The Digital Hollywood Experience

The Digital Hollywood Experience


Thursday, October 12th, 2017

9:00 AM - 10:00 AM

Track I: Haas Conference Center, Room 172-173, Live Webcast

Innovation in Video Advertising: Enhancing Brand Experience - Maximizing Revenue in Syndication, Ad Insertion and Live Streaming

Jonas Halpren, Director of Monetization, Synacor

Matt Wilkinson, CSO, Mirriad

Aimee Helfand, founder and CEO, FamiLeague

Isak Yahav, EVP, Operations, BGB Group

Josh Lamb, Founder and CEO, Multipop

Zachary Soreff, President, Sawyer Studios

Tracey McCormack, Founder & President, McCormack Media Services, Moderator


Matt Leardini, Vice President, Search & Advertising, Synacor: Matt Leardini leads the team of responsible for all online search & advertising product management, product marketing/sales planning, revenue development, advertising and sales operations. He defined and deployed Synacor' programmatic strategy including private marketplace, open exchange, header bidding, and audience extension. In addition, he is drove the company's video

strategy from concept to execution that increased monthly streams from 20 million to billions. He holds a Masters of Business Administration from Niagara University and Bachelors of Science degree in Management Information Systems from Bowling Green State University.


Zak Soreff is currently the President of Sawyer Studios, and runs entertainment marketing and advertising campaigns for Universal, Lionsgate, Sony, Focus Features, IFC, Magnolia Pictures and many more. He is at the cutting edge of the most progressive and emerging techniques used to market digitally-enabled, streaming and on-demand films and TV shows. He works with distributors, producers and sales companies to devise innovative marketing campaigns and is a leading industry expert on how set-top box, Internet, cable/satellite, mobile, tablet, retail and traditional media work together; and how to make the most of real-time data alongside multivariate optimization and predictive analytics to ensure maximum return throughout the entertainment release life cycle.


Aimee Helfand is Founder and CEO of FamiLeague, one of the largest family-based video networks in digital.  FamiLeague is the next-generation, digital media family brand and producer of original premium content across multiple social platforms.  Helfand has more than 15 years of experience in producing and creating immersive content that focuses on a variety of storytelling and formats, having worked on blockbuster film franchises such as Mission Impossible, Harry Potter and Batman.  She is now bringing her traditional Hollywood expertise to the growing digital landscape. Prior to FamiLeague she founded BabyLeague, a trusted digital resource for new parents and families, in response to her own need as a mom to quickly find resourceful videos on how to navigate all things parenthood. Under her leadership, FamiLeague has collaborated with some of the most popular digital influencers in the family space, developed original franchises and channel partnerships that have captured more than 300+ million monthly views and over 3 million subscribers on YouTube.  She’s partnered with massive global brands such as Virgin Mobile, CVS Pharmacy, Naturepedic, Nexcare and Hallmark. Helfand’s keen business acumen for recognizing new opportunities to reach niche and new markets via storytelling led her to create FamiLeague.  In addition to providing a positive digital platform for professional athletes to shift the narrative around their persona outside of the game, the company’s key goal is to transform the way that families play, connect and consumer together in innovative ways. Helfand has a BFA in Film and Television from NYU Tisch School of the Arts and resides in Los Angeles with her daughter.


Josh Lamb, Founder and CEO, Multipop:  Lamb has proven himself a business innovator, bringing a fresh vision and bold approach to industry leaders from retail to entertainment. By 2008, Lamb had dumped the traditional business world for the uncharted digital realm, where he developed a new, innovative means of cultivating engaged online audiences that attracts content providers, brand partnerships and new revenue opportunities.  In 2009, Lamb co-founded The Shadow Gang, a transmedia content development company built to develop an original experience called BZRK.  He partnered with best selling author Michael Grant and Egmont Publishing to test the theory that a multi-platform narrative experience could help build an audience and global reach. It worked, generating sales of foreign book rights in over 14 countries and movie option rights to Sony Pictures within a year of launch and prior to the mainstream book release.  From there, Lamb developed Multipop. Built with content creators and their publishers at the core, Multipop can transform video with interactive content. In minutes, and sharable across virtually any platform, users can add a variety of content items like merchandise, advertising, commentary and voting, all without disrupting the viewing experience. Lamb’s goal: help producers deliver effective money making content and deliver great user experiences to the audience, everyone can win!


Matt Wilkinson, CSO, Mirriad: Former MD of Talenthouse, Director at The Hollywood Reporter, Sales Director of OK Magazine, Matt brings with him years of expertise in entertainment and extensive brand and agency sales experience in rich media.


Jonas Halpren Director of Monetization, Synacor: Jonas Halpren has been driving revenue for digital properties for over 15 years. His experience encompasses publisher, marketer and agency roles, working in digital mediums (display, video, mobile) utilizing both programmatic and direct IO deals. Prior to Synacor, Jonas built and managed IO based Video Inventory Acquisition business for the One by Aol programmatic video marketplace.


Tracey McCormack  is the Founder & President of McCormack Media Services LLC  (, a modern media and sales training firm. She has been in the business of media buying, selling, and training for over 20 years and possesses a wealth of experience in all forms of media sales, buying, strategy and platforms, with core competencies in cross-platform media and sales training.  Her professional experience span both agency and network sales including radio, local TV, national cable, cross-platform video, Hispanic media, start-up networks, and executive management. Her commitment to the future of the media industry is exemplified by her more than 20 years as an adjunct professor at UCLA Extension.