Digital Directories: Interactive Local Media

Agenda

Day 1 | Day 2

Wednesday, March 31

8:00 am – 8:15 am
Key Points of Day 1 and Overview of Day 2

8:15 am – 9:00 am
Making Search Simple to Sell and Buy
The traditional auction environment of paid search can be complex, time consuming and daunting to master. This is especially true for understaffed small businesses with limited resources and few employees. This panel consists of third-party intermediaries that are attempting to simplify paid search and manage delivery of clicks to enable the product to be priced and sold in ways that are familiar and attractive to small businesses.
Heath Clarke, Chairman & CEO, Interchange
Jeremy Helfand, VP, US Sales, Advertising.com
Terry DiNatale, COO, SME Global Solutions
Erik Hawkins, SVP, Products, Citysearch

9:00 am – 9:45 am
SEM for SMEs
Search engine marketing and search engine optimization firms have thrived as paid search advertising has become a powerhouse of online advertising growth. The Kelsey Group anticipates that a class of search engine marketing and optimization firms will emerge for small business that helps take some of the complexity out of buying paid search. Panel members will test this hypothesis against their own experience and understanding of the marketplace.
Barbara Coll, CEO, WebMama.com; President, SEMPO
Tobias Dengel, President & COO, Lead Logic
Brad Fallon, Principal, SEO Research
Jeff Pruitt, President, iCrossing
Hollis Thomases, President, WebAdvantage.net

9:45 am – 10:15 am
Refreshment Break

10:15 am – 11:00 am
Calls vs. Clicks: Are All Leads Created Equal?
Do clicks deliver real leads? What is the relative value of a call vs. a click? How well do clicks convert, and how can they be tracked offline? Will new technologies eventually deliver calls to local merchants instead of clicks? This roundtable will discuss and debate these issues.
Marc Barach, CMO, Ingenio Inc.
Russell Fradin, EVP, Corporate Development, comScore Networks
Cid Jenkins, Regional Manager, eStara
Warren Kay, Director of Sales, Local Search, Overture Services
Brian McManus, EVP, Search & Directory, InfoSpace

11:00 am – 12:00 pm
National vs. Local: Managing Competition over Keywords
One of the issues as paid search moves into the local and small-business market is how to manage its limited inventory. Will national companies like Wal-Mart, Lowe's and Circuit City gobble up all the prime real estate, or will local companies be able to compete on a level playing field? This panel will discuss how paid search can and will seek to balance local and national advertiser interests and keep large marketers from out-muscling local businesses for paid search ad inventory.
Steve Haar, VP, Planning & Interactive, SMG Directory Marketing
Kevin Ryan, Director, Market Development, Wahlstrom Interactive
Geoff Stevens, GM, Local, Overture Services
Eric Chandler, Executive Director, E-Commerce Marketing, Verizon SuperPages

12:00 pm – 1:30 pm
Lunch in the Exhibit Hall

1:30 pm – 2:30 pm
Cracking the 'Chicken and Egg Problem'
Although it has significantly improved, the local search user experience still has a long way to go. And many believe that until there is significant local search usage, advertisers won't adopt local paid search in sizable numbers. The panelists will discuss what innovations and advances must be implemented before local search usage can really take off.
Arnaud Fischer, Sr. Manager, Product Planning, InfoSpace Search & Directory
Jim Lanzone, SVP & General Manager, Ask Jeeves
Paul Levine, General Manager, Yahoo! Get Local
Tony Mamone, VP, Small Business Services, LookSmart
Dariusz Paczuski, VP, Local Products, America Online
Moderator: Bambi Francisco, Internet Editor/Columnist, CBS MarketWatch

2:30 pm – 2:45 pm
Refreshment Break

2:45 pm – 3:30 pm
Keynote Address: Hilary A. Schneider, President & CEO, Knight Ridder Digital
Hilary Schneider is responsible for Knight Ridder's Internet subsidiary and oversees Knight Ridder's investments in CareerBuilder and Classified Ventures. Before joining Knight Ridder Digital, Hilary was president and CEO of Red Herring Communications. From 1999 to 2000, she served as president and CEO of Times Mirror Interactive.

3:30 pm – 4:30 pm
Local Search: The Next 12 Months
A year ago, "local search" didn't really exist. Now it's one of the hottest topics in online advertising and usage. What will the next 12 months bring? How satisfying and effective will the local search user experience be? What kind of SME adoption will paid search have achieved by that time? What partnerships will emerge? This roundtable discussion will consider the likely configuration of industry partnerships and explore how the local search landscape will likely evolve over the next year.
Francis Barker, SVP, Strategy & Corporate Development, Dex Media
Brendan Benzing, Executive Director, AOL Search and Directional Media
Lester Chu, Group VP, Strategic Planning, Verizon Information Services
David Galvan, Director, Business Development, Yahoo!
Daniel Read, Director, Product Management, Ask Jeeves
Sukhinder Singh, General Manager, Local, Google
Charles Stubbs, President, IMV Group, BellSouth IntelliVentures

Day 1 | Day 2