00am - 9:00am

Attendee Breakfast

9:00am - 9:30am

Networking Break


Sponsored by:

9:30am - 9:55am

Welcome by Summit Host: "State of the TV and Video Industry"


Jack Myers, Media Ecologist/Chairman, Media Advisory Group

9:55am - 10:25am

Keynote: "Trends & Opportunities in Multi-Platform Video"


Marcien Jenckes, SVP, GM, Video Services, Comcast

Interviewed by: Jack Myers, Media Ecologist/Chairman, Media Advisory Group

10:25am - 11:10am

Panel: "Convergence of Broadcast TV & Digital Video: The Evolution of Ad Buying Models"


Michael Bologna, Director, Emerging Communications, GroupM

Adam Gerber, VP, Sales Development & Marketing, ABC Television Networks

Jeanne Hanahan, Sr. Director, Media, Mattel, Inc.

Moderated by: Lee Doyle, President, Client Development, Mindshare

11:10am - 11:25am

Networking Break

11:25am - 11:45am

Insight Address: "Cross-Platform Measurement: The Current State & Future Opportunities"


Randall Beard, Global Head of Advertiser Solutions, Nielsen

11:45am - 12:00pm

Research: "Creative Best Practices in Online Video Advertising"


Scot McLernon, CRO, YuMe

Travis Hockersmith, Sr. Director, Client Services, YuMe

12:00pm - 1:00pm

Boxed lunch

1:00pm - 2:50pm



A new by-appointment networking program for buyers and sellers, during which each has an opportunity to participate in a series of 10-minute introductory meeting.

2:50pm - 6:30pm

Extended Networking Break

6:30pm - 9:00pm

Cocktail Reception and Dinner


Sponsored by:

Tuesday, March 5th

Summit WiFi


Sponsored by:

8:00am - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers & Agencies Only)

8:00am - 9:00am

Attendee Breakfast

9:00am - 9:30am

Networking Break

9:30am - 9:40am

Opening Remarks by Summit Host

Jack Myers, Media Ecologist/Chairman, Media Advisory Group

9:40am - 10:10am

Keynote: "The Future of TV"


Seth Haberman, Founder & CEO, Visible World

10:10am - 10:40am

Panel: "Researching the Hooked Up Generation"


Brad Fay, COO, The Keller Fay Group

Mike Henry, CEO, Outrigger Media

Marc Vermut, VP Strategy, MarketShare

Moderated by: Jack Myers, Media Economist/Chairman, Media Advisory Group

10:40am - 11:00am

Case Study: "Web Content Goes Big: The 'Burning Love' Story"


Erin McPherson, VP & Head of Originals & Video Programming, Yahoo! Media Network

Amy Powell, President, Insurge Pictures & Paramount Digital Entertainment

Kelley Train, US Director, Digital Investment, PHD

Moderator: Jason Haikara, Partner, MediaLink

11:00am - 11:15am

Networking Break

11:15am - 11:45am


A: The Magic of Interactive Video is Now


Tal Chalozin, Co-Founder & CTO, Innovid

Eric Berger, EVP, Digital Networks, Sony Pictures Television


Sponsored by:

B: Multi-Screen Video Advertising: What You Need to Know


Dan Mouradian, Technical Creative Director, PointRoll

Tamara Weinstein, Sales Director, PointRoll

Sponsored by:

C: Taking the Uncertainty Out of Online Video Advertising


Jennifer Tang , Sr Director of Sales, West,


Sponsored by:

11:45am - 12:00pm

Networking Break

12:00pm - 12:30pm

Spotlights Repeated

12:30pm - 1:45pm


1:45pm - 2:15pm

Insight Address: "Web TV Without Apology: Digital Content NewFronts 2013, Original Video at Scale"


Seneca Mudd, Director of Industry Initiatives, IAB

2:15pm - 2:45pm

Panel: "The Future of the Network"


Kevin Doohan, EVP, Marketing, Machinima

Kevin McGurn , VP Advertising Sales, Hulu

Janee Poore, Product Solutions, Media & Entertainment, Google/YouTube

Randy Shaffer, West Region Sales Director, Advertising & Online, Microsoft Corporation

Moderator: Ezra Palmer, VP, Editorial Director, eMarketer

2:45pm - 4:50pm

Extended Networking Break

4:50pm - 6:40pm


A new by-appointment networking program for buyers and sellers, during which each has an opportunity to participate in a series of 10-minute introductory meeting.


6:40pm - 9:00pm

Dinner & Featured Speaker


"The Wild Wild Web"

Dan Bucantinsky, Executive Producer, "Web Therapy"

Kate Mines, Actress, "Grey's Anatomy," "The Hurt Locker," and "The Mentalist"

Paul Witten, Actor, "Behind the Candelabra," "Desperate Housewives," and "Chuck"

Mandy Fabian, Actress, "30 Rock" and "Upright Citizens"

brought to you by DBG

Wednesday, March 6th: Departure Day

Departure Day

Schedule subject to change. Please check back often for updates.

Jack Myers will share his unique perspectives on the future of digital media, reporting on exclusive insights from his consumer and industry trade research. Myers will explain the generational dynamics that are transforming culture, society, business, media and marketing and why the next four years are the most important of the 21st century. Based on exclusive research, he will share why digital video is the fastest growing segment of the advertising business and the dynamics driving this expanding business.

With cross-platform content distribution well underway and cross-platform audience measurement quickly evolving, how is this convergence of the broadcast and digital TV worlds affecting the evolution of ad buying across platforms? What are the challenges and opportunities buyers and sellers are faced with as they seek to craft multi-platform deals? What are the ramifications for measuring valuing viewership and how are rate structures being affected? Who owns the buy for cross platform programs on the client/agency side; the traditional or digital side. These are just some of the challenging issues our panelists will tackle during this session.

In the fourth of a series of groundbreaking third-party studies, YuMe is creating a comprehensive set of best practices for online video advertisers in partnership with Millward Brown and Dynamic Logic. Drawing from an extensive set of normative data across thousands of campaigns and creatives, the study quantifies which video ad formats produce the strongest in-market results in terms of ad and brand awareness, message association, favorability and consideration. A detailed analysis will identify factors contributing to the in-market performance of each video format, including:

  • What is the ideal length for online video creative?
  • Do repurposed TV ads produce comparable results to made-for-web creative?
  • What are the best practices for repurposing TV creative online?
  • Which video formats have the strongest performance by industry vertical (auto, CPG) and brand factors (new vs. established brands, traditional vs. online brands, luxury brands, levels of brand awareness)?
  • How does performance vary by age, gender, internet usage frequency and income of the consumer?
  • Which key creative elements (logo presence, call-to-action, living presence) contribute to in-market performance?

Jack Myers' new book identifies a powerful generation born 1991 to 1995 and now in college. This is the "Hooked Up Generation," the first generation to grow up with the internet. These young people share unique characteristics that both connect to Millennials and are a window to the future generations of internet natives. Myers will lead a panel of researchers and marketers who are exploring this generation and defining new digital ways to study its marketing patterns and media behavior.

Burning Love proved to be a hit with consumers and critics alike when it premiered on Yahoo! Screen in the Summer of 2012. Called 'ridiculously awesome' (Buzz Sugar), one of the 'top ten moments' (Rolling Stone) and 'hilarious' (Entertainment Weekly), the comedic spoof of reality dating TV shows is one of the rare series to have made the transition from web to television. In February 2013, its first season premiered on E! concurrent to its second season debuting on Yahoo! Screen.

This panel will analyze the series' success from three different points of view within the online video ecosystem - creative, distribution and advertising. Paramount's Insurge Pictures, which co-produces Burning Love with Ben Stiller's Red Hour Films and Abominable Pictures (Children's Hospital), will address the development and evolution of the series as well as how the studio employed theatrical marketing tactics to generate buzz. Yahoo! will discuss how the series fit into the company's original programming strategy and how its programming and promotion solutions drove tune-in. Adweek's Global Agency of the Year PHD will explain why several of its top brands came on board, in an exclusive integration and advertising deal, for the series' second and third seasons.

Finally, the panelists as a group will discuss how the ground-breaking agency/studio/distributor partnership came together, detail how each entity will measure success and preview examples of the creative integrations.

New episodes of Burning Love premiere every Thursday and Friday at

The Digital Content NewFronts - a series of marketplace events presented by over 20+ original video content producers for the benefit of advertising agency executives, chief marketing officers, and the trade press - will take place from April 29 through May 3 in New York City. The week underscores the primacy of web originals as an essential marketing channel for sight, sound and motion advertisers. Presenting organizations will reveal the coming slate of original programs designed to appeal to a diverse audience base. With increasing audience migration to digital platforms, original web productions offer compelling integrated marketing opportunities in a medium known for innovation. The IAB is responsible for organizing this year's NewFronts. Join Seneca Mudd, who is the association's point man for the NewFronts, as he brings you up to speed. Lean in, turn on, tweet out.

The definition of the TV "network" is being redefined as consumers are viewing programming across multiple screens, anywhere and anytime. "Traditional" TV networks are combining with the leading networks of digital video distribution to a greater degree to ensure their programming reaches their audience when they're ready to view it. And digital video networks are investing hundreds of millions of dollars in their own episodic programming and creating channels of programming to appeal to a broad swath of the viewing public. Join this panel of senior executives representing a number of the leading digital video networks as they discuss their evolution of the TV network and their companies' roles in this exciting evolution.

Time-shifting is now integrated into how people want to watch television. We're in an era of timeless media consumption - the consumer is increasing less aware of a schedule, and more aware of their favorite show, network and preferred device. This new world has impacted the media ecosystem and challenged how programming gets monetized and promoted. Timeless viewing is also creating new trends and opportunities to further leverage and monetize viewing platforms. Mr. Jenckes will discuss the opportunities this dynamic presents for advertisers, marketers and programmers, and the new technologies that are emerging across platforms, including Video On Demand, online, and through apps on tablets, connected TVs and game consoles that enable marketers to effectively reach more fragmented audiences. He'll also cover what's in store for the future of entertainment, and what that means for the industry and consumers.

Futurist positions provoke our imagination. Those who believe that TV is on an inevitable demise, must appreciate that storytelling remains eternal. The attention-getting power of TV is evident, as it remains by far the most popular pastime, despite the amazing growth of Internet-related activities. TV and video on all sorts of screens is entering a new age of possibilities for consumers and marketers. Just consider the unique power of video content itself -- the sheer force of strong visuals; the impact of movement and pace; and of course video's rare capacity to create associations between people who share the experience. Where consumers should be in control has broad implications for our business -- and these experiences are more socialized than ever. Thus, TV has its own special playbook you as marketers must command.

We all talk of fragmentation. Yet, marketers are just beginning to realize that audience fragmentation need not be a necessary evil -- and that content and context, allowing consumers to share content they love is much more powerful than being able to buy audience cheaply across myriad platforms. Yes, a new generation of technology-enabled TV and other video screens are enabling new levels of targeting, interactivity and measurement. And with it, new possibilities for consumer engagement and driving more relevant, profitable brand experiences, both within and out of the living room. But, we have to think beyond what is possible today on the main screen, and in a much bigger way -- embracing the greater questions and answering them. We are talking about the implications of TV, the social graph, and Big Data. The future of the most robust possible analytics and consumer insights, intelligence... What happens when we can target, optimize AND achieve reach? What does our world look like when we can do more with our audiences than we ever imagined? What does the latest research on the video narrative form tell us about the potential with consumers? That quest leads to the future. Seth Haberman reveals where we are today on this path -- from all vantage points: creators, providers, operators, enablers and ultimately, consumers -- and where we are going from here, on our way to the TV of the future.

Video is at the heart of the consumer content experience, yet there's no one-size-fits-all strategy for advertisers and publishers-particularly in today's multi-platform world. As consumers increasingly view content on a host of devices, the need to understand who saw an ad and how it resonated-within and across platforms-is more important than ever. Nielsen's Randall Beard, Global Head, Advertiser Solutions, will provide an industry update on the latest trends, issues and solutions for measuring across platforms as well as outline key lessons from Nielsen Campaign Ratings and other Nielsen solutions.

Fifty years ago television was black and white. Although the way we consume content has evolved significantly since then, it was only six years ago that "cutting the cord" to cable boxes began to make headlines. As broadband becomes more ubiquitous and high-quality viewing experiences become more wide-spread, the concept of TV everywhere is becoming a reality. This session will focus on the various ways viewers are consuming video, the existing content distribution channels, the opportunities the landscape creates for marketers and how a major Hollywood studio capitalizes on technology to offer an immersive multi-platform experience across all devices and screens with a touch of magic.

"Multi-screen" is one of the hottest trends in digital right now. Now, add "video" to multi-screen, and you have a recipe for powerful marketing campaigns. Multi-screen video campaigns may seem overwhelming with juggling desktop and mobile browsers, video codecs, Flash, HTML5, IAB standards and a host of other technologies. Luckily, they don't have to be. In this session you'll hear from PointRoll's Dan Mouradian and Tamara Weinstein on the current challenges of and advances in multi-screen video advertising from the technology side of the equation. You'll learn what questions to ask providers to ensure they truly understand how to create, deliver and measure a multi-screen video campaign for you. We'll also discuss a recent multi-screen campaign for a major advertiser and the results they achieved.

As TV and online video continue to rapidly merge, metrics like audience-based buying and viewability are radically changing how brands think about the value and performance of their online video campaigns. Post-flight reporting is no longer sufficient. Learn why smart agencies rely on a unified platform to predict and achieve key goals like in-target delivery and viewability, before they run a single impression.

Join Dan Bucatinsky ("Scandal," "Web Therapy," "Who Do You Think You Are?," "The Comeback") and his creative partners as they explore the growing opportunities in creating high-value, online entertainment and how Hollywood is charting new territory, engaging directly with web-based audiences. Drawing from Dan's web-to-television experience on "Web Therapy" (Showtime), and the team's new venture, "Dropping the Soap," the informal conversational panel will traverse the digital landscape and consider where it's going next.

iMedia Connection People Connection