Updated 6/1
Video advertising will double in the next five years to $10 billion dollars.
Do you have a plan?
This two-day summit will focus on the business side of video
advertising:
 How local media companies can monetize streaming video
 Five-year forecast including what local verticals will spend the
most
 How to produce it cost effectively and at scale
 How to make video relevant to local consumers (dynamic,,
creative and localizing content)
 Opportunities with native and programmatic strategies
 Case studies from a wide mix of media companies
 And much more… focus
“Streaming video represents the Internet’s second wave of media
disruption,” said Gordon Borrell, CEO, Borrell Associates, “The first
wave devastated the print listings business affecting newspapers and
directories the most. The second wave will transfigure the broadcast
industry. Video viewing on mobile devices will be as seamless as turning
on a TV. It won’t be TV online. New models will emerge and in them will
be big opportunities for those that think opportunistically instead of
defensively.”
August 18, 2015
9 AM – 10 AM: Keynote: Maximizing the Impact of Video Across All
Platforms
Mark McMaster is the Global Team Lead for Brand and YouTube at
Google. Mark will discuss the latest major trends and usage patterns on
YouTube. He’ll also offer hot, proven video advertising techniques,
including how to combine search and video for maximum impact, how
to engage customers with video and how to most effectively reach
mobile consumers using video.
Presented by Mark MacMaster, YouTube (Confirmed)
10 AM – 10:30 AM: Video Forecast Through 2020,
Don’t miss this – because video revenue is about to explode. It will in
fact double in the next five years and be worth $10 billion dollars by
2020. In this presentation, Borrell will once again show us how to
“follow the money.” He’ll provide projections by media and by business
category. This session will definitely set the stage for the entire two
days.
Presented by Gordon Borrell, CEO, Borrell Associates (Confirmed)
10:30 – 10:50 Break
10:50 – 11:25: Proof Positive: There's Money (and Fun) in Local
Video (Confirmed)
Talk about hitting the ball out of the park! Two brothers in Tampa – the
Click and Clack brothers of video advertising – have been running their
own business for three years, producing hundreds of videos for local
retailers. From ice cream parlors to auto dealers, the videos have struck
a chord with the promotional and educational needs of local
businesses. Learn how two ex-newspaper guys are hitting home runs
with their company, Moovin' Video.
Speakers: Matt Pearson & Joe Pearson, co-founders, Moovin' Video.
11:30 – 12:00: Opportunities with Facebook Video,
Facebook CEO Mark Zuckerberg has said, “In five years, most of
[Facebook’s content] will be video.” The company is making an
aggressive push into video content and advertising. With Facebook
commanding nearly 20% of all time spent in mobile apps, the company
is a force that rivals YouTube in both mobile and online video. And
Facebook’s push into local advertising means that Facebook is a
mandatory platform for all local marketers utilizing video. Hear about
tactics and best practices from agencies and publishers currently
utilizing Facebook video: what works, what doesn’t and what to expect
in the future.
Moderated by Greg Sterling, VP, Strategy & Insights, Local Search
Association
12 PM – 1:15 PM: Working Lunch
1:15 – 2:00: Case Study
In this session, a YP executive will share video success stories including
their very successful PLL 360 product.
YP.com (Invited)
2:00 – 2:30: Case Study –Like many media companies, The Denver Post
is making a serious investment in their video strategy. They recently
hired a top anchor from a local TV station and built out a studio in their
building. They are selling large sponsorships and are now competing
with broadcasters. They will share the details and lessons learned
during this session.
The Denver Post (Invited)
2:30 – 2:50: Break
2:50 – 3:30: How Local TV Broadcasters Are Conquering Streaming
Video
You might think that local TV stations are being disrupted most by the
shift of ad dollars toward online video. With innovative approaches,
however, they're protecting existing advertisers while opening up new
opportunities in the video space. This session features an executive
from one of the larger broadcast companies who will detail how they're
tackling video advertising in the automotive, retail, health, and home
services categories.
Speaker: Lisa Willett, VP of Digital Sales, ABC Stations
3:30 – 4:00: The Elephant in the Theater: Viewability
Video spots may seem a lot cooler than banners, but the face the same
issues. Nearly half of all streaming-video advertisements aren't
viewable on the desktop, and one-fourth of viewers scroll by a video ad
in less than 2 seconds. This session will examine the standards being
advocated by the Interactive Advertising Bureau (IAB) and the
American Association of Advertising Agencies (4A's) and what
publishers can do to strengthen their video offerings.
Speaker: Representative from IAB or 4A's TBA
4:00 – 4:15: Break
4:15 – 5:00: Case Study
One of the top five areas of investment in 2015 for Cox Media Group is
video. That investment is paying off as they are “killing it” when it
comes to local video. In this session, they will share their strategy and
plans for the future.
Presented by: Patrick Action, Digital Sales Director - Cox Media
Group Austin - Statesman Media
5:00 – 6:00: Happy hour with Exhibitors, Sponsors
August 19, 2015
9 AM – 9:45 AM: Video and Programmatic
More and more inventory and budget are being allocated to
programmatic advertising, both online and in mobile. Some estimates
argue that automation will touch more than 60% of all U.S. digital
display advertising next year. Any marketer or publisher today cannot
afford to ignore this critical shift and must understand whether, and
how, to participate or risk being left behind.
Centro (Invited)
9:45 AM – 10:30: Picking the Right Partner
Most media publishers and agencies won’t want to go it alone with their
video strategy. But who’s the right partner for you? A panel of leading
video solution providers will deliver their thoughts on the key
considerations for choosing the right video partner, along with some
revenue and operational best practices from their experience working
with today’s top media companies and agencies.
Case Study by Dominion Enterprises
10:30 – 10:50 Break
10:50 – 11:20: Session to be announced
We have invited several big name speakers; check back for updates.
11:30 – 12:15: Roundtable with Local Business Owners
We have assembled a group of Chicago-area business owners that are
incorporating video into their media mix. They will talk about what is
working, what is not, and what they are looking for from their media
partners.
12:15 – Conference ends