Locality Exec Critiques National TV Ad Strategies in Local Markets
· 21h ago · Originally reported by AdExchanger
Tom Wolfe of Locality argues that current supply path optimization (SPO) efforts in TV advertising focus too much on reducing intermediaries and fees, rather than addressing the unique needs of local markets. He suggests that simply shortening the ad supply chain does not guarantee better outcomes for local TV advertising.
Why it matters
Understanding the limitations of national strategies in local TV markets helps advertisers and platforms tailor their approaches for more effective and efficient campaigns, potentially improving results for both buyers and sellers.
Explain it like I’m new here
It's like thinking the fastest route on a map is always best, but sometimes local roads work better than highways for certain trips.
Read the original at AdExchanger
Terms in this story
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
Supply path optimization (SPO)
Supply path optimization (SPO) is a buyer's practice of choosing the most direct, cheapest and most trustworthy routes to the same inventory, and cutting unnecessary resellers and duplicate paths.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
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