Local Online Advertising Conference 2012 - Agenda | Online Registration by Cvent

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03/20/12
03/21/12
03/22/12

Closed
Optional
Fee

03/20/12

1:00 PM - 7:00 PM	Registration Open - Empire State Foyer/Salon V
2:00 PM - 5:00 PM	Mobile Ad Sales: Train for Success! *FEES: Workshop with conference registration is additional $345. Attend only the workshop is $395.* Looking for the next big idea to show your advertising clients? Selling Mobile Advertising shows you the key strategies and knowledge you need to attract new revenue through mobile advertising sales. This 3-hour workshop is led by The Mobile Marketing Association, and the workshop contains expert mobile selling advice from some of the leading companies and mobile sales people in the industry. You’ll also see examples of mobile advertising campaigns and solution-selling models that deliver results for advertising buyers and revenue for sellers.
	Key Takeaways • An understanding of the mobile media marketplace • What buyers say about mobile salespeople • Overcoming objections from mobile buyers • The unique selling benefits of mobile media • How to sell mobile as a solution to advertising problems • How to structure a mobile sales team • How to attract digital budgets, traditional budgets, and mobile budgets • How to activate engaging mobile experiences with mobile advertising space • How to create a mobile sales presentation • How to respond to RFPs with mobile solutions
	Your Instructors *John Arnold* is the Director of Education at the Mobile Marketing Association. He is the author of three marketing books in the best-selling 'for dummies' series including Mobile Marketing for Dummies, and he's a columnist for Entrepreneur Magazine covering Marketing Tools & Technologies. *Charles Warner* was a Vice President of AOL Interactive Marketing from 1998 through 2002. He taught at the Missouri School of Journalism, and before that was VP and GM of several major-market radio stations. He is the author of the widely used textbook Media Selling: Broadcast, Cable, Print, and Interactive, 4th Edition, and now teaches in the Media Management Program at The New School and is the Goldenson Chair Emeritus at the University of Missouri School of Journalism. He is also an active blogger at MediaCurmudgeon.com and for Jack Myers Media Biz Bloggers.
	Who Should Attend? Anyone responsible for selling advertising, managing an advertising sales team, or working with advertising buyers. Creative and tactical specialists who want a well-rounded foundation of knowledge in all areas of mobile advertising sales so that they can help deliver mobile-enabled solutions to their clients. Executives who want to understand the mobile media marketplace and the sales opportunities that exist. Publishers who are looking to bridge the gap between digital and traditional media.
6:00 PM - 7:30 PM	The AT&T Interactive Welcome Reception Networking and cocktails

03/21/12

7:30 AM - 8:30 AM	Continental Breakfast sponsored by Neustar
7:30 AM - 7:00 PM	Registration Open - Empire State Foyer
8:30 AM - 8:45 AM	Opening & Welcome Message Gordon Borrell, CEO of Borrell Associates, lays out the biggest changes in the local advertising landscape and offers a scene-setter to the two days ahead, including a checklist of things to listen for. Speaker: Gordon Borrell, CEO, Borrell Associates
8:45 AM - 9:15 AM	The Local Online Advertising Forecast Advertising is undergoing some dramatic changes: Ad spending is compressing, while promotions spending is increasing. This 90-year view lays out the changes in traditional media and provides an amazing look at the near-term future, when more drama will undoubtedly unfold. The predictions are made with help of Borrell’s powerful – and often right-on-the-money forecasting model, fulfilling the company’s promise of “Tomorrow’s Media, Understood Today.” Speaker: Gordon Borrell, CEO, Borrell Associates
9:15 AM - 10:00 AM	Keynote: Chaos, Disruption & Opportunity Fragmentation, ad avoidance and audience defection have played havoc with media at every level -- just as Bob Garfield predicted in his prescient series of articles and book titled "The Chaos Scenario." But where does that leave us? Bob offers his unflinching -- and surprising -- analysis. Speaker: Bob Garfield, media & advertising analyst, AdAge columnist, author & host of NPR's "On the Media"
10:00 AM - 10:30 AM	Positioning Buckets for National and Regional Online Ad Dollars With large online ad networks finally in place, it seems that local media companies are poised to receive a bounty of national and regional ad dollars. But that will only be the case for those who are ready. Shawn Riegsecker, one of the most knowledgeable leaders in the local online ad-network space, outlines the progress in these ad networks and what local media companies must do to prepare for national dollars. Speaker: Shawn Riegsecker, Founder and President, Centro, LLC
10:30 AM - 11:00 AM	Refreshment Break sponsored by Apptus
11:00 AM - 11:30 AM	The Agency Approach: How Yodle Makes It Work Yodle is perhaps the fastest-growing local online advertising company in the U.S., with revenues now more than $100 million. With just 280 salespeople and 30,000 advertisers, its success is nothing short of phenomenal. But they’re not just selling Internet media. In fact, only half of Yodle’s revenues are from media, and the rest from all the backroom stuff that make it work. Hear how Yodle has harnessed the needs of local SMBs by going to them direct with a simple, compelling sales pitch. Speaker: Court Cunningham, CEO, Yodle
11:30 AM - 12:30 PM	A Peek Inside Marketers’ Minds: Digital Media Planning in 2012 With that “Zero Moment of Truth” in mind, many marketers are shifting their plans to intersect with consumers as they research products and services. Four agency executives discuss how their clients are looking beyond banners and describe what they need from local media companies to make their campaigns work. Speakers: Miriam Dilawari, Group Planning Director, J. Walter Thompson Yale Cohen, Digital Media Director, Zenith Optimedia Moderator: Colby Atwood, Pres., Borrell Associates
12:30 PM - 1:30 PM	Networking Lunch sponsored by Taponix
1:30 PM - 2:00 PM	Dessert with Exhibitors
2:00 PM - 5:00 PM	TRACK 1: Video/Mobile/Partnering 2:00-2:30 -- Session 1: The Future of TV Advertising? Look to the Web. TV is fast becoming a digital medium, as TV viewers embrace digital set-top boxes, gaming devices that stream video, and smart, connected TVs that plug into the web. Soon, TV advertising will have web-like targeting, measurement and optimization. Are you ready? Speaker: Dave Morgan, CEO, Simulmedia 2:30-3:00 -- Session 2: Geofencing -- What’s in it for Local Advertisers? Placecast has pioneered location-based advertising, allowing merchants to ping potential customers as they enter the geo-fence. In this session, you'll hear results of trials in 2011 and discusses how local advertisers can take advantage of vast amounts of shopping center and mall traffic to lure customers with text-message offers. Speaker: Anne Bezancon, Co-founder & Pres., Placecast 3:00-3:30 -- Session 3: Google Gets Local Google remains one of the biggest drivers of revenues for local media companies. In this session, the head of bizdev for Google’s channel sales describes the latest opportunities for local advertising solutions. Google drives traffic, sales and revenue for local media partners through products focused on making SMBs more successful. Speaker: Christine Merritt, Head of Business Dev., Channel Sales N.A. 3:30-5:00 -- Session 4: The Yahoo! Consortium. Yahoo! is partnering with media companies to create marketing solutions for local and regional businesses. In this session you’ll hear how companies in the SMB, local print and broadcast industries are diversifying their offerings to capture more share in 2012 and beyond. There are two 45-min. panels: One features execs from AT&T Interactive, DexOne, Yodle, and Yahoo! Small Business to discuss targeted solutions for SMBs. The other features executives from Digital First Media, Belo, Media General and Gannett, to discuss how to dramatically grow your top line." Speaker: Lem Lloyd, VP, Channel Sales, Yahoo!
2:00 PM - 5:00 PM	TRACK 2: Quantifiable Leaders in Local Digital 2:00-2:45 -- Session 1: CBS Local -- Going For It CBS Local means business when it comes to the Internet. No more saber rattling or having reps merely throw a bunch of gaudy banners onto an already-crowded website. Ezra Kucharz is leading the charge, harnessing the incredibly large 1,700-strong sales forces across all CBS TV and radio markets to drive double-digit growth in Internet revenue. And, that's in addition to a fully-staffed digital team. Speaker: Ezra Kurcharz, Pres., Local Digital Media, CBS 2:45-3:45 -- Session 2: Who’s Leading the Pack? Interactive media isn’t a hobby. It’s a business. So when it comes to identifying the leaders, it boils down to who’s generating the greatest share of local online advertising. This session features four media companies capturing the greatest share in their markets. All generate 4x to 10x the share of the peer group averages. Speakers: Mark Lane, VP of Sales, Morris Publishing Group Mike Braun, VP Digital Sales Op, Gray Television, Inc Chris Hendricks, VP, Interactive Media, The McClatchy Co. Jeff Ulrich, Sr. Dir., Digital Sales Strategy & Training, Cox Media Group 3:45-5:00 -- Session 3: Secrets of Success Deseret Digital Media has driven amazing online revenue growth from its newspaper, TV and radio base operations in the two years since Clark Gilbert took over as CEO. DDM drove market share well past other best-practice media companies. How'd they do it? This is a chance to hear the managers in charge of that amazing transformation story and learn what's working and what's not. Gilbert and his managers will answer questions on their "convergence" sales initiatives, "direct" online sales and telemarketing sales. Speakers: Clark Gilbert, CEO Chris Lee, VP, Digital Products Mike Petroff, COO Eric Bright, VP, E-commerce Todd Handy, VP, New Media Sales Dale Z. Darling, VP, Digital Direct Sales
6:00 PM - 7:30 PM	Networking Reception Cocktails and Networking

03/22/12

7:30 AM - 8:30 AM	Continental Breakfast sponsored by OneOnOne
7:30 AM - 2:00 PM	Registration Open - Empire State Foyer
8:30 AM - 8:40 AM	Highlights So Far A highlights review of the opening day. Speakers: Colby Atwood, President, Borrell Associates Peter Conti, Exec. VP, Borrell Associates
8:40 AM - 9:00 AM	Our (Very) Mobile Future Forecasts show that as much as two-thirds of all interactive advertising will be served up on mobile devices in four years. Many local media companies prepped for seizing that opportunity by “hiring a guy” to figure out what happens next. Greg Stuart, CEO of the Mobile Marketing Association, details just how fast the mobile revolution has swept across local businesses – and how smart companies are stepping up the pace to meet the demand. Speaker: Greg Stuart, Global CEO, MMA
9:00 AM - 9:30 AM	An Outsider’s View of Gannett, Now from the Inside When it comes to transforming a local media company the size of Gannett – with its 83 daily newspapers, 23 TV stations, and digital media assets such as PointRoll, ShopLocal and CareerBuilder – a big, gray battleship comes to mind. That’s where Maryam Banikarim comes in. Hired in 2011 to help the multibillion-dollar company tell its story of transformation, Maryam tells the story of what she sees within traditional media companies like Univision, NBC and now Gannett and where they’re headed. Speaker: Maryam Banikarim, CMO, Gannett Corp Inc
9:30 AM - 11:00 AM	Advantage: Local Media There’s been a lot of talk about pureplay Internet companies swooping down and stealing local ad share. But when it comes right down to it, traditional media companies still control 92% of all local ad spending – including half of all Internet advertising. And they control an enormous local sales forces that have been busy selling digital media products. Three sessions look at powerhouse companies in their respective niches – AT&T Interactive in yellow pages, Valpak in Direct Mail and CBS Local in radio and TV – and explores highly successful strategies. Moderator: Greg Sterling, Sr. Analyst, Internet2Go, Opus Research 9:30-10:00 -- Yellow Pages: David Sharman, Sr. VP & Chief Strategy Officer, Dex One 10:00-10:30 -- Broadcasters: Dan Mason, Pres. & CEO, CBS Radio 10:30-11:00 -- Direct Mail: Michael Vivio, Pres., Cox Target Media, Valpak Services
11:00 AM - 11:30 AM	Refreshment Break sponsored by Apptus
11:30 AM - 12:30 PM	BUZZ Session Back by popular demand, this top-of-the-morning session is sure to get the adrenalin pumping. The session will feature 11 four-minute case studies delivered by our sponsors. No sales pitches – just “show us what you got” in four minutes or less. One of the highest-rates session of our last conference in October, the Buzz Session highlights the most dramatic examples of revenue-generating ideas instituted by local media companies. Moderator: Peter Conti, Exec. VP, Borrell Associates Ad2Pro Admall BIM Elocallisting Matrix PocketCents WSI OrangeSoda Axiom SFD PaperG Impact Engine
12:30 PM - 1:30 PM	Networking Lunch sponsored by Taponix
1:30 PM - 2:00 PM	Dessert with Exhibitors
2:00 PM - 3:30 PM	TRACK 1: Organizational Structures/Daily Deals 2:00-2:45 -- Session 1: How Organizational Structure Affects Revenues Something as simple as reporting structures can have a dramatic effect on revenues. This panel examines three companies illustrating the process that occurs in creating a new organizational structure and the end result when digital operations are given freer reign. Speakers: Brooke Warner, VP/GM, Draper Digital Media Jay Small, President, Cordillera Interactive Adam Burnham, Sr. VP, Local Digital Sales, Digital First Media 2:45-3:30 -- Session 2: Two Years Later, What’s the Big Deal? Deals were all the rage last year. Have they lost their luster? Fresh off research that says deals are here to stay, this panel looks at the deals phenomenon and highlights how much money is being generated, what pitfalls to avoid, and where the deals space is headed from here. Speakers: Dave Mele, GM, Interactive Media, The Virginian-Pilot Matt Coen, Co-Founder & President, Second Street Alex Martin, Exec. VP, WCAX-TV/.com
2:00 PM - 3:30 PM	TRACK 2: Sales Training & Telemarketing 2:00-2:45 -- Session 1: Sales Training -- How Local Media Companies do it, and the Results They Get There’s no debate that sales training is one of the biggest drivers of new revenues. This panel draws on experiences of three experts – including Nancy Lane, executive director of the newly formed Local Media Association, which has just launched a nationwide program to certify online sales reps; and representatives of two other media companies. Moderator: Leslie Laredo, President, Laredo Group Speakers: Nancy Lane, President, Local Media Association Denise Tucker, Director, Employee Development, Metroland Media Group Ltd. 2:45-3:30 -- Session 2: The Nuances of Telemarketing -- When to use it, how effective can it be and how to hire for it. Hear the success stories. See the preview interview with Todd Handy. Speakers: Gary Cowan, SVP, Product and Marketing, Datasphere Technologies, Inc Todd Handy, VP, Digital Business Development and Advertising Products, Deseret Digital Media Moderator: Lee Smith, Pres. & CEO, AdMall
3:45 PM - 4:15 PM	Unveiling the Dashboard What are the key metrics that top performers use to gauge success? This final session summarizes the key takeaways from the conference and unveils a unique tool that’s helping local media companies stay on track. It filters out the frivolous things and measures things like market, share, email addresses, local business penetration and other performance-based metrics that highlight a company’s progress in growing a new, significant digital business. Speakers: Gordon Borrell, CEO, Borrell Associates Colby Atwood, President, Borrell Associates

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