Good morning marketers, do you use local online media as an advertising channel?
Vox Media has launched a new ad solution designed to help brands scale regional messaging through smaller publishers and news outlets at the local level. Dubbed ‘Concert Local,’ the offering is an extension of Concert – Vox Media’s programmatic ad platform that launched in 2016. Concert Local uses its proprietary Athena ad unit, a creative canvas that publishers can easily integrate for “non-disruptive” ad experiences.
Concert Local offers access to traditional inventory such as banners, high-impact display units and video at the local level. With a low barrier to entry, Concert Local is especially suited to small- and medium-sized advertisers looking to drive messages locally. And for larger brands, it offers a way to diversify messaging channels and reach local audiences outside of open web exchanges.
As coronavirus continues to spread, analysts expect Google and Facebook will experience ad revenue declines in travel and other industries most affected by global efforts to slow the pandemic. On the ground, marketers and media buyers have been re-evaluating their near-term advertising strategies. Media buyers we heard from Wednesday shared a range of scenarios – from supply chain and demand concerns to a pervasive sense of uncertainty that has businesses on edge. While some aren’t seeing any changes yet, others are making dramatic adjustments to near-term budgets and even raising digital budgets.
There’s more to read below, including an update on the IAB’s NewFronts season and the latest transparency initiative from TikTok.
Taylor Peterson,
Deputy Editor
