Final Program

As of December, 30th 2014 (Subject to Change)

Conference Schedule:
12:00 p.m.: Registration Opens
1:00 p.m.: Conference Sessions
6:00 p.m.: Networking Reception


Note: Conference will be held in
Encore Meeting Rooms – Chopin 1 & 2

Follow signs from Encore or Wynn casinos to “Encore Ballroom/Meeting Rooms” click here for a floor plan

1 – 1:15 p.m.
Welcome Remarks

Guy Finley, Executive Director, MESA/2nd Screen Society
Alan Wolk, Chairman, 2nd Screen Society

1:15 – 1:45 p.m.
Super Fans or Super Freaks: How To Interpret Social Data

A recent study that looked at social activity over an 11-day window (5 days before and 5 days after the show ran) showed that Tumblr actually accounted for more traffic than Twitter. But Tumblr’s hardcore fans are notoriously prickly when it comes to harnessing their output to promote their favorite shows. Where do the various social media platforms (Twitter, Tumblr, Instagram, Facebook, Snapchat, Pinterest, Vine) fall in terms of fan intensity and what are the best ways for TV shows to utilize each platform to drive greater fan engagement and tune-in.
Alan Wolk, Chairman, 2nd Screen Society
Kirstin Benson, Editorial Director, WhoSay
John Canning, Vice President, of Interactive Experiences, NBCUniversal
Lance Neuhauser, Chief Executive Officer, 4C
David Williams, Chief Content and Technology Strategist, Endemol Beyond USA

1:45 – 2 p.m.
Digital Research Snack: YuMe’s Hottest Digital Video Studies

YuMe has joined forces with top research firms to explore a variety of hypotheses within the digital video space. One study sought to identify measurements beyond reach and frequency and why attention matters, while another analyzed more than 3,100 US Hispanics and their digital viewing behavior. A recent study with Nielsen even led to a first-of-its-kind multi-screen reach database (and calculator!) to measure key metrics across all screens and looked at how neuroscience may provide key insights to the advantage of multi-screen campaigns. Listen in for a bite-size presentation that packs a punch. Who knows, they may even squeeze in a highlight on Super Bowl 2015 consumer viewing stats!
Paul Neto, Director of Research, YuMe

2 – 2:30 p.m.
Smart Content: Making Sense of Analytics in the Age of OTT

What’s the best way to know if your 2nd screen or social TV campaign is working? Is it the number of tweets? The sentiment behind them? The number of uniques? The number of repeats? Smart content – watermarking and meta tagging and otherwise making content trackable and measurable is the way to finally make sense of all the data we’re now able to gather about users and their online activities. Hear our experts explain what objectives they’re hoping to meet, what measures make sense, which are worth ignoring and how to make smart content work for you.
Moderator: Alan Wolk, Chairman, 2nd Screen Society
Lee Brenner
, Global Business Development & Media Partnerships, Microsoft
Bob Ivins, Senior Vice President, Business Development, Rovi
Christy King, Chief Operating Officer, Levels Beyond
Keyvan Peymani, Managing Director, Digital Strategy Division, ICM Partners
Zane Vella, Chief Executive Officer and Founder, Watchwith

2:30 – 3 p.m.

A discussion of the trends driving CBS Interactive’s Entertainment, News and Sports businesses as well as the strategy behind their recent launch of a number of new digital content initiatives, including CBS ALL ACCESS and CBSN.
Marc DeBevoise, Executive Vice President & General Manager – Entertainment, News & Sports, CBS Interactive
Interviewed by: Guy Finley, Executive Director, MESA/2nd Screen Society

3 – 3:30 p.m.
Innovations in Storytelling & Media

The media and entertainment industry has become increasingly complicated as TVs and movie screens are joined by computers, tablets, and mobile devices. As wearables like Google Glass, virtual reality devices like the Oculus Rift, and smart objects, homes and cities are added to the mix, it’s time to ask: How do we best create, engage with and spread content when everything becomes a screen? Researchers and directors from the University of Southern California’s Annenberg Innovation Lab will share how storytelling and media will change in the next 3-5 years, including how storytelling and play will evolve through smart toys linked to transmedia worlds, the new opportunities and challenges of virtual reality and immersive media environments, and the potential of wearables as the next frontier for media and entertainment.
Prof. Jonathan Taplin, Director, Annenberg Innovation Lab, USC
Geoffrey Long, Technical Director & Research Fellow, Annenberg Innovation Lab, USC
Erin Reilly, Creative Director & Research Fellow, Annenberg Innovation Lab, USC
Francesca Marie Smith, Provost’s Fellow & Doctoral Candidate, Annenberg Innovation Lab, USC

3:30 – 4 p.m.

4 – 4:30 p.m.
KEYNOTE CONVERSATION – Connecting Creative with the Consumer: A Showrunner’s Perspective

The key to an engaged audience is an engaged showrunner – someone like Kevin Murphy, a well-known name in Hollywood who now helms Defiance, one of the Syfy network’s hottest shows. In this exclusive one-on-one conversation, Murphy will discuss the strategies he and his staff utilize to keep their audience involved which range from exclusive fan experiences within the award winning Syfy Sync app to weekly live tweeting sessions with the cast to the groundbreaking transmedia gaming experience.
Kevin Murphy, Executive Producer, Showrunner and Co-Creator, Defiance
Interviewed by: Alan Wolk, Chairman, 2nd Screen Society

4:30 – 5 p.m.
Like for Like: Are All Video Viewers Created Equal? What the Numbers Have To Say

We’re all experiencing the evolution toward multi-screen, 24/7 media consumption. All demographics (some more than others) are in a ‘constantly consuming’ state of being and we’d like to hear from brand marketers how these growing trends affect their media purchasing decisions. Listen to leaders from progressive digital agencies and brands discuss how they enhance their media and communication strategies, in order to turn distraction and screen fragmentation into an opportunity to connect with their core target(s).
Christie Hartbarger, Vice President, Strategic Accounts, YuMe
George Hammer, Senior Vice President, Social Content, DigitasLBi
Josh Mallalieu, Vice President, Partner, Portfolio Management, Universal McCann
Stephanie Mueller, Media Manager, AmFam

5 – 5:30 p.m.
Look Smart! Maximizing Experience on Any Screen

More engagement, better data and increased brand ROI. These are the promises of our evolving industry as 2nd Screens (and 3rd and 4th!) continue to transform the programming landscape. Redirecting distribution, redefining ‘content’ and integrating workflows are essential for content creators as the experience becomes an integral part of their overall offering to consumers. This session examines how technologies are facilitating the 2nd screen consumer experience and increasing efficiencies during production and distribution.
Moderator: Guy Finley, Executive Director, MESA
Peter Baldwin, Chief Operating Officer, Axwave
Don Dulchinos, Executive Director, Entertainment Identifier Registry (EIDR)
Francois Quereuil, Senior Director, Aspera, an IBM company
Bill Wheaton, Senior Vice President & General Manager, Media Products Division, Akamai

5:30 – 6 p.m.
Stop Interrupting Me: Advertising Gets Accountable and A Whole Lot Less Annoying

Much of the change coming to the television industry in the next few years is going to come from the way we buy, sell, target and measure ads. Brands are starting to demand accountability and that’s going to mean major changes in online and linear advertising alike as data becomes paramount. Our panelists will look at what form these changes will take, identify the likely winners and losers and offer tips on what networks, brands and agencies should do to prepare for this brave new world.
David Beck
, Co-Founder, BRaVe Ventures
Jesse Redniss, Co-Founder, BRaVe Ventures
Seth Shapiro
, Governor, Television Academy
Ashley Swartz, Chief Executive Officer & Founder, Furious Corp.
Alan Wolk, Chairman, 2nd Screen Society

6 p.m.
Closing Remarks

6 – 7 p.m.

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