What’s a kickoff without cocktails? For early arrivers (just about everyone), this is a great way to pick up your nametag early and rub elbows with some of the speakers and attendees before heading out to a relaxing Sunday dinner in the Big Apple. As always, the cocktails and hors d’oeuvres are complimentary.
What will happen to advertising media headed in a world that’s increasingly becoming driven by DIY marketing technology? And what role can local media play in this new environment? Rishad Tobaccowala, one of the industries’ leading strategists, foresees not only challenges, but also great opportunities – a future where the market opportunity is actually two to three times bigger than some may envision.
Watch Rishad talk about his upcoming keynote.
An amazing transformation is occurring in Dallas, where A.H. Belo has adopted a strategy of not just surviving, but thriving. By assembling a stable of companies, including The Dallas Morning News, Belo has quickly emerged as the region’s premiere marketing powerhouse, doubling its digital revenues to more than $50 million in the past five years. Could this be the blueprint all media companies should follow? Chairman and CEO Jim Moroney shares his vision and predictions. (Note: If you’d like to drill down further, you can attend a workshop with four Belo executives during the afternoon track sessions.)
There’s a good reason OOH is the only “old media” channel that isn’t shrinking. The industry has been transforming from static roadside billboards to dynamic advertising. Local ads can now be triggered by who’s passing by, which keywords are being searched at the moment, or what type of purchases are being made at a nearby store. Geopath President Kym Frank outlines the industry’s transformation toward a more dynamic, targeted medium.
How do chief executives see the role of digital media? Is it front and center, intricately intertwined with print and broadcast operations? Or is it considered merely an add-on product? A recent survey of media executives suggests dysfunction – or at least a lack of clarity – in the ranks as the industry struggles with the issue. Moderated by Local Media Association President Nancy Lane, this session features three key executives who will offer their views.
Hulu surpassed the $1 billion ad-sales threshold in 2017 and is entering 2018 with a focus on the $120 billion local advertising marketplace with a highly targetable offering. Unlike TV or cable competitors, Hulu lets advertisers select any geographic region, down to the county level, and actually lets viewers the type of ads they’d like to see. Hulu Vice President Julie DeTraglia lays out how the company views the local opportunity, and what’s in store for 2018.
Hold onto your seats. This fast-paced session – typically one of the highest-rated of the conference – features six to eight 5-minute case studies from providers in the digital marketing space. Don’t expect blasé presentations. We’ve partnered with the Center for Sales Strategy to help select case studies, prep speakers, and manage these high-energy presentations.
Host: Matt Sunshine, Center for Sales Strategy
Each year we recognize an industry executive who’s been a pioneer in the world of digital advertising. Past awards have gone to the key executives of CBS Local Media, GateHouse, Nexstar, Deseret Media, Fisher Broadcasting, McClatchy, Entravision, and E.W. Scripps.
What’s Your Strategy?
Two simultaneous tracks will feature drill-down sessions that lay out key strategies for best-in-class media companies. Each session is designed to be interactive with the audience, so there’s plenty of time for questions (and answers).
Digital Services Overview
Following up from CEO Jim Moroney’s morning keynote, four key executives from Belo’s operation in Dallas will walk us through the various products and service offerings at their three principal groups: Belo Media Group, Belo Business Intelligence, and Belo & Co. You’ll learn about the revenue contributions of their events business, online subscriptions, digital and other marketing services, business intelligence, and print and digital advertising.
It’s the fastest-growing revenue stream for many media companies. How are things like social media management, rep management, SEO, and website redesign packaged, priced and sold? This session looks at products, pricing, and packaging through the eyes of three companies that have developed on-the-ground sales strategies that work.
Panelists: Todd Renard, VP of Digital Product Management, Vivial; Bret Jacomet, Vice President of Digital Revenue, Sandusky Newspaper Group
Programmatic digital advertising represents an average of 14% of a local media company’s digital revenues – but a lot more for those who’ve made a science of it. This session features two experts from a local TV group that recently made the shift from selling to monetizing their own sites, driving a threefold increase in revenue; and from a boutique trading technology firm that has a unique perspective on what advertisers want from programmatic buys.
Reaching the Right Audience: Any Platform, Anywhere, Anytime
In our increasingly mobile world, how do you reach the exact right audience? Dan Hight, senior VP of channel partnerships at GroundTruth, sets up the afternoon's sessions with his view of the opportunities in utilizing mobile location data.
Sponsored by GroudTruth
Since its launch two years ago, the Accelerated Mobile Pages (AMP) Project has grown to provide rapid content distribution to more than 5 billion web pages. Recently a Forrester Consulting study found that sites using AMP were seeing a 10% YoY increase in site traffic, and in the past year, AMP publishers have increased daily ad revenue by 3X. In this session, Google will detail the latest best practices, how to use Progressive Web Apps with AMP to ‘start and stay fast’, and new format innovations.
Waze, Google's award-winning navigation app, helps businesses reach local drivers on the road. It has been popular with national brands like Dunkin' Donuts and McDonald's, but Waze is now reaching out to SMBs, helping local businesses meet two goals: increase awareness of store locations and drive in-store traffic. Justin Nabozna, head of channel sales for North America, lays out the strategy of engaging sellers from local radio, TV, outdoor, and newspaper companies and discusses results from working with 30 different media partners and 25 digital agencies so far.
With 75% of local businesses engaging with Facebook, it’s become a great conversation starter with customers. But how are the smartest companies monetizing Facebook? Is it a singular strategy, or best incorporated into packaged print or broadcast campaigns? This session will feature panelists from three media companies who have developed successful Facebook strategies for both content and advertising.
The morning starts with a lively recap of Day 1, starting with a short video of the day’s best sessions, from our friends at Better Video. Then Jim Brown of Borrell Associates offers recap, showing some of the more poignant Tweets and amazing slides from Monday’s presentations.
Local marketers have spoken, and you might want to perk up. Corey Elliott, who monitors the pulse of thousands of SMBs in Borrell’s year-round surveys, channels advertisers in this enlightening session. Is their love affair with digital coming to an end? Which traditional media do they seem to be returning to? He’ll overlay his analysis on what SMBs are really looking for, and who they’re likely to kick out of their budgets for not providing it.
There’s been a lot of incriminating press about inflated audience numbers, fake news, click fraud, and banner ads that are never seen. What’s being done to clean up the industry? IAB CEO Randall Rothenberg offers his view of what he calls the “fakery, fraudulence, and criminality” in digital media, and what the IAB and media companies need to do to combat it.
We’ve challenged one of the world’s leading digital minds to squelch the hype and tell us what’s really happening with new digital platforms like OTT, smart speakers, and smart phones. comScore co-founder Gian Fulgoni will discuss the latest trends in OTT usage, as well adoption rates and usage of voice-technology. What does it mean for local media? How is ecommerce tying into these platforms?
Facebook is a critical tool for publishers seeking to reach audiences. But recent changes to its news-feed algorithms could have a profound effect on news organizations. What’s going on, and how can local news organizations take advantage of these changes? We’ve asked Josh Mabry, a former local TV news director now working with Facebook, to shed some light.
IBM’s artificial intelligence service, Watson, is working on everything from diagnosing diseases to crafting movie trailers. It recently tuned its powerful AI technology toward advertising, particularly local advertising. Angela Caruolo, partner development leader at Watson Advertising, describes early results in providing local marketers with improved decision-making and reduced costs hitting specific audiences.
Hold onto your seats for Part II, another fast-paced session featuring six to eight moneymaking case studies. The Center for Sales Strategy helped us select the best moneymakers, prep speakers, and manage these high-energy presentations.
Host: Matt Sunshine, Center for Sales Strategy
Prior to their 2017 merger, Entercom and CBS Radio had spent a half-dozen years building what were arguably the industry's most advanced digital assets. Now that the two are combined, we can take the "arguably" out of the equation. Former newspaper executive & media buyer Tim Murphy, who now heads up business development for the merged entity, offers his perspective on the future of "radio," and how Entercom is leveraging digital and radio assets into a first-class marketing company with more than $100 million in digital and events revenue.
Amazon’s Alexa and Google Home are emerging technologies (i.e., not quite “there” in terms of opportunity). But plenty of media companies have jumped on board, offering skills in the form of news updates, weather reports, sports, and other sound bytes. Who’s doing what, and who’s making money?
Worried about ad fraud and fake news might translate to a watershed year for local media. Campaigns and PACs appear poised to deal directly with trusted local media outlets this time around. This session examines the flow of dollars going into local markets, where it's coming from, and how media companies can position their buckets to capture their fair share.
This interactive session offers key observations from the past two days of LOAC2018. Incorporating audience participation, you’ll get an action list of to-dos when you return home. So when the boss asks, what did you learn from the conference, and what can we implement right now, your homework will already be done!
Speakers/Moderators: Gordon Borrell, Jim Brown, Corey Elliott…& YOU!
NOTE: Conference ends at 4:30 p.m.