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

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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 Sharma, President and CEO, Gannett Digital Marketing Services   >>> DOWNLOAD SLIDES

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, Director, New Ventures, Washington Post Co.   >>> DOWNLOAD SLIDES
Chris Terrill, CEO , HomeAdvisor (formerly ServiceMagic)   >>> DOWNLOAD SLIDES

10:15 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.
Chris Cunningham, CEO, appssavvy
Mark Josephson, SVP, Patch.com
Jeff Moriarty, VP Digital, The Boston Globe

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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?

Part 1: By the Numbers: 5 Things You Didn’t Know about Mobile Ads

John Busby, VP, Marchex Institute, Marchex

Part II: Redefining Location in Mobile

Eli Portnoy , GM, Scout Advertising, Telenav

Part III: Best Practices in Mobile Local Ad Targeting

Derrick DeCarlo, VP, Strategy, LSN Mobile

Part IV: Mobile Sites and Apps: Planting the Flag

Shuki Lehavi , CEO, Gumiyo

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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.”
Sabrina Alimi, Senior Manager, Industry Initiatives, IAB

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 Sumner, Cofounder and President, LocalVox

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, President and CEO, CBS Radio   >>> DOWNLOAD SLIDES

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 Patel, Strategic Partnerships, Channel Sales, Google

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.
Patrick Dillon, President and Cofounder, Deal Current   >>> DOWNLOAD SLIDES

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 Sharman, SVP and CSO, Dex One   >>> DOWNLOAD SLIDES

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 Bowman, VP, Boston Globe   >>> VIEW MOVIE
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
Peter Newton, President, Gatehouse Media Ventures

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

END OF CONFERENCE