BORRELL’S 2022 LOCAL ADVERTISING CONFERENCE

“THE PATH TO 2032″

#BorrellMiami2022

March 6-8, 2022 – Miami Hilton Downtown

Borrell’s annual conference is back, bigger and better than ever.  Mark your calendar for March 6-8, when we return to Miami for our 12th annual event.

Our 2022 conference is themed “The Path to 2032.” It features a unique, in-depth look at what’s shaping our post-pandemic marketing and advertising landscape and how to successfully navigate the future.  You’ll learn from the best — companies are morphing into digital powerhouse.  These include digital agencies, broadcast and print companies, local cable systems, start-up local pureplays, and companies that are building businesses to serve the industry.

Registrants will experience a full-immersion opportunity, including a healthy dose of networking. The program includes a dozen hours of networking time – two breakfasts, two lunches, four breaks and two cocktail parties.

Here is our agenda

SUNDAY, MARCH 6

5:00 PM

Badge Pick-Up & Cocktail Party

MONDAY, MARCH 7

8:30 AM

Keynote Speakers

We’re kicking off Day 1 with four dynamic presentations to get your juices flowing. The first session offers a vision of what 2032 is likely to look like, and the second taps a world-renown transformation expert to discuss the path to get there. How is that transformation playing out today? For the follow-up sessions, we’ll hear from CEO Bill Wilson of Townsquare, who’s driven measurable transformation within his organization, and an on-the-ground vision from DuJuan McCoy, an innovative and energetic owner-operator of a single-market TV station who’s redefining “opportunity.”

2032

Over the past two decades, the Internet has recrafted the media landscape in two distinct waves triggered by two economic cycles. We’ve just entered a third wave, triggered by the pandemic. Gordon Borrell will describe what the landscape is likely to look like in 2032, and how forces such as demographics, altered work habits, buying habits, and technology are pushing us toward the final stages of the democratization of media channels.

SPEAKER:  Gordon Borrell, Founder, Borrell Associates

Getting There: A Path To The Future

Keying off our first presentation, we’ve asked Scott Anthony to offer his view on how companies can navigate the coming decade. Scott is a founding partner of Innosight, where he’s spent the past 20 years helping leaders design new growth strategies, build innovation capabilities, navigate disruptive innovation, and manage strategic transformation. He’s written eight books, including “Eat, Sleep, Innovate” (2020), and “Dual Transformation” (2017), which describe how forward-thinking organizations can navigate disruptive change and own the future. He will address how even the smallest of companies can navigate tricky transformation to become world-class businesses.

SPEAKER:  Scott Anthony, Founding Partner, Innosight

Morning Break

Dual transformation within media companies is certainly a great story. But does it work? We’ve selected three examples — one from the radio industry, one from a local TV broadcaster, and one involving a newspaper company — where it’s been put to the test.

Townsquare’s Transformation

Formed from a bankrupt radio group in 2010, Townsquare has emerged as a shining example of transformation. Its Trojan Horse strategy to buy small-market radio stations to drive its digital initiatives has paid big dividends. CEO Bill Wilson describes how the company has navigated dual transformation with its 322 radio stations in 67 cities, and its fast-growing separate division called Townsquare Interactive.

SPEAKER: Bill Wilson, CEO, Townsquare Media

The Underdog’s Play: One Market, One Clear Vision

At the individual market level, it’s hard to beat a great vision and a great strategy, especially when an energetic and charismatic operator is at the helm. That’s the case in Indianapolis, where a longtime TV station owner, DuJuan McCoy, has taken the underdog position with two virtual TV channels and a lot of verve. DuJuan talks about his exploits in Indianapolis and what the future looks like to him.

SPEAKER: DuJuan McCoy, Owner, President & CEO, Circle City Broadcasting

With a Different Vision, Newspapers Become a Growth Opportunity

It’s hard to imagine that someone would launch a newspaper just as the industry began its precipitous decline — and harder still to comprehend that it could grow over 17 years from one publication to 36, serving 2.5 million readers. This session features the energetic, entrepreneurial founder of Community Impact Newspaper who continues to defy gravity by building a hyperlocal news operation serving print and digital readers in Texas, Arizona, and Tennessee.

SPEAKER: John Garrett, CEO & Founder, Community Impact Newspaper

Rapid-Fire Case Studies

Up to 18 five-minute case studies of dynamic, profitable programs will be presented in rapid-fire succession over two sessions – one on Monday and another Tuesday. This is one of the most popular features of Borrell’s event.

SPEAKER:  TBA

12:30 PM

LUNCH & DESSERT WITH SPONSORS

2:00PM

BREAKOUT SESSIONS

The afternoon features a dozen drill-down sessions from which to choose.  The breakouts are arranged in three themed sessions in adjacent presentation rooms.  Each session features three to four panel presentations in a more interactive setting with ample opportunity to ask questions.

Streaming Video, OTT, CTV, Storytelling Videos

Local advertisers will spend $21 billion this year on streamed-video advertising, twice as much as they spend on local broadcast TV spots. Where’s it coming from, and how can you tap it? Three 45-minute panel discussions will draw on the expertise and success of those on the front lines.

  • Best Practices in Selling & Managing OTT/CTV. This panel discusses best practices, how should you sell, and what you should sell. It examines how companies are tapping into the growing stream of OTT as well as cookie-less advertising and how the audience targeting changes once cookies are gone. MODERATOR: TBA | Speakers: TBA
  • Cross-Media Attribution. This panel will address the emerging challenge in attribution of video audiences across different platforms. Topics include targeting, CPMs, and multi-touch attribution looking at the entire funnel beyond TV and digital. MODERATOR: Ray Arroyo, Director of Agency Sales, Sinclair Broadcasting | Speakers: TBA
  • SMB Revenue for Video. SMB revenue is a large and generally untapped OTT revenue stream. This panel examines pricing, churn, and the emergence of self-serve platforms to capture more of the SMB revenue. Panelists will also address where the opportunities are and how a lot of the spending is going to social video and other video products. MODERATOR: TBA | Speakers: TBA

Running Successful Digital Agency

Three to four 45-minute panel discussions will address:

  • Media-borne agencies.  Organizational structure, profitability, products sold, typical client, relationship with “legacy” staff, key issues and how to prevent them.
  • Stand-alone agencies.  Competition, strategic advantages, profitability, products sold, future growth potential.
  • Digital services.  What to sell, what to avoid, loss leaders, most profitable products, future of SEO, tackling social media management, website design best practices .
  • Outsourcing services.  What to outsource, what to keep in-house, pricing, profitability.

New Sources of Revenue

Three to four 45-minute panel discussions will address:

TUESDAY, MARCH 8

8:30 AM

Keynote Speakers

Day 2 drills down on trends noted during Monday’s sessions.  With so many local businesses (and individuals) enabled to become their own “media” companies, are they ready?  The first presentation profiles these novice marketers and how they view the world, and the second presentation taps a nationally known marketing-funnel expert to uncover the marketing elements they’re likely to overlook.

An Army of Novice Marketers

Brace yourselves: An army of 20-somethings are storming the advertising world. Local research guru Corey Elliott has studied the phenomenon and describes how novice marketers are likely to view things, and whom they are teaming with as they evolve into masters.

SPEAKER:  Corey Elliott, EVP of Local Market Intelligence, Borrell Associates

Marketing Mastery

The availability of searchable databases has driven advertising dollars to wallet-ready consumers at the bottom of the Marketing Funnel. What does that mean for mass media, whose greater value proposition has been branding?  A nationally known expert in data analytics and marketing optimization shows new research on what type of marketing drives ROI and how branding magnifies results.

SPEAKER:  TBA

What the Future Holds for Local Auto Dealer Advertising

The past two years have been the most dizzying in automotive history. Sticker prices are up, ad spending is down, new cars are sold before they arrive on the lot, and used cars face unprecedented demand. Yet, there’s great opportunity for those who can help local dealerships alter their marketing to meet automotive’s new norm. The founder and CEO of one of the nation’s leading marketing services and technology companies for local dealerships offers his insights on the future of dealer advertising.

SPEAKER:  John Fitzpatrick, President/CEO of Force Marketing

Where Video is Headed in 2022: Rich Insights from 1 Billion Monthly Views

The video marketplace has exploded to the point where it’s likely to be the No. 1 local advertising format — beating out spending on paid search — within two years. Few companies have as much insight as STN Video, and few have the perspective of its CEO, Matthew Watson. STN Video owns exclusive rights to all of the major leagues’ digital video content, as well as distribution rights from 200 other top video producers in everything from news to lifestyle, distributed across more than 1,900 local sites. In this session, Watson will offer a glimpse of what he’s learned watching the explosive growth in online video and where he sees the opportunities for local media in 2022 and beyond.

SPEAKER:  Matthew Watson, CEO, STN Video

Morning Break

Recruiting the Right Talent

You’ve got the vision and strategy.  Now all you need is the right talent.  Finding them has been a major problem since the pandemic.  In this session, recruiting expert Robert Hawthorne lays out the results of a new Hawthorne/Borrell study on issues around recruiting managers, sales reps, and other personnel. He also offers tips on how today’s companies can attract top talent without having to offer top dollars.

SPEAKER:  Robert Hawthorne, President, Hawthorne Executive Search

How to Tackle Diversity & Inclusion

There’s been a lot of talk about striving for gender and racial diversity on staffs, but how can that be achieved at the local level – particularly in smaller, rural markets where it’s always more difficult to recruit?

SPEAKER:  Monique Akanbi, Field Services Director, Society For Human Resource Management (SHRM)

High-Growth Category: Online Gambling

Ad spending by online betting apps has skyrocketed, yet more growth is to come. Half of the states in the U.S. have yet to approve sports betting, and online gambling is available in only six. What does the future hold, and is there a “local” advertising play? Ezra Kucharz, Chief Business Officer of Draft Kings and former president of CBS Local Digital Media, offers his perspective.

SPEAKER:  Ezra Kucharz, Chief Business Officer, DraftKings

Rapid-Fire Case Studies

Up to 18 five-minute case studies of dynamic, profitable programs will be presented in rapid-fire succession over two sessions – one on Monday and another Tuesday. This is one of the most popular features of Borrell’s event.

SPEAKER:  TBA

12:30 PM

LUNCH & DESSERT WITH SPONSORS

2:00PM

The Voice of Our Next-Generation of Marketers

How will those 20-somethings change the face of marketing and advertising?  This session features three University of Miami marketing students who offer their views of the world. Moderated by their college professor, the panel will discuss the importance of influence marketing, the role of social media platforms like TikTok and Instagram, how they view print and broadcast media, and where they’d advise a business to spend their marketing dollars.

MODERATOR: M.J. Barnes, School of Communications, University of Miami
SPEAKERS:  TBA, Orange Umbrella

Three Key Strategies

This session features quick-hit summaries from each of the three Monday afternoon track sessions on streaming video, running a digital agency, and online content. If you missed any of the sessions, this presentation offers the highlights and biggest conclusions.

SPEAKERS:  TBA

Wrap-up: Observations and Key Takeaways from 2 Days of Full Immersion

With a lot of help from attendees, this session boils it all down. What was most interesting? What was BS? What are the biggest takeaways you’ll bring home?

Panelists: Corey Elliott, Jim Brown, & the audience

CONFERENCE ENDS AT 4 PM

*Subject to change; agenda will be updated throughout the year as we confirm speakers and sessions. The agenda will be formally set by Dec. 1, 2021.

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