That’s a wrap! From February 8 to 9, 15miles sent three executives — Gregg Stewart (president), Steve Haar (vice president of product) and Monica Ho (vice president of marketing) — to Borrell Associates’ Local Online Advertising Conference, “The Business of Making Money,” at New York City’s Grand Hyatt.

For two days, they networked with industry experts and business leaders about the current state and future of online advertising, as well as Internet business models and strategies, to help clients get the most out of their search campaigns. Top executives revealed content, sales and overall business strategies that generated significant digital revenue for their Yellow Pages, newspaper, TV, radio or local pure-play Internet operations.

Here’s a summary of the two-day event’s presentations, panels and major takeaways.

• Turning Hyper Local Into Hyper Profit. More companies are turning to local search and geo-targeted campaigns to connect with consumers where they live and shop. Keynote Jeff Jarvis of City University of New York discussed the financial viability of generating revenue from hyper-local, or local search, content.
• A Case for Converged Sales: How the Yellow Pages Sell Online. Yellow Pages publishers have been the quickest to convert their massive print sales into online sellers. Yellowbook’s Patrick Marshall outlined the industry’s efforts and described how his company developed “sellable” and “searchable” products to nearly double its online sales last year.
• The New Advertising Opportunity: Reputation Management. Matthew Berk of Marchex announced a new product, Marchex Reputation Management, that allows merchants to harness the power of social media — consumer reviews and feedback, brand mentions and business listings — as a powerful marketing tool.
• What National Advertisers Want From Local Sites. As national brands try to tap into local consumer markets, local site operators are working to secure national online advertising. Shawn Riegsecker of Centro led a panel on what ad buyers want from local site operators.
• Mobile Advertising. Laredo Group’s Leslie Laredo presented successful mobile applications at the local level, selling coupons, text applications and mobile-content sponsorship.
• And much more!