The Local Online Advertising Forecast

Speaker: Gordon Borrell, CEO, Borrell Associates

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."

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

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

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

*Note: The first 10 minutes of this video are not available. However, the PowerPoint includes the slides from this portion.

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

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

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

2:00-2:45 -- 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.

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; Peter Conti, Executive VP, Borrell Associates