"Because, as Locality president Keith Kazerman told me at Advertising Week in New York City earlier this month, every purchase decision happens on a local level. "If you're a national advertiser, like a big-box store, someone's either going on your website on their sofa to go make a purchase, or they're driving their car to your parking lot and walking into your store," said Kazerman."
"Locality was formed three years ago, when private firm One Equity Partners bought two brands under the Cox Media Group umbrella - CoxReps, which handled broadcast inventory, and Gamut, which focused on streaming and OTT media - and combined them into a single company. On the advertising side, the merged entity takes all kinds of different kinds of advertisers as clients, including mid-market independent agencies and mom-and-pop small businesses, but also big brands looking to engage on a local level."
Broadcast television typically airs about 16 minutes of commercials per hour, with roughly two minutes reserved for affiliate networks to sell locally. Streaming disrupted traditional inventory allocation and initially de-emphasized advertising, yet many streaming platforms default to national reach despite targeting capabilities. The CTV industry is creating more opportunities to serve small and mid-market local businesses and to enable national advertisers to run geo-targeted campaigns. Local purchase decisions remain local. Locality formed when One Equity Partners combined CoxReps and Gamut to offer unified broadcast and streaming local ad solutions. Locality partners with 150 streaming publishers and 400 broadcast stations across all 210 DMAs.
Read at AdExchanger
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