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March 26 - 28, 2006
The Fairmont San Jose 
San Jose, California 

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Pre-Conference | Day 1 | Day 2

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

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.

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?

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?

11:45 am – 1:15 pm

1:15 pm – 2:00 pm
Keynote Address

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?

2:45 pm – 3:00 pm
Refreshment Break

3:00 pm – 3:45 pm
Who Will Own the Living Room?
The battle for the living room has begun with cable companies, telcos and search providers, among others, seeking to control the pipe, the programming and the advertising channel to the local audience. Will people hook up their PCs (or Macs) to their TVs? Will telcos succeed in installing IPTV and gaining share versus entrenched cable companies? Or will cable providers, arguably in the dominant position today, extend their dominance in TV to local advertising delivered through the living room?

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.

Pre-Conference | Day 1 | Day 2

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The Kelsey Group, Inc., 600 Executive Drive, Princeton, NJ 08540-1528
Tel: (609) 921-7200 Fax: (609) 921-2112 E-Mail: [email protected]
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