Local Advertisers are Competing with National Brands…and Winning (Video)

Thanks to advances in tech and AI, the playing field has been leveled for companies of every size to compete, especially in local advertising. According to Peter Jones, Vice President of Revenue at CTV advertising platform, Premion, small and midsize businesses that once couldn’t afford premium streaming inventory or sophisticated targeting across CTV (connected TV), now have access to the same tools, data, and measurement capabilities as larger national brands.

This isn’t hyperbole. A local car dealership can now target consumers with the same precision as any OEM, even scoring big in arenas like live sports advertising. A regional furniture store can measure outcomes such as website visits and actual sales, with the same sophistication as a national retail chain. The technology exists. The inventory is available. The barrier to entry has collapsed and the rules of engagement for local TV advertising have been rewritten.

The question is whether those small and mid-size businesses (SMBs), the vendors, and the agencies serving them, know how to apply those rules and win.

They can acquire inventory on streaming TV platforms within their local markets, leveraging the same data partners and attribution tools that big national brands use for their nationwide campaigns. But given how fragmented the CTV marketplace is, with thousands of apps, publishers, and platforms with varying degrees of quality, advertisers without large teams or sophisticated buying capabilities could face the dreaded paralysis from analysis: Which inventory actually works? Which data providers deliver results? How do you ensure you’re maximizing your ad dollars?

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