Tuesday, March 28
7:00 am – 8:00 am
Continental Breakfast
8:00 am – 8:15 am
Welcome and Preview of Day 2
Greg Sterling, Program Director, Interactive Local Media, The Kelsey Group
8:15 am – 9:00 am
Keynote Address
Gerry Campbell,
SVP, Search,
AOL Search and Directional Media Group
9:00 am – 9:45 am
The New ‘Purchase Funnel’: Online Shopping, Offline Conversions
Even though e-commerce may have reached US$90 billion in 2005, it represents just 2.5 percent of total U.S. retail. Yet the Internet is having a growing influence over offline consumer behavior. What is the precise nature of this new purchase funnel? Where do consumers start, and where do they typically end up online before buying offline? Is paid search truly a direct response medium? What categories of sites are the most effective sources of offline conversions? Will we see more search/shopping engines add local inventory information this year? These and other relevant questions will be explored in depth.
Kendall Fargo, CEO, StepUp Commerce, Inc.
Brian Hand, CEO, ShopLocal.com
Catherine Kelly, Chief Technology Officer, HarvestINFO
John Melideo, CEO, Jambo
Rob Wight, CEO, Channel Intelligence
9:45 am – 10:15 am
Refreshment Break
10:15 am – 11:00 am
Can You Hear Me Now: VoIP, Wi-Fi and Local Market Disruption
With increasing publicity, new providers and a range of “nonthreatening” phones, 2006 may be the year VoIP enters the mainstream. But beyond cheaper phone service, what does VoIP make possible for consumers and marketers? How will VoIP potentially affect wireless carriers and revenues over time? What impact will it have on local search and directory advertising? How deeply will it be integrated into online applications? And will it help grow the market for pay-per-phone-call?
John Federman, CEO, eStara
Ari Jacoby, CEO, VoiceStar
Ted Morgan, President & Founder, Skyhook Wireless
Jim Smith, Senior Product Manager, Consumer VoIP & Video Services, Microsoft
11:00 am – 11:45 am
Mobile Ads That Work Today
We keep hearing about wireless/mobile advertising and its potential. But The Kelsey Group argues that potential can’t be realized until there’s substantially more usage to create real value for those marketers. It’s a version of the chicken-and-egg problem of local search two years ago. MSN’s Erik Jorgensen said at ILM:05 that the majority of local search may be conducted on wireless devices in the future. In the meantime, how are carriers, device makers and ad networks dealing with the many challenges of the current wireless environment? Are there ad models that will actually work today or next year, and what sort of user experience will make them viable?
Brendan Benzing, VP, Mobile Services, InfoSpace
Noah Elkin, Director, iCrossing.com
Mark Prioleau, VP, Marketing, Telcontar
Bill Reller, Sr. Director, Ad Platform, Medio Systems
Rick Szatkowski, VP, Business Development, NeoMedia Technologies
Zaw Thet, VP, Marketing & Product Strategy, 4Info
11:45 am – 1:15 pm
Lunch
1:15 pm – 2:00 pm
Keynote Address
Dan Gillmor, Blogger and Author, Founder and Director, The Center for Citizen Media
2:00 pm – 2:45 pm
Free DA: A Flawed Model or Mo-Lo Made Simple?
Many people have argued that a voice interface is ultimately necessary to drive usage of mobile local applications. And directory assistance might be considered the original mobile, local search. In the past six months, several directory assistance providers have emerged offering free consumer lookups and new, potentially targeted ad inventory for local businesses. But will the new companies and ad-supported business models in this marketplace be able to turn “what city, what listing” into more lucrative category searches? What are the economics of these models, and can they survive over time?
Tom Arthur, CEO, PocketThis
Perry Evans, CEO, Local Matters
George Garrick CEO Jingle Networks
Michael Loftus, CEO, inFreeDA
2:45 pm – 3:00 pm
Refreshment Break
3:00 pm – 3:45 pm
The Ultimate Mashup: Classifieds, Local Listings and 'Social Search'
The evolution of the local product is beginning to accelerate. Increasingly the distinctions between classifieds and directory-style listings are becoming less and less meaningful online. And consumers want a single, reliable source for all things local. Will the optimal local site of the future contain local business information as well as be a marketplace where traditional classifieds buyers and sellers come to find each other? And what is the role for "social media" and user-generated content in all of this? Panelists will explore these and other relevant questions against the backdrop of the blurring of categories and definitions in the local arena.
Michael Bazely,
Senior Web Editor, San Jose Mercury News/Knight Ridder
Rajesh Navar, Founder and CEO, LiveDeal.com
Sarah Pate, President & CEO, AdMission
Henry Tam, Directo, Local Product Development, WPNI
Keith Teare, CEO and Co-founder, Edgeio.com
Garry Wiseman, Product Unit Manager, Microsoft
3:45 pm – 4:30 pm
The Future of Local Media Buying: The Integrated Online-Offline Platform
Until recently, online marketing was regarded with skepticism and ambivalence. In 2005, led by paid search, online marketing in general came to be seen as a credible medium. While newspapers and Internet Yellow Pages have long been selling online advertising on their sites (and more recently into broader networks), the Google acquisition of dMarc suggests a potentially new, more integrated online-offline media future. It also directly brings the harsh light of performance-based marketing and Web analytics to a traditional advertising medium. The panelists will discuss these and other recent developments and what the near and long term will hold for online marketing and interactive local media.
Marc Barach, CMO, Ingenio
Sloan Gaon, VP, Strategic Initiatives, MIVA
Nick Grouf, CEO, Spot Runner
Warren Kay, Director, Emerging Products, Yahoo! Search Marketing
Shawn Riegsecker, CEO, Centro/Integrent
Justin Wong, Director, Strategic Partner Initiatives, Google
Pre-Conference | Day 1 | Day 2
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