Rick Ducey, Chief Strategy Officer at BIA/Kelsey just listed his takeaway thoughts from day one of the Marketplaces 2010 conference:

* Video works

• AT&T : 25% more tracked calls to businesses with video

• Job Brod (AOL): hyperlocal is a complex space
• Sam Sebastian (Google): verticals vary by maturity of businesses and customers
• Brad Peterson (Matchcraft): product sets, margin expectations driven by geo-vertical analysis

• From software-as-a-service to mobile (leveraging scalable, low cost technology platforms easily accessible)
• Live help ranks 3rd in what people want
• DIY vs. DIFM: options are do i) nothing, ii) build, iii) buy, iv) partner
• Maintain platform agnostic approach, focus on what works for geo-verticals.

• Budget-based model
• Optimized campaigns
• Call tracking
• Sales tracking
• Search engine optimization
• Social
• Upgrade path
• Landing pages
• Sell and support: close, fulfill, support

• Mobile acts like the glue layer between digital and traditional advertising
• Audience is there, 25% of Americans get news on phones
• Bundle mobile with existing ad products
• Mobile is the last mile touch in the purchase funnel
• Mobile is game changer for advertorial
• News applications have highest downloads and retention
• Users look at news applications 11 times per week

• Structured and unstructured data
• User generated content
• Mayors
• Community journalists
• News leads
• Video
• Associative content (building and curating network)

• Game mechanics
• Business rules
• Local business marketing is “give to get” environment (like social media)