AI-based ad tech company Locala launches CTV Planner, a media planning platform that enables brands and agency media teams to plan CTV investments as campaign objectives and local market nuances.
With the continued growth of connected TV, advertiser spend can be limited due to a fragmented inventory, the uneven distribution of audiences and different regional costs. Locala’s CTV Planner eliminates these inefficiencies by changing the way media planning is done from the traditional blanket national plan to localized, objective based buy.
Adapting Connected TV Strategy to Local Market Nuances
While CTV offers granular targeting compared to linear television, many media buyers struggle to align campaign objectives with local market availability and pricing dynamics.
Locala’s CTV Planner extends the company’s Adaptive Advertising methodology into the connected TV ecosystem. By analyzing regional audience density, local publisher inventory, and cost-per-thousand (CPM) variations, the platform allows media planners to construct customized CTV media strategies tailored to distinct geographic footprints.
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Key operational capabilities and platform features include:
Planning using Objectives: CTV media buying is tied to campaign KPIs like brand reach, incremental household frequency, and location-based engagement.
Market Pruning: Adaptive adjustment of bidding strategy and budget distribution based on local inventory supply and regional fluctuations in market CPQ.
Unified Omnichannel Integration: Integrate CTV media plan with your other digital, mobile, and out of home (OOH) media campaigns within Locala‘s holistic platform ecosystem.
Privacy-first Architecture: Functioning on privacy compliant data signals and GDPR and other regional data protection regulations across all global markets.
“CTV data creates a particularly interesting technological opportunity for Adaptive Advertising by combining its potential and reach with audience affinity and business context to support better media decisions. Our AI agents orchestrate these signals, identify the most relevant strategies market by market, and then turn these recommendations into parameters that can be directly activated within buying environments.” Michael Colson, Chief Technology Officer, Locala
Driving Efficiency Across Modern TV Workflows
By bridging the gap between national media planning and local market execution, Locala’s CTV Planner equips brands and agencies with the tools needed to eliminate wasted ad spend, maximize incremental reach, and improve overall return on ad spend (ROAS) across complex connected TV campaigns.