Our 2019 Agenda

Sunday March 10

6:30-8:00 PM

Welcome to NYC Cocktail Party & Pre-Registration

Join us for this popular, lively pre-conference event with heavy hors d’oeuvres and open bar. There’s great interaction and conversation as the industry’s leaders, old friends, and new faces come together for a warm reception to Manhattan.

Monday, March 11

7:30-8:30 AM

Breakfast

Join us for a full breakfast in the spacious dining area adjacent to the registration desk.

8:30

Welcome

8:40

The State of Local Advertising

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

9:00

KEYNOTE: 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

9:30

Mastering OTT Via Content and Ad Sales

Sinclair Broadcasting, the largest TV group with 171 stations across 89 markets, spent 2018 developing its OTT strategy. Its new platform, CompulseOTT, launched last August, allows Sinclair 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.

SpeakerAdam Ware, GM, Sinclair Broadcast Group STIRR

10:00

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 lay out where the company is headed in 2019.

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

10:30

Break—Refreshments in the exhibit hall
10:45

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 tell us about new tools and targeting capabilities being rolled out, as well as who’s taking advantage of those programs.

SpeakerPhillip Rather, Head of Local, Facebook

11:15

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

11:45

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

Moderator: Dr. Ian Turnipseed, Executive Communication Coach, The Speech Improvement Company

12:25

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.

12:30-2:00

LUNCH & NETWORKING

Join us for lunch in the spacious dining area adjacent to the exhibit hall and ballroom.

2:00-5:00

AFTERNOON TRACK SESSIONS (SIMULTANEOUS)

Two simultaneous, three-hour tracks offer drill-downs on many of the topics addressed on the main stage. Each session runs about 40 minutes and features panelists and a heavy dose of audience interaction via Q&A.

sponsored by:

Track I:  Managing Digital Operations

2:00

Is Digital Services the Path to Riches, or the Path to Hell?

This scene-setter session by entrepreneurial problem-solver and Tapclick’s CEO Babak Hedayati addresses what media companies have learned – good and bad – by wandering into the sticky world of trying to sell marketing services to clients.

Speaker: Babak Hedayati, CEO and co-founder, Tapclicks

2:15

Advantage: Traditional Media

If you’re having a hard time convincing advertisers to buy print or broadcast media, you’ll want to attend this session. There’s strong evidence that a hefty dose of print or broadcast advertising makes digital marketing far more effective.  This session features case new research and case studies that you can take straight to advertisers.

Panelists: TBA

3:00

Tapping Your Own Data to Craft a Compelling ROI Story

Media companies are sitting on a goldmine of data that most don’t even realize exists. Within it are gems that are helping sales departments create powerful stories about proof of performance and ROI. In this session you’ll learn where to find that data, what it means, and how to tell those stories.

Panelists:  TBA

3:45

Social Media Management Mess? How Some Companies Are Doing it at Scale

The demand to help SMBs with social media has skyrocketed. But the workload of managing multiple clients’ pages – whether it’s organic postings or paid ads – can sap profits fast. This session features local media companies that have cracked the code, integrating postings across multiple platforms and generating healthy profits (and happy clients).

Panelists:  TBA

4:30

Best Practices: Creating Operational Efficiencies Within Your Digital Operation

So many vendors to deal with.  So many products to sell.  So many clients – internal and external – to serve.  This session features three companies that have honed their sales, production, implementation, and billing processes to create high levels of efficiency and ROI.

Panelists:  TBA

TRACK II :  Leveraging Data & Organizing Sales Teams to Win

2:00

Opening Session: 
SPEAKER:  Lem Lloyd, SVP, Buzzboard

2:15

How Artificial Intelligence Has Come Into Play at the Local Level

AI is certainly a buzzword, but you might be surprised to learn the advantages already in play at the local level. Fresh from authoring a new book on the topic, programmatic advertising expert William Ammerman offers a fascinating look at the data behind AI and how it’s beginning to shape local advertising opportunities.

SPEAKER:  William Ammerman, EVP of Digital Media, Six Sails Group

2:45

How to Fish in the Data Pool Without Drowning

This track examines how leading media companies are leveraging data to change the way they’re going to market. Learn how to get more out of your CRM platform, focus on the right type of customer and restructure your sales teams and strategy to win.
PANELISTS:  TBA

3:30

Finding Your Best Customer (And Avoiding the Worst)

What makes a good client?  Learn how companies are using different data sets to better know their current clients and also to target their future best customers. Reduce customer churn and LTV by being more choosy in who your sales teams are pitching and prospecting.
PANELISTS:  TBA

4:15

Are Call Centers Working?  The Rise of Inside sales

More media companies are embracing inside call center operations to penetrate their markets. Armed w/ better data and systems, learn from three companies that are placing big bets on inside sales to grow their revenue.
PANELISTS:  TBA

6:30-8:00 PM

Networking Cocktail Party

Join us for a fun and lively gathering of fellow attendees that features networking, hors d’oeuvres, and whatever type of cocktail your heart desires.

Tuesday, March 12

7:30-8:30 AM

Breakfast

Enjoy a full breakfast in the spacious dining area adjacent to the registration desk.

8:30

Welcome to Day 2

8:30

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.

SpeakerJim Brown, Vice President, Borrell Associates

8:40

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.

 

SpeakerCorey Elliott, Vice President, Borrell Associates

9:00

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: Darnell Holloway, Director of Business Outreach, Yelp

9:30

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

10:00

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

10:30-

Break—Refreshments in the exhibit hall 

10:45

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, Google Global Partnerships 

11:15

Why ‘Promotions’ Have Become a Key Driver of Ad Sales

The complexity of digital and traditional marketing offerings has given rise to promotions – those creative, short-term campaigns that drive immediate customer interactions and sales. And nothing excites advertisers more.  Promotions expert Matt Coen show how digital media – particularly social media – is breathing new life into advertising and driving revenue for many ad staffs.

SpeakerMatt Coen, President, Second Street Media 

11:45

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

Moderator: Dr. Ian Turnipseed, Executive Communication Coach, The Speech Improvement Company

12:30-2:00

LUNCH & NETWORKING

Join us for lunch in the spacious dining area adjacent to the exhibit hall and ballroom.

2:00

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

The newly announced collaboration between the Local Media Association and the Local Media Consortium promises to have a positive impact on the industry. The partnership will leverage each entities’ strengths and membership to improve awareness of the value of local media and increase collaboration with Google, Facebook and Amazon, and other major platforms. The leaders of each organization offer their perspective on the strategy behind the partnership – and more importantly, what’s in it for you.

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

2:30

Who “Owns” Digital Sales? Structure & Compensation to Drive Revenue Growth

 Since the first banner ad was sold two decades ago, sales teams have struggled with who “owns” digital sales, how reps should be compensated, and what sales support resources are needed. Through hundreds of client engagements and ongoing research, the Alexander Group has uncovered compelling evidence on the best sales strategies to drive revenue growth. Nationally known growth experts David Cichelli and Matt Bartels discuss the critical mandates to ensure your media ad sales team is structured and compensated for success.

 

Speakers:  David Cichelli, SVP;   Matt Bartels, Principal– The Alexander Group

3:00

Waze Proves It’s All About Location, Location, Location

Waze, Google’s award-winning navigation app, has been amassing a remarkable database of driver’s movements. It’s opened up dynamic opportunities for SMBs, which Waze has been developing with the help of local radio, TV, outdoor, and newspaper companies.  Back by popular demand, Waze’s Justin Nabozna offers insights into the value proposition, and performance, for advertisers.

Speaker Justin Nabozna, head of channel sales, Waze

3:30

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

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Gold Sponsors

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Bronze Sponsors

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Exhibitors

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Media Partners