Digiday Video Upfront LA takes place today at The W Hollywood. The event will cover topics like issues with metrics, budget wars, the art of the pitch, the power of Web video stars and more. See the full agenda below, and if you can’t make it to the event, we will be livestreaming it starting at 10:30 a.m. PST on our homepage and on our Livestream channel.

10:30 a.m.: Kickoff Workshop with Videology: Connected TV, Mobile and Online 

Moderator: Datar Sahi, director sales, Videology
Speakers:
Pat Ascher, GMD, Quigly Simpson
Ezra Cooperstein, COO, Fullscreen Inc.
Dave Martin, SVP, Ignited

11:00 a.m.: TV Everywhere: Myths and Realities
With the second and third screens now just as ubiquitous as the first, consumers can watch video just about anywhere. The question is whether they are doing so. Hear from those in the trenches of the industry about taking advantage of these opportunities.

Moderator: Brian Morrissey, editor-in-chief, Digiday @bmorrissey
Speakers:

Luke Kallis, vp West Coast Sales, Vevo @lukekallis
Erin McPherson, vp, head of originals and video programming, Yahoo @erin_mcpherson
Lizzie Widhelm, regional vp, national advertising sales, Pandora @pandora_radio

11:30 a.m.: Figuring Out the Metrics Morass
As more and more people turn away from the first screen and toward the second and third in order to watch online video, projections indicate that video-ad spending will reach $7.1 billion by 2015. Still, the industry continues to struggle with measuring ROI. Would adopting the GRP for this medium make a difference — or are impressions enough?

Moderator: Giselle Abramovich-Tsilrulnick, senior editor-brands, Digiday @GAbramovich
Speakers:
Raj Amin, CEO, HealthiNation @rajaminnyc
Andee Conner Foutch, vp media services, Factory Design Labs 
@andeecf 
Adam Kasper, evp digital investments, Havas Digital @adamfkasper

12:00 p.m.: State of the Industry with Adap.TV

Speaker: Toby Gabriner, president, Adap.TV @adaptv

12:20 p.m.: Lunch Pickup

1:00 p.m.: Winning the Work: The Art of the Video Pitch
Join us for this action-packed session that combines a close look at the art of the pitch in video development and production work with pitch-room theatrics and judging by a panel of industry peers. Two local video production companies will be invited to pitch their concepts and project plans for a hypothetical assignment. The jury will be seated with a brand, an agency and a creative studio executive. The winning production shop will have the opportunity to have select work featured in Digiday in the weeks following the event — as well as a couple of other surprise rewards, courtesy of the Producers Guild of America, our co-sponsor for this session. Check back for details and the cast of pitching companies and judges.
Moderator: Chris Pfaff, chairman, Producers Guild of America East, New Media Council-East
Judges:
Eric Berger, evp digital networks, Sony Pictures @sonypictures
Michael Bellavia, president, Animax Entertainment  @mrbellavia 
Andres Izquieta, founder, FiveFour Clothing @andresizquieta
Pitches:
James Fino/Joe Russo, co-founders, Starburns Industries @starburnsind
Dominik Rausch, CEO, United Motion Entertainment @unitedmotion

2:00p.m.: Digiday Dialog with TubeMogul: What Video Advertising Can Be for Brand Marketers

Moderator: Giselle Abramovich-Tsilrulnick, senior editor-brands, Digiday @GAbramovich
Speaker:  Keith Eadie, vp marketing, TubeMogul @keadie

2:20 p.m.: Budget Wars: Where’s the Money?
Web video is growing fast, with over 70 percent of the U.S. Web audience watching. With that, ad spending has increased, and 57 percent of respondents to a recent Digiday/Vizu survey said they would increase their online video spending. But is the money coming from display or TV? Find out what must change for ad spending on Web video to really grow.
Moderator: Ed Haslam, svp marketing, Yume @edhaslam
Speakers: 
Meridee Alter, svp, director of media communications, RPA @MsMeridee
Vik Kathuria, managing partner & evp-Digital Investment Group, Mediacom Interaction
Matt Wasserlauf, evp video platform and services, Specific Media 
@mattbbe

2:50 p.m.:Pitch-a-Kucha Presentations
Speakers:
Jennifer White, Mevio @mevio
TJ Sullivan, svp sales, AdoTube @adotube

Mobile Advertising: Too Big to Ignore
Paul Bremer, chief revenue officer, Rhythm 
@rhythmnewmedia

Tal Chalozin, CTO & co-founder, Innovid @chalozin

3:20 p.m.: Coffee Break Sponsored by HealthiNation

3:45 p.m.: Branded Content: Does it Work?

Branded content has proven to be an effective form of advertising in traditional mediums, but how effective is it when it comes to online video — and what is the best approach? Hear from a brand that has gotten it right.

Moderator: Giselle Abramovich-Tsilrulnick, senior editor-brands, Digiday @GAbramovich
Speakers:

Marcy Smith, vp marketing, Experian @experian
Andy Wiedlin, chief revenue officer, Buzzfeed @acwiedlin


4:15 p.m.: Future of the Pre-Roll
Many predicted the death of the pre-roll, but it has shown itself a resilient format, accepted by consumers and advertisers alike. There are new moves to modernize pre-rolls, in the form of skippable ads, consumer choice and other methods. Is the pre-roll changing, or will it remain pretty much the same?

Moderator: Brian Morrissey, editor-in-chief, Digiday @bmorrissey
Speakers:
Serge Del Grosso, director of media for North America, SapientNitro @sapientnitro
Jennifer Prince, head of media solutions, Google
Lauren Mehl Tetuan, svp digital group media director, Deutsch LA

4:45 p.m.: The Web Video Star
Web video is no longer a backwater for one-hit wonders and dogs on skateboards. Not only has it created new stars, but it has also drawn traditional celebrities into its realm. Will today’s consumer know the difference — and does it matter when it comes to monetization?
Moderator:  Shira Lazar, host, What’sTrending @shiralazar
Speakers:
Jim Louderback, CEO, Revision3  @jimlouderb
Carrie Kelly, vp chief growth officer, Funny or Die @funnyordie
Sam Wick, svp business development & operations, Maker Studios @swick07

5:15 p.m.: Digiday Dialog with Dataxu: The Power of Online Video
Online video is the fastest-growing sector within digital advertising. One of the biggest hurdles for online video advertising is that it is still very performance-oriented. Customers require click-through information and other performance metrics to sell them on the advantages of online advertising. In reality, the way brands can make the most of video advertising dollars will be to focus on upper funnel metrics like brand awareness, brand consideration or intent-to-purchase.

Moderator: Brian Morrissey, editor-in-chief, Digiday @bmorrissey
Speaker: 
Mukund Ramachandran, gm brand, Dataxu @dataxu

5:45 p.m.: Networking and Cocktail Party Sponsored by Mevio

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