Locality Appoints New Leadership for Enhanced Growth
Locality, the leader in data-driven video advertising for local audiences, has made an exciting announcement regarding the appointment of Michael Collins as its first Chief Executive Officer. His addition signals a new chapter for the company as it aims to enhance its integration of streaming and broadcast businesses, thereby enriching the market for local advertising.
Michael Collins’ Experience in the Industry
Michael Collins brings over 20 years of experience in advertising and marketing technology. His expertise will be vital in transitioning Locality to new heights by optimizing its technology, data, and media assets. Collins’ goal is to build a robust framework that fully harnesses the power of local media for advertisers and partners. Based in New York, he will report directly to Locality's Board of Directors.
Strategic Leadership Team
Continuing with the leadership structure, Ann Hailer, President of Locality Broadcast, and Keith Kazerman, President of Locality Streaming, are set to maintain their roles and will report to Collins. Their combination of industry knowledge and leadership will complement Collins' vision for Locality’s future.
Mark Rosenthal, Executive Chairman of Locality, expressed confidence in Collins, stating that, "Locality has established itself as the go-to platform for brands and agencies aiming to connect with local audiences via streaming and broadcast video. With Michael on board, we are perfectly positioned to grow and innovate.” He emphasized the importance of technology, data innovation, and partnerships in this evolution.
A Track Record of Success
Before joining Locality, Collins led Adwerx, a prominent company recognized for its advertising automation aimed at small to midsize businesses. He also served as a board member at Vistar Media, a leader in programmatic advertising for out-of-home media. His extensive background in marketing and media technology combines well with Locality's mission to revolutionize how brands engage with local consumers.
Aligning Strategies for Local Engagement
Collins expressed enthusiasm about the prospect of leading Locality, describing it as a company with the most innovative and integrated platform for helping advertisers utilize streaming and broadcast video to reach local communities effectively. He emphasized that the synergy between data, technology, and media relationships at Locality is unequaled in the industry.
The Evolution of Locality
Locality emerged in 2022 following the acquisition of Gamut Media and CoxReps by One Equity Partners from Cox Media Group. The company has since broadened its inventory to encompass over 600 partners across 210 DMAs, establishing the most extensive and advanced platform for businesses seeking to connect with local audiences through video advertisements.
Innovative Solutions Offered by Locality
Locality's proprietary platform, LocalX, streamlines the entire advertising workflow by facilitating planning, pacing, and attribution across diverse screens and formats. Meanwhile, Locality's Audience Engine delivers precise geotargeting and behavioral insights across devices, amplifying the effectiveness of advertising initiatives. The centralized inventory solution, Collective, ensures seamless access and maximized local impact.
Spanning across 11 locations in the U.S., Locality is designed to provide comprehensive services covering 100% of all DMAs, solidifying its commitment to supporting advertisers and partners effectively.
About Locality
Locality stands as the premier local television solutions provider, integrating expertise in both broadcast and streaming to meet the changing needs of advertisers. With over 6,000 advertisers serviced, Locality provides superior access to premium inventory and innovative solutions that allow brands to optimize their investments and target desired audiences at scale.
About One Equity Partners
One Equity Partners (OEP) is a middle-market private equity firm focused on multiple sectors including industrial, healthcare, media, and technology. OEP’s strategic approach centers on building leading businesses through transformative partnerships and investments since its establishment in 2001.
Frequently Asked Questions
What is Locality's primary focus?
Locality primarily focuses on delivering data-driven video advertising solutions that cater to local audiences.
Who was appointed as the CEO of Locality?
Michael Collins has been appointed as the first Chief Executive Officer of Locality.
What technological advancements is Locality aiming for?
Locality aims to optimize its technology, data, and media assets to enhance local media advertising for brands and agencies.
How many partners does Locality work with?
Locality collaborates with over 600 partners across 210 DMAs, offering a broad range of inventory.
What innovative platforms does Locality offer?
Locality offers platforms like LocalX for streamlined advertising and the Audience Engine for precise targeting.
