Locality Collaborates with Deben to Introduce Collective, a Unified Video Platform for Advertisers

Locality Launches Collective: A Game Changer for National Advertisers

Locality, a leading provider in local video solutions, has unveiled Collective, an industry-first technology platform designed specifically for national advertisers. This innovative platform promises to redefine the way advertisers approach local media by consolidating various channels into one seamless user experience.

On September 11, 2025, Locality officially announced the launch of Collective, marking a significant milestone in the advertising landscape. The new platform empowers advertising planners and buyers with a singular workflow that facilitates the utilization of local media, transforming the traditional advertising methods into a streamlined and efficient process.

Unifying Local Media to Enhance Advertising Efficiency

Powered by Deben’s advanced media planning technology, Collective combines local broadcasting, cable, and streaming services on a national scale. This is a departure from the fragmented approach many advertisers have historically faced, allowing for a more audience-first, data-driven strategy in advertising.

With Collective, advertisers can engage with consumers in all 210 markets while leveraging a centralized platform that integrates Locality's proprietary audience and media data. This facilitates precise targeting, ensuring that brands can reach their desired demographics seamlessly.

Brian Morse, Head of Collective at Locality, emphasized the platform's significance: “National advertisers need effective and scaled premium video buys. Collective makes it easier for planners and buyers to unify local linear and streaming video into a comprehensive, data-driven solution.” This advancement holds the potential to enhance the overall impact of advertising investments by maximizing reach while streamlining processes for media buyers.

The Impact of Collective on Advertising Performance

In a recent pilot program with a prominent national retailer, Collective showcased its capabilities by delivering impressive results—achieving 17% of the total campaign reach at just 5% of the expenditure. Deben's optimization engine played a crucial role in this success, targeting audiences and identifying inventory across 58 markets that were previously underserved by national advertising efforts. The results indicated that Collective could deliver substantial value relative to the investment required, a crucial factor for any national advertiser.

The advantages of automation inherent in the Collective platform cannot be overstated. By simplifying the execution of data-driven linear TV buys, local teams are liberated to concentrate on strategic audience selection instead of getting bogged down in operational intricacies. Notably, advertisers can also customize audience profiles according to specific criteria, such as location, behavior, or intent, in addition to standard demographic tracking based on age and gender.

Bridging the Gap Between Scale and Precision

With campaigns already active and many more on the horizon, Collective is set to revolutionize how national brands approach local television purchasing. It bridges the gap between extensive scale and precise, targeted advertising, ensuring that advertisers achieve better returns on their investments.

As Locality continues to work closely with Deben to enhance and evolve the platform, the level of sophistication being introduced to local media buying is unprecedented. The result is a more refined approach to reaching local audiences while fully capitalizing on the vast potential of video advertising.

About Locality and Deben

Locality is dedicated to enriching the local video advertising landscape, having served over 1,500 advertising agencies and 4,500 brands by optimizing their expenditures and audience targeting capabilities. The firm operates from 11 strategic locations across the United States, covering all designated market areas (DMAs).

Meanwhile, Deben focuses on providing advanced technology for modern media planning. Its solutions aim to unify fragmented data into a structured, scalable platform, allowing advertisers, publishers, and agencies to produce actionable media strategies. By fusing automation with optimization, Deben enhances the decision-making process, leading to better business outcomes.

For further insights on how to leverage local audiences at scale, visit locality.com.