Agenda
Monday, March 18, 2013
BEFORE THE BELLPrint version
Knowing the value of a digital media company is key
for owners that are pursuing funding, a sale or strategic partnership.
Investors must be able to accurately value a potential target.
How can operators (from startups to cash-flowing businesses)
best position themselves to attract a buyer or investor? What
valuation methodology and metrics do investors consider? What
is the current transaction and funding environment for digital
media companies? During this special session, BIA/Kelsey valuation
experts (and special guests) will discuss valuation and funding
case studies, and provide insights from our new Digital Media
Mergers & Acquisitions Report.
11:45 am – 1:00 pm
Networking Lunch: Open to all attendees
BIA/Kelsey Clients Lunch: This
special briefing for BIA/Kelsey clients features special
guest speaker, Greg Stuart, CEO, Mobile Marketing Association.
The BIA/Kelsey analyst team will also present highlights
from our forthcoming Annual U.S. Local Media Forecast (2012-2017).
Welcome to LEADING IN LOCAL: The National Impact.
We’ll tell you about what to expect over the next 2 ½ days, provide
an update on BIA/Kelsey research, and share some exclusive BIA/Kelsey
data on the shift of digital and mobile revenues.
Tom Buono, CEO, BIA/Kelsey
Rick Ducey, Managing Director, BIA/Kelsey
Local has been “the last frontier” for national brands
and marketers. Not any longer. Major retailers with local brick
and mortar operations are jumping on local digital marketing.
So are major marketers that target locally. During this two-hour
SuperForum, we’ll provide a comprehensive picture of national/local
with some of the industry’s most innovative players.
1:15 pm – 1:45 pm
Defining and Seizing the National/Local Opportunities
National marketers are targeting local consumers
across all the “core” local channels. BIA/Kelsey’s industry analysts
will weigh in on key opportunities in display, search, social,
mobile, video, deals and loyalty. We’ll also discuss sales force
transformation.
Mike Boland, Sr. Analyst and Director of Content
Matt Booth, Chief Strategy Officer
Rick Ducey, Managing Director
Mark Fratrik, VP and Chief Economist
Peter Krasilovsky, VP Conferences and Sr. Analyst
Charles Laughlin, SVP and Managing Editor
Jed Williams, Sr. Analyst and Director of Consulting
Hill Holliday, the Boston-based agency giant, is the recipient of numerous industry honors for its innovative approach to local, social and mobile media in its work with major national/local brands such as Dunkin’ Donuts, Bank of America, Cigna and Chili’s. EVP and Chief Media Officer Cindy Stockwell is a recognized visionary who has been at the frontlines of applying new approaches. She will share critical insights at LEADING IN LOCAL.
Balihoo shares vital insights from its new research
study fielded by the CMO Council. Findings include how national
brands will leverage the local channels available to them and
activate local customers.
2:30 pm – 3:00 pm
Networking Break
Reaching local users is a top priority for more and more brands – whether they reach them via display, search, deals, maps or other channels. What are brands’ top priorities for reaching local users? What really works for them? And what are their plans for 2013 and beyond?
Retail is a national game played at the local level. What are retailers doing to drive users to their local stores? And how are brands working to promote their products at the local level? We’ll hear about the state of the art from brand and retail leaders, and solutions providers.
Jeremy
Geiger
Manish
PatelCEO
Where2GetIt
Foursquare has been a pioneer in location-based social networking, practically inventing the social “check in” for its 30 million users and one million merchant partners. The company is now moving in new directions as a local search site and recommendations engine with partners such as American Express. It’s also building a revenue model around native ads. We’ll hear about the company’s unique local vision from CRO Steven Rosenblatt.
5:15 pm – 7:00 pm
Best
of Boston Networking Reception
The best industry networking, nibbles and cocktails, Boston
style.
END OF DAY 1
Day 2: Tuesday, March 19, 2013
BIA/Kelsey kicks off the day with insights from
Day 1. What do the new insights mean and how will they be
manifested?
Tom Buono, CEO, BIA/Kelsey
Peter Krasilovsky, VP, Conferences,
BIA/Kelsey
Keynote Address: Vikram Sharma, President and CEO, Gannett Digital Marketing Services
Gannett, the world’s largest local media company, is dramatically extending beyond traditional advertising with a sharp focus on new local revenues from social media marketing agency (BLinQ), retail marketing programs (ShopLocal), deals (Deal Chicken), coupons (Clipper Magazine) and loyalty (Key Ring). Putting together a potential model for all large media companies is longtime industry leader Vikram Sharma.
Local leads used to come exclusively from sources
like the Yellow Pages, newspaper classifieds and PennySavers.
Then a subsegment came from ServiceMagic and Angie’s List.
Now, a new generation of leads providers has emerged that
incorporates the whole shebang: ratings, reviews, mobile
and content. IAC’s HomeAdvisor (formerly ServiceMagic)
and The Washington Post’s Service Alley are among the sector’s
leaders.
Tim Condon
Chris Terrill10:15 am – 10:45 am
Networking Break
Native advertising is reimagining contextual
advertising by integrating ads and content for a seamless
experience. At the local level, it’s beginning to drive
better performance and higher premiums for publishers.
Several innovators in native advertising will highlight
how they’re making it work for them...and what’s next.
Jeff
MoriartyMobile has changed local marketing for both SMBs and national advertisers. We’ll speak to industry leaders and innovators about the many moving parts of this rapidly developing ecosystem. What’s emerging? What should you be paying attention to? And where are the biggest opportunities in localized mobile marketing?
Part 1: By the Numbers: 5 Things You Didn’t Know about Mobile Ads
Part II: Mobile Close Up: A Conversation with AutoTrader
Part III: Best Practices in Mobile Local Ad Targeting
Part IV: Mobile Sites and Apps: Planting the Flag
Steve
EspinosaCEO
Appstack
12:15 pm – 1:30 pm
Networking Lunch
The traditional marketing playbook isn’t working anymore. People are tired of it. Developing marketing that people love is the challenge facing local marketers (and everyone else). Brian Halligan and his team at HubSpot have focused on innovative marketing solutions for its 8,000 customers in 56 countries, and will share its lessons for our local community. Halligan is the well-known co-author of “Marketing Lessons From The Grateful Dead,” among other titles.
Brian Halligan
The rise of the deals space four years ago
showed a new “non-advertising” model for generating new
local customers and boosting business. The space has since
evolved in critical new directions, going beyond new customer
acquisition to add in loyalty, customer analytics and merchant
services. We’ll have indepth discussions with key industry
leaders.
Tom Beecher
Angus Davis
Founder and CEO
Swipely
Dom
Morea
SVP
First Data
3:00 pm – 3:30 pm
Networking Break
Search was the original driver of online advertising,
but that was a generation ago. The world of search has
evolved tremendously, integrating with every marketing
channel and feature available to local marketers. Geolocal
search now covers everything, from mapping to coupons.
We’ll get strategic insights – including many you haven’t
heard before – from top local leaders.
Keynote
Address: David S. Kidder, Author, The StartUp Playbook
To succeed in local is to leverage the lessons of all startups,
everywhere. No one knows this better than Clickable founder
David S. Kidder, one of BIA/Kelsey’s highest rated speakers
ever and the recipient of Ernst and Young’s Entrepreneur of
the Year Award. In his new book, The StartUp Playbook, Kidder,
details the hard-hitting experiences of 40 business leaders.
He’ll customize their collective lessons for this invaluable
LEADING IN LOCAL keynote.
David
S. Kidder
The ‘LOCAL Liftoff’ Awards: The Best
of the Best
BIA/Kelsey’s LEADING IN LOCAL event is the showcase for
industry excellence. This year, we honor “the best of the
best” in local, and you will get to vote for the winner
among three Future Stars finalists. Come for the inspiration,
and send some of your peers home with trophies.
Co-Emcee: Randy Parker, Founder and CEO, PagePart; Founder,
Constant Contact
Randy Parker5:15 pm – 7:00 pm
Best
of Boston Networking Reception
The best industry networking, nibbles and cocktails, Boston style.
END OF DAY 2
Day 3: Wednesday, March 20, 2013
The Interactive Advertising Bureau’s Local Council
has been working on local standards and other vital industry
issues. We’ll get a special update on its progress in this “instant
briefing.”
Local listings, promotions and services have become
super-fragmented. Recent efforts from players such as Google,
Yext, Single Platform and LocalVox have tried to consolidate
local information into a “write once, read everywhere” platform,
automate them and integrate with social media. What are the key
issues with such platforms? Can one company dominate and “own”
the dashboard? What kind of opportunities lie ahead?
CBS Radio has been a leader in leveraging its national network, its owned and operated stations, and its targeted local audience for digital services and revenue streams. President and CEO Dan Mason will discuss the company’s approach to leading in local, the lessons it has learned, and where it expects to go in 2013-2014 in a fireside chat with BIA/Kelsey’s Rick Ducey.
Dan Mason
Google is front and center on dozens of local online
and mobile initiatives. What is Google’s perspective on industry
trends, and what are some of the key approaches it is taking
with its partnerships and homegrown initiatives? Company veteran
Kesh , has been deeply involved in the local strategies from
the beginning, and shares his views.
10:00 am – 10:15 am
Networking Break
Getting the right offer to the right person is the future of local commerce. New hyperlocal content, personalization and performance models are taking “coupons,” “deals” and “ecommerce” into a new era that brings better results for local advertisers and publishers alike. We’ll look at the pros and cons of Deal Current’s new performance model.
From the frontlines of local sales, Dex SVP and CSO David Sharman will share his candid insights into what works, and what doesn’t. The implications for local are enormous as Dex prepares to merge with SuperMedia to form one of the world’s largest local sales operations. Dex was recently honored by InformationWeek for its digital transformation on mobile, social and video platforms.
Traditional media properties are rapidly changing, along with the rest of the industry. They’ve continued to leverage their brands and infrastructure, while also incorporating the latest technological advancements. Where are they making the most progress? What works, and what doesn’t? We’ll get the lowdown from the industry’s most progressive media leaders.
Robert Kempf
VP and General Manager
NPR Digital Services
Lem Lloyd
Digital Media Executive
(previously with Yahoo, Oodle, Knight Ridder)
Lincoln
Millstein
EVP
Hearst Newspapers
BIA/Kelsey analysts will provide their final
takeaways from LEADING IN LOCAL.
Speakers to be announced
END OF CONFERENCE