Monday, March 27
Registration Desk Opens
8:00 am – 9:00 am
9:00 am – 9:15 am
Introduction & Conference Overview
John Kelsey, President & CEO, The Kelsey Group
9:15 am – 9:45 am
Mass Media to MyMedia: Profiling the New ‘On-Demand’ Consumer
Each day it becomes more apparent that the Internet, on-demand video, wireless phones and iPods are creating a new global and local media universe — one that is highly personalized, customizable and not tied to time, place or even a single medium. The Kelsey Group will present new consumer research that outlines this emerging consumer paradigm and discuss the most significant implications for advertisers (national and local) as they try to reach these new, more empowered consumers.
Greg Sterling, Program Director, Interactive Local Media, The Kelsey Group
9:45 am – 10:30 am
The Broadband Juggernaut: Slowing Down or Speeding Up?
High-speed Internet access is the backbone of the new consumer paradigm. It took a decade for broadband to reach “critical mass” in the U.S. Now we are witnessing the disruptive effects for traditional media and potentially for some newer technologies as well. While some predict broadband is slowing, others believe competition and new initiatives (e.g., municipal Wi-Fi) and technologies could drive high-speed access to nearly 100 percent penetration in the next several years. Which version of the future is correct? This panel will debate the potential scenarios and look outside the U.S. to higher-speed markets to see what the future might hold.
10:30 am – 11:00 am
11:00 am – 12:00 pm
12:00 pm – 1:30 pm
1:30 pm – 2:15 pm
1,000,001 Channels: But Is Anybody Watching?
TV used to be simple for everyone. But the newly fragmenting world of video search, mobile TV, on-demand cable and IPTV makes the range of potential consumer choices staggering. What are the new technologies that are rapidly turning TV from a mass medium to one that is highly personalized? What is the new consumer “video consumption” model, and what are the implications for networks, content producers and advertisers? Will a million “Wayne’s Worlds” and the potential “Tower of Babel” effect destroy the medium for advertisers or open it up to a range of exciting new possibilities, including some for SMEs?
2:15 pm – 3:00 pm
Sales Channels and Their Challenges
Many argue that selling to the local market ultimately involves a “push” rather than a “pull” strategy (i.e., “feet on the street”). Will that be equally true in five years? In 10? Does the complexity and rapid evolution of the local search market ultimately mean one or two on-ramps with multiple distribution points? Does it mean a few dominant players who sell end-to-end solutions? Or does it mean many entry points and networks that distribute ads to relevant consumer destinations? And who is best-positioned to sell online to the local market: search engines, cable companies, newspapers, directories or independent channels? This panel will debate these issues and the question of whether anyone can dominate local search in the way traditional media historically have dominated their local markets.
3:00 pm – 3:30 pm
3:30 pm – 4:15 pm
Local Search: Nationals Lead the Charge
It has been a little over two years since The Kelsey Group began discussing local search and its implications. And while consumers are catching on and the products are rapidly evolving, small businesses have been much slower to utilize the medium. By contrast, national advertisers have begun to use online marketing and paid search (including geotargeting) in earnest. This panel of national advertisers will discuss their online and localization strategies and how their view of the advertising and marketing landscape has changed. What’s working? What isn’t? And how are these large marketers adapting to the now more elusive and empowered consumer? What additional online trends or changes do they anticipate in the next 12 to 24 months?
4:15 pm – 5:15 pm
Local Business Live: SMEs in Their Own Words
Small and medium-sized enterprises represent more than 95 percent of U.S. businesses and drive an estimated US$2.2 trillion in annual economic activity. They spend an estimated US$30 billion+ annually on advertising. In this live session, local businesses will describe their experiences and express their opinions about the increasing range of marketing options available to them. Are they using the Internet and local search, or are they primarily relying on tried-and-true methods? What about wireless — are they interested? What are their opinions of the local sales channels, and what’s their view of self-service now? We’ll hear these SMEs’ candid opinions and predictions about the short- and long-term future of the local media marketplace.
5:15 pm – 7:30 pm
Pre-Conference | Day 1 | Day 2
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To register by phone, call (609) 921-7200 x10.