Key Points:
- Locality’s new Collective platform unifies local broadcast, cable and streaming ad inventory across all 210 U.S. markets into a single workflow.
- Built on Deben’s planning technology, the system enables audience-first, data-driven buying with automation and optimization at scale.
- A pilot campaign with a national retailer showed Collective delivered 17 percent of campaign reach using just 5 percent of the budget.
Advertising technology firm Locality is partnering with Deben to launch a new platform called Collective, which will unify local broadcast, cable and streaming inventory into a single, data-driven workflow for brands and ad buyers.
Collective is built on Deben’s advanced media planning technology, and is designed to let advertisers consolidate campaigns across all 210 U.S. markets.
Collective brings together every broadcast station and cable household, along with more than 150 streaming partners, into a self-service system that focuses on audience-first buying.
“National advertisers need effective and scaled premium video buys,” Brian Morse, the lead executive in charge of Collective at Locality, said in a statement. “While multi-market geographic targeting remains a powerful tool for scale and efficiency, with Collective, planners and buyers can roll-up premium local linear and streaming video into a national, data-driven, audience-first solution.”
Collective is intended to address a long-standing challenge for marketers: how to extend advanced audience targeting beyond national inventory into local broadcast, cable and streaming markets. Prasad Joglekar, founder and chief executive of Deben, called the partnership with Locality “a pivotal moment for the industry.”
“Collective allows advertisers to extend their advanced audiences beyond national inventory and tap into local broadcast, cable and streaming inventory with true automation and structured optimization,” Joglekar said.
Early tests suggest the platform can deliver stronger returns on investment. In a pilot campaign with a national big-box retailer, Collective generated 17 percent of the overall campaign reach with just 5 percent of the budget. Deben’s optimization engine identified underserved audiences in 58 markets and redistributed budgets accordingly to maximize reach.
Locality said the platform automates execution of data-driven linear TV buys while giving advertisers flexibility to define custom audiences by location, behavior or intent. Standard age and gender targeting metrics are also available. The company said the system is meant to simplify workflow so agencies can focus on strategic planning while Locality handles operational complexity.
With campaigns already in-market, Locality is hoping Collective will help bridge the gap between scale and precision for national advertisers seeking to reach local audiences at scale.
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