Monthly Archives: March 2014

Lead Participants: The Future of Advertising

While The Future of X think tank sessions know no designated panelists, we invite seasoned and fresh innovators, entrepreneurs who are currently monetizing the changing landscape, marketers and representatives from within the industry as well as investors who provide the capital that moves the needle. Here are some of the lead participants.

Others with notable advertising industry roles have registered to attend, but have not yet opted for or provided details for listing as lead participants. We also expect innovative industry outsiders to add insightful out-of-the-box thinking (which insiders can temper with the voice of experience). The idea is that the lead participants are “first among equals.” We will engage in spirited dialog, not formal presentations. This creates a unique catalytic mix that has proven to be fun, serendipitous, and productive.*

  • Gonzalo Araya. Creative Principal at L7z Group. Corporate-Entrepreneur with 15+ years aligning people, process and technology across brands. Passionate-Enthusiast of the Arts, Design, Technology, Music, Fashion & Outdoors.
  • Antony Chen, VP Product, Eyeview, defines product & development strategy and heads Eyeview’s innovation initiatives, developing leading-edge personalized video solutions to enable Eyeview’s partners to effectively reach consumers and achieve increased return on ad spend and sales. Antony has focused on ad personalization platforms throughout most of his online advertising career. He began his ad tech journey at Yahoo as product lead for Smart Ads, which acquired Dapper in 2010 and doubled revenues year over year during his tenure. He departed Yahoo to co-found an enterprise software startup that enables first-party data in digital advertising. At AT&T AdWorks, he led product for all digital ad platforms across display, mobile, and video. Antony holds an MBA from the Ross School of Business and a BS in Cellular and Molecular Biology from the University of Michigan.
  • Jeff Einstein, Senior Residential Advisor, The Modern Group — Jeff Einstein is a true digital advertising pioneer, dating back to 1984, when he co-founded Einstein and Sandom Interactive, the nation’s first digital advertising agency. His always-contrarian advertising strategies have driven the acquisition of two agencies, the global growth of a third and a high-tech IPO, and have been featured in virtually every major business publication. He has appeared as a featured speaker at more than 200 industry events, and as a guest on dozens of radio and TV programs. His latest book –The Media Addict’s Handbook — is available now on Amazon.com in paper and Kindle editions.
  • Katarina Hybenova. Founder and editor-in-chief of BushwickDaily.com, a popular site about Brooklyn’s hip neighborhood. The site reaches 55,000 unique visitors monthly, and collaborates with approx. 30 authors. Throughout three years, the site has created organic and very loyal audience following the independent cultural coverage. Katarina has experimented with numerous ways of generating revenue with her hyperlocal publication, and gained valuable knowledge of local advertising landscape.  The site has managed to be profitable in the past 10 months selling display ads to mostly local businesses. Bushwick Daily is currently gearing towards launching a pro version of the site for its most loyal readers, and businesses.
  • Gregg Lange, Principal, Lange/Media — Gregg Lange has consulted for twenty-five years with media companies in a range of advertising and underwriting-supported industry segments, creating and distributing content on multiple platforms. He has also worked with companies involved in commercial production, placement and tracking services, as well as with senior management regarding industry alliances and strategy. His media clients have ranged from commercial distributors such as NBC, CBS and Discovery Networks to significant not-for-profits like NPR, the Australian Broadcasting Company and the IEEE.
  • Craig Mowry, Founder and CEO, Emulation LLC — Craig Mowry’s imaging and Social Advertising inventions power many popular products today. As founder and CEO of Emulation LLC, Mowry’s current ventures address issues of user privacy while delivering enhanced consumer targeting and information relevance. “People Like Pete” is Mowry’s member controlled advertising platform that will soon be introduced.
  • Ron Robinson, Founder and CEO BeautyStat LLC. He is a veteran product development executive who has worked for such leading beauty companies as The Estée Lauder Companies, L’Oreal, Avon Products and Revlon Products. He’s the founder of BeautyStat.com, a NYC tech startup that is an online beauty community and social marketing agency for the beauty industry. It has been featured in Womens Wear Daily, New York Times, Forbes Magazine, NBC and CBS News. The strength of BeautyStat.com is its captive, engaged and influential 200,000+ community, 190+ blogger network and 40 million social network reach. BeautyStat.com works with beauty brands, retailers and PR agencies to connect them to the BeautyStat community for online PR events, advertising and rich consumer insights.
  • Robyn Streisand, CEO of The Mixx — Robyn, a 30-year veteran in the world of Marketing, started The Mixx in her apartment with a phone and her desk. She saw an opportunity to bring strategy, creative and execution to Fortune 500 brands using her passion for marketing as a driving force behind her journey to success. Starting her career on the client side, she saw what was missing for herself as a marketer and seized the opportunity to provide solutions that were based in stellar customer service. 18 years later The Mixx is now a full-service marketing agency that offers a wide array of services across industry, media and audience segment.
  • Marisa Thalberg, Vice President of Corporate Digital Marketing Worldwide for The Estée Lauder Companies. Marisa is charged with supporting the development of world class consumer engagement via digital and social marketing across the company’s collection of over 25 prestige beauty brands. Her efforts have helped propel the company to be ranked as having the highest “Digital IQ” of any global beauty company. Concurrent to her advertising and marketing career, in 2002 Marisa founded the organization and website Executive Moms (www.executivemoms.com), a leading social network and content provider to this important yet under-served audience of women. Most recently, Marisa was named by Advertising Age a “2012 Woman to Watch,” a “Digital Doyenne” by Cosmetic Executive Women (CEW) and was selected by Advertising Women of New York (AWNY) as one of their Advertising Working Mothers of the Year.
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MIT Enterprise Think Tank Series II: The Future of Advertising

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The next think tank session is taking place in NYC on April 24, 2014. You can find all details and register here.

UPDATE: The event has a strict maximum attendance to ensure maximum engagement. We’re already two thirds into being sold out so please be sure to register early.

MIT Enterprise Forum of NYC Presents:
MITEF Think Tank Session II
The Future of Advertising
“Consumer, where are you?” -Advertising
The second of a series of MITEF Think Tank Sessions on The Future of X
Tech perspectives for changing industries and changing audiences

Remember the golden days of advertising when the Don Drapers of this world single-handedly controlled how we saw a brand and a company? When the fate of a business could be shaped with one great idea and a 30 second spot? No more!

Power has shifted from those who have access to coveted airtime slots and magazine pages to those who use technology and digital savvy to command vast networks. One-size-fits-all marketing is being replaced by micro-interactions tailored to individual profiles of individual consumers. It’s become the golden days of the consumer. They decide what they want to know, who they trust. They have become increasingly hard to pin down and even harder to please.

This challenges brands and businesses that still need to get the word out and many business models in industries like television and publishing that still heavily rely on advertising revenues as a basis for their operations.

It is up to the brightest minds in technology and business to find solutions to these exciting challenges ­ and how to profit from that. In a highly engaged and interactive setting that knows no designated speakers, we will gather ideas and concrete answers on how technology and innovation can shape the future of advertising.

Conversations will revolve around the following questions:

What are current issues within the industry in such areas as:
Targeting and accountability
Social and engagement
Mobile and new formats
Contextual and cross-media
Revenue models
Consumer control and privacy
What innovations are already out there that could be reframed to address those issues?
What are entirely new thoughts on how tech innovation can positively impact this industry?
How to carve the industry into digestible chunks that can be addressed with tech innovation?
What do consumers demand and what are they ready for?
What is the industry ready to accept?

We invite seasoned and fresh innovators, entrepreneurs who are currently monetizing the changing landscape, marketers and representatives from within the advertising industry as well as investors who provide the capital that moves the needle. They will share a snapshot of existing challenges and innovations in the space. Bright minds with an interest in the changes in advertising and a willingness to actively contribute to the session are welcome.

 

The Future of TV: Participant Input

We invite think tank attendees to share the topics they’d like to see addressed during the interactive session. Here’s a list of the requested topics for the Future of TV think tank on January 14, 2014.

Key Challenges

  • Discovery (including “TV as an App” vs. Channels)
  • Viewer control
  • Web/TV/device convergence (any device, any content, unified UI-UX) and inter-working (Web/app to TV; TV to Web/app)
  • Monetization and Rights

Impediments to Change

  • Entrenched powers – networks and distributors (MVPDs) with legacy set-top boxes and rigid business models – clearly challenged by Over The Top (OTT) Internet providers.
  • Evolving UI/UX concepts and adoption issues for TV/Internet convergence.
  • Technology life-cycle (and mind-set) lag for TVs as full and flexible Internet devices.
  • “Crossing the Chasm” — critical mass and ubiquity.

Promising Solutions

  • Over The Top / TV Everywhere (Cable/other)
  • Screen-shifting (eg: Chromecast, SmartGlass, Airplay)
  • Unified discovery / Media concierge
  • Web discovery to TV (eg: Comcast See It button)
  • Social TV
  • Sync enhancements (eg: Game of Thrones on Xbox, Twitter Ad Sync)
  • Open/3rd party enhancements
  • Automatic Content Recognition (eg: Shazam, IntoNow, Zeebox, smart TVs)
  • T-commerce (eg: “buying Jennifer Aniston’s sweater”)
  • A la carte vs. bundles, and subscription vs. ownership (unbundled channels/shows // subscriptions // ownership // other aggregations, etc.)
  • Separating content from transport business (eg: Cablevision: content or broadband?)

Lead Participants: The Future of TV

While The Future of X think tank sessions know no designated panelists, we invite seasoned and fresh innovators, entrepreneurs who are currently monetizing the changing landscape, marketers and representatives from within the industry as well as investors who provide the capital that moves the needle. Here are some of the lead participants:

  • Steven Asherman is President and CTO of ContentGalaxy.com, which has developed an innovative publishing platform for monetizing video. It’s a streaming service that helps publishers pool independently created videos into well-edited, flat-priced subscription channels and pay providers and affiliates based on actual subscriber usage. … Steven’s specialty has been the design and programming of large scale, commercial web services, with an emphasis on complex financial systems. His consulting clients have included IBM, Citibank, Marsh, DealerTrack.com, Fidelity Information, Columbia Pictures, and The New York Times. Steven has a number of computing technology patents and has a patent pending on a scalable architecture for supporting many independent parties collaborating on shared subscription-based Over-the-Top channels. The idea is to enable publishers to combine premium content from multiple sources, especially instructional, entertainment and news videos, and build large, targeted channels that are both affordable and profitable.
  • Douglas Carr, President, Carr Capital Co — Doug began his media career with his first job out of Sloan with CBS in 1979, a time when the broadcast networks commanded a 90% audience share. Later he was an investment banker on pacesetting media and information transactions involving MTV Networks, Storer Communications, ESPN, Time Inc., Dow Jones, Reuters, and others. He subsequently served as an executive with Internet content companies ALFY and Daily Voice, founded the Animal Planet Club with Discovery Communications, and is currently serving as an advisor to Tubifi, creator of a system for cost-effective production of online video.
  • Linda Evans, VP, Cross Platform Strategy, Time Warner Cable Media
  • Metodi Filipov – Co-Founder & COO – Flipps Media Inc. Metodi is co-founder and operations manager at Flipps, an innovative mobile-to-TV content delivery platform with over 8 million users. With 20+ years experience developing technology solutions, he spearheads the Flipps platform product development.
  • Rick Howe is a cable and television veteran, elected as a Cable Pioneer in 2011. He writes a column for itvt.com as The iTV Doctor, and provides consulting services to distributors, content providers and app developers in the enhanced television space.
  • Will Kreth – Multiscreen Strategist/Columnist atITVT.com/. Multiscreen app strategist Will Kreth is a leader in the interactive media industry – crafting business strategy for the coding and launch of advanced advertising and enhanced content apps across devices and platforms (TV, broadband and mobile). With a diverse background in early multimedia; interactive TV/games; magazine publishing; web content; broadband services; cable TV and back to interactive TV (e.g.- Apple Multimedia Lab, PF Magic, Wired Magazine [1st employee], HotWired, Prodigy, Road Runner, Critical Metrics, Time Warner Cable, A Different Engine), he’s a listed inventor on 1 approved and 2 pending patents around multi-platform audience measurement + analytics, TV to Mobile eRFI/QR codes, and social media messaging & notification. A juror for the Academy of Television Arts & Sciences Primetime Emmy® Interactive Media Awards + the Engineering Emmys® and winner of the 2010ITVT.com award for Individual Leadership in Interactive Television, he’s a guest columnist forITVT.com on the future of connected TV and mobile marketing / advertising tech. More at http://www.linkedin.com/in/willkreth
  • Gerard Kunkel, Media and Entertainment Technology Consultant – Gerard is a digital media executive with extensive experience in leading company vision and strategy in the development of new products in media and entertainment, and has been involved with interactive TV since the early 1990s. …Currently, Gerard serves as media strategy advisor to Microsoft, where he works with the executive team shaping the product plans for television and other media with Microsoft’s many entertainment products. From 2003 to 2011, held executive roles at Comcast. Gerard joined Comcast as president of GuideWorks, a joint venture of Comcast and TV Guide. Gerard was also SVP, User Experience and Product Design. In this role he championed a quality user experience as a core business imperative, and established the Comcast User Experience Department (CUE), bringing together the product design efforts for television, voice, data, and wireless products …Prior to Comcast, Gerard was President of WorldGate Communications, an Internet TV technology company. Earlier, he was President of Broadband Applications Development Company, Director of Design and Electronic Publishing for PC Magazine, and was an award winning art director for various New York City based magazines, including: Business Week and World Business Weekly of the Financial Times of London….He is the author of two technical books and over 100 published articles on computing and technology. He is a member of the Academy of Television Arts & Sciences, and is also an active member of the NCTA, CEA, and CTAM
  • Ruth J. Morrison is CEO and founder of What’s The 411 Networks, an integrated sports, entertainment, and lifestyle news/media, marketing, and events company focused on under-served audiences globally. Employing a social strategy, the company currently produces two television shows for a variety of platforms including the Dish TV satellite network; and in preparation for the 2016 Olympics, the company is working on a U.S. – Brasil content creation and distribution strategy. A video streaming pioneer, Ruth developed and launched from conception the City of New York’s multi-channel cable television network. For three years, she worked in Brasil advising an American company, as an entertainment and television programming licensing consultant. She subsequently spent several years advising other companies on international market entry including recruiting and accompanying several companies on trade and business development missions most notably to Dubai, Abu Dhabi, the UK, and Brasil. Ruth is the first African-American independent television producer to distribute a weekly television show on broadcast channel WNYC-TV and she also licensed that show to a broadcaster in South Africa. She is also the first African-American woman to cover the New York Knicks as a beat reporter. Ms. Morrison earned a master’s degree in Interactive Telecommunications from the prestigious Tisch School of the Arts at New York University and she was a Communications Fellow at the Annenberg Washington Program of Northwestern University.
  • Regina Rossi, Founder of Sport Mantel.Sport Mantel was founded by Regina Rossi in July 2013. Prior to Sport Mantel, she worked in Disney and ESPN’s strategy team (launching new content networks like ESPN3D and Disney Junior), in Google’s YouTube division focused on programming strategy, and in business development at an American Express backed e-commerce start-up (vente-privee). You can reach her at Regina@sportmantel.com
  • Jim Turner, SVP, Market Development, Net2TV – I have been in the midst of the evolution of TV for many years, starting with CBS and founding and leading companies in traditional linear television, interactive television, digital media, advanced TV advertising, and now OTT TV. …I was co-founder of one of the early leaders in disc-based interactive television, created one of the first MPEG encoding facilities on the east coast, was Executive Producer and General Manager of an ITV production facility for domestic and international clients, and was head of product (including one of the first web-original broadband video networks) at Women.com. More recently, I ran Digital Media for A+E Television Networks, was VP Product at Synacor where I created their successful TV Everywhere product for MVPDs, was SVP Product and Business Development at Canoe Ventures where I was back once again in ITV, VOD and advanced advertising among other things, and I am now at a startup where we are creating new long form TV programs and channels by partnering with great online original content producers for multiplatform and Connected TV distribution. The innovative intersection of technology, video and business has always been my sweet spot.

MIT Enterprise Think Tank Series I: The Future of TV

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The inaugural The Future of X think tank session took place on January 14, 2014 at 30 Rockefeller Plaza. Quite befitting an address for an event that discussed the future of television.

MIT Enterprise Forum of NYC Presents:
MITEF Think Tank Session: The Future of TV
Propositions for an audience that has seized (the remote) controlThe first of a series of MITEF Think Tank Sessions on The Future of X
Tech-based opportunities for changing industries and changing audiences

TiVo, Netflix, Hulu, Apple TV, Chromecast, Apps, and Smart TV have irrevocably changed the world of television. Every innovation has placed the audience a little more firmly in the driver’s seat and given them more encompassing control. Today, everyone expects to decide exactly what programming they want to consume as well as how and where they want to consume it.

This challenges traditional views on network programming and poses entirely new questions: How can audiences discover and navigate the wealth of content? How can the content be smartly enhanced to allow for unique viewing experiences and revenue generation.

It is up to the brightest minds in technology to find solutions to these exciting challenges–and how to profit from that. MIT Enterprise Forum NYC is therefore introducing a new event format. In a highly engaged and interactive setting, a Think Tank session will gather ideas and concrete answers on how technology and innovation can shape the future of television.

Conversations will revolve around the following questions:

  • What are current trends within the Television industry in the areas of content discovery, navigation, and enhancement?
  • What innovations are already out there that could be reframed to address those trends?
  • What are entirely new thoughts on how tech innovation can positively impact this industry?
  • How to carve the industry into digestible chunks that can be addressed with tech innovation?
  • What do consumers demand and what are they ready for?
  • What is the industry ready to accept?

We invite seasoned and fresh innovators in the space as well as representatives from within the television industry. They will share a snapshot of existing challenges and innovations in the space. Bright minds with an interest in the changes in television and a willingness to actively contribute to the session are welcome.

Read the announcement on the MIT Enterprise main page here.

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