Agenda - Tuesday, March 22

Day One | Day Two | Day Three

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Before the Bell
7:30 am - 8:30 am

Calling All Broadcasters! Broadcaster Special Interest Group Breakfast

Baldwin
Minkarah

Share tips with fellow members of the broadcaster community and hear specially selected broadcast speakers. You’ll find you have a lot in common.
Belinda Baldwin, Director of Audience Development, Belo Corp.
Randa Minkarah, Senior VP, Business Development, Fisher Communications
Moderators: Rick Ducey and Mark Fratrik

7:30 am - 8:30 am Continental Breakfast – Sponsored by
AcxiomExhibit Hall (Grand Ballroom: Salon F).
Open to all attendees.

8:30 am - 8:45 am
Game Changers: What We’ve Learned

Williams

Join BIA/Kelsey analysts as we share what was important — and why — from Day 1 of ILM East.
Jed Williams, Analyst, BIA/Kelsey

8:45 am - 9:15 am
Keynote Address: Gail Goodman, CEO, Constant Contact

GoodmanNo company has been relied on by SMBs in their transition to digital media more than Constant Contact. Branching out from its roots in newsletter and e-mail management, Constant Contact now works with more than 400,000 SMBs for a wide range of digital engagement and marketing services, from social media to online surveys. Chief Executive Officer Gail Goodman, a leading authority on what works (and doesn’t work) for SMBs, will share her always candid insights.
Moderator: Charles Laughlin

9:15 am - 10:00 am
The New Wave of ‘Hyper Relevant’ Media

Condon
DeLuca
Haupt
Resnik

When it comes to locally targeted advertising, “hyper relevant” has become the new buzzword. Industry leaders, representing sites that range from hyperlocal services such as Patch.com, MomsLikeMe.com and Service Alley, to major content sources like Associated Content, will discuss their approaches, their revenue winners, audience aggregation strategies and challenges.
Tim Condon, Director, New Digital Ventures, Washington Post Co.
Mike DeLuca, Senior VP, AOL Local
David Haupt, Director, Local Revenue and Strategy, Examiner.com
Josh Resnik, VP and GM, Gannett Digital Media Network
Moderator: Peter Krasilovsky

10:00 am - 10:15 am
The Power of Tags

Lerman

Google has introduced Tags as a way to provide dynamic listing and promotions information. Now comes Yext, with 20 local media and directory partners. How important will tags be for the local ecosystem?
Howard Lerman, Chairman, Cofounder and CEO, Yext
Moderator: Bobbi Loy-Luster

10:15 am - 10:45 am Refreshment Break infycosm

10:45 am - 11:15 am
Google Local Plus

Ron
Wood
Wright

Google is everywhere in local, and refocused on cutting edge geo search, mapping, and other local apps. Join Google execs Ben Wood and Lior Ron and Ben Wright of Google Ventures-funded Trada for a provocative and useful discussion about strategy, partnerships and competition.
Lior Ron, Lead Product Manager, Google Places/Hotpot
Ben Wood, Head of Channel Partnerships Americas, Google
Ben Wright, VP, Service Delivery & Marketplace, Trada
Moderator: Matt Booth

11:15 am - 11:45 am
Turning ‘Events’ Into Local Online Gold

Hartz
Watkins

Events anchor everything in local, from church bingos to U2 concerts. Learn about the impact of search and social and how local is being transformed by the new wave in events.
Kevin Hartz, Cofounder and CEO, Eventbrite
Mark Watkins, Cofounder and CEO, Goby
Moderator: Bobbi Loy-Luster

11:45 am - 12:15 pm
Rethinking the Impact of TV and Rich Media on Interactive

Hassan
Rogers
Spaet

This session will focus on the latest tools and best practices for improving performance and enhancing interactivity of existing ad platforms. We’ll hear from Greg Rogers, founder and chief executive officer of Pictela, about AOL’s Project Devil, a new approach for delivering a better online advertising experience — more engagement, less noise and cleaner pages. This session will also include BCM CEO Dan Hassan, who will discuss how broadcasters can make their news, weather and sports programming interactive and cite examples. Tune into this session for some fresh ideas on leveraging your existing advertising assets.
Dan Hassan, Chairman and CEO, BCM
Greg Rogers, CEO and Cofounder, Pictela
Jon Spaet, Senior Director, Advanced Advertising, Viamedia
Moderator: Steve Passwaiter

12:15 pm - 1:30 pm Networking Luncheon – Sponsored by
TipprExhibit Hall (Grand Ballroom: Salon F).
Open to all attendees.

1:30 pm - 2:00 pm
Afternoon Kickoff: Maz Sharafi, Senior Manager, Local Monetization, Facebook

SharafiFacebook is providing more leads than search in some local categories. Now it is focusing more and more on local. Maz Sharafi is a key architect of the local strategy and will discuss Facebook’s activities — and view of the industry — in depth.
Moderator: Jed Williams

2:00 pm - 2:45 pm
Local Retail: Online Marketing Hits It Out of the Park

Abraham
Bosmeny
Courtney

Retail at the local level is finally hitting the Web in a major way. Retail may even be the buzz from this show. See what’s happening with this top-notch panel.
Jack Abraham, Director of Local, eBay Marketplaces
Tyler Bosmeny, VP, Products, PaperG
David Courtney, CEO, JiWire
Moderator: Steve Marshall

2:45 pm - 3:15 pm Refreshment Breakakesios

3:15 pm - 3:45 pm
National Advertisers and Local Search

Marko
Palms

Local isn’t just for local anymore. National advertisers are geotargeting in record numbers. Find out what their strategic issues are in this rare opportunity to hear from two of the most successful players.
Matthew Marko, Marketing Process Manager, Progressive Insurance
Elnora Palms
, Director, Local Search, U-Haul International
Moderator: Andrew Shotland

3:45 pm - 4:00 pm
The Local Leads Marketplace

Fox


For local verticals, the decision to use online media comes down to acquiring high-quality leads. Autos, auto loans, B2B, real estate and insurance increasingly rely on the burgeoning leads marketplace. Reply.com is a key driver, channeling search and other resources.
Sean Fox, COO, Reply.com
Moderator: Jed Williams

4:00 pm - 5:30 pm
Mobile SuperForum: Local Mobile and Social: The 3-Way Intersection

Boland


Introduction and Key Mobile Trends
Our Mobile SuperForum kicks off with an overview of BIA/Kelsey mobile forecast data and a recap of the main drivers for mobile growth and opportunity.
Michael Boland, Analyst and Program Director, Mobile Local Media, BIA/Kelsey

4:00 - 4:45 Part I: Mobile Lightning Round

Dorobek
Francesconi
Dengel


In this rapid fire session we’ll examine what you need to know about the next wave of mobile, including breaking news on mobile payments and more. We’ve carved out three segments, each representing the top areas of focus in the rapidly evolving mobile space. We’ll hear from one speaker per topic, including demos and on stage interviews.
Mobile Engagement – What features and products are best capturing the attention and imagination of mobile users?
Christina Dorobek, University Specialist, SCVNGR
Mobile Advertising – What’s working and not working in mobile ad placement? What is the state of the union for location targeted ads?
Michael Francesconi, Platform Director, CityGrid
Product Development– So you want to get into mobile; now what? We’ll evaluate the many platform and development options for mobile products.
Tobias Dengel, CEO, WillowTree Apps

4:45 - 5:30 Part II: CEO Roundtable

Coburn
Doyle
Morgam
Tonti

This session brings together heavy hitters in the mobile space. Comprising mostly Boston-area companies, this panel of CEOs will express their candid views on the factors driving innovation and investment in mobile local media.
Lawrence Coburn
, CEO and Cofounder, DoubleDutch
Walt Doyle
, President and CEO, Where
Ted Morgan, CEO and Founder, Skyhook
Annette Tonti, CEO, MoFuse

5:30 pm - 7:30 pm Networking Reception – Sponsored by
Moon Valley SoftwareExhibit Hall (Grand Ballroom: Salon F).
Open to all attendees.

7:00 pm - 9:30 pm Sponsored Reception at the MIT Mark Epstein Innovation Gallery

Moon Valley SoftwareJoin ILM East attendees at MIT for an evening celebrating technical innovation at the Mark Epstein Innovation Gallery, sponsored by Moon Valley Software.

The Epstein Gallery and its exhibits speak to the power of creativity that reshapes our world — a theme that resonates with BIA/Kelsey conference-goers in the ever-evolving fields of digital media, social networking and internet marketing.

BIA/Kelsey attendees will be chauffeured to the Mark Epstein Innovation Gallery for VIP access on the MIT campus. Limousines will be running continuously throughout the evening, allowing attendees to freely explore the gallery’s thought-provoking exhibits.

On two floors of these fantastic exhibits, guests will be treated to live entertainment and a variety of refreshments including the craft of local brewers.

This evening is offered as an inspiration about the possibilities and opportunities offered by science and technology, the latest iteration of memorable gatherings during BIA/Kelsey conferences.

Full details about the MIT Mark Epstein Innovation Gallery are available at http://web.mit.edu/museum/about/index.html.

Day One | Day Two | Day Three

Visit the Virtual Conference Website for speaker presentations, mobile app info, blog coverage, and much more: www.biakelsey.com/ILMEast2011VC

©2011 BIA/Kelsey. Return to main company Web site.


Keynote Speakers

David Weinberger David Weinberger, Author and Senior Researcher, Berkman Center for Internet & Society, Harvard University
Gail Goodman Gail Goodman, CEO, Constant Contact
Evan Cohen Evan Cohen, GM, Foursquare
Eric Eichmann Eric Eichmann, COO, LivingSocial
More speakers...

Local Media Watch Blog

‘Selling Services on Amazon’ Launches Beta in Nine Markets  [11/25/2014] By Peter Krasilovsky

The BIA/Kelsey/CardLinx Survey: Momentum For Card Linked Offers  [11/23/2014] By Peter Krasilovsky

Angie's List Goes 'Mobile First'  [11/20/2014] By Peter Krasilovsky

Conference Video: How Much Mobile Local Ad Spend Is From SMBs?  [11/19/2014] By Mike Boland

Big Data For Small Business: Backstage Pass at SMB Digital Marketing  [11/17/2014] By Mike Boland

Read Local Media Watch Blog

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