Unlocking the Power of Local Advertising: Locality's Vision for Broadcast and Streaming Convergence (Video)

In the fastpaced world of advertising where the lines between traditional broadcast and streaming video blur there39s a company on a mission to simplify the complex landscape for agencies and advertisers alike Ann Hailer President of Broadcast and Keith Kazerman President of Streaming are at the helm of this transformative endeavor and they recently shared their vision in an enlightening interview with Jack Myers on Legends ampamp Leadership Watch the conversation aboveMeet Locality the brainchild of a merger between Cox Television Sales Reps and Gamut a venture that39s been making waves since its launch in June of this year The driving force behind Locality is a belief that it39s all just TV whether it39s delivered via traditional broadcast or modern streaming platforms As Kazerman aptly puts it quotIt39s all TV whether it39s via broadcast or streaming As we look at the need to scale locally the combination of broadcast and streaming provides that scalequotHailer chimes in emphasizing Locality39s rich legacy of nearly 50 years in the business and Gamut39s digital prowess spanning over a decade Their goal is to shift the paradigm from an quotorquot world to an quotandquot world where broadcast and streaming coexist synergistically Ann points out quotThe inventory we represent in these marketplaces is unmatched Local broadcast has an impact and a connection to an audience that cannot be duplicated anywhere elsequotBut Locality isn39t just about bridging the gap between broadcast and streaming it39s about offering a consultative approach to solve the unique challenges of local advertising As Kazerman explains quotMarket to market audiences are different The targeting criteria needs to be different and unique to meet those needs of that audiencequot Each market has its own intricacies and that39s where Locality steps in to identify opportunities and work handinhand with agenciesThe complex nature of local advertising execution has long been a pain point and Hailer acknowledges this by saying quotThere is an execution tradeoff to how powerful local broadcast can be to the sales outcomes for advertisers and we have shifted those challenges to ourselves to solve for and executequot Kazerman adds quotLocality acts as a direct extension of streaming publisher salesforces ensuring guaranteed access to the local consumer We39re shouldering the hard work to simplify executionquotLocality39s mission is clear to unite both sides of the local advertising equation creating frictionless transactions for agencies and advertisers As Kazerman puts it quotIt39s a big part of our mission and frankly our responsibility to bring together both sides of buy and sellquot The result is a consolidated media plan that reaches consumers when advertisers need it most right at the point of purchaseHailer underscores the power of local advertising39s connection with communities and local news She believes that while technology advances this trust and authenticity remain the core strengths of local advertising quotWe take advantage of where we see the audiences across streaming and broadcast But local is the most powerful medium to achieve outcomes And it really couldn39t be simpler than thatquot says AnnBehind the scenes Locality39s journey may be complex but the outcome is crystal clear They aim to empower advertisers to harness the immense power of local advertising while simplifying the intricate processTo delve deeper into Locality39s vision and strategies for the future of local media advertising don39t miss the full interview at wwwLocalityInsitescom Discover how Locality is transforming the local TV and streaming video landscape one strategic partnership at a time

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Unlocking the Power of Local Advertising: Locality's Vision for Broadcast and Streaming Convergence (Video)

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Jack Myers

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Unlocking the Power of Local Advertising: Locality's Vision for Broadcast and Streaming Convergence (Video)

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"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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