Locality Bets on Unified Streaming & Broadcast as Local Video Ad Market Booms

November 13, 2025 – New York, NY – Locality, a leading provider of local television solutions, has appointed Michael Collins as its new Chief Executive Officer, signaling a strategic shift towards unifying streaming and broadcast advertising as the local video ad market experiences rapid growth. The move comes at a pivotal time, with digital video, particularly Connected TV (CTV), poised to surpass traditional TV ad spend in the coming year.

Collins, formerly CEO of Adwerx and a long-time Board Member at Vistar Media (acquired by T-Mobile for approximately $600 million), brings over two decades of experience in advertising and marketing technology to Locality. His appointment underscores the company’s commitment to innovation and scaling its platform to meet the evolving needs of advertisers and media partners.

“The local video advertising market is undergoing a significant transformation,” explains one industry analyst. “Consumers are cutting the cord and migrating to streaming services, creating both challenges and opportunities for advertisers. Companies that can effectively bridge the gap between traditional TV and streaming are best positioned to succeed.”

A Booming Market – and the Rise of CTV

The local advertising market is projected to reach $171 billion in 2025, with a 6.1% increase in core, non-political spending, according to BIA Advisory Services. Notably, digital media is expected to account for over half of this spend, driven primarily by the explosive growth of CTV/OTT advertising. CTV ad revenue is forecast to reach $2.8 billion in 2025, representing a 9.1% increase.

“The completion rates on CTV ads are remarkably high – around 98%,” notes another industry source. “That’s significantly higher than mobile or desktop, making it a very attractive channel for advertisers looking to reach engaged audiences.”

This shift is fueled by increasing consumer adoption of streaming services and the proliferation of connected TVs. By 2025, nearly 70% of U.S. households are expected to be CTV users, with average daily viewing time reaching over two and a half hours.

Locality’s Strategy: Unifying the Ecosystem

Locality distinguishes itself by offering a comprehensive platform that connects local advertisers with both traditional TV and streaming audiences. The company’s core offering centers around its proprietary technology, including LocalX, a platform for managing and optimizing local ad campaigns, and its Audience Engine, which leverages data to deliver targeted advertising.

“The key is to provide advertisers with a single point of access to all local video inventory, regardless of whether it’s on traditional TV or streaming services,” explains one source familiar with Locality’s strategy. “This simplifies the buying process and allows advertisers to maximize their reach and impact.”

Recent partnerships, such as the one with Warner Bros. Discovery, further strengthen Locality’s position. The agreement provides Locality with access to Warner Bros. Discovery’s extensive portfolio of content and platforms, enabling the company to deliver more targeted and engaging advertising experiences.

A Competitive Landscape

While Locality is well-positioned to capitalize on the growth of the local video ad market, it faces competition from established players such as Spectrum Reach, Vizio Ads, and Roku Advertising. Each of these companies offers a unique set of capabilities and is vying for a share of the rapidly expanding market.

Spectrum Reach leverages its extensive cable network to deliver targeted advertising to local audiences. Vizio Ads focuses on leveraging data from its SmartCast TVs to deliver personalized advertising experiences. Roku Advertising offers a robust programmatic advertising platform that allows advertisers to reach millions of streaming viewers.

“The competitive landscape is intense,” says an analyst covering the local advertising market. “Companies are constantly innovating and seeking new ways to reach consumers. The winners will be those that can deliver the most value to advertisers and media partners.”

Collins’ Background & the Private Equity Connection

The appointment of Michael Collins as CEO is seen as a strategic move, given his extensive experience in advertising technology and his track record of building successful companies. His background in private equity, having served as an Operating Partner and Executive-in-Residence at several firms, is also seen as a key asset. Locality is currently owned by One Equity Partners.

“Private equity firms often bring a long-term perspective and a focus on building sustainable businesses,” explains one source familiar with the private equity landscape. “They are willing to invest in innovation and technology to drive growth. That aligns well with Locality’s strategic goals.”

Collins’ previous role at Vistar Media, which was acquired by T-Mobile, is particularly noteworthy. The acquisition highlights the growing importance of programmatic advertising and the value of data-driven insights. At Locality, Collins is expected to leverage his experience to build a similar platform that connects local advertisers with audiences across all screens.

Looking Ahead

The local video advertising market is poised for continued growth in the years ahead. As consumers increasingly migrate to streaming services, the demand for targeted and engaging advertising experiences will only intensify. Locality, with its unified platform, experienced leadership, and strategic partnerships, appears well-positioned to capitalize on this trend and establish itself as a leading player in the evolving landscape. The company’s ability to effectively bridge the gap between traditional TV and streaming will be crucial to its success. “The future of local advertising is about delivering relevant and engaging experiences across all screens,” concludes one analyst. “Companies that can do that will thrive.”