Agenda

The BIA/Kelsey BRANDS program offers a 360-degree view of the trends, technologies and alliances required for brand-to-local marketing success.

Attendees

Top executives are coming to BIA/Kelsey BRANDS.
See who!

Tuesday, March 22
7:30 am
Conference Check-In & Registration
8:30 am
Defining the $61 Billion Brands-to-Local Market Opportunity in 2016

Let's pull back the curtain and examine the potential for brand-to-local marketing. BIA/Kelsey will present a brand new advertising forecast that defines the opportunity from the perspective of local digital and traditional advertising. We'll examine the flow of dollars, what channels are exploding and explain the market dynamics for 2016 and in coming years. This session will set the stage for the day's discussions.
Tom Buono, Founder & CEO, BIA/Kelsey
Rick Ducey, Managing Director, BIA/Kelsey
Mark Fratrik, SVP and Chief Economist, BIA/Kelsey

8:45 am
KEYNOTE: Brand CMOs – What Your Local Strategy Should Look Like

Bruce Rogers leads Forbes' Insights thought leadership research division, as well as the Forbes CMO Practice. The co-author of "Profitable Brilliance: How Professional Services Firms Become Thought Leaders," Rogers is an expert on the trends changing the business landscape. Get inspired with his innovative insights on the future of brands and local marketing and map your own success story.

Bruce Rogers

Bruce Rogers
Forbes Media

9:15 am
Charting the Course for Using Local to Drive Value for Brands

Brands have the ultimate goal of driving revenue via personalized marketing and ROI accountability. The cluster of local consumer signals is predictive of buying behavior and offers incredible opportunity to significantly lift brand and engagement goals. This session will discuss this symbiotic relationship and illustrate how to craft a profitable local strategy that will drive brand awareness on the local level.

Warren Kay

Warren Kay
Under Armour

Frank Nakano

Frank Nakano
JPMorgan Chase

JonPaul Rexing

JonPaul Rexing
ESPN Hometown

9:45 am
Brand to Local Marketing Strategies: Cracking the Code

Some brands opt for a more formal and centralized strategy for brand campaigns while others prefer to delegate more autonomy downstream. We'll examine case studies that clearly illustrate what’s working and why, to demonstrate the type of success each type of campaign can drive for brands.

Ryan Davis

Ryan Davis
The Weather Company

Joe Esposito

Joe Esposito
GroupM Search + Social

Andy Lipset

Andy Lipset
Pandora

Michelle Savoy

Michelle Savoy
ZypMedia

Sponsored by

10:15 am
KEYNOTE: Reaching, Connecting and Engaging Brands with Consumers Using Cross-Platform Strategies

Having spent the last decade as a top research, analytics and consumer insights expert, Subramanyam is one of a select group of media and entertainment executives with extensive experience in all areas of the industry – television, digital, radio, and social media. Her vital role in iHeartMedia’s vast array of operations gives her in-depth understanding of how to use digital analytics, ratings and measurement, ad sales research, mobile measurement, and programming analysis to build productive cross-platform strategies. If data secretly intimidates you, Subramanyam will tame it for you and explain how to make it work to your advantage immediately.

Radha Subramanyam

Radha Subramanyam
iHeartMedia

10:30 am
Networking Break
11:00 am
Brands Go Local with Data-Driven Marketing

We've heard the most successful campaigns are fueled with data analytics. But what type of data is the most important to track? We'll discuss how to build transparency, confidence and efficiency into your data aggregation process to drive better campaign decisions you can feel confident about.

Andrea Cancro

Andrea Cancro
Mediavest

Maribeth Papuga

Maribeth Papuga
BIA/Kelsey

David Shiffman

David Shiffman
iHeart Media

11:30 am
Programmatic + Local TV = Audience Targeting

Programmatic advertising is becoming entrenched in national and headed into local television but there are many moving parts required for success. Learn the top 5 things you need to know right now to drive targeting, efficiency and ROI.

Dot DiLorenzo

Dot DiLorenzo
U.S. International Media

Joe Mandese

Joe Mandese
MediaPost

Mitch Oscar

Mitch Oscar
BIA/Kelsey

Russell Zingale

Russell Zingale
U.S. International Media

Free insight paper with conference registration

For a limited time, get the new report, Looking Ahead to Programmatic in Local TV in 2016, as our free gift when you register to attend by March 9.

12:00 pm
Networking Lunch
1:00 pm
FIRESIDE CHAT: David Lebow, Chief Revenue Officer, YP Marketing Solutions
David Lebow

David Lebow
YP Marketing Solutions

1:30 pm
AFTERNOON KEYNOTE: Localizing a Brand in a Mobile Marketplace

Dunkin' Donuts – the very brand name conjures good thoughts. But delicious food doesn't guarantee the continued success of a brand. Today's busy consumers are looking more and more to their mobile phones for connections to brands. Our keynoter will reveal innovations Dunkin' has used to localize its brands in a mobile consumer marketplace.

John Costello

John Costello
Dunkin’ Brands

Video conversation with John: Listen Now

2:00 pm
Martech and Realizing the Promise of Local at Scale

Big data, artificial intelligence, machine learning, and business rules driven processes all combine to empower brand managers to develop more personalized campaigns and execute at scale efficiently and effectively. See how you can use adtech and martech platforms to achieve local supremacy with two intriguing case studies.

Heath Bradbury

Heath Bradbury
Advance Auto Parts

Chris Marentis

Chris Marentis
Surefire Social

Richard M. Wright

Richard Wright
IBM Watson

Sponsored by

2:30 pm
Afternoon Networking Break
3:00 pm
Tapping the Power of Co-Op Dollars, Market Development Funds and Brand Networks

Brands understand that local marketing pays off but they have different strategies for developing, running and funding programs. How can the creative forces of local and those of brands synergize their efforts? It's achievable with the right data, insights and budget application. Don't let outdated marketing programs leave billions in untapped revenue on the table.

Tim Brennan

Tim Brennan
Recas

Brendan Morrissey

Brendan Morrissey
Netsertive

3:30 pm
Location-Based Marketing – Mobile, Beacons, IoT

The consumer’s purchase journey literally is becoming mapped from top of the funnel to actual purchase behaviors. With access to increasingly powerful and timely data, brands have powerful tools to inform campaign strategy and execution and see closed-loop ROI and campaign optimization results.

Dan Hight

Dan Hight
xAd

Alex Nocifera

Alex Nocifera
Location ID

Nathan Pettyjohn

Nathan Pettyjohn
Aisle411

4:00 pm
GOLOCAL
GOLOCAL Awards - Winners Announced Live On-Stage
Celebrating the "best-of-the-best" brand-to-local digital marketing campaigns.


Three of the GOLOCAL judges will share their insights on the incredible entries this year and the interesting trends and technologies that bubbled to the top. They will also help extend their congratulations as the three final winners are announced.

4:30 pm
Let's Go – Get Ready to Take Action

This fast-paced, energizing session will summarize the top elements of brand-to-local marketing – data, technology, and consumer behaviors – so attendees can outline their own action plans for sophisticated brand-to-local strategies.

Rex Conklin

Rex Conklin
Fortune 50 marketing executive

Brendan Morrissey

Brendan Morrissey
Netsertive

JonPaul Rexing

JonPaul Rexing
ESPN Hometown

5:00 pm
Conference Wrap-Up

BIA/Kelsey BRANDS Chairman Rick Ducey will be joined by media executive Maribeth Papuga for a recap of the day and final takeaways.
Rick Ducey, Managing Director, BIA/Kelsey
Maribeth Papuga, Executive in Residence, BIA/Kelsey

5:30 pm
Attendee Networking Cocktail Hour at the TMP New York Conference Center

Save on registration until March 21st!