Agenda

Our 2019 Preliminary Agenda

Monday, March 11

 

Local Advertising in 2019, And Why It’s Mostly About Video

 

Gordon Borrell sets the scene for the next two days by laying out the most important trends unfolding in 2019. This session includes a frank look, in classic Borrell style, at where things are headed – especially as they pertain to new, sudden disruptions facing broadcast media – and how the agenda addresses those issues.

Speaker: Gordon Borrell, CEO, Borrell Associates

 

Why Traditional Media Matters in a Cross-Platform World
Media is proliferating across multiple platforms and consumers are following suit, but is this fragmentation really a threat to traditional media? In reality, people still live and buy local, and local media is foundational to marketing success. In this scene-setter presentation, Comscore President Sarah Hofstetter shows how the rise of cross-platform and audience-based buying is changing the way advertisers conduct business, and how innovations in technology and measurement can be leveraged to generate success for local and national buyers and sellers.
Speaker: Sarah Hofstetter, president, Comscore

 

Sinclair Aims to Master OTT Via Content and Ad Sales

Sinclair Broadcasting, the largest TV group with 171 stations across 89 markets, spent 2018 developing its OTT strategy.  In August, the company announced a platform, CompulseOTT, allowing its reps to sell 15 and 30-second locally targeted spots across multiple OTT distribution platforms.  Soon it will launch a new owned “local-first” OTT service called STIRR.  We’ll hear from Adam Ware, who leads the STIRR effort. 

Speaker:   Adam Ware, GM, Sinclair Broadcast Group STIRR<

 

Will Pandora Double-Down on Local in 2019?

With SiriusXM as its new, deep-pockets parent, Pandora has new wind in its sales. The company has spent the past year expanding its sales staff in key local markets. It started 2018 with 137 sellers in 37 local markets and continues to expand. Leon VanGelder, who leads Pandora’s local efforts, will discuss where the company is headed in 2019.

Speaker: Leon VanGelder, VP of SMB, Local & Inside Sales, Pandora

What’s In Store for ‘Local’ As Facebook Heads into 2019

 

Facebook continues to see remarkable growth in ad revenue, up 44% in the first half of 2018. With a renewed focus on local media companies, the company seeks to engage broadcast and print media companies to harness Facebook’s advertising and marketing capabilities. Phillip Rather, who leads Facebook’s local advertising initiative, will talk about new tools and targeting capabilities being rolled out, as well as who’s taking advantage of those programs.

Speaker: Phillip Rather, Head of Local, Facebook

 

Advantage, Brick & Mortar: Innovations in Local Targeting

Ad targeting has become very sophisticated, with growing focus on a consumer’s location. Ads are delivered to people based on whether they walked into a competitor’s store, where they were Friday night, or where they’re standing right now. Even your neighbors are targeted based on your purchases. If you buy a new Lexus, they may get postcards showing a Lexus in their driveways as well. Asif Khan, who’s at the forefront of local targeting as president of the Local Based Marketing Association, lays out how mobile devices, GPS, and beacons are solving the “last mile” advertising opportunity for SMBs.

Speaker: Asif Khan, Founder & President, Local Based Marketing Association

Rapid-Fire Best-In-Class Case Studies, Part I

One of the highest-rated sessions of Borrell’s past conferences, these fast-paced presentations are laden with money-making ideas. Eight companies have been challenged to tell their stories in five minutes or less, using one dynamic example of success at the local level.

Speakers: TBA

2019 Borrell Award of Merit Presentation

Each year Borrell recognizes a top industry executive who’s contributed the most to digital transformation in the past year. Previous recipients have been Clark Gilbert of Deseret Media, Perry Sook of Nexstar Broadcasting, Jim Moroney of Belo Corp., Colleen Brown of Fisher Broadcasting, and Adam Symson of Scripps.

 

LUNCH & NETWORKING

 

AFTERNOON TRACK SESSIONS (SIMULTANEOUS)
Track I: Tapping the Big Video Rush

This is one of two simultaneous, three-hour tracks. This track will focus on streaming video programming and advertising, features four 40-minute panels that allow interaction (Q&A) with the audience. Track sessions typically include speakers who offer front-line success stories, strategic insights, and how-two information. Panel descriptions will be completed by Dec. 1.

Track II: Digital Services Strategies & Success Stories

This is one of two simultaneous, three-hour tracks. This track will focus on the business of selling digital services such as SEO, website design, social media management, video production, etc. The digital services track will feature four 40-minute panels that allow interaction (Q&A) with the audience. Track sessions typically include speakers who offer front-line success stories, strategic insights, and how-two information. Panel descriptions will be completed by Dec. 1.

Tuesday, March 12

 

Recap of Monday’s Session, What’s in Store Today

When it comes to taking the pulse of a conference, there’s nothing quite like reading attendees’ Tweets and back channel chatter. Jim Brown kicks off Day 2 with a fast-paced review of the Twitter feed and a summary of Monday’s most interesting sessions – as well as a quick glance at the upcoming morning and afternoon sessions.

Speaker: Jim Brown, Vice President, Borrell Associates

 

 

100 Blips on the Radar, But Watch These 3

We’ve challenged SMB guru Corey Elliott to distill all the surveys he’s conducted in the past 12 months ang give us the 3 biggest trends you should be watching in 2019. Brace yourself: This guy is whipsmart . . . and funny, too.

Speaker: Corey Elliott, Vice President, Borrell Associates

 

 

 

Who’s Buying OTT, And Where is the Local Market Headed?

Skyrocketing usage of Roku, Netflix, Hulu, and other OTT channel providers has spurred a corresponding demand at the local level for commercials. But what are local marketers buying, and what are their expectations of OTT?  Jim Wilson, founder and president of one of the largest OTT platforms, Premion, offers a front-line assessment from candid conversations with hundreds of local agencies and ad buyers and ride-alongs with sales reps.

Speaker: Jim Wilson, founder and president, Premion

 

 

Radio’s Most Aggressive Approach to Digital

When it comes to developing digital initiatives, there’s no other radio group quite like Townsquare Media. With 321 stations across 67 markets, Townsquare captures a dominant share of the addressable digital advertising in many of its markets, beating out most competitors. We’ll hear from Tim Pirrone, who heads up Townsquare Interactive’s fast-growing, 400-employee operation in Charlotte.

Speaker: Tim Pirrone, President, Townsquare Interactive

Why Ad Staffs Are Becoming Promotions Departments

With all the bells and whistles that media now offers, it’s getting harder to sell monolithic forms of advertising. Plus, antsy advertisers are being trained to expect immediate results. The complexity has given rise to promotions – those creative, short-term campaigns that drive immediate customer interactions and sales. This session shows how digital-media channels—particularly social media – is breathing new life into promotions and driving revenue for many ad staffs.

Speaker: Matt Coen, President, Second Street Media

Best-In-Class, Rapid-Fire Case Studies, Part II

One of the highest-rated sessions of Borrell’s past conferences, these fast-paced presentations are laden with money-making ideas. Eight companies have been challenged to tell their stories in five minutes or less, using one dynamic example of success at the local level.

Speakers: TBA

 

 

 

 

LUNCH & NETWORKING

 

 

 

Gaining Leverage With Big Players: What the LMA-LMC Collaboration Means

In September, two trade associations announced a collaboration that promises to have a positive impact on the industry. The partnership between the Local Media Association and the Local Media Consortium will leverage each entities’ strengths and membership to improve awareness of the value of local media and increase collaboration with dominant platforms such as Google, Facebook and Amazon. The leaders of each organization offer their perspective on the strategy behind the partnership.

Speakers:
Nancy Lane, President, LMA; Fran Wills, CEO, LMC

 

Why Yelp Is Pursuing Local Marketing Partners

Yelp has been establishing reseller relationships with local partners, including print and broadcast media. The aim is to give partners access to the location and search activity of Yelp’s 100 million users to deliver ads to them on other sites. That’s a powerful user base: 79% of them make a purchase after conducting a search on Yelp.

Speaker: Yelp executive (TBA)

The Google News Initiative: What’s Been Accomplished, What’s Ahead

Google launched the Google News Initiative (GNI) in March 2018 to help the news industry thrive in the digital age. Partnerships with local media companies have been built around quality journalism, financial stability, innovation, and collaboration. Rebekah Dopp, a recovering TV executive now at Google and dedicated to all things local, will address what’s been accomplished and what’s ahead for 2019.

Speaker:
Rebekah Dopp, Strategic Partner Lead, News & Local Media, Google Global Partnerships

The New Goldmine: Audience Revenue

Advertising once provided nearly all the revenue support for local media. That’s changed, as companies work to derive subscription revenue from their valuable content and – perhaps more importantly – to establish transactional relationships with once-anonymous viewers, listeners, and readers. Today, companies such as Nexstar (171 TV stations) and Gannett (100+ daily newspapers) get about 40% of their total revenue from subscriber fees. This session highlights the strategies behind those initiatives, and what the future holds for audience revenue.

Speaker: (TBA)

WRAPUP: Highlights & Conclusions, and a Checklist to Take Home

This interactive session will offer key observations from the past two days, but spend more time compiling an action list for attendees. What’s the first thing you’ll change when you get back at your desk?

Speakers: Gordon Borrell, Corey Elliott, Jim Brown, Borrell Associates

4:30: Conference Ends

Platinum Sponsors

Gold Sponsors

SiteImpactpng
simplifi-logo

Bronze Sponsors

secondstreet

Exhibitors

ipublishmedia-logo-hi-res

Media Partners