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Directional
Media Strategies 2008 • The Multiplatform Opportunity
Sept.
15 - 17, 2008 • Hyatt Regency Atlanta • Atlanta
Georgia
Wednesday,
Sept. 17, 2008
8:30 am - 8:45 am
What We’ve Learned: Perspectives
Charles Laughlin, Senior VP and Program Director, The Kelsey Group
Moderator: John Kelsey, Cofounder and Chairman, The Kelsey Group
8:45 am - 9:30 am
Keynote Speaker: Briggs Ferguson, President-Internet, Idearc Media
Internet industry veteran Briggs Ferguson will share his thoughts on how the Internet Yellow Pages category must evolve to maintain a secure future in the hyper-competitive and highly fragmented local online media marketplace.
Moderator: Matt Booth, SVP and Program Director, The Kelsey Group
9:30 am - 10:15 am
Deconstructing Internet Yellow Pages
Product improvements, major traffic deals and content sharing have all contributed to a general improvement in results from Internet Yellow Pages products. This session will review recent Kelsey Group research on the state of the IYP product model, including an assessment of the current mix of products and some ideas about how the product needs to evolve in the near term to remain competitive with search.
Bottom-Line Questions: How can IYPs become less reliant on traffic deals? How must IYPs improve to remain viable over the longer term? How can IYPs quicken the pace of innovation?
James Ashford, President, IndevX
Dave Ingram, Co-founder, Brownbook.net
Erron Silverstein, CEO & Founder, YellowBot
Morgan Zimmerman, VP Business Development, Exalead
Moderators: Charles Laughlin, SVP and Program Director, The Kelsey Group and Steve Marshall, Director of Research and Consulting, The Kelsey Group
10:15 am – 10:45 am
Refreshment Break
10:45 am - 11:30 am
The Online Video Opportunity
Video is fast advancing as a key element of the local online advertising mix, and Internet Yellow Pages providers are jumping in with their own products. This session will explore the emergence of online video on IYPs and examine its potential growth trajectory.
Bottom-Line Questions: What are the most effective approaches for selling online video to SMBs? How do publishers deliver a quality video product at high margin and low price point? Should video be a high-premium, low-penetration product or vice versa?
Chuck Lee, Executive Director, Internet Marketing, AT&T Advertising & Publishing
Olivier Vincent, President and CEO, Canpages
John McIntyre, CEO, PixelFish
Murray Roblin, VP, Strategic Alliances, SpotMixer
Moderators: Michael Boland, Senior Analyst, The Kelsey Group and Michael Taylor, Senior Analyst, The Kelsey Group
11:30 am – 12:15 pm
Mobile Local Search — What’s the Role for Yellow Pages Publishers?
Many publishers and analysts see local Internet search and local mobile search as inextricably tied. This suggests mobile local may be the next battleground between the major portals and Yellow Pages publishers. This panel will explore the current advertising and revenue models as well as how the products may evolve.
Bottom-Line Questions: Is mobile search the next battleground for Yellow Pages publishers? Can publishers compete more effectively with search engines in the mobile space than online? How big is the revenue opportunity?
Bruce Crair, COO, Local.com
Craig Hagopian, President & CEO, V-Enable
Lauri Kangaslahti, Director – Consumer Services Business Unit, Fonecta
Moderators: Matt Booth, SVP and Program Director, The Kelsey Group and Michael Boland, Senior Analyst, The Kelsey Group
12:15 – 1:30 pm
Lunch in Exhibit Hall
1:30 pm – 2:30 pm
The Change Imperative
Local search, vertical search, social search, mobile search — the list of potential sources of discontinuous change in directional media is endless. A diverse panel of compelling thinkers will debate the real future of Yellow Pages.
Bottom-Line Questions: What does the long-term future of directional media look like, and what are the respective roles for directory publishers, search engines and other key players?
Geoff Avard, GM, Strategy, Sensis
Perry Evans , President & CEO, Local Matters
Sebastien Provencher, Co-Founder, VP Product Management, Praized Media
Ken Ray, CMO, AT&T Publishing & Advertising
Moderators: Neal Polachek, CEO, The Kelsey Group and Charles Laughlin, SVP and Program Director, The Kelsey Group
End of Conference
Additional Speakers To Be Announced
Day 1 | Day 2 | Day 3
To
register by phone, call (609) 921-7200 x10.
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