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Local Mobile Advertising Conference 2011: 15 video presentations
Borrell Associates Inc, Oct 2011
Borrell Associates' Local Mobile Advertising Conference 2011 took place in October and was hosted in Chicago. Videos of fifteen expert speakers at this dynamic and cutting edge conference have been made available to purchase. These presentations can be purchased separately - see links below - or in this one-off package at a specially reduced price.
Keynote - Chuck Martin
Chuck Martin is the CEO of Mobile Future Institute and Director of the Center for Media Research at MediaPost Communications. Chuck Martin has been a leading pioneer in the digital interactive marketplace for more than a decade. He is the author of The Third Screen (Marketing to Your Customers in a World Gone Mobile), in which he defines the implications, strategies and tactics for businesses to thrive in this coming mobile revolution.
Speaker: Chuck Martin, Author, 'The Third Screen'
Trends that Matter Most - Michael Becker, Managing Director, MMA
Google “mobile media trends” and you’ll get 148,000 results. Which trends matter most? This session squelched the noise and tunes into the trends that are having the most impact on mobile media with an emphasis on what it means for local marketers and media companies. Leading industry analysts delivered insights on what’s important today for local managers, and how the landscape will change over the next three years.
Mobile by the Numbers: What Consumers and Advertisers are Doing
Looking at the headlines you might think everyone is using a smart phone to scan bar codes, look up the news and redeem coupons. And that advertisers are rushing en masse to throw their marketing dollars at mobile media. Not true – by a long shot. This session tapped two of the industry's leading researchers from Insight Express and Borrell Associates to examine front-line trends including consumer usage of mobile media and advertiser usage and intent.
Moderator: Andrew Shotland, SEO, Local Search & Web Strategy Consultant
Speakers: Greg Harmon, Senior Research Analyst, Borrell Associates
Joy Liuzzo, Senior Director, Insight Express
The Agency Approach: Integrating Mobile Marketing into Marketing Campaigns
There's a lot of buzz about converting salespeople from ad sellers to marketing consultants. One of the best ways to generate sales is to link traditional media buys with mobile. This session heard from the experts who've converted sales staffs to consultants and are selling integrated campaigns successfully as a result.
Moderator: Sandy Martin, Schurz
Communications Panelist: Terry Delisa, VP Digital, Tribune Interactive
Who's Making Money?
One of the greatest strengths of Borrell Associates is its database of nearly 5,000 local media companies that shows how much they’re making in online revenues. They reached into this database to feature those who have attacked the mobile space with a business mindset and are making money right out of the gate – in the hundreds of thousands of dollars – with their mobile initiatives.
Moderator: Greg Sterling, Senior Analyst with Internet2Go, Opus Research
Panelist:Doug Bennett, President, Freedom Interactive
Tablet Strategies: Will a Mix of Subscription & Ad Revenue Pay Off?
Subscriptions to local news and information content have begun generating revenue for some local media companies. This session explored the prospects for subscription-based services to local content through e-readers and mobile apps through the eyes of four companies that have deployed the model in their markets.
Moderators: Diane Mermigas, Writer, Analyst
Consultant Speakers:
Sean Polay, Director for Deals and Mobile Products, Dow Jones Media Group
Fred Lebolt, Senior Vice President, Sun-Times Media Digital
The Forgotten Mobile Opportunity: Phone Calls!
Apps, banners, branding, video, texting… they all sound great. But what is a cellphone’s primary function? As consumers look up directions and try to locate businesses, “digital call advertising” seems to be a forgotten opportunity. Brent Turner, a veteran of search advertising at Microsoft who oversaw the launch of Bing, described how call tracking and analytics could be a veritable gold mine for local media companies.
Speaker: Brent Turner, Executive Vice President for Digital Advertising Products, Marchex
Keynote Iryna Newman, Head of Mobile Marketing, Groupon
When it comes to market forces, Groupon has been a juggernaut. Its acquisition of Mob.ly last year catapulted it into the mobile space. In just eight months, its location-based deals apps for the iPhone and Android saw more than 5 million downloads – a number that continues to grow. Where is the King of Deals headed in the mobile space? Iryna Newman, who heads Groupon’s mobile marketing efforts, set the tone for Day 2 of the conference, discussing the strategy of “deals” to drive mobile-user acquisition.
What Local Advertisers REALLY Think about Mobile Media
What do local advertisers want from mobile media? This session featured regional and local marketers who’ve used mobile advertising to drive significant results. Some have even found ways to bypass media and do SMS campaigns or buy coupons on check-in sites on their own. Get an indication of what’s working – and what’s not – for these local pioneers, as well as a wealth of ideas on how to craft a mobile marketing campaign to meet advertisers’ needs.
Moderator: Dick Larkin, Executive Vice President, American Marketing & Publishing
LLC Moderator: Dick Larkin, EVP, American Marketing & Publishing
LLC Panelists:
William McMahon, Owner/Operator, Lincoln Inn Family Restaurant
Mary Jo Edwards, Owner, European Tan
Steve Lesniak, Manager, European Tan
Location, Location, Location
Lest we forget, the most powerful part of mobile media is location. Hear from the CEOs of two of the most dynamic and fastest-growing location-based mobile companies: Hopstop, a directions and transit app serving 57 cities and rapidly expanding its local advertising base, and Placecast, which offers local advertisers a way to reach out to mobile users as they come within range of their stores.
Speakers: Joe Meyer, CEO, Hopstop
Alistair Goodman, CEO, Placecast
Pandora’s Next Move: Going Local
With tens of millions of listeners, Pandora has big plans for local mobile advertising. In fact, its ad revenues have been doubling as the Internet radio company. John Hilton, executive director of channel sales for Pandora, has come to the company with deep experience in the local advertising space after stints with Knight Ridder Digital and Yahoo Local. He described Pandora’s strategy to tap an oft-forgotten component of the mobile space: audio advertising.
Speaker: John Hilton, Executive Director, Channel Sales & Strategic Partnerships, Pandora
Mobile's Biggest Frontier: Real Estate
At $20 billion, real estate is one of the largest advertising categories. And with a whopping 45% of that expenditure going toward online media, it has the potential to develop into one of the hottest categories in the mobile marketing space. Two things make it worth watching: real estate is inherently location-based, and, unlike coupons and two-for-one offers, the typical transaction involves hundreds of thousands of dollars. Hear from the leaders in this category and how much they value mobile media’s ability to reach potential buyers, sellers and renters.
Speakers:
Greg Schwartz, Chief Revenue Officer, Zillow Brock Maclean, EVP, Dominion Homes
Scott Dixon, President, Real Estate Division, Network Communications
Steven Yarger, Product Manager, Trulia Mobile
The Ultimate Mobile Vertical: Automotive
Automotive is among the top 3 local online advertising categories, but few have figured out how mobile plays a role. The two largest players in the space -- Autotrader.com and Cars.com -- are developing brilliant strategies to use interactive media -- and particularly mobile media -- to connect buyers and sellers in the automotive marketplace.
Moderator: C. Lee Smith, President and CEO, Ad-ology
Research Speakers:
Jose Puente, Director of Mobile Strategy, Autotrader.com
Sharon Knitter, Senior Director of Mobile, Cars.com
Tapping into Mobile Ad Networks
Mobile ad networks have a promising future, and some have already begun looking for ways to deliver targeted messages through local media providers. What do local operators need to do in order to participate in what could be a bonanza of national advertising? Executives from four of the largest networks described what they want from local operators.
Speakers:
Dan Gilmartin, VP Sales & Marketing, Where, Inc.
David Kurtz, Executive Director, Product Management, AT&T Interactive
Craig Hagopian, Chief Marketing Officer, xAd
Greg Hallinan, Co-Founder & Chief Marketing Officer, Verve Wireless
Five Things To Do Next
Back by popular demand, this session summarized what was heard during the conference and taps into the brain trust at Borrell Associates to offer the five most compelling takeaways from the conference. This session was so popular last year that several attendees requested personal webinars to discuss the key takeaways for their company executives.
All video files are in MP4 format. These are high-resolution videos and will take approximately 15 minutes each to download on an average high-speed connection. These recordings do not include the PowerPoint presentations.
Also available
Chuck Martin: Keynote Speaker at Local Mobile Advertising Conference (Chicago 2011)
Trends that Matter Most: a presentation by Michael Becker, Managing Director of Mobile Marketing Association
Mobile by the Numbers: What Consumers and Advertisers are Doing
The Agency Approach: Integrating Mobile Marketing into Marketing Campaigns
Whos Making Money? Media companies who attack the mobile space
Tablet Strategies: Will a Mix of Subscription & Ad Revenue Pay Off?
The Forgotten Mobile Opportunity: Phone Calls!
Iryna Newman of Groupon: Keynote Speaker at Local Mobile Advertising Conference (Chicago 2011)
What Local Advertisers REALLY Think about Mobile Media: a video presentation
Location, Location, Location: the most powerful part of mobile media
Pandoras Next Move: Going Local
Mobiles Biggest Frontier: Real Estate
The Ultimate Mobile Vertical: Automotive
Tapping into Mobile Ad Networks
Five Things To Do Next
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