What is LOAC 2017

The 2017 Local Online Advertising Conference returns to New York March 6-7 with a focus on the most important link in the chain - the sales organization, and particularly the local sales rep. If they fail, the entire organization is in jeopardy. In 2016, these “direct” sales forces were responsible for driving more than half of all locally spent digital advertising, to the tune of $25 billion.

Register for $1,595

What Will You See?

Opening Session: 2017 Local Advertising Outlook

Borrell Associates CEO Gordon Borrell sets the scene for the next two days by laying out the most important trends unfolding in 2017. This session includes a frank look, in classic Borrell style, at winners and losers on the local scene.

Keynote: If Your Local Marketers Aren't Buying Mobile, You're Failing Them

Mobile is not just another marketing channel. It is business transformational and a revolution in consumers' shifting media habits. Within that is a major competitive opportunity. Greg Stuart, author and Global CEO of the Mobile Marketing Association, lays out the landscape for mobile marketing, why it's hard and what local media probably need to know and do to catch up. Part of this presentation will include new insights from a $3 million research program conducted with major marketers.

HOW FACEBOOK VIEWS ITS ROLE IN THE LOCAL ADVERTISING LANDSCAPE

Facebook has quickly taken its place at the local media table alongside newspapers, TV, radio and others. But just how does the social media giant view its role in helping SMBs? Phillip Rather, head of partnerships at Facebook's SMB center in Austin, discusses how the company works with automotive, real estate, franchise and other advertisers, as well as programs that help third parties such as ad agencies and media companies develop their Facebook advertising programs.

A Winning Strategy for Traditional Media

Ezra Kucharz, an award-winning media strategist who's spent the past two decades developing digital game plans, lays out the particulars of a sure-fire digital strategy for local media. The former president of CBS Local Digital Media will identify basic mistakes in applying old rules to a new medium, and describe scalable and resilient strategies for local broadcast & print media to drive significant incremental revenue.

The Path Ahead, from the Perspective of the Industry's Digital Leadership

We've asked the industry's best and brightest - the chief architects and drivers of digital operations within their media companies - to give us their views on what's in store for 2017 and beyond. In stand-alone presentations throughout the conference, they'll take the stage to discuss their biggest initiatives in 2017, their most important dashboard metrics, what a "failing" strategy looks like, and what they believe their companies will look like five years from now.

What's AHEAD UNDER NEW LEADERSHIP FOR YP

At $1 billion in digital revenue and a sales force that numbers in the thousands, YP remains one of the largest marketing partners for SMBs. Newly appointed CEO Jared Rowe, former head of Cox's Automotive Media Solutions Group, discusses how the company is changing under his leadership, and how the company is responding to the new and very mobile and social media environment.

PSYCHE! WHAT THOSE NEWFANGLED TESTS TELL US ABOUT SALES REPS (AND BUYERS)

It's proven when managers take the time to discover things about their sales reps, they're better able to develop and engage each of them - leading to retention. An important part of this process is using assessments to predict HOW people will behave and identify WHY they will behave in that way. This session presents and demystifies these assessments and will show you how to use the results to engage with sales talent and improve sales performance.

OVERVIEW: WHERE FACEBOOK IS HEADED WITH LOCAL MEDIA

Organized by the Local Media Association, a core group of local media executives has been meeting with Facebook to address industry concerns and work on mutually beneficial partnership terms. LMA President Nancy Lane and three other media executives describe where they think Facebook is headed and what they see as the key advantages - and pitfalls - in working with the company.

DOWN-AND-DIRTY STARTUPS: DIGITAL AGENCIES

Are media-born digital agencies a knee-jerk reaction to needing to find new revenue? Or are they viable means to serving new advertisers and retaining old ones? A panel of executives who have overseen the startup and troublesome early years offer their views on what's working and what's not. The panel will pull back the curtain on the financials and take a hard look at the future revenue potential, as well as profits, from digital agencies.

BEST PRACTICES: FACEBOOK AS A CONTENT DISTRIBUTION TOOL

This session features three speakers from Scripps, Tribune, and WRAL-TV, all of whom have deployed brilliant strategies with Instant Articles, Facebook Live, and other Facebook content-distribution/promotion strategies. More importantly, their strategies are driving significant revenue.

Best Practices: Training Broadcast & Print Reps to Sell Digital

Hiring "online only" reps is great, but plenty of organizations believe that leveraging their existing print or broadcast sales forces are the best approach. This session features front-line experience from companies utilizing "legacy" sales forces to sell digital. Are all reps required to sell? Are they better as lead generators who turn the sale over to "digital specialists?"

The Future of Digital Advertising with AMP

At a time where mobile content consumption is increasingly taking place inside walled gardens, the Accelerated Mobile Pages (AMP) Project offers an open source solution to making fast mobile content experiences available in more places and on more platforms, helping publishers retain control over how users interact with their content. In this session, the team shares the progress the AMP Project has made over the last year, the impact to key publisher metrics like revenue, the future of advertising using AMP HTML, and the roadmap for the project in general.

BEST PRACTICES: USING FACEBOOK TO BUILD AUDIENCES

Facebook has become a phenomenon for local media companies wanting to build audiences for their pages and for their advertisers' pages. This session taps two experts - one at Pennsylvania radio group that's developed an audience that's now numbers in the millions, and another at a Utah media company that's leveraged Facebook to reach a phenomenal 475 million people.

Hunting Millennials: How To Find A 'Keeper' Sales Force

It's easy to find Millennials. They're everywhere. But if you're trying to hire sales reps, how do you find the right Millennials? This session features tips on not only where to find them but how to identify those coveted "keepers." We've asked one of the best sales strategists in the business, Matt Sunshine, to offer practical advice on how to recruit, select and keep a coveted sales force.

LinkedIn's Rise as a Powerful Local Marketing Tool

In the world of Social Media, LinkedIn is overshadowed by Facebook. But the B2B social network has become a powerful marketing tool for local businesses, millions of whom have established profile pages. This session with one of LinkedIn's enterprise account AEs drills down on how local businesses and media companies have harnessed LinkedIn to drive exposure and sales.

Best Practices: Collecting the Best Client Intel

An abundance of sources offer insights into potential clients, empowering reps as consultative sellers. New sets of readily available data, assembled appropriately for clients, are becoming the pixie dust that animates potential clients and turns them into eager buyers.

Preserving and Growing Recruitment Advertising

Thanks to a new set of innovation from tech providers, online recruitment advertising still fetches six- and seven-figure incomes for some local operators. Advances in candidate-matching and targeted advertising are helping media companies retain and expand their online recruitment programming.

BEST PRACTICES: FACEBOOK ADVERTISING

Many local media companies are achieving hundreds of thousands to millions of dollars, at high profit margins, deploying Facebook advertising for SMBs. This session features executives from GateHouse Media, Dream Local, and Hearst/LocalEdge, whose companies are growing significant revenue. Attendees will also hear answers to key questions from the Local Media Associations' new Facebook sales-training sessions that address confusion around display, boosted posts, video advertising platforms and more.

Moonlighting's Disruptive Approach to the Recruitment Space

Call it the Uber of job-seekers. The Airbnb for people needing to get a job done. The Craigslist disruptor. Moonlighting takes a refreshing approach to employment, offering a mobile marketplace where anyone can hire or be hired in any community across the country. CEO and co-founder Jeff Tennery talks about the new venture who's mission is to create jobs for the masses.

A Clarifying Pitch: How to Reduce the Noise for Sellers and Buyers

The world is full of time-tested sales strategies, but information overload for both buyers and sellers has changed everything. How do you deal with buyers' short attention spans? How can reps avoid getting trapped by distractions? How do you deal with the new reality of "I'd like to do a test first?" With more than two decades of leadership experience at world-class sales organizations, James Moore of Simpli.fi offers a fast-paced, energetic view of what it takes today to get a decision maker's attention, and how to adjust your training to adapt and win in a very complex media environment.

Making Sense of the Great SMB Revolution of 2017

Drawing from a massive survey of SMB marketing activities the largest in the country Borrell's VP of Research, dubbed "the new guru of local advertising" describes the revolution he sees occurring this year among local advertisers. Some clues: It involves prices, results, the selection of the best media mix, and a whole lot of Facebook.

Keynote: The Blurring Lines of TV and Digital

As a president of one of the largest video ad platforms and chair of the Interactive Advertising Bureau (IAB), Lauren Wiener has unique purview into the consumption shifts from linear TV to digital video across devices. Ms. Wiener's experience at the forefront informs a prediction of what's ahead for video advertising-and the smartest ways local media can capitalize on future changes.

THE FUTURE OF AUTOMOTIVE MARKETING: A PIONEER'S VIEW

When it comes to the automotive space, few have the marketing perspective that Chip Perry possesses. He pioneered one of the most disruptive digital pureplays - Autotrader.com - through much of his career, and now heads up another market innovator, TrueCar. In this session, Chip offers his view of where dealers are headed with their marketing strategies and sales processes, and how he's molding TrueCar to meet those needs.

The New Real Estate Marketing Funnel

With a majority of home searches beginning and often ending online, agents and brokers are looking for innovative ways to shift the estimated $10 billion they spend on advertising annually to digital media. At the forefront of this digital transformation is Realtor.com, which pioneered the industry 20 years ago and today is ranked No.1 by homebuyers in terms of how they found an agent and their new home. Ryan O'Hara, CEO, offers his view of where the real estate industry is headed, and how the business of serving consumers, agents and brokers is likely to continue evolving.

Millennial Mindset: A Peek into Media's Future

These aren't just any Millennials - these are the ones who've been thinking deeply about the future of local media, intent on crafting its future instead of letting it happen. Merrill Brown, a media pioneer and director of Montclair State University's School of Communication and Media, will bring five of his brightest students to relate how they see the future. The key question: How they plan to change media business models to meet the needs of the future's most important consumers - their peers.

HomeAdvisor's Success Story: Tapping the Home-Improvement Business

When it comes to tapping the booming home-improvement services business, HomeAdvisor is writing its own playbook. As 2016 drew to a close, the Denver-based company, part of IAC, saw its customer base grow 48% to nearly 150,000 service professionals, revenues swell by 39%, and service inquiries grow 27%. Craig Smith, HomeAdvisor's President & COO, talks about the company's vision and success, and how it's been able to successfully navigate a very competitive, yet very large, industry segment.

Best-In-Class, Rapid-Fire Case Studies, Part II

One of the highest-rated sessions of Borrell's past conferences, these fast-paced presentations are laden with money-making ideas. Eight companies have been challenged to tell their stories in 5 minutes or less, using one dynamic example of success at the local level.

THE PATH AHEAD, FROM THE PERSPECTIVE OF THE INDUSTRY'S DIGITAL LEADERSHIP

A continuation of Monday morning's "best and brightest" sessions, this session features the chief architects and drivers of digital operations at two more media companies, Hearst Newspapers and Beasley Broadcasting. They'll tell us their biggest initiatives in 2017, their most important dashboard metrics, what a "failing" strategy looks like, and what they believe their companies will look like five years from now.

UNDERSTANDING ADVERTISER CHURN: WHAT FUELS IT AND WHAT'S ACCEPTABLE?

As a spate of digital services comes into play, reaching smaller advertisers who often have higher demand, churn rates appear to be creeping up. This insightful session - a big hit at our San Francisco conference last year- examines the latest research on local advertiser churn, what causes it, and how the types of advertisers, products, and rates affect outcome.

WRAPUP: HIGHLIGHTS & CONCLUSIONS, AND A CHECKLIST TO TAKE HOME

This interactive session will offer key observations from the past two days of LOAC2017, 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?

Venue

Grand Hyatt NYC

109 E 42nd St, New York, NY 10017

Place yourself in the heart of "The City That Never Sleeps" at Grand Hyatt New York. Our prime location on the fashionable East Side, adjacent to Grand Central, puts the city's top attractions including Times Square, Broadway theaters, Central Park and Fifth Avenue's world-class shopping - and major businesses just steps from our midtown Manhattan hotel.

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