Agenda

Monday, February 27

Note: Monday is the official conference kick-off - all attendees required to wear name badges to all events.

  • 11:00 a.m. - 6:00 p.m.

    Registration Desk and Information Open

  • 12:00 p.m. - 3:00 p.m.

    Publisher Workshop -- SEM: From Loss Leader to Profit Center

    To attend, request an invitation HERE.

  • 3:00 p.m. - 3:45 p.m.

    From the Information Age to the Imagination Age: Six Economic Themes for the Decade Ahead

    In this keynote presentation, Dr. W. Michael Cox, former chief economist and SVP of the Federal Reserve Bank of Dallas, will explore the “Imagination Age.” The Imagination Age is the stage of American economic development where imagination, creativity and vision have ascended to being the most dear and most valuable human assets.

    • Michael Cox
      former Chief Economist

  • 3:45 p.m. - 5:00 p.m.

    Ad-to-Action Finalist Presentations

  • 5:00 p.m. - 5:30 p.m.

    Announcement of Ad-to-Action Award Winners

  • 5:30 p.m. - 7:00 p.m.

    Ad-to-Action Awards Reception

Tuesday, February 28

  • 7:30 a.m. - 5:00 p.m.

    Registration Desk and Information Open

  • 7:30 a.m. - 7:00 p.m.

    Expo Hall Open

  • 7:30 a.m. - 8:30 a.m.

    Breakfast

  • 8:30 a.m. - 12:10 p.m.

    General Session

  • 8:30 a.m. - 9:00 a.m.

    Welcome & State of the Association

    • Neg Norton
      President

  • 9:00 a.m. - 9:40 a.m.

    Local 2020: Advice from the Future

    What are the trends, products and sales innovations that will separate winners from losers in the local market? Speakers will offer insights and perspective with the benefit of imagined hindsight.

    • Steven Aldrich
      Chief Product Officer

    • Eric Groves
      CEO


    • Kiran Prashad
      President, New York

  • 9:40 a.m. - 10:10 a.m.

    Local Sales: Can the Patient Be Saved?

    What changes must take place in local sales to improve productivity, close rates and retention? And should sweeping product changes also be made to simplify the selling proposition? The panel will explore these and related issues in a frank discussion about the state of local media sales.

    • Brendan King
      CEO & Co-Founder

    • Jon Martinsen
      CEO

    • Sharon Rowlands
      CEO

  • 10:10 a.m. - 10:40 a.m.

    A Conversation with Jared Rowe, CEO YP

    Jared Rowe joined YP in September 2016 from Cox Enterprises, where he most recently served as President of Cox Automotive Media Solutions Group and was responsible for all strategic, financial, operational, and other aspects of the highly successful Autotrader, Kelley Blue Book and Dealer.com businesses. Jared will discuss how lessons learned from his past experience in the automotive vertical can be applied to YP’s horizontal search business.

    • Jared Rowe
      CEO

  • 10:40 a.m. - 11:10 a.m.

    Refreshment Break

  • 11:10 a.m. - 11:40 a.m.

    Winning the Last Mile: The Challenges of Localizing for Brands

    In many ways brands have just as much trouble marketing successfully at the local level as do SMBs. What are the persistent online-to-offline challenges they face in “the last mile?” And how might they do a better job of leveraging local dealers and affiliates going forward?

    • Robert Blatt
      CEO

    • Allyson Carper
      VP, Accounts

    • Paul Elliott
      Chief Digital Officer

  • 11:40 a.m. - 12:10 p.m.

    Who Owns the Last Mile?

    A small number of large platforms have come to dominate the mobile Internet: Google, Facebook, Apple, Amazon and Microsoft. How can publishers utilize these platforms but still advance their brands and have direct relationships with consumers?

    • John Koetsier
      Mobile Economist


    • Chad Richard
      SVP, Business & Corporate Development

  • 12:10 p.m. - 1:10 p.m.

    Lunch (in Exhibit Hall)

  • 1:10 p.m. - 1:40 p.m.

    Tactical Breakout Sessions

    - The Future of Presence Management
    - Co-op: Getting a Slice of the $40 Billion Pie

  • 1:40 p.m. - 2:10 p.m.

    Tactical Breakout Sessions

    - Reviews and their Impact on Rankings and Revenue
    - Best Practices for Local Advertiser Retention

  • 2:10 p.m. - 2:40 p.m.

    Tactical Breakout Sessions

    - Understanding the Google Local Algorithm
    - Carrots and Sticks: Creating the Right Incentives for Local Media Sales

    • David Mihm
      Founder

    • Andrew Shotland
      CEO

  • 2:40 p.m. - 4:00 p.m.

    Networking

  • 4:00 p.m. - 4:30 p.m.

    The Chicken's Journey: How Chick-fil-A Created a Culture of Risk-Taking and Thinking Differently

    • Steve Nedvidek
      Innovation Specialist

  • 4:30 p.m. - 5:00 p.m.

    Kathryn Levine, Vice President, Corporate Marketing and Customer Experience, Blue Cross

    Kathryn is responsible for monitoring and improving the customer experience. She leads departments that focus on customer experience, marketing strategy, digital strategy and market research.

    • Kathryn Levine
      Corporate Marketing and Customer Experience

  • 5:00 p.m. - 7:00 p.m.

    Taste of San Diego Reception

Wednesday, March 1

  • 7:30 a.m. - 3:00 p.m.

    Registration Desk and Information Open

  • 7:30 a.m. - 3:00 p.m.

    Expo Hall Open

  • 7:30 a.m. - 9:00 a.m.

    Breakfast

  • 8:00 a.m. - 8:30 a.m.

    Tactical Breakout Sessions

    - What Role Will Bots + AI Play in the Future of Local?
    - Developing a Market Prioritization Model for Greater Effectiveness

    • Nick Neels
      Head of Local Search

  • 8:30 a.m. - 9:00 a.m.

    Tactical Breakout Sessions

    - State of the Art: Offline Attribution Tactics and Techniques
    - Getting Found through “VEO” and Virtual Assistants

    • Michael Mire
      Co-Founder & Chief Revenue Officer

    • Manpreet Singh
      Co-Founder & President


    • Mark Sullivan
      Director of Demand Generation

  • 9:00 a.m. - 1:00 p.m.

    General Session

  • 9:00 a.m. - 9:30 a.m.

    Building the Real-World Graph

    With proximity technology and sensors, we can understand real-world behavior at a detailed level and in real-time. Unacast CEO Thomas Walle will explore what this means for marketers and a range of industries.

    • Thomas Walle
      CEO

  • 9:30 a.m. - 10:00 a.m.

    Location Data in Action

    Audience intelligence, offline attribution and retargeting are all explored in this brand-agency case study.

  • 10:00 a.m. - 10:30 a.m.

    Big Data, Predictive Marketing & Location

    How can location data be turned into predictive modeling and marketing to create greater relevance in a time of consumer rebellion against ads?

    • Shashi Seth
      Chief Product Officer

  • 10:30 a.m. - 11:00 a.m.

    Refreshment Break

  • 11:00 a.m. - 11:30 a.m.

    General Session to be Announced

  • 11:30 a.m. - 12:00 p.m.

    Automation, AI and Back Office Integration

    What are the trends and technology developments that will shape the next phase of small business digital marketing? How will automation, AI and back office integration affect advertiser acquisition and retention? The panel will offer real-world insights and argue that business as usual isn’t going to work anymore.

    • Jay Bean
      CEO

    • Andrea Kayal
      VP of Marketing

  • 12:00 p.m. - 12:30 p.m.

    Next-Gen SMB Marketing Platforms

    Even as a few dominant companies appear to be grabbing more media spend and mindshare, there are newer platforms and tools emerging as important channels for SMB marketers and their providers. This session will explore some of those alternatives and how they may impact local digital marketing going forward.

  • 12:30 p.m. - 1:00 p.m.

    Will Voice Assistants Fundamentally Change Local Search?

    Voice search and virtual assistants are now used by millions of people every day. They’re changing the way we find local information, interact with digital devices and, soon, conduct commerce. What changes in user behavior should marketers, publishers and brands understand and how can they prepare for a future in which as much as 50% of search volumes are speech-initiated?

  • 1:00 p.m. - 2:00 p.m.

    Lunch (in Exhibit Hall)

  • 1:00 p.m. - 3:00 p.m.

    Expo Hall Open

  • End Of Conference