Local Online Advertising Conference 2011 (NYC) - Presentation Recordings
Borrell Associates Inc, March 2011
Many of the presentations from our March, 2011 conference are available for purchase. Some presentations or PowerPoint slides are not available due to release restrictions. If you attended the conference in New York, you're entitled to a discount. Contact Abby Sineni by email This e-mail address is being protected from spambots. You need JavaScript enabled to view it if you attended the conference but did not receive the discount code.
To view descriptions of these sessions click on "More Information" in the list below.
Note: These are high quality videos and will require around 15 minutes each to download on an average broadband connection
- Clay Christensen - Keynote: Local Media, Disrupted: Why Organizational Structure is Key to Seizing Digital Share (WMV Format 1.5GB)
Local media companies held three-fourths of all locally spent Internet advertising in 2004. As the economy ratcheted down, companies such as Knight Ridder, Tribune, Cox, Belo and others began shutting down their separate digital divisions and folded those staffs under their print and broadcast operations. Within five years, pure-play companies gained 35 points of share. Clay Christensen, author of the best-selling "Innovator's Dilemma," will describe what it will take for local media to survive the next wave of disruptive innovation -- mobile media -- and whether "converged" staffs can work, or whether "online-only" staffs and divisions are vital to success.
Clayton Christensen Author, Researcher, Professor of Business Administration at the Harvard Business School, The Innovator's Dilemma - Speaker
One hour and 16 minutes.
- Clark Gilbert - The Local Media Manager's Dilemma: Managing Old Media Down and New Media Up (WMV Format 700MB)
Perhaps the greatest example of implementing change at the local level is with Deseret Media in Salt Lake City, which encompasses the Deseret News, KSL-TV and two radio stations. CEO Clark Gilbert, who studied under Clay Christensen and has conducted deep research into media disruption prior to joining Deseret, describes how he's reorganized the staff and created a dynamic environment that drives significant revenues for the company.
Clark Gilbert President and CEO, Deseret Media - Speaker
39 minutes.
- AT&T, AutoTrader, CityGrid Media - Featured Speakers: How Three Companies Rose to the Top (and stayed there) (WMV Format 925MB)
In the world of local online advertising, few companies can boast hundreds of millions of dollars in ad revenue. At the top of the heap are three – AT&T Interactive, Autotrader.com, and Citygrid Media – which, combined, accounted for more than 14% of all locally spent online advertising in 2010. The CEOS of each of these companies will discuss how they achieved – and more importantly sustained – online businesses reaching hundreds of thousands of advertisers.
David Krantz President & CEO, AT&T Interactive - Speaker
Chip Perry Chief Executive Officer, AutoTrader.com - Speaker
Jay Herratti CEO, CityGrid Media - Speaker
Time: 1 hour and 15 minutes
- Shelly Palmer - Keynote: Can Local Media Survive "Living Digital?" (WMV Format 720MB)
When it comes to media, few people have the type of vision that Shelly Palmer has: clear, passionate and…entertaining. Palmer will offer a challenging look at the future of local media through the eyes of a one of the country’s leading technology and media experts.
Shelly Palmer Digital Media Guru & President, Shelly Palmer Media - Speaker
23 minutes
- Heath Clarke - Featured Speaker: One Company to Watch - Local.com (WMV Format 510MB)
Local.com’s aggressive growth strategy continues to drive the company forward. It continues to be a company to watch, now boasting more than 20,000 proprietary websites, an estimated 1,000 local partners, and over 60,000 small-business clients. Renowned search advertising analyst and blogger Greg Sterling interviews CEO Heath Clarke about Local.com’s strategy to continue growing market share.
Heath Clarke Chairman & Chief Executive Officer, Local.com Corporation - Speaker
Greg Sterling Senior analyst with Internet2Go program, Opus Research - Moderator
23 minutes
- Christensen, Gilbert, Prather, Davis, Smyth - Panel: What Top Media Executives Must Do Next (WMV format 1.2GB)
The theory of Disruptive Innovation and the need for separate organizations seems logical, but does it really apply to local media? The CEOs of radio, yellow pages, TV and newspaper companies take the stage with Clay Christensen to engage in a discussion about what works -- and what doesn't -- at the ground level.
Clayton Christensen Author, Researcher, Professor of Business Administration at the Harvard Business School, The Innovator's Dilemma - Speaker
Clark Gilbert President and CEO, Deseret Media - Speaker
Kirk Davis President & COO, Gatehouse Media - Panelist
43 minutes.
Robert Prather CEO, Gray Television - Panelist
Peter Smyth Chairman and Chief Executive Officer, Greater Media, Inc - Panelist
- Newspapers Panel - Who's Making Money (and how much)? - March 3 (WMV Format 600MB)
Newspapers remained the kingpin of legacy media companies in terms of their share of digital advertising. Newspapers received nearly $3.4 billion in digital sales in 2010, or nearly 25% of all local online advertising. This panel, moderated by one of the foremost industry analysts, hears from three of the most successful newspaper-site managers in the country.
Ken Doctor Author of Newsonomics & Industry Analyst, Outsell - Moderator
Arturo Duran EVP & Chief Digital Officer, The Journal Register Co. - Panelist
Chris Hendricks Vice President, Interactive Media, The McClatchy Company - Panelist
Michael Romaner President, Morris Digital Works - Panelist
- Mobile Video: Local Media's Moving Target (WMV Format 980MB)
Video has already moved to the Web, where newspapers are actually ahead of television when it comes to streams and video advertising. And it's now rapidly moving to mobile devices, where networks are cutting out local affiliates by offering TV programming direct to viewers on iPads and smartphones. This session looks at mobile's video future and what's working today, and what's merely local pie in the sky. Sandhi Kozsuch Director Mobile Broadcasting, Cox Media Group - Speaker Randa Minkarah Senior Vice President , Fisher Communications - Panelist Anne Schelle Executive Director, Open Mobile Video Coalition - Moderator
- What Local Advertisers Want from Mobile Media (WMV format 1.1GB)
This session was a huge hit at our Local Mobile Advertising Conference in September 2010. You probably know what you’d like to sell, but what are advertisers actually looking for from mobile media? This panel included eye-opening research on mobile response rates from InsightExpress, plus insights from two local advertisers who are seeing results from mobile media. Mickey Alam Khan Editor-in-chief, Mobile Marketer - Moderator Joy Liuzzo Senior Director, InsightExpress - Panelist Joe Meyer President & CEO, HopStop - Speaker
- The Coupon Craze - Text, Browser & Apps from Mobile Media (WMV format 610MB)
The big coupon buzz about mobile marketing is in browsers vs. apps, but the local money is still in something as simple as SMS/text. Will this change? Who will win out in the next few years? We'll hear the experience of some of the most successful sellers of local mobile couponing through all methods, how much they're making, and the results they're driving for customers. Konny Zsigo President, Wireless Developer Agency - Speaker Sandy Martin Marketing Analyst, Borrell Associates, Inc - Speaker
- The Future of Group Deals: Where Groupon is Headed (WMV format 259MB)
Group deals became all the rage in 2010. But don't plan on "deal fatigue" causing these programs to burn out and disappear. Groupon, which started partnering with local media companies last year, continues to have huge momentum and still leads the pack by far. This session explores what has made Groupon so successful - and what it's doing to push deeper into existing markets and expand to others. Ryan Miller Director of Operations, Groupon - Speaker
- TV Stations Panel - Who's Making Money (and how much)? - (WMV format 600MB)
There’s no doubt that the Internet is transforming into more of a video medium. As both Web and mobile users go from “surfers” to “viewers,” local broadcasters face the biggest disruption. A handful of broadcasters are doing some ingenious things to meet this growing video audience – as well as use the web to battle with their print competitors by offering classifieds, directories and coupons. This panel taps the best of the best, offering perspective from three stations that have achieved exponential growth from the Internet ventures.
Christine DiStadio Director of Digital Media, KHOU-TV - Moderator
Brooke Knight Warner General Manager, Interactive, WBOC Interactive - Panelist
Mike Petroff VP Sales, Ad Products, Deseret Digital Media - Panelist
Jeffrey Ulrich Director, Digital Sales Strategy and Training, Cox Media Group - Panelist
- Google - What Facebook, Google & Yahoo Have in Store for Local - (WMV format 180MB)
Google is no stranger in the local marketplace, and its plans to continue reaching out to SMBs seem relentless. Its “Google Places”pages for local businesses created an amazing 4 million leads last year – representing one-fourth of all SMBs. And at the end of 2010 it was dangling $100 in free search advertising in an attempt to reach more of them. This session explores Google’s plans and how local media companies have become successful participants.
Ben Wood Head of Reseller Partnerships North America, Google - Speaker
- What National Advertisers Want from Local Sites - (WMV Format 1.3GB)
Leading brand managers and retailers offer their insights on what they want from local media when it comes to print/broadcast/online product packaging. A highly-favored carryover from our 2010 conference, this session explores the growing sophistication of local ad networks, which promise to deliver more dollars down to local sites this year.
Sean Finnegan CEO, Geomentum - Panelist
Andrew Chomer EVP, Chief Digital Officer, PHD - Panelist
Jason Gole SVP of Digital Media, Universal McCann - Panelist
Shawn Riegsecker Founder & President, Centro - Moderator
Matt Williams Partner / Group Planning Director, The Martin Agency - Panelist
- Yahoo! - What Facebook, Google & Yahoo Have in Store for Local (WMV format 170MB))
Of all major pure-play companies, Yahoo has been one of the most aggressive in forming relationships with local media companies as resellers. It continues to pound away at the local space, launching “locally relevant Quick Apps” and an array of new local search features in the latter half of 2010. How is Yahoo’s alliance with a consortium of newspapers working, and does it have plans to continue building out its local partnerships in 2011?
Lem Lloyd Vice President North America Channel Sales and Small Business , Yahoo! Inc. - Speaker
- Radio Stations - Who's Making Money (and how much)? - (WMV format 375MB)
As an industry, radio is still woefully behind in terms of online ad revenues, collecting only $285 million, or 2% of all local online advertising. But there are some innovators in the pack collecting more than their fair share, driving revenues that are five to ten times more than the average. This panel features three brilliant strategists within radio companies who are breaking the mold.
David Presher VP/General Manager, Radio-One Columbus - Panelist
Frank Saxe Managing Editor, Inside Radio - Moderator
Michael Weiss President, Sales, CBS Radio - Panelist
- Yellow Pages - Who's Making Money (and how much)? - (WMV format 650MB)
As an industry, radio is still woefully behind in terms of online ad revenues, collecting only $285 million, or 2% of all local online advertising. But there are some innovators in the pack collecting more than their fair share, driving revenues that are five to ten times more than the average. This panel features three brilliant strategists within radio companies who are breaking the mold.
David Presher VP/General Manager, Radio-One Columbus - Panelist
Frank Saxe Managing Editor, Inside Radio - Moderator
Michael Weiss President, Sales, CBS Radio - Panelist
- Facebook's Local Gravitas - What Facebook, Google & Yahoo Have in Store for Local (WMV format 225MB)
Facebook has begun to drive significant amounts of traffic to local sites and has swiftly become a platform for local advertising. In fact, when asked their intentions in 2011, an overwhelming number of small businesses said they planned to increase their exposure on Facebook. To meet those needs, the company has introduced a full slate of local services for Main Street advertisers. This session explores Facebook's strategy and how it's working with local partners.
Emily White Sr. Director of Local, Facebook - Speaker
- Michael Golden - Keynote: Don't Call The New York Times a "Newspaper" Company Anymore (WMV format 120MB)
By the end of 2010 the New York Times Co. had 26% of its ad revenues - more than any other newspaper company - coming from digital sales at its 14 regional newspapers and metro dailies in Boston and New York. In addition, the company derived well over $100 million from pay-per-click advertising separately through its ownership of About.com. Vice Chairman Michael Golden describes the transition and how the company plans to continue investing heavily in its digital future.
- Scene-Setter: The Future of Local Advertising & the Emergence of Mobile - (WMV format 850MB)
Local advertising is a $91 billion category with an interesting future. Online continues to spiral upward, corkscrewing holes into yellow pages, newspaper, direct mail, radio and, soon, TV advertising. Will it continue, or will it reached a plateau? How will mobile affect everything? In this opening session, Gordon Borrell deciphers the digital future for local media with the help of the foremost authority on local marketing, Kip Cassino - a man with an uncanny record for predicting trends that everyone else seems to miss. Finally, we get a glimpse of the mobile future from Greg Stuart, an author and pioneer in digital advertising who now heads up the Mobile Marketing Association as their Global CEO.
Gordon Borrell CEO, Borrell Associates, Inc - Speaker
Greg Stuart Global CEO, Mobile Marketing Association - Speaker
Kip Cassino Executive Vice President, Borrell Associates Inc - Speaker
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