Locality Wants Advertisers to Embrace the Power of Local

CoxReps and Gamut were acquired in August 2022 by New Yorkbased private equity firm One Equity Partners Together they are bundling their experience in local ad sales emerging technology and experienced personnel to offer advertisers a new level of service and strategy for local video advertisingAt a time when more Americans are cutting their cords and signing up for streaming services that include live local TV and premium video advertisers need help with how best to reach them Locality offers a modern approach Bundle ads on local broadcast stations with spots in streaming content a combination that provides scale and precisionquotIt39s really the best of both which is the scale of broadcast and how we can precisely target not just the audience but also the local zip codes on the streaming sidequot explained Keith Kazerman Locality39s President of StreamingBoth sides of the new company bring experience from their former specialties Gamut has operated in streaming advertising for ten years while CoxReps had 40 years on the local sales side Together company leaders say they can help clients navigate the fastchanging advertising technology marketplace and achieve their marketing objectivesquotWe provide that whiteglove service throughout the entire planning buying and postcampaign standpoint where we on both sides walk advertisers agencies clientspecific through those options through educationquot Kazerman addedKazerman and his colleague Ann Hailer Locality39s President of Broadcasting guide clients to understand the new TV marketplace and explain their expansive marketing options When they present the opportunities of buying local TV and streaming Hailer said quotbrand executives and buyers are intriguedquotquotWe have found that the buyers are very eager to learnquot she saidWith Locality there39s no onesizefitsall formula Each client requires a custom plan to reach their intended audiencequotWe have really good collaborative conversations about their objectives in each market We feel we have such a good value proposition in the marketplace because that answer won39t be the same in Denver as it is in Los Angeles or as it is in DetroitquotWhile consumers have more choices than ever for content Hailer said quotLocality39s offering combines the best of broadcast and streaming As streaming video flourishesquot she said quotdemand is stronger than ever for local programming from TV stations including news weather sports and community eventsquotquotThere is a halo effect when you are putting your message through a trusted brand like a local news source or a broadcast station that has been in someone39s living room literally their whole livesquot she noted quotThere39s nothing like that community connectionquotBroadcast stations have local ad inventory to sell to advertisers throughout their schedule Locality can package those spots for individual markets with ads in nationally distributed premium video creating a powerful onetwo punch of local fare and the most popular streaming contentLocality can insert ads on local stations in most of the country39s 210 TV markets including 48 of the top 50quotWe39re meeting a need in the marketplace to unlock the power of local and show customers the opportunity to reach and deliver outcomes in local marketplacesquot Hailer saidLocality is also distinguishing itself by how it transacts its ad buys Rather than working with a demandside platform DSP or supplyside platform SSP to insert or buy ad time from publishers Locality delivers ads directly into the publishers39 systems Kazerman said quotthis direct pipeline makes its placements more transparent and reliable and helps ensure a brand39s messages run in brandsafe environments For added assurance the company also deploys antifraud partnershipsquotquotAs brands consider their media budgets Locality39s leaders urge them to prioritize local advertising and streaming In a cluttered market it39s a proven way to forge intimate personal connectionsquot Hailer saidquotThe Detroit Thanksgiving Day parade is something very very special and then NASCAR is something that39s extremely important in the South and the state hockey championships in Minnesota are going to do better numbers than the NFL sometimes We39re able to bring unique programming tieins and audiences to an advertiserquot she said quotYou39re meeting them where they arequotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Locality Wants Advertisers to Embrace the Power of Local

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Alli Romano

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