Thursday
September 18

8:15am - 9:00am
Sempo

9:15am - 10:00am
Myxer

10:15am - 11:00am
Vibrant Media

11:15am - 12:00pm
Tribal Fusion

12:00pm - 12:45pm
Eyeblaster

1:00pm - 1:45pm
Yahoo!

2:00pm - 2:45pm
Tremor Media

3:00pm - 3:45pm
BOSSdev

4:00pm - 4:45pm
Platform-A's Third Screen Media

5:00pm - 5:45pm
Newsmarket

REGISTRATION OPENS 5th Floor

OPENING REMARKS Westside Ballroom - North
Joe Marchese, President, Social Vibe and OMMA Global New York Emcee

KEYNOTE: Warp Speed: Online Media Marketing and Advertising By The Numbers

Online advertising growth expectations are being trimmed, though spending continues to rise at a double-digit pace, while offline media stagnate or collapse. Video is causing upheaval among advertisers and content providers. Social media sites and tools are gaining ubiquity while still searching for revenue. Mobile looms as the access device of the future. Every week a new whiz-bang technology or ad format is introduced. How can you keep up with the constant torrent of change? Which trends are real and which hyped? Get perspective on and an objective look at where we are and where we are headed in this must-see kick-off session.

SPEAKER:
Geoff Ramsey, CEO, eMarketer

KEYNOTE: Video Searches for its Platform Westside Ballroom - North

The battle to establish an ad-supported online video industry ramped up considerably this year with the launch of Hulu, the joint venture from News Corp. and NBC Universal. In just six months of operation, the startup has surprised many critics by expanding its audience base rapidly while consistently selling out its ad inventory. CEO Jason Kilar will talk about Hulu's efforts to establish itself as the de facto video platform for professionally produced content, addressing strategy issues like content-as-a-destination vs. content distribution, monetization schemes and the prospects for alternative forms of advertising, as well as the growing importance of international markets. He will also speak broadly about the future of the online video business: will it end up looking like TV-that is, a market where a few dominant players make all the premium content plays? And if so, will the ad dollars follow? And, what about YouTube?

SPEAKER:
Jason Kilar, CEO, Hulu

PANEL: What is Content? Westside Ballroom - North

Forces such as social networking, instant messaging and data portability are reshaping the notions of content, communication and distribution. Content has always been an organizing principle around which advertising revolves, but now that users are generating content, becoming content themselves and demanding that they be able to take content with them wherever they go, media companies are left with monetization and distribution puzzles that are as confounding as today's digital consumption patterns. Is there a financially rewarding business for a content owner or creator in a post Web 2.0 world? How can they navigate an environment where the strategy is no longer about creating a destination, but rather fostering everyone's content distribution?

MODERATOR:
Diane Mermigas, Editor-at-large, MediaPost's MediaDailyNews

SPEAKERS:
Jason Kilar, CEO, Hulu
Jeff Berman, President of Sales & Marketing, MySpace
Albert Cheng, Executive Vice President of Digital Media, ABC Television Group
Douglas Scott, President, OgilvyEntertainment

PANEL: Dot Bomb 2.0? Westside Ballroom - North

After booming to what some feared might be bubble-like levels in 2007, venture capital spending has tapered off in 2008. Online advertising growth rates are decelerating and even Google is citing slowness. Some fear that a VC fallout is on the horizon, as fledgling companies continue to burn through cash without adequately monetizing their traffic. After several years of sustained and almost uninhibited growth, is the party finally over? Are too many investors chasing too few sustainable ideas? Can online advertising really fill up all the new vehicles? Could a VC retreat and a Web sector stultified by consolidation lead to an innovation dark ages?

MODERATOR:
Henry Blodget, Co-Founder, CEO, Editor in Chief, Silicon Alley Insider

SPEAKERS:
Porter Bibb, Managing Partner, MediaTech Capital Partners LLC
Warren Lee, Principal, Canaan Partners
Dennis Miller, General Partner, Spark Capital
Satya Patel, Principal, Battery Ventures
Brian Wieser, SVP, Director of Industry Analysis, MAGNA Global

LUNCHEON KEYNOTE ADDRESS: Battle at National Geographic Westside Ballroom - North

At a time when many traditional media brands are still trying to navigate a rapidly shifting digital world, National Geographic appears to have found the right multiplatform bearing. Instead of being challenged by the "long tail," National Geographic is adapting to it, and even adopting it as its own. When an amateur video of an epic wildlife struggle sped to the top of the YouTube charts, National Geo embraced it as an opportunity, turning the user-generated "Battle at Kruger" into a professionally produced National Geographic TV special that melded its expert narrative with the amateur video footage. User-generated content, meanwhile, is creating new online traffic for nationalgeographic.com with applications such as the "My Shot, Your Shot" photo-sharing community. And the site's World Music Hub is perhaps the best of any in, well, the world. The digital adaptations have not been without some struggles - both externally and internally - but as SVP Rob Covey will explain during this OMMA luncheon keynote, it is a work in progress. Wildebeest will not be served.

SPEAKER:
Rob Covey, SVP of Content Development and Design, National Geographic Digital Media

KEYNOTE CONVERSATION: Platform Wars Westside Ballroom - North

Great platforms build empires. Microsoft was able to create and control an enormous market for nearly two decades through Windows and Office. Google has become the platform for Search. Now, in countless Web sectors, the race is on to become the next great Interactive platform. Everyone seems to be entering the Platform Wars -- from Google and Microsoft, to Facebook, Apple and Verizon -- and the stakes are high. If user data is the pot of gold at the end of the platform rainbow, whoever controls it will have access to a vast wellspring of information and behavioral insights against which they hope to sell billions of ad impressions. Can the search and desktop monopolies be repeated in the mobile, social, advertising, computing services and other sectors? What are the stakes, who are the players? What are the different approaches? How will the "Platform Wars" shake out?

SPEAKERS:
Chris Anderson, Editor-in-Chief, Wired Magazine
Josh Quittner, Editor-at-Large Time, Inc.

PANEL: Whither Social Media? Westside Ballroom - North

With existing revenue models failing to generate the kind of returns that usually go with massive audiences, social networks must search for new ways to monetize their loyal users while keeping everyone happy -- the users, the networks, and the VCs that funded them. Are users' social connections monetizable, or are Silicon Valley VCs fostering another ubiquitous but financially underwhelming utility like email? How do social media players unlock value for advertisers and investors without compromising user trust? Old-school display campaigns are running at notoriously cheap CPMs on most social networks. Why is the demand so low? How are these ads performing? Why the Big Marketer resistance?

MODERATOR:
Cathy Taylor, Editor, MediaPost's Social Insider

SPEAKERS:
Tom Arrix, Vice President, Sales, Facebook
Bant Breen, Director, Emerging Media Lab, Interpublic Group
Patrick Crane, VP of Marketing and Advertising, LinkedIn
Angela Courtin, SVP Marketing, Entertainment and Content, MySpace
Shiv Singh, Vice President of Social Media & Global Strategic Initiatives, Avenue A/Razorfish

PANEL: Mobile: Smarter Phones, Smarter Marketing? Westside Ballroom - North

Is mobile marketing ready for its upgrade? With 3-4 billion subscribers worldwide, mobile phones are the largest untapped advertising market. Soon, sophisticated devices will pervade the marketplace, opening the door for robust ad-supported content and services. The next generation of phones will be location-based, search-infused, personal information-driven, powerful computers that support consumers' needs, interests, activities, communications and transactions on a very high level. Meanwhile, most mobile advertising today is done via SMS messaging. How will the opportunities for advertisers change as smart phones become more pervasive? Is this Web 1.0 all over again, with search and ecommerce quickly rising to the top, or are the opportunities for content providers and brand marketers equally prevalent? What are the barriers to that rosy future?

MODERATOR:
Steve Smith, Editor, MediaPost's Mobile Insider

SPEAKERS:
Jordan Berman, Executive Director-Media Innovation, AT&T Converged Services
Gene Keenan, VP of Mobile Services, Isobar
Webster Lewin, Independent Digital Marketing Strategist
Daniel Rosen, Managing Director, AKQA Mobile
Jeremy Wright, Global Director, Mobile Brand Strategy, Nokia Interactive Advertising

Kick-Off Cocktail Party in Expo Hall Westside Ballroom - South

REGISTRATION OPENS 5th Floor

KEYNOTE: The New Madison Ave Westside Ballroom - North

The growth of digital technologies, transparency, consumer activism and globalization all mean a new challenge for marketing and a new role for agencies. Nigel Morris will share his vision of the future for Madison Avenue. Morris will examine the increasing interconnectedness of communications and business, the increasing importance and sometimes conflicting roles for creative content and data and what it all means for brands. He'll share his conviction that a radical transformation is needed in how we approach the advertising business.

SPEAKER:
Nigel Morris, Worldwide CEO, Isobar

PANEL: Disintermedia Westside Ballroom - North

In an era of 2.0 this and 2.0 that, the original zen masters of positioning are in the throes of repositioning themselves. Digital media units are usurping their big brothers, and Madison Avenue outsiders like Google, Spot Runner and, yes, even the consumer, are disintermediating the role of traditional agencies. Truth is, Madison Avenue has always been more than the sum of six big agency holding companies, but even the notion of that cozy club is being challenged when you consider that Microsoft, a software and technology company, is now the parent of aQuantive while WPP, an agency holding company, owns 24/7 Real Media. Is there really a New Madison Avenue or is Big Advertising being replaced by an army of smaller, nimbler, more flexible marketing services shops? When all is said and done, will we end up with a smaller advertising industry thanks to improvements in the science of marketing?

MODERATOR:
Joe Mandese, Editor-in-Chief, MediaPost Publications

SPEAKERS:
Nigel Morris, Worldwide CEO, Isobar
Don Epperson, Global CEO, Havas Digital
Trevor Kaufman, CEO, Schematic
Marc Rosenthal, Vice Chairman and President of Media Platforms, Spot Runner

PANEL: Marketers' Dilemma: Finding and Managing Digital Resources Westside Ballroom - North

What does the disintermediation of Big Advertising mean, specifically, for Brand Marketers? Creatives these days seem to be everywhere and anywhere— some might say Madison Avenue is dissolving amid the rise of branded content providers, specialty marketing shops, even user-generated brand messaging. Others would include everyone—even a technology powerhouse like Google—as part of the New Madison Avenue. How does a brand manager look for quality, cost-efficient new media gurus in a splintering creative and media environment? What are the challenges of managing such a varied roster of talent, and how does the glut of options affect brand positioning?

MODERATOR:
Shane Steele, Digital Media & Marketing Consultant

SPEAKERS:
Lars Bastholm, Executive Creative Director, AKQA
Chris Curtin, Vice President, Digital Strategy, Hewlett-Packard Company
Pam Kaufman, Chief Marketing Officer, Nickelodeon
Bob Stohrer, Chief Marketing Officer, Virgin Mobile USA

PANEL: Good Science - The Science of Online Marketing is Improving Mankind Westside Ballroom - North

We have the technology. We have the platform. We have the audience. The promise of digital technology for marketing is to benefit all links in the value chain. Tracking consumer wants, needs and behaviours will target them with fewer ads that are so relevant as to be more useful than intrusive. Publishers will realize the true value of their context with heartier CPMs that reward target-rich, well-lit environments. And digital media will knit these audience pockets together in networks that offer marketers necessary reach and scale with none of the waste of less accountable platforms. This perfect eco-system of digital media will deliver right-message, right-time, right-place marketing that serves all constituencies. Is marketing utopia just over that next ridge? Or is the "perfect eco-system" actually delivering reduced ad budgets that cannot support current marketing infrastructures or continue to underwrite good content?

MODERATOR:
Randall Rothenberg, President and CEO, Interactive Advertising Bureau

SPEAKERS:
Margaret Clerkin, Executive Director, MindShare Invention
Russell Fradin, Co-founder and President, Adify
Gian Fulgoni, Chairman, comScore, Inc.
Eric Wheeler, Chief Executive Officer, 33Across
Dave Yovanno, Chief Operating Officer, ValueClick Media

PANEL: Bad Science - Online Marketing Technology is Creating a Monster Westside Ballroom - North

Is the flip side of better ad targeting a nosier, intrusive marketer who knows more about us than we care to share? It seems clear now that digital media must confront and resolve its natural tensions with privacy and security concerns before the industry can move forward. The weird science of behavioral tracking now snoops into our browsing, search, shopping, e-mail, and perhaps even online social network habits and physical location. Microsoft, Yahoo and AOL are consolidating networks and technologies in order to link together many of these user habits into deep profiles that allow precise targeting with scale. Have private companies ever been entrusted with so much information about private citizens? Despite industry assurances that personally identifiable data are not involved, marketers now have privacy advocates, the FTC, and legislators taking a hard look at whether a new age of marketing science requires new levels of regulation. What hurdles will the industry need to vault? Could digital marketing really survive if the fully opt-in system that many advocates propose is adopted? Are the best laid plans of marketing science going to hit a wall called privacy rights?

MODERATOR:
Wendy Davis, Senior Writer, MediaPost's OnlineMediaDaily

SPEAKERS:
Eileen Harrington, Deputy Director of the Bureau of Consumer Protection, Federal Trade Commission            
Jeff Hirsch, President & CEO, Revenue Science
Frank Pasquale, Professor of Law, Seton Hall Law School
Ari Schwartz, VP and Chief Operating Officer, The Center for Democracy and Technology
Mike Zaneis, Vice President, Public Policy, Interactive Advertising Bureau