Dan Piech, Product Manager of comScore, Inc.
“Online Video by the Numbers: Where We’ve Come From, Where We’re Headed, and Why You Should Care"
John Eaton, Halogen "Seeding Video via Influencer Networks"
Rick Silvestrini, Brand Engagement Products, YouTube "Beyond Campaigns: Your Wholistic Video Strategy"
Viral videos are making headlines as millions of people tune in online to watch them. Celebrities are emerging from unlikely places as the web turns from static pages to moving images. Video’s ability to entice and engage consumers is unparalleled, and this poses both opportunities and challenges for prestige brands.
In this new landscape, how do prestige brands:
Use video and celebrity to achieve their marketing goals?
Take advantage of the opportunity while maintaining the selectivity and aesthetics they have worked years to establish?
Reap the benefits that earned media brings from celebrity endorsements (both traditional and web phenomena)?
John's vision and strategy drive YouCast. He is a tech-savvy marketing professional with over 18 years of experience in the entertainment industry. As CEO, John is responsible for launching YouCast's platform, overseeing company operations and defining overall corporate strategy. John previously held several positions in the music industry including A&R Executive, Artist Manager, and Music Producer. Among his numerous awards, he is most noted for achieving an MTV Viewers Choice Award and a personally prized Grammy. John is a graduate of the University of California with a B.S. degree in Computer Engineering and a B.A. in Music.
Scott is a Clinical Professor of Marketing at the NYU Stern School of Business, where he teaches brand strategy and luxury marketing, and is the founder of L2, a think tank for digital innovation. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested more than $1 billion in U.S. consumer and media companies. In 1997, he founded Red Envelope, an Internet-based branded consumer gift retailer. In 1992, Scott founded Prophet, a brand strategy consultancy that employs more than 120 professionals in the United States, Europe, and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under the age of 40 “whose accomplishments have had impact on a global level.”
Scott has served on the boards of directors of Eddie Bauer (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), Gateway Computer, eco-America, and UC Berkeley’s Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.
Dan manages comScore's video products and is responsible for ensuring
that measurement insights support the growth and development of the
online video industry. In this role, he leads comScore's video products
forward by harmonizing internal development efforts with external market
dynamics. Dan has spoken at a variety of conferences and events, most
recently at the Digiday: Video Upfront, the NAB Show, OMMA Video, and
Streaming Media West. In doing so, Dan enjoys sharing his unique
insights and opinions on the state of the online video industry and how
it can best be navigated, with rationales grounded in comScore's trusted
data. Prior to joining comScore, Dan worked on the interactive strategy
teams at McKinney and Success Communications Group and was a project
manager at HG Media. Dan also operates a freelance film, photography,
and web design studio: evoxio.
Rick Silvestrini leads YouTube's global monetization strategy for Brand Engagement Products; including the homepage, brand channels, and engagement platforms. He recently launched YouTube First Watch, a unique sponsorship opportunity for advertisers to own the first ad impression users see as they begin watching video on YouTube. Rick frequently advises marketers on video strategies that succeed in the world of social media. He has also been featured on the YouTube homepage four times.
Prior to joining YouTube, Rick spent several years in the agency world with stops at McCann Erickson and Grey Worldwide before serving as Executive Producer for the New York based interactive production start-up, Modern Publicity.
Rick has BA from Notre Dame and is currently attending the part-time MBA program at the Haas School of Business.
Rick Silvestrini, YouTube's head of brand engagement products, offers sound programming advice to marketers promoting viral video on YouTube. "Upload in bursts," suggests Silvestrini, explaining that the most successful video series introduces users to multiple new videos at once.