LSA17

LOCAL: 2020

Digital was disrupting the traditional media and advertising market.

Print -------> Digital

Digital -------> Mobile

340 -------> 420

75%

Google, Bing, Yelp, ReachLocal, Ninth Decimal, Brandify

Helping Local Businesses Move Faster and Grow

The pace of change will not slowdown

Biotechnology

IoT

Nanotechnology

Quantum Computing

Energy Storage

Robotics

Artificial Intelligence

3D PrintingAutonomous Vehicles

11 Billion

30 Billion

80 Billion

Artificial Intelligence

Artificial Intelligence and Machine Learning to deliver better marketing outcomes for

Local Businesses

Partner

STATE OF THE ASSOCIATION

Neg NortonPresident

LSA

What is local?YESTERDAY TODAY

Past Month Reach (%)

22 27 87 46 55 50 19 48 69 41 73 71 52

23 28 85 43 52 46 21 48 67 41 70 69 48

27 21 65 26 28 N/A 21 30 47 24 N/A N/A N/A

2015(n=8014)**

2014(n=8006)

2016(n=8004)

Source: 2016 Local Media Tracking Study, n=8004 U.S. adults

LSA’s Focus

• Local/location-based marketing• Consumer behavior• Media performance• SMB/local & national-to-local• Local commerce

2016 2017

LSA Events

• Local/location-based marketing• Consumer behavior• Media performance• SMB/local & national-to-local• Local commerce

LSA18 | CHICAGO | APRIL 30 – MAY 2

LSA’s Co-op Outsourcing

Co-op Success Story• Multi-location electrical distributor

made a 4th quarter buy of $60K • Leveraging LSA’s co-op tools, digital

arm of newspaper executed campaign using $30K in accrued co-op funds

• Multi-media campaign (display, email, social and more)

• Website traffic grew 75% first month• Advertiser received 100%

reimbursement on co-op funds

LSA Consulting & Custom Research

MarketingBitz.comSMB Bootcamps

What Does the Program Evaluate?

• Sales practices & “promises” made to clients• Customer service standards and

accountability• Employee hiring and training practices• Service agreements and contracts• Clear statements of pricing for

products/services• Security and privacy of information

Marketing and Advertising

Operations, Finance and Accounting

SuppliersHuman Resources

What’s next at LSA?

The SMB Cloud Transformation Index

Manish PatelCEO

Brandify

Bill DinanSVP, Strategic Partnerships

Acquisio

James V. ContinenzaExecutive Chairman and Acting

President and CEOVivial

Patrick MooreChief Strategy & Corporate

Development OfficerYP

Ben WoodDirector of Channel Sales

AmericasGoogle

Kevin JasperCEO

hibu US

Chad RichardSVP, Business & Corporate

Development Yelp

Joe WalshPresident and CEO

Dex Media, Inc.

Kelly ThomasVP, Partner Development

Microsoft

Michael Fordyce CEO

NinthDecimal

Norm HagartyCEO and Managing Partner

DAC Group

Sharon RowlandsCEO

ReachLocal

Sharon SweeneyPresident

Fairway Group

Julien BillotPresident & CEO

Yellow Pages Digital & Media Solutions

Eric WebbPresident

Mindstream Interactive

Ben WoodVice Chairman, LSA

Director of Channel Sales AmericasGoogle

Sharon SweeneySecretary/Treasurer, LSA

PresidentFairway Group

Bill DinanChairman, LSA

SVP, Strategic PartnershipsAcquisio

THANK YOU!neg@theLSA.org