March 18-20, 2013 | Westin Copley Place | Boston, MA
Leading in Local - Boston - March 18-20, 2013


Day 1 | Day 2 | Day 3

Monday, March 18, 2013

BEFORE THE BELLPrint version 

10:30 am – 11:45 am

BIA/Kelsey Workshop: Valuation & Funding in Local Digital Media

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.

Bill Collatos William Collatos
Founder and Managing Director
Spectrum Equity

Kerry Hatch Kerry Hatch

Ryan MooreRyan Moore
Atlas Venture

Moderator: Jeanne Dattilo, Senior Analyst, BIA/Kelsey

Jeanne Dattilo discusses current valuation and funding activities in the local media industry and previews the topics that will be discussed during this valuation workshop.

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).

Attendee Info


Companies Attending

Future Stars

On-Demand Webinar

National Marketers Refining Localization Strategies — A LEADING IN LOCAL Conversation
View Video | PDF of Slides

1:00 pm – 1:15 pm

LEADING IN LOCAL: Conference Welcome from the BIA/Kelsey Leadership Team

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

1:15 pm – 4:45 pm

SuperForum: National Brands, Local Channels

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.

Peter Krasilovsky discusses the theme of the conference and why it’s so important to analyze and understand how national marketers will target consumers across “core” local channels like display, search, social, mobile, video, deals and loyalty.

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

1:45 pm – 2:15 pm

Keynote Address: Cindy Stockwell, EVP and Chief Media Officer, Hill Holliday

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.

Cindy StockwellCindy Stockwell
EVP, Chief Media Officer
Hill Holliday

Hill Holiday

2:15 pm – 2:30 pm

The CMO Survey on National/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.

Shane VaughanShane Vaughan
Chief Marketing Officer


2:30 pm – 3:00 pm

Networking Break

3:00 pm – 4:00 pm

Industry Leaders on Cross-Channel Localization Opportunities

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?

Court CunninghamCourt Cunningham
Michael Page Michael Page
VP, Revenue Services & Analytics
Mitch SpolanMitch Spolan
SVP, National Sales
Greg StuartGreg Stuart
Mobile Marketing Association

4:00 pm – 4:45 pm

Focus on Local Strategies: Brands and National Retail

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 GeigerJeremy Geiger

Manish PatelManish Patel

Neal PolachekNeal Polachek
Board Advisor


4:45 pm – 5:15 pm

Keynote Address: Steven Rosenblatt, Chief Revenue Officer, Foursquare

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.

Steven RosenblattSteven Rosenblatt
Chief Revenue Officer

Jed Williams offers insights into this SoLoMo keynote address by "money man" Steven Rosenblatt.

5:15 pm – 7:00 pm

Best of Boston Networking Reception
The best industry networking, nibbles and cocktails, Boston style.


Day 2: Tuesday, March 19, 2013

8:30 am – 8:45 am

BIA/Kelsey Report Card: LEADING IN LOCAL

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

8:45 am – 9:30 am

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.

Vikram ShaarmaVikram Sharma
President and CEO
Gannett Digital Marketing Services


9:30 am – 10:15 am

Wowing (and Selling) Local Services : Leveraging Social, Mobile and Content

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 CondonTim Condon
Director, New Ventures
Washington Post Co.

Chris TerrillChris Terrill
HomeAdvisor (formerly ServiceMagic)

10:15 am – 10:45 am

Networking Break

10:45 am – 11:15 am

The Local Stake in Native Advertising

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.

Derrick DeCarloChris Cunningham
Mark JosephsonMark Josephson
Jeff MoriartyJeff Moriarty
VP Digital
The Boston Globe

What does native advertising mean to you in the local marketplace? Jed Williams offers some answers to preview this session and its speakers.

11:15 am – 12:15 pm

SuperForum: Mobile’s Local Impact

Mobile 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?

Michael Boland offers a preview of the mobile superforum, which will offers insights on the most important conversations and opportunities in mobile marketing.

Part 1: By the Numbers: 5 Things You Didn’t Know about Mobile Ads
John BusbyJohn Busby
VP, Marchex Institute, Marchex

Part II: Mobile Close Up: A Conversation with AutoTrader
Jose PuenteJose Puente
Director, Mobile
Part III: Best Practices in Mobile Local Ad Targeting
Derrick DeCarloDerrick DeCarlo
VP, Strategy
LSN Mobile
Eli PortnoyEli Portnoy
GM, Scout Advertising
Part IV: Mobile Sites and Apps: Planting the Flag
Steve EspinosaSteve Espinosa
Shuki LehaviShuki Lehavi

12:15 pm – 1:30 pm

Networking Lunch

1:30 pm – 2:00 pm

Keynote Address: Brian Halligan, CEO, HubSpot, Senior Lecturer, MIT

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 HalliganBrian Halligan
CEO, HubSpot
Senior Lecturer, MIT


2:00 pm – 3:00 pm

Local Commerce: The Shift to Offers, Loyalty, CRM and Analytics

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 BeecherTom Beecher
President and CEO
Cartera Commerce

Angus DavisAngus Davis
Founder and CEO

Dom MoreaDom Morea
First Data


3:00 pm – 3:30 pm

Networking Break

3:30 pm – 4:15 pm

Geolocal: New Targeting, New Search, New Maps

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.

Brian McCarthyBrian McCarthy
Chief Product Officer
The Search Agency
David MihmDavid Mihm
Director, Local Search Strategy
Brad PetersenBrad Petersen
SVP, Global Business Development
Will ScottWill Scott
Search Influence
Andrew ShotlandAndrew Shotland
Local SEO Guide

4:15 pm – 5:15 pm

The BIA/Kelsey Next Wave Forum

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 KidderDavid S. Kidder
The StartUp Playbook

Startup Playbook
Get a sneak peak of David discussing topics from his book, The StartUp Playbook.

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 ParkerRandy Parker
Founder and CEO, PagePart
Founder, Constant Contact


5:15 pm – 7:00 pm

Best of Boston Networking Reception
The best industry networking, nibbles and cocktails, Boston style.


Day 3: Wednesday, March 20, 2013

8:30 am – 8:45 am

Instant Briefing: The IAB’s Local Committee

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.”

Sabrina AlimiSabrina Alimi
Senior Manager, Industry Initiatives


8:45 am – 9:00 am

‘Owning’ The Local Dashboard: Write Once, Read Everywhere

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?

Trevor SummerTrevor Sumner
Cofounder and President


9:00 am – 9:30 am

Fireside Chat: CBS Radio President and CEO Dan Mason

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 MasonDan Mason
President and CEO
CBS Radio

CBS Radio

9:30 am – 10:00 am

The View from Google

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.

Kesh PatelKesh Patel
Strategic Partnerships, Channel Sales


10:00 am – 10:15 am

Networking Break

10:15 am – 10:30 am

Adding ‘Performance’ to Local Promotions

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.

Lisa DeSistoPatrick Dillon
President and Cofounder
Deal Current

10:30 am – 11:00 am

Keynote Address: David Sharman, SVP and CSO, Dex One

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.

David SharmanDavid Sharman
Dex One

Dex One

11:00 am – 12:00 pm

Media Leaders: Applying the Lessons of Leading in Local

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.

Jane BowmanJane Bowman
Boston Globe

Robert Kempf Robert Kempf
VP and General Manager
NPR Digital Services

Lem LloydLem Lloyd
Digital Media Executive
(previously with Yahoo, Oodle, Knight Ridder)

Lincoln MillsteinLincoln Millstein
Hearst Newspapers

Peter NewtonPeter Newton
Gatehouse Media Ventures

12:00 pm – 12:15 pm

BIA/Kelsey Take-Aways

BIA/Kelsey analysts will provide their final takeaways from LEADING IN LOCAL.
Speakers to be announced