NOVEMBER 5, 2009
9:00 am - 9:50 am
PUBLISHING:
The State of Contextual Advertising: USA vs. Global Trends, Strategic Overview and Emerging Trends
Contextual advertising is a $7+ billion industry with Google’s AdSense
leading the way. With new technologies and competitors entering this
market, this session provides insights into how the contextual
advertising market is structured, the players, the major issues facing
both advertisers and publishers, as well as current trends and future
opportunities.
|
MODERATOR: |
|
• Marc Phillips, Director, Content Revenue Strategies |
|
PANELISTS: |
|
• Tim Cadogan, CEO, OpenX |
|
• Sandy Kory, VP, Director of New Media and Technology, Media Venture Partners |
|
• Patrick Keane, CEO, Associated Content |
|
• Barry Schwartz, CEO, RustyBrick, Inc. |
|
• Jane Kim, Senior Director, Publisher Services, Advertising.com | Sponsored Listings |
ADVERTISING:
The State of Content Advertising: The Players, The Options, The Best Practices
Where is contextual advertising going? What’s hot, what’s not? What can
you do today to make your content buys massively profitable? This
roundtable discussion features some of the top minds in contextual
advertising sharing their insight on the state of the industry now, and
in the future.
|
MODERATOR: |
|
• Jay Sears, Executive VP, Strategic Products and Business Development, ContextWeb, Inc./ADSDAQ Exchange |
|
PANELISTS:
|
|
• James Colborn, Director, Microsoft Advertising, Microsoft |
|
• Oded Itzhak, Founder and CEO, AdSide |
|
• Brett Brewer, President, AdKnowledge |
|
• Geri Guillermo, Director of Sales, BidPlace Pro, Sponsored Listings and AOL Search, AOL Advertising |
|
• Jeff Arena, Senior Product Manager, Yahoo! |
|
• Rajas Moonka, Group Business Product Manager, Google, Inc. |
10:00 am - 10:50 am
PUBLISHING:
Why Premium Publishers are Going Direct? Lessons for Small & Medium Publishers
There’s an alarming trend that larger publishers are reducing the
amount of inventory they run originating from ad networks.
Why is this? Are larger publishers working with contextual advertisers
directly instead of via advertising networks. Is the online publishing
industry following the online airline and retail industries? Hear from
leading experts and publishers about why they are investing in direct
sales channels to target advertisers. Listen to the unbiased panel as
they explore why premium publishers are going direct and the learnings
for small and medium publishers.
|
MODERATOR: |
|
• Leora Blumberg, VP Business Development, AdSide |
|
PANELISTS: |
|
• Brian Quinn, VP and GM, Digital Ad Sales, The Wall Street Journal |
|
• Juston Payne, Director, Online Advertising and Promotions, John Wiley & Sons, Inc. |
|
• Peter Prestipino, Editor-in-Chief, Website Magazine |
|
• Don Meek, President, Tribune 365 |
ADVERTISING:
Targeting Tips for Content Campaigns: How to Get the Right Clicks at the Right Time
The success of your contextual advertising campaigns is often directly
dependant on your ability to properly target your ads to the right
audience. This session explores some of the targeting currently
available in the marketplace, including day-parting, geo-targeting,
behavioral-targeting, and placement targeting. Learn expert targeting
techniques that can turn a bad campaign into a good one and a good
campaign into a great one.
|
MODERATOR: |
|
• Tim Queenan, Senior VP, Executive Director of Digital Practices, DraftFCB |
|
PANELISTS: |
|
• Andrew Ettinger, Director Interactive Media, RJ Palmer Media Services |
|
• Rajas Moonka, Group Business Product Manager, Google, Inc. |
|
• Yael Yekutiel, VP, Sales and Marketing, AdSide |
|
• Bryan Minor, CEO and President, ScienceOps |
|
• Amiad Solomon, Founder and CEO, Peer39.com |
11:00 am - 11:50 am
PUBLISHING:
Affiliate Marketing: A Better Alternative?
In today’s economy, everyone is looking for new sources of revenue and
new ways to grow. For mid-long tail publishers, affiliate marketing
could be the perfect fit. In 2007, web proprietors paid out several
billions of dollars to affiliates globally, yet that’s only the tip of
the iceberg for this widely untapped medium. As the recession squeezes
ad and marketing budgets, many businesses are committing more resources
to performance-based programs like affiliate marketing, making this an
opportune time for savvy publishers to join the game. At the same time,
consumers are spending more time online researching products and
pricing, growing savvy to ignoring the often questionable network ads
shown to them on their favorite blogs. This leaves the door wide open
for high-quality publishers to better engage and inspire trust in their
customers through affiliate marketing. On this panel, experienced
affiliates and advertisers will discuss the ins and outs of affiliate
marketing, highlight the key areas of opportunity and offer tips and
best practices to help new affiliates achieve maximum ROI.
|
MODERATOR: |
|
• Steve Schaffer, Founder and CEO, Offers.com |
|
PANELISTS: |
|
• Will Martin-Gill, Director, eBay Partner Network |
|
• Peter Bordes, CEO, MediaTrust |
|
• Shawn Collins, Affiliate, Blogger and Co-Founder, Affiliate Summit |
|
• Brook Schaaf, Affiliate and CEO, Schaaf Consulting |
|
• Gil Abir, VP, Corporate Partnerships, Payoneer, Inc. |
ADVERTISING:
Display Advertising for Search Marketers: Banners Aren’t Just for Branding Anymore
The line between text ads and display ads is getting blurrier by the
minute. Google allows banners on the Google Content Network and many
display advertising networks now offer CPC or CPA pricing for banner
campaigns. Learn how you can use display to grab a huge volume of
additional clicks and improve your existing text-based campaigns.
|
MODERATOR: |
|
• Dax Hamman, VP, Display Media, iCrossing |
|
PANELISTS: |
|
• Roy de Souza, CEO, Zedo |
|
• Rob Leathern, Founder and CEO, CPM Advisors |
|
• Div Bhansali, Director, Self-Service Products, AOL Advertising |
|
|
12:00 pm - 12:50 pm
Keynote Presentation: Growing Your Business - An Inside Look at New Opportunites with Google
Thanks
to valuable feedback and insights from publishers and advertisers,
Google is working on product enhancements designed to help you take
your business to the next level. Come hear about new ad controls,
business insights and revenue opportunities available in AdSense and
AdWords. In this session, you'll also learn about how Google's latest
product enhancements can help you get the most from AdSense, take
advantage of new types of online advertising and ultimately grow your
business.
|
KEYNOTE SPEAKER: |
|
• Jonathan Bellack, Group Product Manager for Publisher Ad Platforms, Google |
1:00 pm - 2:00 pm
Advertiser/Publisher Networking Lunch
2:10 pm - 3:00 pm
PUBLISHING:
Contextual Ad Revenues in Video Content and Syndication
With YouTube being the second largest search engine in the world and
more than 16 billion videos being consumed each month in North America,
contextual advertising “within” and “around” video is a major revenue
opportunity for publishers. Hear from leading industry veterans on how
to best optimize content for high-paying contextual advertising revenue
in pre-roll, mid-roll or post-roll formats for video and the trends in
online video syndication monetization.
|
MODERATOR: |
|
• Chase Norlin, CEO, Pixsy Corporation |
|
PANELISTS: |
|
• Patrick Dowley, Director, GlanceGuide, Inc. |
|
• Bill Day, CEO, ScanScout, Inc. |
|
• Jimmy Hutcheson, CEO, Ego TV |
|
• Jason Liebman, CEO, Howcast Media, Inc. |
ADVERTISING:
Social Media Strategies: How to Take Advantage of a Huge Opportunity
Social media sites are garnering billions of page views a month, yet
many advertisers have yet to dip their toes into social media
advertising. Find out how advertising on social media sites differs
from contextual advertising and whether social media advertising will
drive ROI for your business.
|
MODERATOR: |
|
• Dave Hills, General Partner, KPG Ventures |
|
PANELISTS: |
|
• Rob Crumpler, President and CEO, Buzzlogic |
|
• Reggie Bradford, CEO, Vitrue |
|
• Art Muldoon, Senior VP, Aegis Media/Isobar |
|
• Rich Prenderville, VP of Global Brand Marketing, Reebok |
3:10 pm - 4:00 pm
PUBLISHING:
10 Proven Methods to Increase Your eCPM and Generate More Revenue
Publishers use various techniques to increase effective CPMs from
AdSense and other emerging contextual advertising offers. This panel
discussion provides insights into the daily tactics deployed by
publishers and which tools and platforms they use to generate the
highest payouts. Get actionable advice from publishers and advertising
network operators about proven practical methods to generate more
revenue and income.
|
MODERATOR: |
|
• Jay Weintraub, CEO, LeadsCon |
|
PANELISTS: |
|
• Meredith Barnett, Editorial Director, The Inside Source |
|
• Roderick Alemania, VP Strategic Partnership and Business Development, SixApart |
|
• Brian White, VP, Publisher Solutions, Vibrant Media |
|
• Eytan Elbaz, Founding Member, Applied Semantics and Former Head of Domain Channel, Google |
|
• Sacha Carton, President, iSense, ad pepper media |
ADVERTISING:
Contextual Advertising Case Studies: How Top Experts Drive Top Performance
Advertisers that try to use the same metrics and processes on both
search and content ad buys quickly discover that content is a separate
beast that requires an entirely different approach from search. Some of
the smartest minds in contextual advertising will deliver their insider
secrets to managing and measuring profitable contextual marketing
spends. This tactical session reveals the right metrics to measure,
account structure secrets and bidding strategies you can use
immediately to boost your content ROI.
|
MODERATOR: |
|
• David Szetela, Owner and CEO, Clix Marketing |
|
PANELISTS: |
|
• Shelley Ellis, CEO, ShelleyEllisConsulting.com |
|
• Jeremy Schoemaker, Founder, ShoeMoney Media |
|
• Mike Roberts, President, SpyFu, Inc. |
4:10 pm - 5:00 pm
PUBLISHING:
Maximizing Contextual Advertising Revenues in Real Time on Mobile Devices and Twitter
With iPhone sales up 500 percent, Google Android-enabled phone in
stores now, users are accessing real-time information whilst they are
moving locations. It is important for publishers to understand how
contextual advertising on mobile handsets is critical to augment
website revenues. Our experienced panelists will share details about
how AdSense on the iPhone platform is making revenue.
|
MODERATOR: |
|
• Marc Barach, Independent Strategic Advisor |
|
PANELISTS: |
|
• Rahul Sonnad, CEO and Founder, Geodelic |
|
• Kento Sugiura, AdSense Online Mobile Specialist, Google |
|
• David Gwozdz, CEO, Mojiva Inc. |
|
• Sharon Knitter, Senior Director of Consumer Products, Cars.com |
ADVERTISING:
Emerging Platforms: Blogs, Video, Display Ads—Are They Right for Your Marketing?
iPhone ads, YouTube-promoted videos and widgets are no longer fringe
marketing vehicles. Many advertisers are shifting budget to these
contextual units as a way to diversify their media spend and also drive
positive ROI. Find out whether your business should be leveraging these
emerging platforms now and in the future.
|
MODERATOR: |
|
• Saar Gur, Partner, Charles River Ventures |
|
PANELISTS: |
|
• Mani Iyer, CEO and Founder, Kwanzoo Inc. |
|
• Steen Andersson, Co-Founder and VP, Marketing, 5th Finger |
|
• Jennifer Hyman, Head of Business Marketing, YouTube |
|
• Dax Hamman, VP, Display Media, iCrossing |
5:10 pm - 6:00 pm
PUBLISHING:
Closing Keynote: AdSense Publisher Forum
Why did the Google AdSense team recently change the default font face
for ads on all AdSense sites? Does this mean more money for pubishers?
What is “interest-based” targeting? Why is Google opening the Content
Network to non-Google advertisers? Tell me more about the science of
contextual matching! If you’ve got a burning question about the Google
Content Network that you’ve never been able to get answered, this is
the session for you. An elite panel of Google product managers, content
specialists and marketing team members will take questions from the
audience and share best practices for maximizing your Google Content
spend.
|
MODERATOR: |
|
• Jennifer Slegg, CEO, JenSense |
|
KEYNOTE SPEAKERS: |
|
• Christian Ashlock, Associate Manager, Online Sales & Operations, Google |
|
• Gavin Bishop, Head of Publisher Solutions, Google |
|
• Tim Evans, Product Manager, Google |
|
• Atul Bhandari, AdSense Product Manager, Google |
|
• Jens Skakkebaek, Group Product Manager - AdSense, Google |
ADVERTISING:
Closing Keynote: Ask Google Your Advertising Questions - 1 on 1 with the Google Content Team
Are you advertising on Google AdWords search but avoiding the Google
Content Network? You may be missing out on billions of quality
impressions, clicks and conversions. This session gives you the
opportunity to learn about the Google Content Network directly from the
team at Google that manages the network. Have your toughest questions
ready and the Google Content Network team will answer them live. Be a
part of history—this is the first ever "town hall for advertisers" on
the Google Content Network!
|
MODERATOR: |
|
• Josh McFarland, CEO, TellApart |
|
KEYNOTE SPEAKERS: |
|
• Jason Miller, Group Product Manager, Google Content Network |
|
• Bruce Falck, Head of Sales, Google Content Network |
|
• Lindsey Kurz, Manager, Online Sales and Operations, Google Content Network |
|
 |
