Brendon Kraham is Google’s Director of Emerging Ad Sales and Product Strategy, and his job, essentially is as “Building and scaling Google’s next billion ad products.”

Speaking this morning a BIA/Kelsey’s NATIONAL conference here in Dallas, Kraham talked about the progression in leveraging the estimated 150 daily smart phone “micro moments” into sales. The micro moments Kraham spoke off cover the gamut from communication to entertainment to shopping. “These are intent-rich moments,” Kraham said.

Mobile is fundamentally changing how consumers engage with retail locations. Kraham cited data shows that 93 percent of retail sales still happens in physical locations. Yet store traffic is down 55 percent, while spending per customer is up. This suggests that consumers are doing a lot more ahead of time to plan their purchases, then are showing up to complete the transaction. It’s a big shift in how consumers are interacting with retail. Less browsing, more buying.

Tapping into these “micro-moments” to drive in store purchases involves three key elements, Kraham said.

1. Target consumers at the right location (the key here is to bid differentially).
2. Dive them to your business with right ad (for example based on proximity, intent).
3. Measure the offline impact (reporting visits and transactions).

On the third point, Kraham said Google is making strides toward connecting searches to store visits, which are a proxy for transactions. Google is also working with big brands to capture in store inventory.

The post At BIA/Kelsey NATIONAL: Google's Brendon Kraham appeared first on BIA/Kelsey - Local Media Watch.

Brendon Kraham is Google’s Director of Emerging Ad Sales and Product Strategy, and his job, essentially is as “Building and scaling Google’s next billion ad products.”

Speaking this morning a BIA/Kelsey’s NATIONAL conference here in Dallas, Kraham talked about the progression in leveraging the estimated 150 daily smart phone “micro moments” into sales. The micro moments Kraham spoke off cover the gamut from communication to entertainment to shopping. “These are intent-rich moments,” Kraham said.

Mobile is fundamentally changing how consumers engage with retail locations. Kraham cited data shows that 93 percent of retail sales still happens in physical locations. Yet store traffic is down 55 percent, while spending per customer is up. This suggests that consumers are doing a lot more ahead of time to plan their purchases, then are showing up to complete the transaction. It’s a big shift in how consumers are interacting with retail. Less browsing, more buying.

Tapping into these “micro-moments” to drive in store purchases involves three key elements, Kraham said.

1. Target consumers at the right location (the key here is to bid differentially).
2. Dive them to your business with right ad (for example based on proximity, intent).
3. Measure the offline impact (reporting visits and transactions).

On the third point, Kraham said Google is making strides toward connecting searches to store visits, which are a proxy for transactions. Google is also working with big brands to capture in store inventory.

The post At BIA/Kelsey NATIONAL: Google’s Brendon Kraham appeared first on BIA/Kelsey - Local Media Watch.

Building ecommerce, promotions, search, social and same day delivery services around store inventory is one of those high concept ideas that always make so much sense but have been tough to build around. Key players in the space currently include Google, Retailigence and others. Others, such as eBay, have pulled out or shrunk their efforts.

We’ve been especially interested in Walmart’s decision last week to pull its feeds from Google’s Local Inventory Ads (formerly known as Local Product Listing Ads). Launched in 2013 to complement Google’s e-commerce oriented Shopping ads, the ads allow stores to highlight local inventory and prices, and point shoppers to specific stores. Macy’s, REI and Office Depot are among users of the Google service, but most top retailers are still not participating.

Some of those that do apparently have been holding their noses. To participate with Google, they need to provide comprehensive inventory information. Walmart and others have apparently worried this information could be used against them, showing retailers where they can compete on price against it in different parts of the country.

Perhaps more importantly, retailers are worried that their feeds are infrequently updated and can contain inaccuracies and steer shoppers down the wrong path. Such feeds also may freeze the ability of retailers to engage in variable pricing strategies (i.e. “one hour afternoon specials”). In our view, Walmart’s pull out doesn’t mean that Google and others can’t succeed. But it does mean that it will need to make adjustments to work with dominant retailers that have a lot at stake.

Are there better strategies to collect and leverage inventory at local stores? We?ll be talking inventory strategies with retail expert and former Krillion CEO Sherry Thomas-Zon at BIA/Kelsey NATIONAL in Dallas March 25-27.

The post Analysis: Walmart Pulls Out from Google's Local Inventory Ads appeared first on BIA/Kelsey - Local Media Watch.

Building ecommerce, promotions, search, social and same day delivery services around store inventory is one of those high concept ideas that always make so much sense but have been tough to build around. Key players in the space currently include Google, Retailigence and others. Others, such as eBay, have pulled out or shrunk their efforts.

We’ve been especially interested in Walmart’s decision last week to pull its feeds from Google’s Local Inventory Ads (formerly known as Local Product Listing Ads). Launched in 2013 to complement Google’s e-commerce oriented Shopping ads, the ads allow stores to highlight local inventory and prices, and point shoppers to specific stores. Macy’s, REI and Office Depot are among users of the Google service, but most top retailers are still not participating.

Some of those that do apparently have been holding their noses. To participate with Google, they need to provide comprehensive inventory information. Walmart and others have apparently worried this information could be used against them, showing retailers where they can compete on price against it in different parts of the country.

Perhaps more importantly, retailers are worried that their feeds are infrequently updated and can contain inaccuracies and steer shoppers down the wrong path. Such feeds also may freeze the ability of retailers to engage in variable pricing strategies (i.e. “one hour afternoon specials”). In our view, Walmart’s pull out doesn’t mean that Google and others can’t succeed. But it does mean that it will need to make adjustments to work with dominant retailers that have a lot at stake.

Are there better strategies to collect and leverage inventory at local stores? We’ll be talking inventory strategies with retail expert and former Krillion CEO Sherry Thomas-Zon at BIA/Kelsey NATIONAL in Dallas March 25-27.

The post Analysis: Walmart Pulls Out from Google’s Local Inventory Ads appeared first on BIA/Kelsey - Local Media Watch.

The BIA/Kelsey NATIONAL show is now fully in place, with 56 speakers set to define the cutting edge in national brands and local marketing. The show takes place March 25-27 at The Dallas Westin. Just added to the program: Internet visionary Mitch Golub, who leaves Cars.com today after successfully developing it into a $1.8 Billion enterprise that has, along with AutoTrader.com, helped define all the best practices of working with the world’s most aggressive national and local marketers (the car manufacturers and car dealers.)

Also added: key brands defining the best in vertical marketing. Dental One Partners, VCA (Animal Hospitals) and Service Experts Heating and Air Conditioning have now been added to a lineup that also includes leaders from Brooks Brothers, UniGroup (United Van Lines), Rooms to Go, All My Sons Moving & Storage, El Pollo Loco, U-Haul International, Nestle TollHouse Cafe, and The Susan G. Komen Foundation.

Announced earlier: keynotes from Google’s Brendon Kraham; Facebook’s Jon Czaja; Bizhive’s Dave Walker, Kenshoo’s Aaron Goldman, Geary LSF’s Karen Traversi Kovaleski and The Weather Co’s Ryan Davis. There are also key sessions with thought leaders such as YP’s Melissa Burghardt, The Washington Post Co’s Ethan Selzer; The Dallas Morning News’ Grant Moise; Meredith Corp’s Pam Taylor; and TvB’s Steve Lanzano.

The program also marks the debut of key new BIA/Kelsey data on franchise marketing from our Local Commerce Monitor survey. And last but not least, we’ll be doing Dallas right, with two Best of Dallas receptions; a “Before the Bell” Dallas Innovator Breakfast at the Addison Treehouse sponsored by Speakeasy; Two social breakouts, including National DEMOs and Drinks and Women Leading in Local; and an After Hours Country Casino sponsored by Local Site Submit and Moon Valley Software.

Check out the full, 2 1/2 day agenda. You may register here.

Cars.com visionary Mitch Golub is set for BIA/Kelsey National

The post 56 Speakers Set for BIA/Kelsey NATIONAL, March 25-27: Cars.com’s Mitch Golub Added appeared first on BIA/Kelsey - Local Media Watch.

The BIA/Kelsey NATIONAL show is now fully in place, with 56 speakers set to define the cutting edge in national brands and local marketing. The show takes place March 25-27 at The Dallas Westin. Just added to the program: Internet visionary Mitch Golub, who leaves Cars.com today after successfully developing it into a $1.8 Billion enterprise that has, along with AutoTrader.com, helped define all the best practices of working with the world’s most aggressive national and local marketers (the car manufacturers and car dealers.)

Also added: key brands defining the best in vertical marketing. Dental One Partners, VCA (Animal Hospitals) and Service Experts Heating and Air Conditioning have now been added to a lineup that also includes leaders from Brooks Brothers, UniGroup (United Van Lines), Rooms to Go, All My Sons Moving & Storage, El Pollo Loco, U-Haul International, Nestle TollHouse Cafe, and The Susan G. Komen Foundation.

Announced earlier: keynotes from Google’s Brendon Kraham; Facebook’s Jon Czaja; Bizhive?s Dave Walker, Kenshoo’s Aaron Goldman, Geary LSF’s Karen Traversi Kovaleski and The Weather Co’s Ryan Davis. There are also key sessions with thought leaders such as YP’s Melissa Burghardt, The Washington Post Co’s Ethan Selzer; The Dallas Morning News’ Grant Moise; Meredith Corp’s Pam Taylor; and TvB’s Steve Lanzano.

The program also marks the debut of key new BIA/Kelsey data on franchise marketing from our Local Commerce Monitor survey. And last but not least, we’ll be doing Dallas right, with two Best of Dallas receptions; a “Before the Bell” Dallas Innovator Breakfast at the Addison Treehouse sponsored by Speakeasy; Two social breakouts, including National DEMOs and Drinks and Women Leading in Local; and an After Hours Country Casino sponsored by Local Site Submit and Moon Valley Software.

Check out the full, 2 1/2 day agenda. You may register here.

Cars.com visionary Mitch Golub is set for BIA/Kelsey National

The post 56 Speakers Set for BIA/Kelsey NATIONAL, March 25-27: Cars.com's Mitch Golub Added appeared first on BIA/Kelsey - Local Media Watch.

The program for BIA/Kelsey National is building quickly, with many great new speakers, as well as a slew of conference “extras.” Taking place March 25-27 in Dallas, BIA/Kelsey National breaks new ground in the local ecosystem, exploring key trends and opportunities in local for national brands. BIA/Kelsey forecasts that national brands will spend $68 billion on local marketing by 2018.

More than 40 speakers are now slated to join the National program which is being co-chaired by Third Act Marketing CEO Gregg Stewart, our longtime go-to expert for national-local advertising. The event also features The GoLocal Awards, honoring the best in national brand marketing targeting local users; a Before the Bell Innovation Tour at the Dallas Entrepreneur Center’s Treehouse, which is sponsored by Speakeasy; a special edition of Demos and Drinks, showcasing some of the industry coolest technology; a Women Leading in Local session, featuring Happening’s Angela Giovine and Tina Paprone; and special evening events to be announced.

Key speakers just announced include Google‘s Brendon Kraham, Director, Mobile Global Sales and Strategy; Pricewaterhouse Coopers‘ Daniel Eckert, Managing Director, Emerging Tech; YP‘s Melissa Burkhardt, VP, Search and Yield; Valpak President Michael Vivio; The Weather Co‘s Ryan Davis, VP, Local Platform; TvB‘s Steve Lanzano, President and CEO; Mediavest‘s Jason Dailey, SVP; Operative‘s Lorne Brown, CEO; and longtime industry leaders Robyn Rose and Warren Kay.

These industry leaders join previously announced industry leaders including keynotes from Facebook‘s Jon Czaja, Director, Small Business (North America); Geary LSF’s Karen Kovaleski, President and CEO; BizHive’s Dave Walker, Chairman; and Kenshoo’s Aaron Goldman, CMO. Other speakers include Grant Moise, SVP, Niche Markets, The Dallas Morning News; Ethan Selzer, VP, Retail and Regional Advertising, The Washington Post; Rick Hanna, CEO, Mspark; Travis Arthur, VP, ReachLocal; Corey O’Donnell, VP, Brand Management, Yodle; and C. Lee Smith, CEO, Sales Development Strategies (AdMall.)

Brand leaders joining us include El Pollo Loco’s Mark Belanger; Chick Fil-A agency rep Rod Ulrich (Richards Group); U-Haul’s Elnora Cunningham; Brooks Brothers’ Mike Walker; United Van Lines’ Keith Dailey (UniGroup); ServiceMaster’s Philipp von Holtzendorff-Fehling, VP and CMO; Rooms to Go’s Rob Crigler, VP, Digital Marketing; and All My Sons Moving & Storage’s Ormondo Gomez, CFO.

Tech and Agency leaders on the podium will include Advice Interactive Group’s Bernadette Coleman, CEO; Speakeasy’s Mike Orren, CEO; Where2GetIt’s Manish Patel, CEO; LocalBizNow’s Todd Webber, CEO; Simpli.fi’s Frost Prioleau, CEO; Location3 Media’s Andrew Beckman, CEO; MomentFeed’s Robert Blatt, CEO; Placeable’s Ari Kaufman, CEO; and SOCi’s Afif Khoury, CEO.

Will we see you in Dallas? You may register here.

The post BIA/Kelsey National, March 25-27, Dallas: All Star Lineup, Program appeared first on BIA/Kelsey - Local Media Watch.

“Google Domains” is now open for business. The search giant’s decision to wade into the world of domains registration is a logical extension of its growing suite of business apps and services, many of which are focused on SMBs. Another fresh example of this is Google’s ongoing effort to buy the payments provider Softcard.

Some of our quick thoughts on Google Domains:

A huge question looming over this initiative is how the domain products may be linked to Google’s ad products (e.g., AdWords and AdWords Express). Such a linkage would probably generate Google’s strongest competitive advantage in domain registrations, particularly near-term.

What will be the impact of Google Domains on Google’s numerous channel partners? As reported in Google’s Q3 2014 financial highlights, the revenue increase from Google’s network partners considerably lagged the revenue increase from Google-owned sites for Q3 2014 as compared to Q3 2013 (a 9 percent growth rate for revenues from network partners vs. 20 percent from Google-owned sites). Could the move into domain registrations serve to further shift ad revenues from the “channel” column to the “owned” column for Google? (Also note the channel dynamic is on top of a system-wide deflation in the average cost-per-click).

Besides the usual roster of gTLD’s ( generic Top Level Domains) Google Domains (officially still in “open beta” although testing started last June) is offering about 80 of the new crop of gTLDs that feature extensions like .bike, .coffee, .florist, .pub, .shoes, .tools, .vacations. You know, the stuff of everyday life.

In spite of Google’s enormous size and resources, we don’t think their move into domain registrations is a “slam dunk” for the giant. The established players like GoDaddy and Endurance International Group, particularly in the United States, have become well-developed marketing and customer-service machines, offering an ever-increasing array of services to their own SMB clients.

This may be a fierce battle.

The post What’s Behind Google’s Domains Play? appeared first on BIA/Kelsey - Local Media Watch.

“Google Domains” is now open for business. The search giant’s decision to wade into the world of domains registration is a logical extension of its growing suite of business apps and services, many of which are focused on SMBs. Another fresh example of this is Google’s ongoing effort to buy the payments provider Softcard.

Some of our quick thoughts on Google Domains:

A huge question looming over this initiative is how the domain products may be linked to Google’s ad products (e.g., AdWords and AdWords Express). Such a linkage would probably generate Google’s strongest competitive advantage in domain registrations, particularly near-term.

What will be the impact of Google Domains on Google’s numerous channel partners? As reported in Google’s Q3 2014 financial highlights, the revenue increase from Google’s network partners considerably lagged the revenue increase from Google-owned sites for Q3 2014 as compared to Q3 2013 (a 9 percent growth rate for revenues from network partners vs. 20 percent from Google-owned sites). Could the move into domain registrations serve to further shift ad revenues from the “channel” column to the “owned” column for Google? (Also note the channel dynamic is on top of a system-wide deflation in the average cost-per-click).

Besides the usual roster of gTLD’s ( generic Top Level Domains) Google Domains (officially still in “open beta” although testing started last June) is offering about 80 of the new crop of gTLDs that feature extensions like .bike, .coffee, .florist, .pub, .shoes, .tools, .vacations. You know, the stuff of everyday life.

In spite of Google’s enormous size and resources, we don’t think their move into domain registrations is a “slam dunk” for the giant. The established players like GoDaddy and Endurance International Group, particularly in the United States, have become well-developed marketing and customer-service machines, offering an ever-increasing array of services to their own SMB clients.

This may be a fierce battle.

The post What's Behind Google's Domains Play? appeared first on BIA/Kelsey - Local Media Watch.

The end of the year usually means a few things to us: the holidays; our annual predictions; and Leading in Local: Interactive Local Media, the industry’s flagship event.

This year’s event is especially hot — a 2 1/2 day extravaganza taking place Dec. 3-5 in San Francisco. More than 50 speakers have been recruited by the analyst team, and we’ve added some great extra-curricular activities, including a Tech Expo with top companies showing off their wares “Before The Bell” on Day 1; a Women’s Leading in Local networking event on day 2; and an International Roundtable.

Here’s our newest news: BIA/Kelsey Analyst Emeritus Matt Booth (currently CEO, Connectivity) is coming back to moderate one of two Executive Sessions with Google leaders. We’ll kick off with Managing Director of Global Channel Sales Todd Rowe, than go deep in conversations with Head of premier SMB partnerships Christine Merritt; Adwords Express Product Manager Francisco Uribe; Google My Business Senior Product Manager James Croom; and Global Business Leader for Google Shopping Max Frause.

We also have feature presentations set by YP CMO Allison Checchi; Deseret Digital Media CEO Clark Gilbert and President Chris Lee; Yodle CEO Court Cunningham; Pinterest Head of Partnerships Joel Meek; and Salesforce VP Randy Wootton.

We are also set with a great discussion between me and Business Book of the Year Winner Brad Stone, author of The Everything Store: Jeff Bezos and the Age of Amazon. And then there are the feature presentations by First Data SVP Krish Mantripragada; InfoGroup CDO Matt Graves; and Go Daddy SVP Raj Mukherjee. And we’ve also got a great, seven company Superforum dedicated to local’s most important issue: “Make the Phone Ring.”

There’s so much more. Check out the Full agenda. Register here.

The post Leading in Local Update: 50 Speakers Are Set (Dec. 3-5, SFO) appeared first on BIA/Kelsey - Local Media Watch.