am 8:30 am
i: Focus Group Presentation
The Kelsey Group will present video and findings from a focus group
consisting of the next generation of users. Participants are not
teens, but twentysomethings representing the next
wave of life-cycle buyers who drive most of the transactions
both online and off. What are their attitudes about traditional
and online media? What are their habits and behaviors when it comes
to finding local information? What do they think about online communities,
wireless, IM, video search and other tools? And how loyal are they
to particular sites or online brands?
am 9:15 am
Rao, Local Search and 3rd Party Partnerships, Google
am 9:45 am
am 10:30 am
Marketing: Bundled Clicks and PPCall
The key to selling online advertising to the small-business
marketplace is simplification. Directory publishers, Web hosts,
verticals and, most recently, newspapers are now offering a range
of simplified products and bundled clicks to their local advertisers.
Now pay-per-call is being introduced. What is the status of all
these offerings? Which ones have traction now and will they last?
Is the quality of the inventory and traffic enough to sustain these
bundled-click products over time? Will calls take over for clicks
at the local level or will they be combined in some sort of hybrid
VP, Corporate Development, DCCI
VP, Sales & Marketing, ZiffLeads
Kirsten Mangers, EVP - Chief Strategic Officer, WebVisible
Gary Roshak, GM, Marchex Local
Local Content: Adding Structure to Search
By itself, unstructured Web search has generally not made for a
good local user experience. However, there is an emerging wealth
of local content in Web sites and blogs. To what degree can meaningful,
structured local content be extracted or created from this proliferating
and unstructured content? How important is having local Web
search functionality as a component of locally oriented sites?
The panelists will discuss the state of the art and how Web search
can or should augment structured local content databases.
Strategic Partner Development Manager, Google
Baker, Vice President, Portals & Directories, Fast Search
Berk, CTO, OpenList
COO, i411 Inc.
am 10:45 am
10:45 am 11:30 am
With entrenched competitors in the general search space
and limited room for new entrants, locally oriented verticals (including
shopping) and content aggregators offer a way into the market. They
also present a potentially richer and more structured user experience.
What is their role vis-à-vis consumers and advertisers? How
do they build awareness and how are their customer and advertiser
acquisition strategies evolving, given the increasing usage and
prominence of general search engines?
Everett, SVP, Sales, LookSmart
Flint, CEO, Trulia, Inc.
VP, Product Management, Healthline
Almost everyone seems to be offering contextual advertising these
days. Is local contextual advertising merely a pale version of paid
search or does it offer a different experience and opportunity?
What is the role of contextual advertising on newspapers, blogs
and other local content sites? And what are the opportunities for
geotargeting contextual ads themselves across larger networks?
Josephson, SVP, Marketing & Business Development, Kanoodle
Krasilovsky, President, Krasilovsky Consulting
Michael Yavonditte, CEO, Quigo Inc.
am 11:45 am
am 12:30 pm
Future of Classifieds in a World of 'Free'
Print classified advertising was worth approximately
$16 billion in 2004. Yet those revenues cannot be easily translated
online, where most of the usage growth is. Accordingly, there are
competing views of online classifieds. One is that classifieds form
the bulk of local advertising revenue growth in the near term. A
less optimistic view is that free sites and online competition push
down the cost of basic listings to free. The panelists will explore
what happens to that $16 billion in traditional revenues, where
they think the market is headed and how online publishers will make
money from classifieds listings going forward.
VP, Corporate Development, LiveDeal.com
VP, Business Development, AdMission Corp.
Zollman, Founder, Classified Intelligence
Here, Right Now: New Opportunities in Location-Based Targeting
In addition to improvements in IP targeting, the proliferation of
Wi-Fi networks and wireless GPS make location targeting more accurate
and more viable than ever. What is the general state of location-based
targeting, and what are the coming applications, advertiser and
consumer models that will potentially be built around presence/location-aware
EVP, Corporate Development, Digital Envoy
Kliger, CEO, 1-800-FREE411
Shah, Chairman & CEO, Feeva
Dana M. Sohr,
pm 1:45 pm
pm 2:30 pm
Pay-per-call, cost-per-action and cost-per-lead are models that
now exist online and take advertisers beyond the click
to deliver more tangible and immediate consumer leads. More tangible,
but more costly than pay-per-click, how much traction is there for
these models, and how is click fraud affecting advertiser adoption
of alternatives to buying clicks? Will cost-per-lead models put
pressure on or cannibalize clicks, or will they simply exist side
by side in the future?
Benedek, VP, Business Development, AlmondNet
Greitzer, Director, Search Engine Marketing, Avenue A / Razorfish
Jacoby, President, Voicestar
Spanish-Language Opportunity: Reaching the Majority-Minority
speakers constitute the largest single minority in the U.S. today,
with over 43 million members representing 15 percent of the total
population. Many marketers don't realize that U.S. Spanish speakers
control more than $570 billion in consumer spending. And almost
$6 billion of that is spent online. What are the similarities and
differences in marketing to and effectively reaching this audience
online? Ignoring the fast-growing Spanish-language population that
exists online represents a missed opportunity for large and small
companies. Are directories and search engines helping or hindering?
This panel of experts will answer these questions and point out
the most effective strategies to tap this important and lucrative
Coll, CEO, WebMama.com
Lucas Morea, CEO, LatinEdge
pm 3:00 pm
pm 3:45 pm
Manager, MSN Search,
pm 4:45 pm
Mashups and Monetization
Mapping APIs and mashups are hot. Some argue that
maps are a leading indicator of new visual approaches
to finding local information. And the competition among map destinations
is becoming as furious as in the larger search marketplace. Real
estate is the first stand-alone mapping tool to be monetized. What
about other verticals? How and in what specific ways might other
mapping applications be used by marketers, and how important are
maps overall in the topography of local search?
Director, Product Management, MapQuest
Evangelist, MSN Virtual Earth
Matt Heinz, Senior Director of Marketing, HouseValues
Regan, Director, Product Management, Yahoo!
Taylor, Product Manager, Google Local
pm 5:00 pm
pm 5:45 pm
Building the Ideal Local Destination
What is the ideal local product offering? What features, content
and functionality must such a site have? What sites now come closest
to getting aspects of this formula right? Local search leaders will
offer their views of the essential components of an ideal local
destination and identify companies and sites across the Internet
that offer examples of best practices.
VP, Technology Strategy, AOL
Product Unit Manager, MSN Search
Barnaby Dorfman, VP, A9.com Inc.
Evans, President & CEO, Local Matters
Ryan Massie, Product Manager, AskJeeves
President, Yellow Pages Association
pm 7:45 pm
Reception in the Exhibit Hall