BIA/Kelsey NEXT

Join our sponsors for conversation and a continental breakfast.

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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.

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

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

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

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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

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

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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.

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

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

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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

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

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

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

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And, enjoy being photographed on the red carpet!

Join our sponsors for conversation and a continental breakfast.

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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

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.

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

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

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

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.

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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

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

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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?

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

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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

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.

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.