SFLIVE – Agenda

STREETFIGHT LIVE26

Agenda

StreetFight follows the dynamic disruption taking place in multi-location (MULO) marketing. Our brand and agency readers, read StreetFight to stay informed on the events, innovations, and moves of their peers and competitors.

 9:00
 9:10

Where are local advertising dollars heading, and what does it mean for multi-location brands?  We will explore how digital growth and election cycles are reshaping media budgets, where traditional channels remain essential, and which categories offer the strongest growth opportunities. Marketers and media sellers will gain benchmarks and practical guidance for planning 2027 budgets and reaching customers location by location.

              Rick Ducey, BIA
              

 9:30

As AI reshapes advertising, the opportunity isn’t simply to automate more, it is to make marketing more connected, adaptive, and human. AdRoll VP of Product Hans Fischmann will explore how AI, data, creative, and measurement are converging, what this evolution means for marketers, and how brands can embrace new capabilities without losing the judgment and empathy that drive meaningful customer connections.

              Hans Fischmann, AdRoll          

 9:50

How can brands capture the efficiency of large-scale media buying while remaining relevant to the communities they serve? This conversation between brand and agency explores when localization is worth the investment and how marketers can apply disciplined measurement to drive growth, even when the consumer base itself isn’t growing.

              Rachel Williams, Harmelin Media
              Katherine Eddleman, Regions Bank

10:15

How do you know which local ads bring customers through the door? Trevor Hamilton, Managing Director at Kochava, shares case studies showing how brands measured store visits from fitness-club and cinema advertising, then used neighborhood-level insights to refine placements and guide their next media investment.

              Trevor Hamilton, Kochava

10:35

Coffee and light snacks will be available.

10:45

Most multi-location brands still run local SEO and paid media as two separate motions: different teams, different vendors, and disconnected KPIs. That structural divide is costing them money. While human teams are sitting in separate meetings, platform algorithms have converged, using the exact same local landing pages, entity data, and consumer signals to determine both organic AI visibility and paid auction efficiency.

              Andrew Beckman, Location3
              Adam Terranova, Authority Brands

11:10

The same advertiser can take dramatically different approaches to TV across neighboring markets. Real examples from legal services advertisers reveal where local broadcast remains central, where streaming dominates, and how national buying decisions reshape local competition. Attendees will learn how to use market-level competitive intelligence to guide budget decisions, identify overlooked advertising opportunities and adapt their media strategy to the markets they serve.

              Rachel Blank, Ad Impact
              Dan Norton, Ad Impact       

11:30

How does an early childhood education brand build trust with local families while expanding into new communities? Join Elysium Marketing and Ducklings Early Learning Center as they explore how brand strategy and digital execution come together across locations … from reaching prospective families to balancing brand consistency with local relevance. Attendees will hear lessons from the agency-client partnership and practical perspectives on measuring performance and building a marketing approach that supports growth

                 Kim Collier, Ducklings Early Learning Center
                 Helen Eckhard, Elysium Marketing           

12:00

AI is changing how brands create video. What happens when that creative meets the reach of television? Following a brief introduction to Comcast’s Universal Ads, Greg Lieber moderates a discussion with Creatify and joint customer Atlas Van Lines. Together, they’ll explore the opportunities and practical considerations of bringing AI into TV advertising, from developing creative and launching campaigns to evaluating success.

              Greg Lieber, Comcast/Universal Ads
              Jason Loehr, Atlas Van Lines
              Ben Pashman, Creatify           

12:20

Free time to enjoy the local food trucks of Philadelphia and take in the historic sites of the Liberty Mall.

1:45

Are we rewarding media for driving results or simply for taking credit? GroundTruth will share case studies exploring how attribution shapes advertising decisions. The session examines what marketers measure, what those metrics miss, and how brands and independent agencies can better connect media investment to business outcome

              Elliot Rosenbaum, GroundTruth

2:05

How can moving digital out-of-home advertising help brands reach consumers and drive results? Opening with a case study that brings the opportunity to life. Then a conversation about where the channel is heading, how it fits into the broader media mix, and what advertisers need to understand about measuring its impact.

              Jonathan Frangakis, Reveal
              Noah Klas, MOOHA

2:25

What do restaurant brands opening new locations have in common—and how does their local marketing compare with brands closing them? SOCi.ai shares new Local Visibility Index research comparing expanding and contracting restaurant chains. Explore the patterns that separate these groups across local search, reputation management, social engagement, and AI recommendations. Attendees will learn which marketing practices consistently accompany expansion and take away practical priorities for strengthening visibility across their own locations.

              Kaci McBride, SOCi

2:45

After an unexpected surge propelled MapQuest back into the spotlight, the iconic brand and pioneer in local discovery has a rare opportunity to turn renewed attention into lasting consumer loyalty. MapQuest General Manager Doug Berger will discuss how the company is responding to rapid growth, using consumer feedback to guide its product roadmap, and building the next chapter of a familiar brand.

              Doug Berger, MapQuest

3:05

Coffee and light snacks will be available.

3:25

AI is changing how we map the world and how consumers discover brands locally. Join Streetfight and TomTom for a fireside conversation exploring how location intelligence makes AI more useful, how AI assistants could reshape local discovery, and what brands and businesses can do now to stay visible.

              Carl Neilson, TomTom

3:45

The last click tells only part of the story. As CTV becomes a bigger part of the media mix, marketers need a clearer view of how customers move from awareness to action across streaming, search, social, and beyond. Join leaders from Magnite and Arpeggio for a fireside conversation about connecting those touchpoints, evaluating CTV’s contribution, and turning measurement into better campaign decisions.

              Matt McLeggon, Magnite
              Amber Daniel, Arpeggio          

4:05

As AI agents reshape how marketing gets done, what should brands look for in an agency partner? The pitch is changing and so should the questions buyers ask. We explore how to distinguish meaningful AI capabilities from hype, evaluate the human expertise behind the technology, and rethink fees, transparency, and accountability as more work becomes automated. Learn what to ask, what to challenge, and how to choose an agency that turns new capabilities into measurable business results.

              Mike Gaydos, Sparkcatcher Media           

4:25

What makes someone notice a brand and then visit, search, or buy? Join John McShane of OUTFRONT for a fireside conversation about the evolving role of out-of-home advertising in local marketing. We’ll explore how brands can combine physical presence with digital campaigns, create messages that resonate in specific communities, and measure business results beyond impressions. Expect practical examples, candid discussion of what works, and ideas for marketers managing one location or hundreds.

              John McShane, Outfront Media   

4:45