Accelerate Buying Process and Enhance
Multimarket Local Inventory Management for Advertisers and
Broadcasters
SARATOGA
SPRINGS, N.Y., July 16,
2024 /PRNewswire/ -- Tango Media Systems, the
specialized Advanced TV ad tech division of Centriply, announced
its newest collaborative effort with local video solutions provider
Locality. With dedicated support from custom inventory management
tool, TangoRESPONSE®, and the Tango Media Systems ad
tech team, Locality offers fast proposal responses to agencies and
advertising partners looking for multimarket reach, bringing
best-in-class local campaign solutions to both broadcast owners and
advertisers.
![Locality Logo Locality Logo](https://mma.prnewswire.com/media/2461909/Locality_Logo.jpg)
Tango Media Systems' (https://www.centriply.com/products/)
latest deployment of TangoRESPONSE (v30) marks another
automation success story for Broadcast TV station groups and ad
sales teams across the country. The ease of inventory selection
reduces turnaround time from request to proposal to minutes,
instead of the previous weeks. "This is all part of our
effort to bring a 'frictionless' proposal process into the local TV
buying marketplace. We have significant investment in our
technology, and our staff, so that Broadcast sales teams can bring
the benefits of Local TV impressions to their clients," states
Rob Bochicchio, President,
Centriply.
"Straightforward surfacing of all available inventory across
many markets grows ad budgets for station groups. It provides the
speed to market—along with the reach—for these groups, such as
Locality, to handle more customers, increase volume and
effortlessly fill station schedules, supporting TV's leading role
in a changing media landscape," Bochicchio explained. He adds,
"By using the speed of APIs and the control of automation, we put
ad sales teams in the driver's seat by utilizing our algorithms to
provide them the best options for closing a sale."
For broadcast groups and ad agencies alike, the complex nature
of local advertising execution has long been a pain point.
Ray Karczewski, EVP, Broadcast
Sales, Locality acknowledges this, noting, "There is an execution
trade-off 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 execute." Ray adds, "Locality acts as a
direct extension of a broadcaster's salesforce, ensuring
advertisers guaranteed access to the local consumer. We're
shouldering the hard work to simplify execution and this
partnership proves that."
"Together with Locality we're pushing our platform to provide
answers to the question: What does the potential of TV look like in
the future? Locality's linear TV campaigns can improve the
experience and abilities of planners and buyers of media across the
TV industry," said Lisa Pusin,
Client Success Manager, Tango Media Systems.
Pusin continues, "Our ability to deliver precise and actionable
local TV campaigns with daily updated inventory, gives Locality's
team outstanding new options. With TangoRESPONSE, they can be
creative and respond quickly with leading edge tactics that are
unique in this arena. Our intuitive platform offers sales teams the
control they need to consider opportunities, while retaining client
specs from RFP all the way through the buying and attribution
stage."
About Centriply
Tango Media Systems is an independent ad tech developer on a
mission to give media owners, agencies and brands the technology
that taps into the scale of TV with the abilities that digital
marketers expect. (https://www.centriply.com/products/)
About Locality
Locality is the industry's preeminent local television solutions
provider, committed to addressing the evolving needs of advertisers
by unlocking the power of local and driving dollars to the local
video marketplace. Locality brings together the best talent in both
broadcast and streaming helping brands tap into the mindset of the
local consumer and precisely reach optimal markets. Having served
more than 1,500 ad agencies and 4,500 advertisers, to date,
Locality offers the best premium inventory that the industry has to
offer to help brands optimize their spend and target audiences at
scale with direct access to over 150+ streaming publishers and 300+
local broadcast stations. Our team operates from 11 locations
across the U.S. designed to strategically service 100% of
DMAs. For more information, please
visit www.locality.com
MEDIA CONTACTS:
Shelley
Stansfield
Tango Media Systems, Centriply
917-721-6052
shelley.stansfield@centriply.com
Shalyn O'Malley
Locality
781-561-5524
shalyn.omalley@locality.com
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SOURCE Locality