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Big media brands like Gannett, Living Social, and YP will take center stage next month at BIA/Kelsey’s Leading in Local: The National Impact conference in Atlanta.

We asked BIA/Kelsey Managing Director Rick Ducey to talk about the messages big media brands will have for national brands looking to localize their marketing efforts. One element that stands out is media brands’ ability to generate compelling local content.

“National marketers have become very enamored with this notion of of native or content advertising,” Ducey said. “If you can get content that is sourced locally and targeted to a local venue, that is very engaging from a consumer perspective.”

Watch the video below to hear Rick talk about the role of national media brands at the conference, which takes place May 7-9 in Atlanta.

Next week we will dig deeper into big media brands, interviewing Curt Hecht, Chief Global Revenue Officer at the Weather Company, which operates The Weather Channel and Hecht will be the Day 2 morning keynote speaker at Leading in Local: The National Impact.

BIA/Kelsey’s Mike Boland riffed on’s local nature in a recent Local Media Watch blog post.

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