Kelsey Group Conf – March 27, 2006


Here is the first time I could catch up my blog after the move. I will update you with some conferences I attended first.


Kelsey Group Conf – March 27, 2006


Summary of day 1


This is my first time to attend Kelsey Group conference. Overall, I felt this conference is more advertiser targeted based on my first day experience. Maybe this is due to the fact that I attended more advertiser focused sessions. I learned about upcoming advertising opportunities in video space. How national advertiser think of local advertising opportunities. These info would be beneficial when thinking of the monetization piece of local search.


 


It seems personalization/social search such as reviews/rating is still a hot topic for this conference. I did not catch a dedicated session today, but Eric Chandler’s (a VZ VP) dedicated quite some time for this topic and I liked his keynote talk. Since VZ launched review last year 83% of review is service based. VZ is also struggling to figure out how to attract people to provide their reviews. Other interesting thing to know: VZ recently signed deal with Google to provide content.


 


Some detailed notes from sessions


Mass Media to MyMedia: Profiling the New ‘On-Demand’ Consumer


The Internet, on-demand video, wireless phones and iPods are creating a new global and local media universe which is highly personalized, customizable and not tied to time, place or even a single medium. The Kelsey Group presented the 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.


 


Broadband usage increases


Proliferations of my media devices


Some stats


Broadband penetration 70% household


Broadband growth means the growth for news, video and some life Events: Job, Cars and Real Estate (2% in 95 vs 55% 2005)


 


Proliferations of “My Media” devices


            Disruptive Devices


            Slingbox


            PC


            Mobile Phones (more mobile phones than land lines, 2.5b wireless subs globally, 400m in China)


Emergence of the “My Media” Generation


Research based on US 12-17 years old top online activities by time spent (reverse order)


            Sports


Community


Gaming


Kids enter


Auction


Online gaming


Retail


Chat


Email


IM


Viacom (sports


Intuit


Wells Fargo


eBay


EA online


Facebook.com


MSN


Yahoo


My space


AOL


 


The new Media Universe


            Multitasking during consuming TV, internet. Internet is competing with TV


 


Local Buying vs E-commerce (2.5% vs 75%)


 


The Broadband Juggernaut: Slowing Down or Speeding Up?


David Payne, Director, Development, EarthLink Municipal Networks


            He thinks broadband growth is slowing down as we already have 60-70% penetration rate


Om Malik, Senior Writer, Business 2.0 Magazine


Constant connectivity is mislabeled as broadband. Though we will have infrastructure for WiFi in 5 years, will people actually have all things needed (e.g. laptops/computer) to use it? H He thinks the cell phone access is much easier than laptop using WiFi.


Brian Jurutka, Director, Marketing Solutions, comScore


Chuck Haas, CEO, MetroFI


            It is an affordability, not availability issue. Are we going to have free Wi-Fi nationwide? It will be there in 5 years in major cities. It is a scalable solution.


Why do you think ads can sustain free WiFi.


1.       The cost for WiFi is much less than broadband. The disruptive low cost is a enable factor


2.       Just as free newspaper sustained itself


Who will gather the ads?


1.       Local ads network


2.       Google Yahoo


What will be impacted by Broadband?


1.       Online virtual community


 


Keynote address from Safa Rashtchy, Senior Research Analyst – Internet Media & Marketing, Managing Director, Piper Jaffray


 


The world of advertising is changing


          Consume what they like


          Consume when they need it


          Consume where they want it – at work, at friend’s house, in the airplane


          Consume from the device of their choice – TV, ipod, laptop


Half of the advertising is wasted –


 


The new  role of Search


          9.6 billion worldwide in 2001, 19.5 billion worldwide in 2005



The Growth path of Search


          Google enters


          Overture enters


          Googling is a verb


          Search as a new Media users explore ideas through search


Search became the trusted Medium


The Growth path of Search from Advertiser


          The original 15k, the pioneer, small biz


          GM


         


The Growth path of Search from Advertiser


          Google Maps and Yahoo  Local were major forces, pushing local search further


          The current count of about 500K online advertises could reach 2-4 million with local search over the next 5 years


          The final phase will be addition of real-time inventory (RFID)


          Ultimately, local search could consume as much as 50% of all purchases online


          YP listing -> paid search->RFID


How local search could replace e-commerce


          Media is Fragmented


          Brand building is very difficult


          Advertisers are challenged on how to reach the young audiences


          The traditional/promotion ways are not working


Opportunities for search – Search will become the central element in a highly fragmented media mix


          The trusting role of search


          The efficiency of search


          Cross media application of search


 


Conclusions


          The role of search is changing, from a DM model to a full media platform


          We expect the best application of search to involve corso media campaigns


          Local search to become real and to change the advertising landscape.


Questions


          Next wave of local search is inventory-based. Will the transactions mostly be online or offline? _ offline


          How to deal with the offline sale after extensive research? _try to close the loop by call-tracking or something else


          What will be your advice for YP companies? _Search companies has better leverage due to its trust brand, it doesn’t mean no opportunities for YP companies.


          How do you find the small business and convince them? _Franchise will be the ones to move this first.


 


1,000,001 Channels: But Is Anybody Watching?


Suranga Chandratillake, CEO and Co-founder, Blinkx
Bradley Inman
, Chairman and Founder, TurnHere, Inc.


May/Greg Demetriades, CEO, WhiteBlox


Boland


Tim Tuttle, VP, AOL Video, Co-founder Truveo.com


How do you generate revenue when video is so fragmented?


          Bring the emotion of the Hollywood into the conversion of transaction


          Provide local merchant low-production ads


Would the short-length be dominant or full-length?


          Short form will not replace the full-length film, but will change the way people consume the video.


What media would proliferate most?


          Multi-tasking nature of the next generation seems to prove various media will grow together


Should I invest in this space?


          The barriers to upload the content are much lower compared to 12-18 months ago. E.g. Youtube.com


How do you deal with the user generated contents?


          As long as you have some control of what contents to be published on the site, this should be fine. Turnhere.com vs. myspace.com


Conclusion


          Keep your eyes on this space as there will be a lot of changes in this space


          The cost of entry for this space is not low enough yet


          Test and experiment the video


 


Local Search: Nationals Lead the Charge


This panel of national advertisers discussed their online and localization strategies and how their view of the advertising and marketing landscape has changed.


 


Roy L. Beatty, Vice President, YPMG  (ServiceMaster)
Dan Martin
, VP, Business Development, HomeGain, Inc.


Henry M. Vogel, Chief Revenue Officer, Quig


Todd Swickard, CEO, Auto Dealer Traffic Inc.


Sonia Carreno, General Manager, DAC Group Digital


 


How is local advertising changing?


          Geo-targeting is effective, but it is expensive


          Local search does not have enough volume. National search still drives 30% the traffic for homegain.


What is the most cost-effective ways for advertising?


          Internet YP, Printed YP, direct mail …


          Phone calls are more valuable. Customers from phone calls are more valuable.


          It is clear IYP perform


Do you see a lot of replacement of online ads for offline?


          Real Estate doesn’t see a huge shift, but the market could change


          You need to do both online and offline advertising.


          Carmax is an example which tried to completely replace offline print ads. But in general, it is incremental rather than substitution for online vs offline


Where is the mobile ad going? Where is it at?


          Rely on the publisher to carry the torch.


          For DAC group digital, not quite on national advertiser’s radar yet


          For real Estate, using SMS, mapped all neighborhoods.


What triggers the call?


          For Real Estate, it is the nice rebate of closing the transaction


Which one generates the best ROI?


          Google, Yahoo


          The total online volume is not that significant. IYP and PYP, direct mail are still the major mechanism.


 


Keynote Address


Eric Chandler, President – Internet Division, Verizon SuperPages.com


Verizon has 3.5 billion revenue. 2nd largest YP provider globally.


 


The evolution of IYPs and Local search


 


          Co-opetition


          Create an interactive community/personalization


          Willingness to change/risk-tasking


 


Compare IYPs and Local search


 


IYP                         vs         Local search


Search:


highly structured            less structured


Categories                    Keywords


USPS-defined geo        areas, neighborhoods, etc


Listing


            Merchnat-based            products, brands, services


Products


            Fixed fee                      performance based


User Experience


           


Industry Growth Trends


Critical factors for growth


            Local customer relationship


            Quality Traffic


            Robust Content


            National Footprint


Full services (to non-tech savy customers)


What are we focusing on?


          Pay for calls


          Increase contents


          Leverage print distri. To drive calls to online PFC advertisers


          Patend-pending PFC print distribution network


Co-opertition – Take the competitive Advantage


          Fragmented Market


          Leverage strategic partnerships


          Improve search experience for users


          Bring greater ROI to advertisers


 


VZ just signed a deal with Google


Superpages.com+ google = more leads


 


Personalization: Industry View


Local reviews


          Yahoo Local


          AOL YP


          A9.com


          Insider Pages, Judy’s book, Zipinggo


          Citysearch


          Google Base


Verticals (mostly dining/entertainment)


          Dining


          Travel


          Editoral gayot.com, phantomgour.com


Personalization evolution


          How will personalization evolve?


          Reinventing ourselves (buying muffin in startbucks is not necessary about its muffin, but due to the convenience when buying coffee)


          Connecting buyers with sellers


What content do you provide to Google?


          push out pay per click


 


Summary of day 2


The 2nd day seems more interesting. It actually inspired me, so I came up with some crazy ideas such as “how about collaborating with 1-800-411 for some mobile search users etc.” “How about serve Expo result at local.live?” etc.


 


A couple of other things to be noted



  1. Dan Gillmore delivered a Q/A session around newspaper. He proposes adding blogs into the newspaper. Check out his comments and some of his interesting idea “An idea: Yahoo comes in to buy San Jose Mercury, then turn it into the lab of the future journalism.
  2. Livedeal.com partner with newspaper to do the online classifieds. Newspaper (Washington Post) has pioneered to sell leads, rather than ads in auto category. Ready to roll out to classified.
  3. One directory companies (1-800-411) uses InfoUSA(another validation of our bet on InfoUSA), other directory companies uses carrier database (more shallow, but may have more fresh data compare to InfoUSA)
  4. Let me know if you want to take a peek of the book from Dan Gillmore “We the Media: Grassroots Journalism by the People, for the People”.

 


Detail Session Notes


The New ‘Purchase Funnel’: Online Shopping, Offline Conversions


Kendall Fargo, CEO, StepUp Commerce, Inc.


Rosen, ShopLocal.com
Catherine Kelly
, Chief Technology Officer, HarvestINFO
John Melideo, CEO, Jambo

Rob Wight, CEO, Channel Intelligence


          Combine the online and offline solutions. Participation of big retailers


          Extended shopping session will drive this shopping model adoption


          Not all local merchant seem to see this change (shop online, conversion offline). A lot of merchants seem to be ignorant about such user behavior


          Local merchants seem to be disappointed on missing two waves 1. Building website in 90s. 2. Missing Google wave


          Shoplocal doesn’t believe we can get the inventory from small local retailers in the next couple of years. Relay the product inventory by phone is his prediction


          Another prediction to tackle this missing inventory issue is to obtain the info from manufacture rather than from retailer.


          7 years, he thought it was simple: just get inventory from retailers. But it turns out no one has such system that contains the local promotion and inventory.


          Setting standards such as XML


          How to handle return? How to measure ROI when return happens? Fargo thinks the industry got some time because there were no leads without online channel. Taking a step forward online is important though it doesn’t solve this return issue.


          How do we track this? Tough issue for everyone. Some have spent years on this issue, Coupon, survey or provide building maps or driving direction to make such linkage


          Integrate the local and national sources into one search result and allow users to choose if they want to shop online or go to physical shop


Can You Hear Me Now: VoIP, Wi-Fi and Local Market Disruption


John Federman, CEO, eStara
Ari Jacoby, CEO, VoiceStar 


Ted Morgan, President & Founder, Skyhook Wireless


Jim Smith, Senior Product Manager, Consumer VoIP & Video Services, Microsoft


What is your prediction on the application in this field for the next 12 months?


          Jim – Click to call, Video are the upcoming application


          Morgan – the cost of voice almost goes to zero, change the way people communicate. It is more than mins calls, but keep folks connected all day long


          IM application


What is the conversion rate on click2call?


          20%-50% conversion rate increase from eStarra. Create end2end ROI tracking, create continuity of experience.


          Attract a whole new group of advertisers.


What is the revenue model for Skyhook Wireless in the future?


          Long term revenue model is through advertiser.


What other geo-based applications do you see?


          Mobile tour guide


          Connect to the right people at the right time. E.g. car breaks down in the middle of the road, type “flat tire” on your cell, return the nearest available merchant.


Vicinity is in mappoint. What does Microsoft do to integrate different pieces of technologies?


          We are definitely integrating the VOIP into other products.


As a platform provider, can you survive without advertiser? (eStara, VoiceStar)


          Provide the superior user experience


 


Mobile Ads That Work Today


Brendan Benzing, VP, Mobile Services, InfoSpace


Noah Elkin, Director, iCrossing.com


Mark Prioleau, VP, Marketing, Telcontar


Bill Reller, Sr. Director, Ad Platform, Medio Systems


Rick Szatkowski, VP, Business Development, NeoMedia Technologies
Zaw Thet, VP, Marketing & Product Strategy, 4Info


Where is the mobile market at? Infancy stage?


          Japan is about 2 years ahead. Following Japan is Europe.


          It is early, but ready to burst. The carriers are ready. We need to see the rate drop


          Not ready for Ad with SMS, but Ad on web browsing starts to take off


          Application starts to blend with advertising and we are still at infancy stage for this blending.


How do we get around the obstacles such as 40% of people will pay to get rid of SMS message?


          We need to have rich content. E.g. Apprentice show is good enough that people will tolerate the ad.


          The targeted/relevant ads are not necessary what people want to block.


          Free min


How could carrier help in this space?


          Cross carrier collaboration


          Make sure the infrastructure is there. Instead of working with the aggregators, we could work with directly with carriers


Keynote Address
Dan Gillmor, Blogger and Author, Founder and Director, The Center for Citizen Media


Do you think the newspaper business is in crisis?


          It is still very profitable business, but younger people become less interested in the printed newspaper


Why do you think newspaper is not at the front center of local search?


          Not able to cannibalize some piece and still maintain the high profit


          They are conservative by nature. It takes forever to make a feature change.


Do you agree newspaper needs to


          There is nothing wrong to snap the print content online. But newspaper now is more than just a read media. It is a read-write media.


          Relationship needs to change from 1-many to many-many


What scenario should newspaper strive to fulfill?


          Give users blog in newspaper. Offer open platform to let user to input review, pictures. Create community


          Allow user to input editorial section for all news provided


What if the brand of the newspaper is destroyed?


          Brands will become diminished


Yahoo’s recently release allows user to search local news. What is the impact?


          I am here to help journalism from bottom up. Hence better contents from local are good.


Greg highly doubts if Yahoo and Google would buy the newspaper publisher. Why do you think they should do so?


          An idea: Yahoo comes in to buy San Jose Mercury, then turn it into the lab of the future journalism.


What about the partnership between YP and newspaper


          They normally are perceived as competitor


Which company should newspaper partner with?


          It is impossible to answer this. You partner with someone who does something better than you. What does newspaper need to do? Better tools for the newspaper. Hyper local with newspaper could generate something powerful


Free DA: A Flawed Model or Mo-Lo Made Simple?


          Are there more people looking for category than business?


1.       3-5% is category based searching


2.       It should increase in the future if people find category search useful


          The free DA is not necessary eating into the existing market share, but increase the pie by gaining more calls as user makes 4 times more calls from some stats


          User who has the multi-media phone makes more DA calls.


          People would like to listen to 15sec ads rather than $1.5/call


          http://www.411metro.com


          http://www.jinglenetworks.com/


          http://www.localmatters.com/


          http://www.pocketthis.com/


          The 411 inquiry could be very valuable.


Tom Arthur, CEO, PocketThis
Perry Evans, CEO, Local Matters


George Garrick CEO Jingle Networks
Michael Loftus, CEO, inFreeDA


2:45 pm – 3:00 pm
Refreshment Break


3:00 pm – 3:45 pm
The Ultimate Mashup: Classifieds, Local Listings and ‘Social Search’
Michael Bazely, Senior Web Editor, San Jose Mercury News/Knight Ridder


Rajesh Navar, Founder and CEO, LiveDeal.com


Sarah Pate, President & CEO, AdMission


Henry Tam, Director, Local Product Development, WPNI


Keith Teare, CEO and Co-founder, Edgeio.com


Garry Wiseman, Product Unit Manager, Microsoft


          Classifieds are person2person service. Directory service is more commerce2person


          People use livedeal because they don’t have to pay YP to be listed


          Mash up the classifieds with shopping engine


          Needs to be careful about the relevance when mashing up national provider and local classifieds. It should not be the experience that all national providers show up first.


          Washington Post pilot collaboration with search engines for automotive category. In this case, newspaper is selling the leads, no longer the ads.


          What would brand do when everything is meshed up? – Some thinks brand should not matter as long as user gets what they are looking for.

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