Submitted by Lee Singletary
July 22, 2020
Brands are making more regionally-targeted video buys, especially in the current environment, as states in the U.S. begin lifting pandemic-related restrictions at different speeds. The need for advertisers to target relevant messaging to local audiences means that locally-focused OTT and VOD capabilities are important to maximize reach and business outcomes.
As Effectv’s General Manager, James Rooke puts it: “this is a unique moment in time where a combination of factors including viewership shifts, a phased reopening of states at different rates, and an increased need for campaign flexibility, have placed a renewed focus on the power of local to more effectively deliver audiences for advertisers. Ultimately, if executed on correctly, we could see long-term benefits for local television as a marketing medium.”
Cross-screen investment strategies enable marketers to take full advantage of the local TV opportunity, with MVPDs delivering OTT and VOD audiences to complement linear TV viewers. Comcast Advertising’s James Rothwell highlights the importance of OTT and VOD inventory for advertisers in the video below.
Want to understand more about the power and potential of local TV? Download a new special report, “Local OTT: What You Need to Know” from TV[R]EV. Click below to purchase and download the report.