nortman

BIA/Kelsey NEXT

The Original Interactive Local Media & Marketing Conference

December 9-10, 2015 | Hollywood, CA | Loews Hollywood

Register Now

Register with the Pre-Conference Rate

Save on registration until Dec. 8th!

Agenda

The BIA/Kelsey analyst team has created an agenda for BIA/Kelsey NEXT that is intended to steer discussions around key trends driving local media and marketing. The program brings together the industry’s biggest names with the best ideas to help you make money in the local space. Our analysts have applied their expertise in mobile, social, geotargeting, local search, programmatic, native advertising and local loyalty to help conference attendees unlock the tremendous digital media opportunity.

Don’t Miss a Moment of BIA/Kelsey NEXT

BONUS Pre-Conference on Dec. 8, Followed by Two Full Days of Sessions

When making your travel plans, please note, we’ll be kicking things off at BIA/Kelsey NEXT on Tuesday, Dec. 8, the eve of the conference, with pre-conference networking events – Women LEADING IN LOCAL and our Welcome Cocktail Reception – as well as the 2015 Consumer Tech Expo. Two full days of conference sessions open at 9 a.m. on Wednesday, Dec. 9. The conference adjourns at 5 p.m. on Thursday, Dec. 10. We’ve packed a lot of valuable learning and networking opportunities into the schedule – we hope you can join us from start to finish.

Welcome Day 1 Day 2
Pre-Conference Welcome, Tuesday, Dec. 8
2:00 pm
Conference Registration Desk Opens

Refreshments:

Uberall
3:00 pm
2015 Consumer Tech Expo @ BIA/Kelsey NEXT

Get your first taste of what’s NEXT on the eve of the BIA/Kelsey NEXT conference at the second annual BIA/Kelsey Consumer Tech Expo. The 2015 Consumer Tech Expo embodies the conference’s focus on the next wave of innovation in local digital media and marketing, offering attendees an interactive station-to-station tour of the latest locally focused gadgets and apps, with the chance to talk with the industry innovators leading their development efforts.
2015 Participants: Flyreel, Glass-Media, Goodzer, Greenlight VR, Shops by Aisle 411, StepsAway and UberMedia. Learn more about each company.

4:00 pm
Women LEADING IN LOCAL
Networking Session in the Vantage Room for Women Attendees

Women attendees of BIA/Kelsey NEXT are invited to jumpstart their conference networking during this one-hour meet-up and discussion on the eve of the conference. Over cocktails, attendees will hear from several inspiring guest speakers, get an update on Women LEADING IN LOCAL initiatives, and connect with other women in digital media and marketing. This special event is a warm-up to the Welcome to Los Angeles! Networking Reception immediately following.

Sue Johenning

Sue Johenning
Initiative

Jackie Stasi

Jackie Stasi
Initiative

Abby Auerbach

Moderator:
Abby Auerbach
TVB

Sponsored by:

Yahoo
5:00 pm
Welcome to Los Angeles! Networking Reception

Join the BIA/Kelsey community for drinks, small plates and networking galore as we get ready for BIA/Kelsey NEXT.

Refreshments:

Telmetrics

 

MDS
Wednesday, Dec. 9
7:00 am
Conference Registration Desk Opens
7:30 am
Sponsored Breakfast

Join our sponsors for conversation and a continental breakfast.

Sponsored by: Ion Interactive

7:30 am
2015 Consumer Tech Expo @ BIA/Kelsey NEXT

The 2015 Consumer Tech Expo embodies the conference’s focus on the next wave of innovation in local digital media and marketing. If you missed it yesterday, it continues this morning from 7:30 am-11:00 am. Be sure to take this locally focused, interactive station-to-station tour of the latest gadgets and apps, with the chance to talk with the industry innovators leading their development efforts.
2015 Participants: Flyreel, Glass-Media, Goodzer, Greenlight VR, Shops by Aisle 411, StepsAway and UberMedia. Learn more about each company.

8:45 am
BIA/Kelsey's Big Bang: Setting the Stage for NEXT

We'll waste no time getting right to the meat. What are the top trends and events that are defining local's NEXT era? From Mobile to Millennials, BIA/Kelsey analysts kick things off with ten themes that will define the next two days and the next two years.
Michael Boland, Chief Analyst and VP of Content, BIA/Kelsey
Abid Chaudhry, Senior Director of Industry Strategy & Insight, BIA/Kelsey

9:15 am
DAY 1 KEYNOTE: Kelly Graziadei, Director of Direct Response Product Marketing, Facebook
Local Commerce Joins the Social Graph

Facebook is getting more “actionable” every day. This includes its “buy” button as well as the more recent “call” buttons for local businesses. Meanwhile, Facebook Pages are more SMB-friendly with a recent redesign that highlights key calls to action like products/menu and contact info. These are just a few of several initiatives on Facebook's local road map. We'll get the inside track from Facebook's direct response product marketing lead.
Moderator: Michael Boland, Chief Analyst and VP of Content, BIA/Kelsey

Kelly Graziadei

Kelly Graziadei
Facebook

9:45 am
NEXT for Local Data: IoT Takes Over

Of all the topics in the tech world today, it doesn't get much more "NEXT" than the Internet of Things (IoT). It also doesn't get much more hyperlocal, given that this emerging field brings connectivity to a micro-level. It will include everything from cars, to home heating to your toaster. But how will all that connectivity and data empower targeted local marketing?
Moderator: Abid Chaudhry, Senior Director of Industry Strategy & Insight, BIA/Kelsey

Dave Etherington

Dave Etherington
Intersection

Andy Noronha

Andy Noronha
Cisco Systems & Global Center for Digital Business Transformation

10:15 am
Networking Break

Sponsored by: Localstars

10:45 am
NEXT for Local Marketing: New Tech, New Approaches

In this three-part session, we'll explore tech platforms that achieve scale and efficiency in local marketing. It's all about reach, conversion tools, and local audience targeting.
Moderator: Rick Ducey, Managing Director, BIA/Kelsey

Part 1: Local Marketing Scale: It's All In the Integration
For brands, franchisors, retailers and other national and regional marketers, content and audience targeting are achieving engagement lift. But how is it done?

Scott Brinker

Scott Brinker
ion interactive & MarTech

Chris Marentis

Chris Marentis
Surefire Social

Part 2: New Tools for Reach and Conversion
Businesses need to be found in order to connect and engage with consumers. What new approaches are working to reach and convert them?

Tim Fagan

Tim Fagan
G/O Digital (TEGNA)

Dylan Marsh

Dylan Marsh
StrataTech Education Group

Part 3: Audience Management Is the Key to Local Targeting
To be competitive these days, publishers need ad exchanges. It's all about audience extension and segmentation to reach local audiences across screens.

Katie Risch

Katie Risch
Centro

11:45 am
CEO Address: Welcome to the Local Commerce Universe

To cap off the morning, BIA/Kelsey CEO Thomas Buono will introduce the Local Commerce Universe. Containing several “galaxies,” this new construct will map the space that we call local. It will define how BIA/Kelsey analyzes and quantifies this expanding universe. What are its orbiting bodies today, and where are they moving tomorrow?
Thomas Buono, Founder & CEO, BIA/Kelsey

12:00 pm
Networking Lunch in the Exhibit Hall

Open to All Attendees

Sponsored by: Mono Solutions Dessert table: bieMedia

Client-only Lunch

By Invitation

1:30 pm
NEXT in Consumer Trends: Radical Connectivity

Startups have been empowered by “radical connectivity” – apps, messaging, social media, and big data. The barriers have lowered for publishers and app developers to chart the future with innovative app development. Author, social media pioneer and digital strategist Nicco Mele shares his insights making this all "link" together.

Nicco Mele

Nicco Mele
USC Annenberg Center on Communication Leadership & Policy

Peter Krasilovsky

Moderator:
Peter Krasilovsky
BIA/Kelsey Advisor

2:00 pm
NEXT for Mobile: Apps, Location & Commerce

Half of searches now happen on smartphones, and half of those have local intent. But it’s no longer about SEO and Web presence, it’s about apps and transactions. It’s no longer about display ads, it’s about commerce and conversions. What are the moving parts? Which features will lead the way? We’ll review case studies and best practices.
Moderator: Michael Boland, Chief Analyst and VP of Content, BIA/Kelsey

Charles Dyer

Charles Dyer
HERE Maps

Steve Griffiths

Steve Griffiths
DialogTech

Mark Plakias

Mark Plakias
Orange Silicon Valley

2:35 pm
NEXT for Call Commerce: Calls Are Where It's At

Phone calls are the new click. Call volume is exploding in the smartphone era. And local advertisers want calls, especially in high-value verticals that close business or appointments over the phone. Autos are at the top of that list. Call commerce leader Marchex will unpack the opportunities and tactics to drive and track inbound phone leads.
Moderator: Michael Boland, Chief Analyst and VP of Content, BIA/Kelsey

Matt Muilenburg

Matt Muilenburg
Marchex

2:45 pm
Networking Break

Sponsored by: Freshlime

3:15 pm
NEXT = Now: Google Now & Deep Linking

Mobile has evolved into a mashup of search and discovery. We’ve seen a reorientation of how we enter the front door of connected experiences. Google Now is showing the way with a hub for disparate apps and deep linking. We’ll explore Google Now’s approach and we'll discuss the interconnectedness of the app universe with other deep linking pioneers.
Moderator: Michael Boland, Chief Analyst and VP of Content, BIA/Kelsey

Mike Dudas

Mike Dudas
Button

Paul Ryan

Paul Ryan
Quick.ly

Vera Tzoneva

Vera Tzoneva
Google

3:45 pm
NEXT for Radio and Television Broadcasting

Local television and radio stations account for the second- and third-largest slices of the local media ad spending pie. Most of this revenue comes from their traditional over-the-air platforms. But are these sleeping giants about to figure out digital and make the commitments necessary to expand their slices of the pie?
Moderator: Rick Ducey, Managing Director, BIA/Kelsey

4:00 pm
What's NEXT for Personalization and Audience Targeting?

Drilling deeper into the interface between local television and radio, what are the forces that will transform local marketing and broadcasting? Three of the biggest local media organizations will join us to discuss key areas like personalization and audience targeting. This plays out across screens and formats including display, audio streaming, video and podcasts. How are media giants making all this work?
Moderator: Rick Ducey, Managing Director, BIA/Kelsey

Tom O'Brien

Tom O'Brien
Nexstar Broadcasting Group

JonPaul Rexing

JonPaul Rexing
ESPN Hometown

Robert Weisbord

Robert Weisbord
Sinclair Digital

4:30 pm
Day 1 Wind-Down: VCs, Tech Demos and...Beer!

We'll end the day by leaning back (beer optional) and enjoying a celebration of early-stage tech innovation. An all-star cast of VCs will judge a series of tech demos from companies we’ve hand picked, and conference sponsors.
Moderator: Mitch Ratcliffe, Senior Analyst & Digital Media Strategist, BIA/Kelsey

Part 1: A Conversation With VCs
To kick off our demos session, we'll get to know the judges: top-tier VCs with lots of investment experience and perspective in local.

Vishal Lugani

Vishal Lugani
Greycroft Partners

Part 2: Bring on the Demos
We'll roll through a rapid-fire procession of demos. To break from the rest of the day, this will be a "PowerPoint-free zone." We're talking live product demos. Rubber, meet road.

FreshLime
Local Market Launch
Placed
Share Rocket
5:30 pm
Networking Cocktail Reception

Sponsored by: Yext

And, enjoy being photographed on the red carpet!
bieMedia

Thursday, Dec. 10
7:30 am
Conference Registration Desk Opens
7:30 am
Sponsored Breakfast

Join our sponsors for conversation and a continental breakfast.

Sponsored by: Camilyo

8:30 am
Day 2 Kickoff: Crystal Ball Time: BIA/Kelsey Analyst Predictions

To kick off day 2, we'll debut our official 2016 analyst predictions. Out of the 25 predictions we'll publish in December, we'll give the NEXT audience a sneak peek of the top 10. Spanning our coverage areas, these predictions will map out the market outcomes that define the coming year.
Michael Boland, Chief Analyst and VP of Content, BIA/Kelsey
Abid Chaudhry, Senior Director of Industry Strategy & Insight, BIA/Kelsey

8:50 am
What’s NEXT for Local Search?

Local search ain’t what it used to be. As mobile engagement rises, what does that do for the all-important search formula? Are Apple Maps and Spotlight Search – with prime on-deck positioning – rising to challenge Google? Search guru Andrew Shotland will tell us what’s up, and what’s next.

Andrew Shotland

Andrew Shotland
LocalSEOGuide.com

9:00 am
DAY 2 KEYNOTE: Dr. Karen North, Director, Online Communities Program, USC Annenberg School
The Millennial Effect: Not Your Father's Local Media

The oldest millennials are now 35, meaning they fully occupy the all-important 18-34 demographic. That makes examining their proclivities and buying behavior more important than ever. Are they really as entitled, ownership-averse, and untrusting of advertising as they've been made out to be? And what does this mean for actionable local marketing strategies? We've got someone wicked smart to break it down for us.
Moderator: Abid Chaudhry, Senior Director of Industry Strategy & Insight, BIA/Kelsey

Karen North

Dr. Karen North
USC Annenberg School

9:30 am
Content Marketing: The ‘Organic’ Chemistry of Local

Deviating from the promotional and jingle-heavy advertising paradigm launched in the Mad Men era, content marketing's more "organic" approach has found fertile ground lately. Covering everything from advertorials to infographics and "how-to" videos, what's the state of local content marketing today, and what will it look like tomorrow?
Moderator: Charles Laughlin, SVP, BIA/Kelsey

Sean Moriarty

Sean Moriarty
Demand Media

9:50 am
Sponsored Case Study: Timify

Many local service businesses worldwide are already engaged in online appointment setting, but most are not. Timify founder Thomas Lang will offer a view on how to make appointment booking more easily accessible to service businesses, illustrated through a case study involving Austria's Herold Business Data.
Moderator: Charles Laughlin, SVP, BIA/Kelsey

Thomas Lang

Thomas Lang
Timify

10:00 am
KEYNOTE: Robert Scoble, Futurist, Rackspace

As Futurist for Rackspace, the leading managed cloud computing company, Robert Scoble travels the world looking for what's happening on the bleeding edge of technology. He's interviewed thousands of executives and technology innovators and reports what he learns in bestselling books, on YouTube, and many social media sites where he's followed by millions of people. Robert is bringing his future-focused lens to the BIA/Kelsey NEXT stage during this special Day 2 keynote. He'll leave you with valuable insight into how you can harness this rapidly shifting landscape to deliver realtime changes in your business.

Robert Scoble

Robert Scoble
Rackspace

10:30 am
Networking Break

Sponsored by: Gravy

11:00 am
NEXT in Local Marketing: IAB's Tactical View

IAB's Local Buyer’s Guide is a map for reaching local audiences. We'll hear directly from a member of IAB's Local Committee about local media’s growth, evolution, sophistication and NEXT opportunities. This includes large national brands, SMBs and agencies of all sizes.
Moderator: Rick Ducey, Managing Director, BIA/Kelsey

Joe Laszlo

Vikas Gupta
Factual, Inc. and Member, IAB's Local Committee

11:15 am
On-Demand: The NEXT Way Local Commerce Is Done?

The local on-demand economy (LODE) has been the most popular tech topic of the past year, and the largest recipient of VC funding. But we're moving past it's early days and into a second phase, defined by contraction and market realities setting in. We'll take a realistic look at the current state of LODE, where it's moving in 2016 and where opportunities still lie.
Moderator: Mitch Ratcliffe, Senior Analyst & Digital Media Strategist, BIA/Kelsey

Part 1: What's the NEXT era of On-Demand
The mobile device has conditioned us to expect everything on demand (especially millennials!). This has collided with local services to give birth to LODE. Uber has become the poster child, and many have followed its model. But we've learned LODE models aren't replicable to several nuanced local verticals. What's the state of the union in on demand and what's NEXT for 2016?

Nick Desai

Nick Desai
Heal

Susan Dost

Susan Dost
Sheridan Care

Chris Sullens

Chris Sullens
WorkWave

Part 2: Business Services: The Glue for the On-Demand Economy
The unsung heros of the on-demand economy are the business services and logistical systems that power the supply side. Thin margins for discounted local services compel high levels of efficiency. Cue the systems that help your Uber driver and your Instacart delivery arrive on time and accurately. How are these systems evolving and what's still missing?

Meaghan Barbin

Meaghan Barbin
Mightybell

Matthew Cowan

Matthew Cowan
BreezeWorks

Manoj Verma

Manoj Verma
Payability

12:15 pm
Networking Lunch

Sponsored by: Acxiom Dessert table:Simpli.fi

1:30 pm
NEXT for Main Street: The Future of Local Deals & Loyalty

The art of driving local marketing through deals and incentives continues to evolve in the smartphone era. We're still early in pinpointing what types of offers and redemption structures work for consumers. Equally important, what's being adopted and used effectively by local merchants? And what's NEXT for this important area the Local Commerce Universe?

Neal Bernstein

Neal Bernstein
Microsoft

Jon Carder

Jon Carder
Empyr

Dan Roarty

Dan Roarty
Groupon

Peter Krasilovsky

Moderator:
Peter Krasilovsky
BIA/Kelsey Advisor

2:00 pm
NEXT in Advertising: Programmatic Enters Main Stage

Programmatic advertising is exploding throughout the media landscape. Its key ingredients: automation, audience targeting and the integration of linear and digital media. And it’s not just online: Media like radio and television are joining the mix. How is all of this playing out?
Moderator: Rick Ducey, Managing Director, BIA/Kelsey

Sponsored by:   

Eric Mathewson

Eric Mathewson
WideOrbit

Adam Roberts

Adam Roberts
Imagine Communications

Brad Smith

Brad Smith
Videa

2:30 pm
Networking Break

Sponsored by: Matrix Solutions

3:00 pm
NEXT in Attribution: Closing the Online-Offline Gap

Attributing offline sales to online engagement is the holy grail of marketing. This is amplified at a time when 95 percent of U.S. consumer spending happens offline. But about a quarter of that – to the tune of almost $2 trillion – is influenced by mobile devices. So the name of the game is cross-screen attribution. We'll find out how it's done from companies deep in the trenches.
Moderator: Rick Ducey, Managing Director, BIA/Kelsey

Grace Chan

Grace Chan
Wanderful Media

Sherry Thomas-Zon

Sherry Thomas-Zon
Retailigence

3:30 pm
Partnering and Innovating: The NEXT Keys to Unlock Scale

The promise of local marketing has always been the sheer scale of the addressable market. But the challenge has been addressing that long tail opportunity in scalable and margin-rich ways. In this two-part session, we'll dive into a tactical analysis. It's all about platforms and partnerships.

Part 1: Scaling Via Strategic Partnerships
For many local media businesses seeking digital scale, partnerships are key. We'll explore best practices in achieving ROI from such partnerships. We'll get the straight story from the trenches.
Moderator: Rick Ducey, Managing Director, BIA/Kelsey

Ryan Davis

Ryan Davis
The Weather Company

Louis Gump

Louis Gump
NewsOn

Jocelyn Lee

Jocelyn Lee
Hearst Television

Part 2: Scaling via Publishing Platforms
It doesn't get more local than weather. We'll talk with the technical and design talent behind The Weather Channel's recent "mass customization" of 80,000 localized sites.
Moderator: Mitch Ratcliffe, Senior Analyst & Digital Media Strategist, BIA/Kelsey

Matt Paladino

Matt Paladino
Acquia

Dave Terry

Dave Terry
Mediacurrent

4:30 pm
NEXT for 2016: Analyst Roundtable Showdown

What's really NEXT for 2016? Two days of predictions and big ideas compel someone to boil it all down and translate to actionable advice. Fortunately, that's what we do best. A roundtable of BIA/Kelsey analysts and industry visionaries will synthesize the top takeaways from NEXT, and send you home with real action items.

END OF CONFERENCE

Save on registration until Dec. 8th!