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is once again teaming up
with BIA-Kelsey to pro-
duce an event focused on
native advertising. The twist this year is to cre-
ate an interactive workshop that takes place
in a classroom style setting. While speakers
with power points can be effective, that is not
the goal here. Our instructors will be leaders
in the native advertising space. They will
conduct the program in a highly interactive
way complete with small group exercises and
The workshop takes place July 15-16 at
the Hyatt Regency Crystal City in Arlington,
Va., in close proximity to Washington DC
and Reagan International Airport (about a 10
minute shuttle ride).
Nancy Cawley Lane writes a blog about disruption in local media and her thoughts are
definitely worth the read. Check it out at https://www.linkedin.com/today/author/11309770
he Borrell Local Online Ad-
vertising Conference is always
thought provoking, edgy and
even a little controversial. This year was
no exception. As I sifted through my notes
and tweets, I thought it would be fun to
share 20 quotes from the conference. I
think all local media executives will want
to give these thought whether you agree
with them or not. Some are informational,
some are predictions and some represent
strong opinions. When combined, you get
a sense of the overall tone of this confer-
ence: our industry is not doing enough to
1. By 2024, 95% of all online advertis-
ing will be bought via programmatic
networks; most sales reps will go away –
Gordon Borrell in his opening comments.
2. When it comes to the investment
community, values are heavily skewed to-
ward anything digital and heavily against
anything legacy – James Dolan, Managing
Partner, Cherry Tree Companies, keynote
3. If you are not growing digital at your
company by 15% or more per year, then
you are not transforming your business –
Clark Gilbert, CEO, Deseret Digital.
4. You must be focused on the end
user if you want to succeed – Howard Ler-
man, Co-Founder and CEO, Yext.
5. Video ad revenue will increase by
20% through 2016, dwarfing traditional
display and search growth – Mixpo.
6. The big guys are hiring more and
more local sales reps. For example,Yelp
has 2,700 sales reps on the ground and
will be growing that number by 40% in
the next year – Shannon Kinney, Founder
and Chief Success Officer, Dream Local
7. The death of the desktop has been
greatly exaggerated. Time spent has not
decreased despite the huge growth in mo-
bile – Gian Fulgoni, Executive Chairman
& Co-Founder, comScore.
8. App usage is very selective with
most of the time spent on just four sites;
really need to re-think your app strategy
– Gian Fulgoni, Executive Chairman &
9. E-commerce is still heavily tied to
desktop (87%) – Gian Fulgoni, Executive
Chairman & Co-Founder, comScore.
10. Don’t come to us with CPM’s;
that’s not what we want. The days of
buying spots and dots are over. Today it’s
all about content. - Lori Hiltz, CEO, Havas
Media North America.
11. Don’t outsource your core compe-
tencies; double down on local video – Neil
Johnston, Executive VP of Strategy &
Digital Innovation, Cox Media Group
12. If you are one dimensional, put up
the out of business sign – Rob Weisbord,
VP Digital Interactive Solutions, Sinclair
13. Print profits help smart companies
fund the future – Mike DeLuca, Senior VP
Digital, The Hearst Corporation.
14. How can you change the culture
if you don’t change the structure? – Chris
Hendricks, VP Interactive Media, The Mc-
15. Businesses today need to be
paranoid. Paranoid that they could be
disrupted – Sharon Rowlands, CEO,
16. Proximity marketing will be more
than a $5B business by 2019 – Borrell
17. SMBs want lead gen – period!
– Shannon Kinney, Founder & Chief Suc-
cess Officer, Dream Local Digital.
18. Next phase of success for native
ads = measurable ROI for the publisher
AND the client – Mike Orren, President,
19. Measure native against edito-
rial. Display ads are not the benchmark.
Editorial is. – Todd Handy, VP Advertising
Strategy & Products, Deseret Digital
20. If you don't let reps sell into pro-
grammatic you're a merchant that doesn't
accept Visa/MasterCard. Don't be cash
only. – Gamut Executive
There were so many smart people on
this agenda and no shortage of opinions.
Progressive local media companies must
find new ways to reinvent themselves.
They must put the end user first. And they
must follow the money - mobile, native,
programmatic and more.
Local Media Industry - 20 Expert Opinions
LMA President Nancy Lane
@localmediarocks • Nancy.email@example.com
The LOAC15 panel on Native Advertising Best Practices included, from left, Mike Orren from Speakeasy,
Mari DiChiara from Philadelphia Magazine and Todd Handy from Deseret Digital Media.
Slated for July
Our workshop will feature instructors from a wide mix of media companies from very large to
very small. We have identified several smaller companies that are selling well into the six-figures
with native advertising. Native is an important part of the transformation process. Attendance is
limited to the first 100; we do expect to sell out. Registration details coming soon.
Even Smaller Local Media Companies Should
be Selling Six-Figures in Native Advertising
Native advertising is hot! Are you
monetizing in a big enough way?
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