8:00am: DPAC Conference Breakfast - Sponsored by Datran Media
8:45am: Opening Keynote: The Digital Content and Advertising Boom: Only One Way But Up! In just five years, the Huffington Post has grown into a content network that attracts over 12 million unique visitors per month -- surpassing industry staples like the Wall Street Journal and the Washington Post. But the Huffington Post...
[read more] 8:00am: DPAC Conference Breakfast - Sponsored by Datran Media
8:45am: Opening Keynote: The Digital Content and Advertising Boom: Only One Way But Up! In just five years, the Huffington Post has grown into a content network that attracts over 12 million unique visitors per month -- surpassing industry staples like the Wall Street Journal and the Washington Post. But the Huffington Post doesn't just draw in eyeballs. The company generated upwards of $15 million in revenue in 2009, with forecasts to double that by the end of this year. Why so bullish? Join Greg Coleman as he sheds light on why the Huffington Post's business model and content strategy are the blueprint for success in the digital media economy. Keynote Speaker: Greg Coleman, President & Chief Revenue Officer, Huffington Post
9:15am: The Media Moguls Address The Exploding Digital Advertising Economy: It's a world in which readers can view their favorite publications online, on mobile and on a variety of devices -- and change is constant. But in order to make this ecosystem work, content owners have to tackle distribution, figure out payment platforms for users, and continue to satisfy advertisers. In this panel, the content owners and distributors discuss strategies for moving from experimentation to solid business models. Hear what these majors are up to and how they plan to make a big push for digital in 2011 and beyond.
Moderator: Jordan Rohan, Managing Director, Internet and Digital Media Research, Thomas Weisel Partners
Speakers:
Greg Coleman, President & Chief Revenue Officer, The Huffington Post
Christine Cook, SVP, Digital Sales, Martha Stewart Living Omnimedia
Jeanniey Mullen, CMO, Global EVP, Zinio and VIVmag
Ian Schafer, CEO, Deep Focus
9:45am: The Future of Advertising Execution Survey: How are agency demands affecting the way publishers sell and execute cross-media buys? Why do ad operations challenges continue to prevent agencies and publishers from effectively servicing their clients and innovating to drive revenue growth? Join Operative CEO Mike Leo as he shares results from a survey of hundreds of your media and marketing peers, along with some qualitative comments from leading customers designed to help you forge and retain great client relationships. Presenter: Mike Leo, President and CEO, Operative
10:00am: How Do You Make Real Money on Digital Content? The discussion has moved beyond free vs. paid. Publishers and media companies can’t afford to rely on one revenue-generation model. Delivering audiences to advertisers will always be an option, but so will creating content so compelling that readers want to pay – and making payment as easy as possible. Join leading publishers that have begun using paid options like microtransactions, subscriptions and paywalls – in addition to innovative ads – to monetize their digital content. Learn what’s working, what’s not, and what you should focus on to build strong and reliable revenue streams.
Moderator: Dave Hendricks, COO, LiveIntent
Speakers:
Jen Collins, GM, Variety.com
David Mason, SVP, Aol Content Platform
Ernie Cormier, CEO, Nexage
Mark Weinberg, VP, Programming & Product Strategy, Hearst Magazines Digital Media
10:30am: Creative Spotlight
10:45am: Networking Break & Expo Opens
11:00am: Publishing Spotlight
11:15am: What Numbers Do We All Go By? Making Sense of Digital Metrics: Publishers need cross-platform metrics if they’re going to be able to execute the kinds of cross-platform campaigns – including video, display, mobile and social media elements – that advertisers want. So why is it so difficult to get a standard read on unique visitors, video streams and even mobile site visits? Join key execs from the three big digital audience measurement firms, as well as CIMM – the new publisher and agency-centric metrics firm – for insight into why they can (or can't) all just get along.
Moderator: Brian Leder, VP, Digital Director, MediaVest
Speakers:
Jon Gibs, VP, Media Analytics, Nielsen Online
Rob Deichert, SVP of Digital Ad Operations, The Weather Channel
Nick Talbert, Director of Product Marketing, Eyeblaster
Scott Knoll, GM, Aperture
11:45am: Creative Spotlight
12:00pm: Lunch Pickup
12:10pm: Lunch and Learn: Rubicon Project
12:40pm: Heavy Lifting: Digital Advertising and Publishing Technology Platforms: Publishers need technology to monetize their content, whether via mobile, through social media, and for efficient ad operations management. The task can appear to be daunting. This panel will identify the opportunity within the chaos and highlight the platforms that make ad sales, operations and content management smoother and more profitable. Join leading advertising tech platforms as they offer insights into how they help digital publishers achieve the maximum ROI.
Speakers:
Mike Leo, CEO, Operative
Jay Kulkarni, CEO & Founder, Theorem
1:10pm: Publishing Technology Spotlight
1:25pm: Going Beyond Banners: Digital Advertising That Works: The days of buying impressions in aggregate are over. Advertisers want to reach audiences – not just clicks or page views. But aside from relying on targeting technology from ad networks and data platforms, how can publishers deliver those audiences? Simple – a blend of custom content and brand sponsorship. Join three execs from leading websites with campaign examples that prove that digital creative isn’t dead.
Presenters:
Rich Antoniello, CEO, Complex Media
Tom Foran, Chief Revenue Officer, Crisp Wireless
Tim Harris, SVP, Managing Director of Denuo
1:55pm: Creative Spotlight
2:10pm: The Big Shift: Buying Content vs Audience for Advertisers: Publishers have long understood the value of reader and consumer data. It has taken digital media companies a bit longer to catch on – but now the industry seems caught in a data-buying, data-selling and data-generating frenzy. Given the fallout from Facebook’s most recent attempt to monetize its treasure trove of user data – no one – not the consumers, nor the publishers, nor the advertisers – have real insight into the merits and flaws of data usage. So with new data aggregation and management platforms launching daily, how do media owners and advertisers choose the right strategies and partners?
Moderator: Lynne D. Johnson, SVP, Social Media, The ARF
Speakers:
David Helmreich, VP of AdAdvisor, TARGUSinfo
Jason Young, CEO, Ziff Davis Media
Jeff Hirsch, CEO, AudienceScience
Joe Apprendi, CEO, Collective
2:40pm: Creative Spotlight
2:55pm: Networking Break
3:05pm: Local Publishing Spotlight
3:20pm: Going Loco for Local Advertising: The local content market has been heralded as the next big sector of growth in online advertising, but has the spending actually lived up to the hype? Join publishers and brands that have experience with monetizing and advertising on localized content -- be it via desktop, mobile, and even VOD -- as they shed light on real tactics for attracting and delivering successful local ad campaigns.
Moderator: Richard V. Ducey, Chief Strategy Officer, Program Director, BIA/Kelsey
Speakers:
David Dague, VP, Marketing, Localeze
Neil Salvage, EVP, Advertising, Citysearch
Ben Lerer, Founder, Thrillist
Tristan Walker, Business Development, Foursquare
3:50pm: Advertising Technology Spotlight
4:05pm: The Next-Generation Digital Content Platforms: Can You Use Just One? The number of digital content and ad delivery platforms consumers can choose from has exploded over the past 12 months. Apple's iPad has instantly changed the game. There's also the option of building specific apps for mobile handsets including the BlackBerry and Android. But with new platforms launching daily - how do content-creators and advertisers choose which ones to support? And how do the devices fit into the publisher's and brand marketers revenue-generation equation?
Moderator: Al DiGuido, CEO, Zeta Interactive
Speakers:
Catherine Balsam-Schwaber, SVP Marketing, iVillage
Tony Astarita, VP & GM, Nook Device and Content Development, Barnes & Noble
Michael Tamblyn, VP, Content Sales & Merchandising, Kobo
4:35pm: Creative Spotlight
4:50pm: The Merging of Brands and Publishers: Today the lines have blurred between publishers and brands living in the digital world. Brands are no longer content to merely rent access to their consumers from publishers. Instead they are creating slick digital hubs that include entertainment, information, communities, and more-- offering an experience where they control and ultimately own the links to their customers. How will brands and publishers collide and coexist in pursuit of a profitable relationship with consumers? World-class game changers from publishing, technology, brands, and agencies gather to discuss their current strategies and predict the future of brands and publishers across digital platforms.
Moderator: Matt Goddard, CEO, R2integrated
Speakers:
Lesley Pinckney, GM, Essence.com
Raymond Roker, Co-founder, CEO, URB Magazine
5:20pm: Publishing Technology Spotlight
5:35pm: Summing It Up: Unleashing Research Related Secrets: Now that you have immersed yourself in hours of insights around digital publishing and advertising, it’s time to see how it plays out where it counts: with the consumer. Join Jim Taylor for a riveting finale to DPAC as he uncovers the purchase internet, usage and financial impact consumer adoption of digital devices and media has for each of us. In a closing keynote you cant afford to miss, you will walk away smarter. Jim will dive into behavioral drivers, adoption definitions and marketing analysis that will make you stand up, applaud and then get right to your office to capitalize on this next chapter in digital. Presented by: Jim Taylor, Ph.D., Vice Chairman, The Harrison Group
6:15pm -- 8:00pm: DPAC Happy Hour Party: The happy hour and cocktail party will allow attendees to continue to carry on conversations after the general session and networking sessions conclude. The cocktail mixer will give attendees a chance to discuss the ideas, sessions, debates presented at the event over food and drinks.
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