NEW YORK — Locality, a local television solutions provider, is widening its business relationship with Comcast-owned TV industry tech platform FreeWheel.
What does this mean for its clients?
“Locality can now offer the ability to better plan, forecast, activate and report on local audience activations across streaming television inventory to provide advertisers the value and impact their brands expect,” the company says.
The two companies’ expansion of the product comes as interest, growth and spending in the local TV streaming ad sector is rising. Per research from BIA Advisory Services, the medium is one of today’s “fastest-growing local media channels,” with double-digit year-over-year ad revenue growth since 2019, and is anticipated to reach $3.4 billion by 2026.
As Locality sees it, its relationships with premium streaming TV providers powered by FreeWheel’s ad-serving technology offers advertisers “a transparent and brand-safe approach” to local Connected TV advertising, a growth area for free-to-air broadcast TV.
“Going targeted, at scale, is a must-have and a critical advantage in local advertising,” said Keith Kazerman, President of Streaming at Locality. “FreeWheel’s technology gives us unparalleled access to reach across local markets. It is our intent that this collaboration further demonstrates our commitment to unlocking the tremendous power of local and driving dollars to local video providers nationwide.”
FreeWheel Chief Product Officer David Dworin added, “This collaboration is well timed on many fronts. We’ve seen growing advertiser and consumer interest in this space, as well as a proliferation in streaming TV, in recent years. By partnering with Locality, we’ve developed a solution that uncovers new audiences and sources of growth, all while addressing some of the industry’s biggest roadblocks along the way.”
