Agenda
Day 1: Monday, Dec. 12
9:00 am – 9:15
am
Conference Welcome and Keynote Introduction
Tom Buono, CEO, BIA/Kelsey, and Neal Polachek, President, BIA/Kelsey
9:15 am – 10:00
am
Opening Keynote: Bob Pittman,
CEO, Clear Channel Media Holdings
New
media pioneer Bob Pittman has seen and done it all, cofounding MTV,
making Century 21 a national brand and running AOL Time Warner. Pittman
is also a major investor in cutting-edge local media and commerce companies.
He’s now assumed the helm of Clear Channel, the pioneering radio
giant with 3,600 radio stations, the IHeartRadio online music service
and an on-air partnership with LivingSocial. Hear Pittman’s unique
vision of the future of local media and commerce.
10:00 am – 10:30
am
The BIA/Kelsey Interview: Kara
Swisher, Co-Executive Editor, The Wall Street Journal’s All Things
Digital
Nothing
happens in Silicon Valley without AllThingsD’s Kara Swisher reporting
on it. At ILM West, BIA/Kelsey gets a chance to sit down with Swisher,
a best-selling author and one of the industry’s most influential
observers. As hundreds of thousands of her readers know, Swisher provides
the truly inside dope on everything from Google to Groupon.
10:30 am – 11:00 am
Refreshment Break
11:00 am – 11:30
am
BIA/Kelsey Analysis: New Directions for Interactive
Local Commerce
For more than a decade, BIA/Kelsey has been fielding its Local Commerce
Monitor SMB research to assess the state of SMB technology adoption. Ten
years ago, the big question was how soon SMBs would have broadband connectivity.
Now some of the big questions relate to mobile commerce, social media and
SaaS solutions. The brand-new “Wave XV” of our Local Commerce
Monitor provides important answers that will serve as the foundation for
many companies’ business strategies and product roadmaps. Hot new
BIA/Kelsey Local Commerce Monitor data will be presented during this session,
along with a dive into our latest industry forecasts.
Steve Marshall, Director of Research, BIA/Kelsey
Matt Booth, Senior
VP and Program Director, Interactive Local Media, BIA/Kelsey
11:30 am – 12:00
pm
The 2011-2012 Investment Climate for Interactive
Local Media
Key venture capitalists take the stage to discuss the hot
(and not so hot) opportunities in interactive local media and commerce.
We’ve seen no shortage of capital in this space — BIA/Kelsey
research shows that more than $2 billion has been publicly invested in
deals. But where are the solid local media and commerce business plans?
What’s the next set of investment opportunities? This panel will
weigh in on which business models are winning the backing of the industry’s “smart” money.
Gregg Johnson, Managing Director, BIA Capital Strategies, LLC
Paul Manca, SVP and Group Head, Corporate Development, AT&T
Interactive
Michael Yang, Managing Director, Comcast Ventures
12:00 pm – 1:30 pm
Networking Lunch in the Exhibit Hall (open to all attendees)
Connect with other ILM West attendees and check out the exciting group
of companies displaying the latest local digital media and marketing
solutions during a buffet lunch in the exhibit hall.
Client-Only
Luncheon (In room Seacliff CD on the Bay Level)
BIA/Kelsey analysts will present a round robin of research insights.
They will be joined by special guest Clark Gilbert, CEO of Deseret
Digital Media, for a provocative discussion about optimizing for digital
success — even if companies are supporting a traditional business.
1:30 pm – 2:30
pm
Double Keynote: Reinventing
Local Media Companies
Local media companies are hurriedly transforming their businesses.
While a spot-on strategy is critical, execution is the essence of transformation.
Two of the industry’s major thought leaders will present at ILM
West: Digital First CEO John Paton, the innovator who is now jointly
managing MediaNews Group and Journal Register Co., and Clark Gilbert,
the Harvard Business School disruptive technology scholar transforming
Deseret Media. MediaNews Group’s digital assets include more than
300 websites and drive nearly 200 million monthly page views and 34 million
unique visitors. Deseret Media’s assets include television, radio,
newspaper and book publishing assets now being woven into a cohesive
digital media business. Learn from these fascinating examples how digital
strategies are transforming the local media space.
John
Paton, CEO, Digital First, MediaNews Group, Journal Register Co.
Read
more about John Paton in The New York Times (Nov. 13): Newspapers'
Digital Apostle
Clark
Gilbert, CEO, Deseret Media
2:30 pm – 3:15
pm
A Deep Look at The New ‘Super Social’ Verticals
A lot of the “smart” money in local is focused on the vertical
plays. Data suggest that verticals are increasingly delivering high-value
results. New mobile services enter into the hyper-targeting as well.
We’ve lined up four of the most talked about vertical leaders for
ILM West: Avvo (legal and medical), Trulia (real estate), GrubHub (dining)
and Real Practice (legal and more). The panel discussion will focus on
the importance of both deep and current vertical content vertical content
for acquiring and keeping audiences.
Mark Britton, Founder, CEO and President, Avvo
Pete Flint, CEO, Trulia.com
Matt Maloney, Cofounder and CEO, GrubHub
Carey Ransom, CEO, Real Practice
3:15 pm – 3:45 pm
Refreshment Break
3:45 pm– 4:15
pm
The New Wave of Local Lead Generation
When you strip away the channel, what SMBs care about most is the ability to
convert quality leads into customers. As technology transforms the way consumers
find businesses, the marketing and sales funnel is now driven by lead makers
such as calls, emails, forms, lead sheets, “likes,” digital word
of mouth and more. This panel of local commerce leaders will dig deep into how
consumers and businesses find each other, the leads that convert best, and what
makes some leads superior to others.
Adam Burrows, VP, Business Development, ServiceMagic
Tom Higley, CEO, Local Matters
Pamela Springer, President and CEO, Manta
Marco Zappacosta, CEO, Thumbtack
4:15 pm – 5:00
pm
Facebook Next: Leveraging the Platform for Local
With nearly a billion registered users worldwide, Facebook has emerged as a giant
in social local media as well as targeted advertising and marketplaces. But to
get there, Facebook has taken its partners on a fast-changing ride. What strategies
should local businesses, agencies and publishers pursue to succeed with Facebook?
What unique opportunities does it provide? What are the social media alternatives?
What additional changes should be anticipated? We will explore these topics with
leading Facebook experts.
Craig Donato, CEO, Oodle
Sivan Metzger, GM, Kenshoo Local and Social, Kenshoo
Niel Robertson, CEO, Trada
5:00 pm – 7:00 pm
San Francisco Reception With ILM Exhibitors
Network with the leaders in local media and commerce while enjoying
the unique hospitality of San Francisco.
END OF DAY 1
Day 2: Tuesday, Dec. 13
7:30 am– 8:15 am
Before the Bell: Tracking Money in Local Media with Media Ad View (Room:
Pacific B-C)
Projecting how much advertisers will spend in every market is the hard part. But it is also vital. BIA/Kelsey has developed the answers with Media Ad View – a market by market, competitor by competitor report of ad spending. Join us for our “Before the Bell” breakfast and an inside look at Media Ad View, and how it can help your company.
8:30 am– 8:45
am
Recap: The ILM Insights
BIA/Kelsey analysts will spotlight top learnings from Day 1 of ILM West
and put their own spin on all the news and insight coming out of the
conference.
8:45 am – 9:15 am
Special comScore Research Presentation: The Data
on Local Usage
“Local” is at the forefront of the intersection
of social and mobile trends, accompanied by unprecedented innovation.
Are consumers leading or following the innovation? How quickly are they
adopting local features and are they demonstrating any loyalty trends?
ComScore’s Gillian Heltai will share results of a unique look into
the consumer side of local media and commerce. The results are a surefire “take
home” from the conference.
Gillian Heltai, Senior Director, comScore
9:15 am – 9:30
am
Digital First Directories: The New Marketing Services
Companies
Directory companies are rapidly transforming into digital media businesses,
extending their local reach and leveraging their local sales abilities.
Dex One is pushing the envelope in this transition. David Sharman is
leading Dex’s charge and will talk about what’s working,
what isn’t and what’s to come.
David Sharman, Senior VP and Chief Strategy Officer, Dex One
9:30 am – 10:00
am
Adding Value to the Local Promotional Ecosystem
“Deals” are definitely hot and represent
an important new wrinkle in local promotional marketing. But long before “deals” hit
the scene, local promotions was a multibillion-dollar marketplace with
large and small players fighting for their unique positions. During this
session, business leaders from two of the pillars of local promotional
marketing companies will share their views on how they’re adjusting
and adapting to new realities that require the integration of geotargeting,
mobile and social with advertising.
Dean DeBiase, Chairman and CEO, Entertainment
Michael Vivio, President, Cox Target Media
10:00 am – 10:30 am
Refreshment Break
10:30 am – 10:45
am
Deals 2011-2015: Audience Trends and Industry
Forecast
BIA/Kelsey forecasts consumers will spend nearly
$2 billion in 2011 and $4.17 billion by 2015 on deals. But what categories
stand out and where are the hot trends? What media brings out the best
open rates and conversion? This session will provide invaluable takeaways
for ILM West attendees.
Mark Fratrik, Chief Economist, BIA/Kelsey
Dan Hess, CEO, Local Offer Network
10:45 am –11:30
am
The Next Wave of Deals
The emergence of deals has revolutionized the ways local businesses promote
themselves and their products, alongside coupons, specials and other
features. In this session, we’ll hear from several of the key companies
that are changing the way we look at “advertising” and “commerce,” and
the boundary that is now blurring. We’ll learn how media companies
are leveraging their audiences and sales to work with them. And we’ll
hear from two innovative deals companies about how they approach the
deals space and how they’ve integrated it with their overall businesses.
The Media Plays:
Ezra Kucharz, President, CBS Local Media
Joe Weir, GM,
Interactive, Belo Corp.
The Deals Innovators:
Mike Rothman, GM, Thrillist
Rewards
Michael Tavani, Cofounder, Scoutmob
11:30 am –12:15
pm
The New Local Social Video/TV
Video remains the big draw in media — whether it is a primetime TV show,
a friend’s post on YouTube or a game on a mobile device. That’s reflected
in the continuing power of broadcast TV, which sits on top of the ad funnel with
a 14.2 percent revenue share in 2010. Now video advertising has gone cross-platform,
adding cable, digital out of home, Web and mobile to the mix. What’s happening
in local video, how do video campaigns integrate with other marketing campaigns,
and how fast does it all occur? Leading video thinkers will dig deep into the
trends for video and emerging business models.
Rick Ducey, Chief Strategy Officer,
BIA/Kelsey
Jonathan Edson, VP, Business Development, EveryScape
Anupam Gupta, President and CEO, Mixpo
Theresa Spelman, VP, Nielsen On Location
12:15 pm – 1:30 pm
Networking Lunch
1:30 pm – 2:15
pm
The Google Forum: Local SMB and Reseller Channels
Google is in the thick of everything to do with local — from
Google Wallet to Zagat reviews. How does Google work with small businesses
and with resellers in the U.S. and around the world today, and what are
its plans for the future? What are the programs with the greatest impact
for Google? Leaders of these Google divisions will share insights into
how Google views these areas and what is coming in this exclusive, ILM
West segment.
Jeff Aguero, Head of Local Consumer Marketing, Google
Todd Rowe,
Head of Global Channel Sales, Google
2:15 pm – 2:30
pm
The Top-Level View on Local Sales
When first conceived, the independent digital sales channel was seen
as the SMB’s best friend. But high churn showed that many SMBs
didn’t understand the value proposition. Since then, Yodle and
other independent direct sales channels added dynamic new programs that
have engaged SMBs and their customers and dramatically cut churn rates.
Yodle CEO Court Cunningham will provide details of what has been learned,
and how he expects the sales channels to evolve.
Court Cunningham, CEO, Yodle
2:30 pm – 3:00
pm
Local Targeting: Getting the Bull’s-Eye
Interactive local plays are delivering local users with greater “hyperlocal” specificity,
driving relevance and volume to local ad sales for everything from Groupon to
the local shopping blog. What is the impact of geotargeting and how does it affect
the business of interactive local media?
Jeff Minich, Senior Product Marketing Manager, Yahoo
Dick
O’Hare,
CEO and Founder, Local Yokel Media
3:00 pm – 3:30 pm
Refreshment Break
3:30 pm – 4:00
pm
Afternoon Keynote: Matt Idema,
Director of Monetization Product Marketing, Facebook
Facebook is squaring off against Google and others
with a different set of tools and a different type of engagement with
users and with merchants. Local is a major part of the social battlefield.
Which products will be the focus, how will Facebook expand the network
with Connect, and how should local players think of partnering and competing
against Facebook? Facebook Local leader Matt Idema explores these themes
and much more in our afternoon keynote.
Moderator: Matt Booth
4:00 pm – 4:15
pm
Converting Calls to Local Sales (and Competitive
Intel)
Ask any local business what it wants most — the majority will tell
you they want phone calls from qualified prospects. By combining the
art of the phone conversation with the analytics of a phone call, marketers
large and small drive higher rates of conversion. Marchex has made a
science of phone services, and will share its unique findings.
Matthew Berk, Executive VP, Marchex
4:15 pm – 5:00
pm
The Cutting-Edge Local Demos
BIA/Kelsey has hand-selected several industry leaders for a more “visual” approach
in specific key areas for the local market: radio, shopping, and SMB listings
and presence.
Pandora: The Local Dynamics of Digital Radio
With more than 100 million
registered users and a 4 percent share of “radio” music listening,
Pandora expects to generate $275 million during 2011. With its incredible
influence on the listening audience, local is a key dimension for future
revenue growth for Pandora. How it plans to pursue this large bucket
of money and what that means for sales partner and reseller opportunities
is the thrust of this Pandora demo.
John Hilton, Channel Sales and Strategic
Partnerships, Pandora
Local.com Remaking the Shopping Portal: Converting Leads to Transactions
Shopping is the often forgotten play in interactive local media. But
as non-advertising solutions begin to affect transactions, a new breed
of local shopping portal lurks on the horizon, covering the gamut from
leads to recommendations to transactions to tracking customer behavior.
Indeed, merchant solutions that rely on online services are an integral
part of the next wave of local search and local commerce.
Sherry Thomas-Zon,
VP, Local Shopping, Local Corp.
Yext: PowerListings Across Platforms
With dozens of local platforms
out there, how do you update and sync the listings, pictures, specials
and other SMB information? This is a global problem that Yext believes
it is solving.
Howard Lerman, CEO, Yext
5:00 pm – 7:00 pm
San Francisco Reception With Exhibitors
Enjoy the finest industry networking and San Francisco hospitality.
END OF DAY 2
Day 3: Wednesday, Dec. 14
8:30 am – 8:45 am
Recap: The ILM Insights
BIA/Kelsey analysts will spotlight top learnings from ILM West, and put their
own spin on all the news and insights.
8:45 am – 12:00 pm |
8:45 am – 9:00
am
Setting the Stage for Social/Local/Mobile: A
BIA/Kelsey Perspective
BIA/Kelsey analysts will present data and insights on the mobile opportunity,
as it continues to fuse with social and local media.
9:00 am – 9:30
am
Keynote: Google Blazes the Mobile Local Trail
Google’s 65% online search market share is eclipsed by the 95%
share it owns in mobile. It has also announced a $2.5 billion global
mobile run rate and has an estimated 60 percent chunk of all U.S. mobile
ad spending. With local intent behind 40% of all mobile searches (compared
with 20% on the desktop), Google has aggressively innovated all new
ad formats and triggers for mobile user engagement. We’ll hear
real metrics about what’s performing (and what’s not) from
Google’s mobile local ad product lead.
Surojit Chatterjee, Senior Product Manager, Mobile Ads, Google
9:30 am – 10:15
am
Closing the Loop: Fireside Chats on Local Media
Transformation
With nearly five billion mobile devices in consumers hands globally, it’s
an easy bet they will soon become our “payment” tool and the final
link in the local search loop. Now the mobile device will be at the forefront
of driving consumers from the top of the funnel to the bottom. The combination
of the mobile device’s portability and location awareness will engage users
in ways we’ve
not previously considered. During back-to-back featured interviews, we’ll
hear from companies leading this rapid transformation.
Mok Oh, Chief Scientist, PayPal
Bo Fishback, CEO and Cofounder,
Zaarly
10:15 am – 10:45 am
Refreshment Break
10:45 am – 11:30
am
Mobile Local Content and Ads: What’s Working
Way too often the discussion of mobile media drifts into platitudes about the
size of the opportunity or the “year of mobile” instead of dissecting
the “how” in the equation. We’ll dive into exclusive interviews
with mobile ad networks and product developers about what types of targeting,
interfaces and social tools are working, what business models will prevail, and
how to navigate this new and quickly changing space.
Chi-Chao Chang, President of Products and Technology, xAd
Andrew Osis, President, CEO and Cofounder, Poynt
David Williams, VP, Consumer Product Management, AT&T Interactive
11:30 am – 12:00
pm
Heavy Hitters: The Future of SoLoMo
We’ll cap off the SoLoMo discussion with a look into the crystal ball.
How can we triangulate current market trends to determine where we’ll be
this time next year, or five years from now? What is the long-term view of how
social, local and mobile media will converge? Market leaders will discuss.
David Courtney, CEO, JiWire
Steve Espinosa, Founder and CEO, AppStack
Ankit Gupta, Cofounder, Pulse
Venkat Kolluri, CEO, Chitika
END OF CONFERENCE
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