Locality’s Book of Local: How to Elevate Local Video Advertising Campaigns is your ultimate guide to mastering the art and science of local video advertising. Whether you’re aiming to deepen customer relationships or scale your message across multiple markets and platforms, this comprehensive resource will show you how to achieve outstanding results—one local video ad campaign at a time.
Click the chapter images or titles below to access the content.
Ann Hailer, president of broadcast at Locality, highlights how advancements in data and unified cross-platform strategies are revolutionizing all types of local video advertising, unlocking what she calls the “white space” in marketing—ensuring that ads not only reach the right people but also meaningfully connect with them.
National advertisers can amplify their campaigns by layering local strategies onto their efforts, explains Steven DeMain, executive vice president of sales at Locality. By leveraging technologies like Automatic Content Recognition (ACR) data and AI-powered creative messaging tailored to individual markets, national advertisers can achieve double-digit percentage lifts of incremental audience reach.
Streaming video’s meteoric rise—129% growth in viewing time since 2021—has put it on equal footing with broadcast; combining the two video platforms creates powerful opportunities for local advertisers. Keith Kazerman, president of streaming at Locality, explains how the data-driven, audience-first approach of Locality Reach+ layers localized strategies with cross-platform synergy to maximize reach, ROI, and community engagement for brands in the markets they serve.
Local video advertising thrives on a strategic blend of streaming video, digital omnichannel, and broadcast TV platforms, supported by data-driven insights and localized approaches. Steve DeMain, Locality’s EVP of Sales, shares actionable advice on building impactful campaigns, from crafting tailored localized creative and leveraging precise measurement tools to fostering flexibility and transparency with media partners.
In an increasingly fragmented media landscape, impactful localized video ad campaigns depend on precise audience targeting and unified measurement across streaming and broadcast platforms. In this chapter, Keith Kazerman, president of streaming at Locality, and experts from ComScore, emphasize the importance of tools like unified measurement, granular data analysis, and real-time adjustments to simplify cross-platform ad buying and optimize campaign performance.
Locality’s consumer research study, The Local Lift™: How Local Video Campaigns Increase Consumer Action, conducted with The Harris Poll, highlights the power of localized advertising. Key findings show that viewers are significantly more engaged, trusting, and likely to purchase from brands that feature local messaging versus national campaigns. Shalyn O’Malley, Locality’s SVP of marketing, emphasizes the results of the study reinforcing local advertising driving relevance among viewers, creating more authenticity for brands, and influencing purchase behavior.
