Registration Desk Opens
am 9:00 am
am 9:15 am
Introduction & Conference Overview
John Kelsey, President & CEO, The Kelsey Group
am 9:45 am
Mass Media to MyMedia: Profiling the New
Each day it becomes more apparent that the Internet, on-demand
video, wireless phones and iPods are creating a new global and
local media universe one that is highly personalized,
customizable and not tied to time, place or even a single medium.
The Kelsey Group will present new consumer research that outlines
this emerging consumer paradigm and discuss the most significant
implications for advertisers (national and local) as they try
to reach these new, more empowered consumers.
Greg Sterling, Program Director, Interactive Local Media,
The Kelsey Group
am 10:30 am
The Broadband Juggernaut: Slowing Down
or Speeding Up?
High-speed Internet access is the backbone of the new consumer
paradigm. It took a decade for broadband to reach critical
mass in the U.S. Now we are witnessing the disruptive effects
for traditional media and potentially for some newer technologies
as well. While some predict broadband is slowing, others believe
competition and new initiatives (e.g., municipal Wi-Fi) and technologies
could drive high-speed access to nearly 100 percent penetration
in the next several years. Which version of the future is correct?
This panel will debate the potential scenarios and look outside
the U.S. to higher-speed markets to see what the future might
am 11:00 am
am 12:00 pm
1,000,001 Channels: But Is Anybody Watching?
TV used to be simple for everyone. But the newly fragmenting world
of video search, mobile TV, on-demand cable and IPTV makes the
range of potential consumer choices staggering. What are the new
technologies that are rapidly turning TV from a mass medium to
one that is highly personalized? What is the new consumer video
consumption model, and what are the implications for networks,
content producers and advertisers? Will a million Waynes
Worlds and the potential Tower of Babel effect
destroy the medium for advertisers or open it up to a range of
exciting new possibilities, including some for SMEs?
Sales Channels and Their Challenges
Many argue that selling to the local market ultimately involves
a push rather than a pull strategy
(i.e., feet on the street). Will that be equally
true in five years? In 10? Does the complexity and rapid evolution
of the local search market ultimately mean one or two on-ramps
with multiple distribution points? Does it mean a few dominant
players who sell end-to-end solutions? Or does it mean many entry
points and networks that distribute ads to relevant consumer destinations?
And who is best-positioned to sell online to the local market:
search engines, cable companies, newspapers, directories or independent
channels? This panel will debate these issues and the question
of whether anyone can dominate local search in the way traditional
media historically have dominated their local markets.
Local Search: Nationals Lead the Charge
It has been a little over two years since The Kelsey Group began
discussing local search and its implications. And while consumers
are catching on and the products are rapidly evolving, small businesses
have been much slower to utilize the medium. By contrast, national
advertisers have begun to use online marketing and paid search
(including geotargeting) in earnest. This panel of national advertisers
will discuss their online and localization strategies and how
their view of the advertising and marketing landscape has changed.
Whats working? What isnt? And how are these large
marketers adapting to the now more elusive and empowered consumer?
What additional online trends or changes do they anticipate in
the next 12 to 24 months?
Local Business Live: SMEs in Their Own
Small and medium-sized enterprises represent more than 95 percent
of U.S. businesses and drive an estimated US$2.2 trillion in annual
economic activity. They spend an estimated US$30 billion+ annually
on advertising. In this live session, local businesses will describe
their experiences and express their opinions about the increasing
range of marketing options available to them. Are they using the
Internet and local search, or are they primarily relying on tried-and-true
methods? What about wireless are they interested? What
are their opinions of the local sales channels, and whats
their view of self-service now? Well hear these SMEs
candid opinions and predictions about the short- and long-term
future of the local media marketplace.
pm 7:30 pm
| Day 1