BIA/Kelsey Home Conferences

Drilling Down '08

April 30 - May 2, 2008
The Westin Seattle
Seattle, Washington


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Guide to Drilling Down on Local 08 in Seattle

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Sleep less in Seattle

Kelsey Group: Vertical, Classified Ad Revenues To Top $14 Billion

Online Classified, Vertical Ad Spending Boom Predicted

BNET Advertising Industry News
Kelsey Group Predicts Massive Growth in Online Verticals

The Detroit News
Automakers steer more ads from TV

Online Classified And Vertical Advertising To Hit $14.7 Billion

The Daily Telegraph
A $20 ad to sell a house with $1m views

Study: Vertical Advertising To Reach $15B by 2012

ClickZ News
Autobytel Targets Newspaper Advertisers with Data-Driven Ads

More Papers Join quadrantOne System
Vertical Networks Push to New Heights

30+ Online Tools For The Perfect Wedding


Pre-Conference for TKG Clients | Day 1 | Day 2 | Day3

Thursday, May 1, 2008

7:30 am - 8:30 am
Continental Breakfast
Sponsored by SpotMixer (One True Media)

8:30 am - 9:00 am
IYP Meets Social Networks
We start the first full day of the conference with a review of what happened on day 1, and a close-up of two front burner issues: local online advertising during Election ’08, and the impact of social networks on Internet Yellow Pages. Joining us are Kate Kaye (politics) and former AOL Search exec Dan Goodman, who gives us the rundown on Loladex, his new IYP effort on Facebook.
Kate Kaye, Editor, News and Special Projects, ClickZ
Dan Goodman, COO, Loladex
Moderators: Michael Boland, Senior Analyst, Interactive Local Media, The Kelsey Group and Peter Krasilovsky, Program Director, Marketplaces, The Kelsey Group

9:00 am - 9:45 am
Keynote Address has changed the real estate industry since its launch just over two years ago.  Founder Rich Barton, who also launched Expedia, has experience in changing industries.  Zillow is currently moving up the value chain and is now a full value provider of real estate services and advertising—and a force to be reckoned with. Barton will share his insights and experience with us, and tell us where he thinks things will go next.
Rich Barton, Chairman and CEO, Zillow
Moderator: Neal Polachek, CEO, The Kelsey Group

9:45 am - 10:15 am
Michael Yang: Yahoo’s Vertical Approaches
Yahoo! has been an early adopter of the verticals revolution, with key verticals established in key categories. It has a wide range of partnerships, and remains focused, most of all, on “content.” Michael Yang heads up Autos, Real Estate and Health for Yahoo! He’ll provide insights learned from hard-core experience.
Moderator: Stephen Marshall, Director of Research and Consulting, The Kelsey Group

10:15 am - 10:45 am
Refreshment Break
Sponsored by Orange Soda

10:45 am - 11:30 am
The Revolution in Classifieds
It’s not your father’s classifieds anymore. And it isn’t all about Craigslist, either. The entire, multi-billion-dollar classified industry has been transformed by search, self-posting, online/print channels, aggregations and tech upgrades that move classifieds closer to transactions – even as “free” listings threaten traditional revenue models. The leaders of Oodle, Topix and YPG’s Trader Publications are at the cutting edge of change in classifieds.
Craig Donato, Cofounder and CEO, Oodle
Dave Galvan, VP, Business Development, Topix

Geneviève LeBrun, VP, Marketing, Trader Corp.
Sarah Pate, President and CEO, Admission Corp.
Moderator: Peter Krasilovsky, Program Director, Marketplaces, The Kelsey Group

11:30 am - 12:00 pm
Automotive as Vertical #1: The Big Picture
With its infrastructure of major manufacturers, regional dealer associations and thousands of local dealers, service providers and loan companies, automotive is as complex a local vertical as there is. Classified Ventures' and Google have each made headway in serving the needs of this market, and are applying the lessons learned to other verticals. President Mitch Golub and Google's Adrian Madland (who previously had a lead role with Ford Direct) share their insights.
Mitch Golub, President,

Adrian Madland, Head of Automotive Strategic Partnerships, Google
Moderator: Neal Polachek, CEO, The Kelsey Group

12:00 pm - 1:30 pm
Luncheon in Exhibit Hall
Sponsored by Local Matters

The Cutting Edge Vertical Breakouts
Our breakouts represent a special feature for this year’s conference. In these valuable sessions, we’ll have top executives in each category describing (and debating) the best local opportunities in verticals.

1:30 pm - 2:15 pm
Session A: Real Estate
Real estate on the Web means marketing of homes for agents and brokers. But it also means integrating Web 2.0 tools; working with MLSs and mortgage brokers; and even taking on some of the aspects of a city guide.    
Mike Fiorvante,
VP, Paid Search Division,
Marty Frame, CIO, Fidelity National Real Estate Solutions
Jamie Glenn, VP, Product Development, Trulia
Moderator: Matt Booth, Senior VP and Program Director, Interactive Local Media, The Kelsey Group

Session B: Small Business Marketing
The 13 million small businesses that advertise are the heart and soul of local. But they are only now getting fully up to speed on the Web. Microsoft Office Live Small Business and are industry leaders in innovation and execution.
Baris Cetinok
, Director, Product Management and Marketing, Microsoft Office Live Small Business
Tobias Dengel
, VP, Business Development,
Manvinder Saraon
, Chief Marketing Officer, Intuit Website Services
Moderator: Charles Laughlin, Senior VP and Program Director, The Kelsey Report, and Managing Editor, The Kelsey Group

2:15 pm - 2:30 pm
Refreshment Break
Sponsored by Hawthorne Executive Search

2:30 pm - 3:15 pm
Session A: Auto
Automotive sales and research on the Web are the most advanced of any vertical. and Yahoo! Autos are among the biggest players, working with tens of thousands of dealers, and integrating state of the art Web 2.0 applications to attract consumers. And no one has more of an eagle’s eye on dealer trends than Ward’s Automotive. Meanwhile, Auto Dealer Traffic has deep ties with dealers around the U.S.
Cliff Banks
, Editor in Chief, Ward’s Automotive
Mitch Golub
, President,
Adrian Madland, Hd. of Automotive Strategic Partnerships, Google
Todd Swickard, CEO, Auto Dealer Traffic
Michael Yang, GM, Yahoo! Autos and Real Estate
Moderator: Stephen Marshall, Director of Research and Consulting, The Kelsey Group

Session B: Events: Gateways to City Guides
The next generation of city guides are likely to be driven by a new breed of event specialists that crawl the Web, solicit user generated content, and are distributed on key media outlets like newspapers and Yellow Pages. Featured on this panel are three of the most prominent players in the space:  Eventful, Zvents and GoldStar.
Jordan Glazier
, President and CEO, Eventful
Jim McCarthy
, CEO, Goldstar
Ethan Stock
, President and CEO, Zvents
Moderator: Bobbi Loy-Luster
, VP and Senior Analyst, The Kelsey Group

3:15 pm - 3:45 pm
Refreshment Break
Sponsored by LAT49

3:45 pm - 4:30 pm
The Local Resellers: Taking on Goliath
One of the biggest question marks is whether well funded Web 2.0 local sales channels can add new SEO/SEM revenues to small businesses advertising, possibly competing with, or partnering with traditional Yellow Pages and newspaper sales channels. Spot Runner, via its purchase of Weblistic; Bid4Spots in radio; and WebVisible are each going at it their own way.   
Viktor Nemeth, Chief Revenue Officer, Bid4Spots
Carey Ransom, VP of Business Development, WebVisible
Kurt Weinsheimer, GM of Local Marketing Services, Spot Runner
Moderator: Matt Booth, Senior VP and Program Director, Interactive Local Media, The Kelsey Group

4:30 pm - 5:00 pm  
Localizing National Verticals
Major vertical categories such as hotels, airlines, dining, and entertainment have been increasingly relying on geo-targeting and localizing to reach their audiences. AOL and have focused on these opportunities as much as anybody. They’ll explain some of their localizing programs, and where they’ve been successful with them.
Peter Hutto, VP, Business Development,
Paul Levine
, VP, Marketing, AdBrite
Chris Spanos
, Director of Search Verticals, AOL
Moderator: Neal Polachek, CEO, The Kelsey Group

5:00 pm - 5:30 pm 
Leveraging Geodomains
The geodomain industry has opportunistically bought up every city name it could to bring “type in” traffic to advertisers. But major geodomain companies are now rethinking their options and are building local franchises for the long haul. Dan Pulcrano of Boulevards, which has 67 U.S. and 30 international city guides, will discuss the opportunity and the efforts his company is making.
Dan Pulcrano, CEO and Executive Editor, Boulevards/Metro Newspapers
Moderator: Michael Boland, Senior Analyst, The Kelsey Group

5:30 pm - 7:30 pm
Networking Reception
Sponsored by Localeze

Pre-Conference for TKG Clients | Day 1 | Day 2 | Day3


To register by phone, call (609) 921-7200 x10.



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