Thursday, April 17th, 2008 3:30-4:30
Rooms 132/133 - Emerging Platforms, Moscone North

Content publishers and advertisers know they need to consider how consumer demand influences site content as well as the mix, approach and the plan of any media placements. However, it can often seem a mystery as to how exactly to define, monitor, and rate consumer intent; and then know how to factor that data into your strategies. Join industry pioneer David Smith, CEO of Mediasmith—and some of The Internet Oldtimers Foundation’s elite members—in an engaging, interactive setting to discuss how consumer intent should influence the strategy, execution and optimization strategies of both content publishers and advertisers alike.
MODERATOR:



David L. Smith, CEO of Mediasmith, Inc. in San Francisco is a veteran in the advertising media management arena.

David is an internationally recognized expert in the areas of new media application, media strategy, media planning and metrics, and has a number of awards to his name including an Effie and an ad:tech Individual Achievement Award. Trained in the major agency media department environment, he has been in the independent media service field since 1978 when he founded Mediasmith. Mediasmith is generally regarded as the first media service in the nation to provide consulting services as well as full service media management and planning in addition to media buying. His experience is broad, working with clients in categories ranging from consumer goods to high tech and interactive, retail, ecommerce, corporate and business-to-business.

Smith is a pioneer in the application of computers in media, deployment of interactive advertising and media metrics. His experience ranges from participating in the creation and early usage of the first generation of advertising technology (housekeeping systems, data sources) to the current issues facing the use of metrics in the digital marketplace. He has been at the forefront of new metrics applications, with major involvement on the AAAAs, ARF, OPA and IAB national committees working to establish and refine standards in metrics, business practices and financial issues for interactive advertising. Smith has also contributed his knowledge through articles and interviews in an extensive range of media over the past two decades. He is a regular speaker at Industry events including iMedia, @d:tech, OMMA and others and writes regularly for a number of industry publications and Web sites including iMediaConnection and MediaPost. His advisory board involvement includes OPA, comScore/Media Metrix and a number of start-up private companies.

David is a strong advocate of the media planning process. "Much of the management emphasis in media is placed on saving money through negotiation. While I accept the value of these efforts, attention to the planning process can often lead to greater rewards through the execution of a superior strategy rather than just low cost schedules. After all, you don't advertise to save money, you advertise to make money. To this end, the back end of the advertising data stream, including tracking, optimization and analytics through a new generation of dashboard applications is the next big frontier for media. "

As CEO, he wears many hats at Mediasmith. This includes hands on with client strategy, first hand involvement in the next great thing in media research, a passion for applying the next technology that "really makes a difference" and personal communications with clients and future clients.

Most recently, ad:tech, an interactive advertising and technology conference dedicated to connecting all sides of today’s brand marketing landscape, awarded Smith with the first ever ad:tech Industry Achievement Award for his contribution to the success of the interactive marketing industry. The honorees of the 10th Annual ad:tech Awards Ceremony were recognized for their long-term dedication and consistent outstanding service to online marketing.

A University of Washington graduate, Smith is married with an eighteen-year-old son; plays guitar; and is a gourmet Chinese cook. You'll find him at the office early most mornings unless he is traveling with his family.

PANELISTS:


Sean X. Cummings, Director of Marketing, Ask.com

Writer, pundit, curmudgeon, regular columnist for iMedia and self described “hacker-geek with a marketing degree,” Sean X Cummings has worked on the digital side of advertising and marketing for more than a decade. In that time he has spoken at numerous industry summits, on ABC and NBC, as well as consulted for a number of government agencies on the impact of the internet on society. For over a decade he worked as an award winning Copywriter, Account Director and Digital Strategist for fortune 500 brands. Before Ask.com he honed his client-side marketing experience at American Express.

When not hermetically sealed in the digital world he can be found jumping out of planes, traveling to places with government warnings for tourists, or working on motorcycles. Having lived through one too many Midwest winters, Sean currently lives in the Mission district of San Francisco.



Doron Wesly — Vice President, Strategic Services, Marketing Science
Millward Brown
As a vice president within Millward Brown's Strategic Services, Doron Wesly serves as a consultant on a broad suite of solutions with a specialty in media and also focuses on client engagement and market development for Millward Brown. Doron brings a deep knowledge of cross media studies and the online space to Millward Brown, with extensive experience spanning from traditional media planning to the new frontiers in digital media.
Prior to joining Millward Brown, Doron served as director of industry research for the Interactive Advertising Bureau (IAB), a New York City-based trade association representing the interests of leading companies in the interactive space. While at the IAB, Doron played an integral role in the Cross Media Optimization Study (XMOS), raised funds for the next round of research and stewarded projects focused on search, classifieds and other vertical markets. He led the IAB Research Council from 2004 to 2006 and was CEO of the IAB Nomenclature Arbitration Committee (NAC).
Prior to working for the IAB, Doron was responsible for building Terra Lycos' first sales market research department, which resulted in a threefold increase in sales productivity. He also worked extensively in Israel and New York as a consultant for Interevco, where he built and trained their first online sales force. Doron was a founding member of Hotbar.com, heading their marketing department. Before moving into the online arena, Doron held a variety of senior positions in sales, marketing and media planning for the Applebee's restaurant chain after receiving a bachelor's degree from the Middlebare HotelSchool Heerlen, in the Netherlands.
Doron is a citizen of both the Netherlands and Israel and is fluent in Dutch, Hebrew and English (and is proficient in German and French). Doron speaks regularly on marketing and media topics at industry events and universities in the New York area.


PETER SHANKMAN
CRISIS MANAGEMENT, SOCIAL MEDIA, STUNT/VIRAL MARKETING

PR Week Magazine has described Peter as “redefining the art of networking,” and Investor’s Business Daily has called him “crazy, but effective.” Peter Shankman is a spectacular example of what happens when you harness the power of Attention Deficit Hyperactivity Disorder (ADHD) and put it to work for you.

As an entrepreneur, author, speaker, and ingenious worldwide connector, Peter is recognized nationally and globally for doing PR (and everything else) differently--not only to get attention, produce great results, and create great companies, but also to have a lot of fun while at it every day.

Peter is the founder and CEO of The Geek Factory, Inc., a boutique Marketing a PR Strategy firm located in New York City, with clients worldwide, including Snapple, American Express, Disaboom, New Frontier Media, Discovery Networks, and Napster, Juno, and many others.. His blog, at www.shankman.com, which he launched in 2004, both comments on and generates industry-related news and conversation. He’s also the Founder of AirTroductions, the world’s first social network for business travelers. Launched in 2005 to instant media attention and growth, AirTroductions was acquired in mid 2007 and relaunched in January of 2008 as TripLife, (www.triplife.com) the largest social networking and connections website for all travelers.

Peter recently launched “Help A Reporter,” a new website at www.helpareporter.com that seeks to bring together reporters and sources in a new, socially-connected way, helping both journalists and publicists connect with the sources and reporters they both need.

Peter is the author of Can We Do That?! Outrageous PR Stunts That Work and Why Your Company Needs Them (Wiley and Sons 2006) and a frequent keynote speaker and workshop presenter at conferences, shows, marketing summits, corporate events, and public relations and marketing industry meetings, including Saatchi and Saatchi, Home Town Suites Hotels, NAB, Comdex, CTIA, CTAM, CES, PMA, The Next Gen Asia Advertising Conference, Mobile Marketing Asia 2007, Advertising Week, and the Direct Marketing Association.

To punctuate his full-throttle schedule, Peter is an analyst on PR and Marketing for many major US and International news channels, including Fox News, CNBC, MSNBC and CNN. He was recently featured in Men’s Journal, MSNBC, and The New York Times, and he is frequently quoted in major media and trade publications, including The Wall Street Journal, Los Angeles Times, New York Daily News, Associated Press, Reuters, CNN, and USA Today.

Peter started his career in Vienna, VA, with America Online as a Senior News Editor, helping found the AOL Newsroom and spearheading coverage of the Democratic and Republican 1996 conventions, which marked the first time an online news service covered any major political event.

Born and raised in New York City, Peter still lives there with his two psychotic cats, Karma and NASA, who consistently deny his repeated requests to relinquish the couch. In the few hours of spare time Peter has per month, he’s a frequent runner, with 13 completed marathons and three Olympic distance triathlons to his credit, an amateur boxer, and an “B” licensed skydiver, specializing in freeflying.