National reach is great for building broad awareness, but the local level is where the magic actually happens. It’s within our neighborhoods and communities that consumers build trust, form lasting brand relationships, and ultimately make their final purchasing decisions.
In our latest video, Nicki Harkrider-Probey, our Chief Revenue Officer, draws on her 30-year journey in media to discuss how local advertising has evolved, the power of precise audience data, and how consolidation is paving the way for local broadcasters to successfully compete with big tech.
Key takeaways
- Local is where action happens: Conversations live at the local level. It’s where consumers develop trust, engage with brands, and execute actual transactions.
- The high-tech evolution of media: Once a clunky and manual lift for agencies, local advertising has transformed over the past decade into a highly precise, data-driven powerhouse.
- Competing with big tech: Consolidating inventory across local broadcasters provides the critical scale and technology needed to compete directly with massive tech giants.
- Investing in communities: True scale at the local level does more than improve ad campaigns – it fuels vital investments back into local journalism, community storytelling, and technology.
Check out Nicki’s full interview:
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