• by Mark Walsh  @markfwal, January 27, 2012

The first panel of the day, continuing the focus on local mobile, features what may be the first dentist-panelist in the history of MediaPost events--and that's a lot of events. Local Fla. dentist Field Harrison explained that one of his patients worked at Pandora and turned him into an audio advertiser on the online radio service. Fellow panelist Kim Lueger, dir. of mobile and emerging media, at Pandora, explained Field used click to call to make appoints in locally targeted ads. Field says all he listens to himself is Pandora and wound up hearing his own ad all the time while working out. I thought they only listened to dentist music. He said ROI was hard to track but the Pandora advertising made him money. So don't be surprised to see (or hear) Pandora inundated with a flood of ads from local dentists.