Advantage: GeoMarketing features the perfect combination of the informative sessions, time for face-to-face business meetings, and engaging social opportunities.
Monday, Nov. 2nd
6:00PM Welcome Reception Sponsored by RealMatch
Tuesday, Nov. 3rd
8:30AM Welcome & Opening Remarks
8:40AM Welcome to San Francisco Jeff Johnson, publisher of William Randolph Hearst's flagship newspaper, The San Francisco Chronicle, welcomes attendees and helps set the tone for two days of fast-paced sessions and networking in a city that's at the center of local marketing technology.
8:45AM Scene Setter: 2016 Local Advertising Forecast With 2016 just two months away, advertising analyst Gordon Borrell lays out what to expect. Will political advertising finally deliver a digital bonanza? Will print media declines continue? Are broadcasters in for the next big fall? Setting the scene for two days of information-packed sessions, Borrell lays out what's likely to occur next year, and the actionable takeaways attendees should expect from Advantage: GeoMarketing.
9:00AM The Role of 'Local' in Social Media In the first half of 2015, social engagement for brands in the U.S. grew by 52% year over year, with "local" media outpacing that growth at 61%. In this keynote session, social media analyst Tania Yuki will explore key trends with an in-depth look at what's driving growth in local, as well as the unique opportunity this creates for brand partners. She will reveal the core building blocks of social measurement, how to measure audience quality and advocacy, and data-driven best practices that deliver maximum reach across social media. She'll also offer insights into how media properties can monetize their social audiences.
9:30AM Facebook and the Local Advertising World Facebook is becoming a force in the local advertising world. The mobile giant recently reached 2.5 million active advertisers and 45 million active SMB Pages, and continues to grow. In this presentation, Facebook's "local" man in charge, Benji Shomair, will discuss the Facebook's strategy and how they think about partners' roles in achieving its goals
10:15AM Who Will Win at the Local Level When it comes to building digital marketing products, Yodle uses the voice of local merchants as a tuning fork. It's hard to find a more perfect success story for a company trying to forge a business around SMBs' marketing needs. As CEO for the past eight years, Court Cunningham has grown Yodle from 15 employees to 1,300 and has driven revenue at a 35% CAGR, to nearly $200 million last year. Cunningham offers his view on what type of companies, products and service models will win at the local level - and which ones will likely become entangled in flawed business approaches.
10:45AM The YP Transformation With revenues now tilted in favor of digital, what's next for what was once the biggest yellow pages company? YP CEO David Krantz offers insights into the transformation from print to digital and describes how he sees the future for local media companies that are still struggling with redefining their companies.
11:10AM Back On the Local Radar: Podcasting After 10 years of ho-hum existence, podcasting is back - suddenly attracting an impressive audience. Advertisers have begun to take note. Will this disrupt the local radio industry, or open up new opportunities for media companies searching in the digital space? One of the biggest names in the industry, broadcast entrepreneur and Radio Hall of Famer Norm Pattiz, has a brilliant perspective on what's happening. He sees such a clear future of podcasting that he's all-in with his latest venture, PodcastOne - with plans to serve local markets.
11:30AM Buzz Session: Rapid-Fire Killer Ideas One of the highest-rated sessions of past conferences, this session features 10 case studies presented in rapid-fire format delivered by a select group of industry vendors. No sales pitches - just "show us what you got" in four minutes or less. The Buzz Session highlights the most dramatic examples of revenue-generating ideas instituted by local media companies.
Presenters: Brian Russell, Chief Operating Office, Media Distribution Solutions; Brian Gorman, GM/VP Newspaper Partnerships, Monster; Brian Georgi, VP of Sales, Operative; Afif Khoury, CEO, Soci Inc; Paul Engels, CEO, Veloxsites; Brian Gorman, VP sales, Wave2Media; Casey Saran, SVP Product, Yieldmo; Christa Babcock, Account Director, IAB; Terry Baker, President, Real Match; Daniel Patton, Chief Commercial Officer, Indoor Atlas.
12:30PM Networking Lunch Sponsored by Tapclicks.
1:30PM Dessert with Exhibitors
2:00PM Track 1: Beacons If you've read the headlines, you're aware that beacon technology is linking up with mobile devices to revolutionize local marketing. During this track we've engaged the help of the Location Based Marketing Association (LBMA) to prepare attendees for the impending beacon bonanza. These full-immersion sessions offer practical examples of how beacon technology is being deployed at the local level, the nuts and bolts of what's involved in establishing a beacon program for local marketers, and the different strategies being engaged by three local marketing companies.
2:00PM What's in Store for 2016 Asif Khan, founder and president of the LBMA, sets the tone for the afternoon by offering an overview of the biggest players in the beacon marketing space, the results thus far, and how beacons are likely to roll out on the local retail landscape in 2016.
2:30PM Beacon Working Strategies Several companies have spent the past year studying everything about beacons - including the technology, practical implementation, timing and business model. This session takes a look at the strategies of several companies and how they expect beacons to make their fledgling companies go nuclear.
3:15PM Beacon Nuts & Bolts So you bought a 3-pack of beacons for $99. What next? This session will walk you through the technology and how to implement it, including tips and tricks on what to do and what to avoid. Come prepared with questions; audience interaction will comprise half of this session.
Speaker-David Kaplan, managing editor, geomarketing.com
2:00PM Track 2: Video Advertising Super Session (Plus Bonus Sessions) As interactive media transitions from a "read" medium to a "watched" medium, the floodgates have opened for streaming video advertising. This year local businesses will spend more than $7 billion - more than they spend on cable TV and outdoor advertising combined. This track session explores what's being sold, who's buying it, and where the dollars will flow in two of the biggest video categories of all, political and automotive.
2:00PM Scene Setter: How Big is Local Video? It's estimated that $1.2 billion will be added to streaming-video budgets in 2016 as political races heat up and more automotive advertising and local retailers rush to greet viewers online. This scene-setter describes the opportunity ahead. Bonus: attendees will get a handout estimating how much local businesses are spending on video advertising for every U.S. market for 2015, and the market forecasts for 2016.
2:15PM Working with YouTube It's hard to deny that YouTube is the biggest market force in streaming video advertising. With more than 300 hours of video uploaded every minute, YouTube ad revenues have skyrocketed. Mobile video revenue is up 100% this year, and real estate and automotive advertisers are the leading local advertisers on YouTube. In this session we'll hear what's happening with YouTube at the local level, how, and what type of dollars are being generated.
3:00PM Video's Long-Tail: Local Publishers In a world where digital "spot" video demand outstrips inventory, there's a huge opportunity at the local level. Advertisers are rapidly increasing budgets for digital video advertising, opening up the opportunity for text-based news sites to incorporate more national video (which includes advertising) on their sites. Michael Downing from Tout outlines the burgeoning video marketplace that's looking for distribution channels, and how local media sites may be the perfect landing spot.
3:30PM Bonus Session: Google's Changing Algorithms Changes to Google's search criteria - as well as big changes that Google, Apple, Facebook and Amazon are making - pose a huge threat to local publishers. How much site traffic do you get from search? From Facebook? What if that went to zero? This session takes a look at what's happening and offers insights into what local publishers should do to prepare.
4:00PM Bonus Session: iOS Search: Google This drill-down session by search expert Andrew Shotland examines what's happening with Apple's search platform, and how market leaders like Yelp and TripAdvisor are already taking advantage of it. There could be a big opportunity for local publishers - but only if you know the tricks.
Speaker: Andrew Shotland, director of local search strategy, Localseoguide.com
8:40AM What SMBs Are Thinking Borrell's yearlong survey of more than 7,000 SMBs has yielded a goldmine of insights. This session examines what they're planning to axe and what they're planning to increase in media spending, as well as their satisfaction levels with Facebook advertising, Google, and mobile marketing. Borrell's head of research Corey Elliott offers a clear picture of what these businesses are most interested in buying today.
9:00AM Think Big. Act Bigger. Marketing guru Jeff Hayzlett is back, and he's got a clear message for anyone in local marketing who wants to be successful: Think Big. His message couldn't be more timely. Local businesses are spending more than ever on marketing, and "advertising" is the least of what they're buying. Thinking big helps companies break out of the year-over-year mold, opening up new realms of possibilities.
9:45AM The Beacon Effect Whether you call them beacons, near-field technology, or Bluetooth marketing, there's no doubt that something dramatic is unfolding in local mobile marketing. Muscling to the forefront is Yext, which for the past eight years has been at the forefront of delivering digital geo-presence for local businesses. Beacons are front and center on Yext's radar scope, and the company is launching an innovative program to deploy beacons nationwide to SMBs.
10:35AM Thinking Big in San Francisco When it comes to thinking big with digital ventures, Hearst's San Francisco Chronicle tops the list with dozens of dedicated digital sellers and a full-time recruiter to secure great talent. Ginger Neal, the newly appointed Vice President of Digital Sales, gives us a glimpse of how the company's strategy is falling into place, and where things are headed for one of the nation's oldest and most revered "newspaper" companies.
11:00AM Where Google Partnerships Are Headed Google has worked hard to develop a broad set of partnerships with local publishers and resellers who drive billions in search revenue. This session with head of channel sales Ben Wood shows the latest in where Google is headed with partnerships at the local level.
11:40AM The Fast-Emerging Opportunity in Digital Co-Op Fresh from a research project on co-op advertising, industry advisor Peter Hutto sees shifting sands in the $36 billion co-op advertising industry. Brand managers are shifting dollars from print media to support things like banners and SEO at the retail level. But there's still plenty left on the table due to SMBs' lack of awareness and sense of confusion regarding how to tap the funds. This session examines how funds are shifting, and what today's co-op budgets look like.
12:00PM Ground-level Insights: How to Tap the Co-Op Well This session moves the co-op discussion to the ground level. We'll hear from one of the foremost experts identifying available co-op funding, Neg Norton of the Local Search Association, and someone who's made a science of tapping millions in co-op dollars for his company, Chris Heilbock of hibu. You'll learn not only where the dollars are today, but also tricks on how to access the swelling stream of digital funds.
2:00PM Making Inroads: NextDoor's Next Move Nextdoor has been called the anti-Facebook, bringing together people in tight geographic areas who share common interests in crime, weather, relationships, shopping, gardening and the environment.
Co-founder and CEO Nirav Tolia describes Nextdoor's strategy, and tells us how local advertising will play a role beginning in 2016.
2:30PM Creating a Large, Successful Digital Agency (From Scratch) Sprouting from a traditional media company, Canadian-based Mediative has grown into one of the largest and most successful digital agencies. Heading up the 150-person agency is Darby Sieben, whose team collects and uses high-intent consumer data to fuel and customize innovative solutions. Mediative is a shining example of what media companies can do - when they think big.
3:00PM Let's Cut the Crap: Are Digital Agencies Profitable? Creating a digital agency is certainly vogue, but what's the real story on revenues and profitability. This session looks at four different local "agencies" and asks tough questions of their leaders: What are they selling, how much are they making, are they profitable, and will these companies ever be more than boutique local agencies?
3:45PM Wrap Up: Highlights & Conclusions, and (More Importantly) A Checklist of Action This interactive session will offer key observations from the past two days of Advantage: GeoMarketing, but spend more time compiling an action list for attendees. What's the first thing you'll change when you get back at your desk?