Monday, March 6th

Sessions start at 8:30am and end at 5:00pm. Cocktail Party Follows at 6:00pm.
  • 8:30AM
    Opening Session: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.
  • 8:55AM
    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.
  • 9:15AM
    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.
  • 9:45AM
    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.
  • 10:30AM
    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.
  • 10:30AM
    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.
  • 10:30AM
    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.
  • 11:30AM
    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.
  • 11:50AM
    Rapid-Fire Best-In-Class Case Studies, Part I
    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 five minutes or less, using one dynamic example of success at the local level.
  • 2:00PM
    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.
  • 2:30PM
    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.
  • 3:15PM
    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.
  • 4:00PM
    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.

Monday sessions end at 5:00pm. Cocktail Party Follows at 6:00pm.

Tuesday, March 7th

Sessions start at 8:30am and end at 4:00pm
  • 8:40AM
    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.
  • 9:00AM
    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.
  • 9:30AM
    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.
  • 10:00AM
    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.
  • 10:45AM
    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.
  • 11:30AM
    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.
  • 12:00PM
    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.
  • 2:00PM
    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.
  • 3:00PM
    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.
  • 3:30PM
    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?

Tuesday sessions end at 4:00pm

Amenities Provided

Charging Stations Sponsored By:

Verve

Stage Greenery Sponsored By:

Simplifi

Registration Station Sponsored By:

AffinityX

WiFi Hotspot Sponsored By:

Camilyo


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