(Revised 6/24, 2:00 p.m. ET)
Presented by Local Media Association in Partnership with BIA/Kelsey
Forecasts. Case Studies. Deep dives into topics such as pricing, content strategies and sales
structure. All in a classroom-type setting complete with workshops and small group exercises.
The Native Advertising Interactive Workshop is shaping up to be a really cool and different kind
of event. Send multiple people from your company to really maximize your time and make the
workshops more effective.
The goal is to provide the best case studies from large, medium and small media companies.
Moreover, to debate issues such as outsourcing vs. handling in-house, separate staff vs.
existing, bundling with legacy products, or treating it as a digital product only, and much more.
This workshop is perfect for newcomers or for those that want to improve their native
advertising plan/strategy.
WEDNESDAY, JULY 15
8 AM – 3:30 PM: Google Analytics Training – optional pre-event add-on
This training is intended to arm your sales professionals and content providers with the competence,
and confidence, to have meaningful conversations with their advertisers regarding the importance of
analytics. It will cover the basics of navigating the platform, how to get access to your customers'
analytics, and how the data can be used to set goals, conversions, expectations and optimize campaigns
for results. Analytics is not just for e-commerce customers, this training will help sellers understand how
to best use the data and talk about it with their clients. This training prepares your sales professional to
become "Google Analytics Certified" (the exam is administered by Google).
Conducted by Local Media Association’s Director of Training & Development, Amie Stein.
4:00 PM – 4:45 PM: Roundtable/White Board Session
Bring your concerns, challenges, success stories, issues, etc. and be ready to share with your peers. Our
expert instructors will be on hand to weigh in with their advice and opinions.
Hosted by Rick Ducey, Managing Director, BIA/Kelsey; Nancy Lane, President, LMA; Jake Berry,
Business Development Manager, Publisher Solutions, Deseret Digital Media; Lisa Glowinski, General
Manager at More Content Now, GateHouse Media
4:45 PM – 5:30 PM: Revenue Opportunities in Custom Cloned Infographics
Schurz has come up with a new way to play in the native ecosystem and possibly disrupt it. Using
infographics to illustrate local readers’ responses to polling questions they can now automatically tailor
content to reflect local markets.
Presented by Kerry Oslund, SVP of Publishing and Emerging Media, Schurz; John Dick, President and
CEO, Civic Science, Inc.
5:30 PM – 6:30PM: WELCOME RECEPTION- Sponsored by OwnLocal
THURSDAY, JULY 16
7:45-8:10 Light Breakfast with Sponsors
8:10-8:15 Opening Remarks
Nancy Lane, President, Local Media Association
8:15-9:00 Keynote - Case Studies: The Washington Post’s Successful Clients’ Campaigns
In this session, attendees will learn about the highly successful native advertising strategy being
implemented by The Washington Post. They will share success stories and lessons learned along the
way.
Presented by Kelly Andresen, Director, WP BrandStudio & Planning, The Washington Post
9:00-9:20 Native Advertising Forecast
BIA-Kelsey has been carefully following the trends in native advertising and they will share their brand
new forecast at this event including breakdowns on national and local opportunities.
Presented by Rick Ducey, Managing Director, BIA/Kelsey
9:20-9:35 Break
9:35-10:05 Best Practices and Product Design
a) How native should look, feel and behave on your website (home page, story page, other onsite and off-site promotion components)
b) Content examples: good and bad, different content types (stories, videos, infographics)
Presenters: Jake Berry, Business Development Manager, Publisher Solutions at Deseret Digital Media;
10:05-10:35 Workshop: Best Practices and Design Workshop
Part I: Design your native advertising product (Homepage design and layout, story page design
and layout)
Part II: Content – brainstorm headlines and ideas for prospects
Instructor: Jake Berry, Business Development Manager, Publisher Solutions at Deseret Digital Media;
10:35-11:05 Pricing and Packaging
Examples of different ways to package and price native advertising.
Panelists: Maria DiChiara, Director of Digital Sales & Marketing, Phillymag.com
Jeff Morton, Director of Search, Advance Digital
Chris Daniel, Interactive Advertising Product Marketing Specialist Dispatch Media Group
11:05-11:25 Workshop: Pricing and Packaging
Create a first draft of your native advertising package (what’s included and what is the price point)
Panelists: Maria DiChiara, Director of Digital Sales & Marketing, Phillymag.com
Jeff Morton, Director of Search, Advance Digital
Chris Daniel, Interactive Advertising Product Marketing Specialist Dispatch Media Group
11:25-11:40 Break
11:40-12:25 Choosing the Right Outsourcing Partner
Our instructors will debate the merits of outsourcing vs. handling in-house. Those that are outsourcing
will share honest feedback about their partnership, selection process, what is working and areas of
frustration.
12:25-1:25 Lunch
a) 12:40-1:10 Working Lunch: Sponsored Content in Digital Publications: The forms it takes
and how it operates
Laura Sullivan works on consumer protection issues related to sponsored content at the FTC and
she will take us through the ins and outs of native advertising from a legal perspective.
Presented by Laura Sullivan, Staff Attorney, Division of Advertising Practices, Federal Trade
Commission
b) 1:10-1:25 Key sponsor presentations
1:25-1:40 Desert with Sponsors
1:40-2:10 Go to Market and Sales Strategies
First targets & product launch, key verticals, sales messaging, objections/challenges
Panelists: Maria DiChiara, Director of Digital Sales & Marketing, Phillymag.com
Jeff Morton, Director of Search, Advance Digital
Chris Daniel, Interactive Advertising Product Marketing Specialist Dispatch Media Group
2:10-2:55 An Agency’s Perspective on Native Advertising
What better way is there to learn how to manage and control client expectations than hearing it from an
actual client? Agency Penna Powers places native advertising on behalf of many clients and they will
share their feedback including what works, what doesn’t and what metrics are the most important when
it comes to evaluating the effectiveness of these campaigns.
Presenter: Marc Stryker, Media Director, Penna Powers
2:55-3:10 Break
3:10-3:30 Content- Organizing, Executing & Looking Beyond the Story:
Native is about much more than the story. Info-graphics, video, links and more all contribute to the
success of a campaign. As does the execution by the editorial side when it comes to displaying native
content. This closing session will cover these important details that can make or break your native plans.
Instructor: Lisa Glowinski, General Manager at More Content Now, GateHouse Media
3:30 End