Tango Media Systems, the advanced TV ad tech division of Centriply, has announced a new partnership with Locality, a leading local video solutions provider. This collaboration introduces innovative ad tech solutions to the local TV advertising market, leveraging Tango Media Systems’ advanced inventory management tool, TangoRESPONSE®. The partnership aims to enhance proposal efficiency and provide top-notch campaign solutions for broadcast owners and advertisers across multiple markets.

1. Overview of the Partnership

• Strategic Collaboration: Tango Media Systems and Locality join forces to improve local TV advertising solutions.
• Objectives: To offer agencies and advertising partners fast proposal responses and effective multimarket reach.

Quote from Rob Bochicchio, President, Centriply:

• "This is all part of our effort to bring a 'frictionless' proposal process into the local TV buying marketplace. We have significant investment in our technology and staff to bring the benefits of Local TV impressions to their clients."

2. Introduction of TangoRESPONSE® v30

• Advanced Ad Tech Tool: TangoRESPONSE® v30 enhances inventory management and proposal processes.
• Efficiency Gains: Reduces turnaround time from request to proposal from weeks to minutes.
• Automated Solutions: Utilizes APIs and automation for streamlined ad sales and increased efficiency.

Quote from Rob Bochicchio:

• "By using the speed of APIs and the control of automation, we put ad sales teams in the driver's seat by utilizing our algorithms to provide them the best options for closing a sale."

3. Benefits of the TangoRESPONSE® and Locality Collaboration

• Enhanced Local Advertising Solutions: Locality will use TangoRESPONSE® to offer comprehensive, efficient local TV ad solutions.
• Increased Ad Budgets and Market Reach: The partnership allows for better market reach and campaign management.
• Simplified Execution: Locality’s role as a direct extension of broadcasters' sales teams to manage local ad campaigns effectively.

Quote from Ray Karczewski, EVP, Broadcast Sales, Locality:

• "Locality acts as a direct extension of a broadcaster's salesforce, ensuring advertisers guaranteed access to the local consumer. We're shouldering the hard work to simplify execution and this partnership proves that."

4. Future Vision for Local TV Advertising

• Exploring TV’s Future Potential: The partnership aims to showcase the future of TV advertising through innovative solutions.
• Improved Media Planning and Buying: TangoRESPONSE® enables creative and effective local TV campaigns with up-to-date inventory.

Quote from Lisa Pusin, Client Success Manager, Tango Media Systems:

• "Together with Locality we're pushing our platform to provide answers to the question: What does the potential of TV look like in the future?"

5. Key Features of TangoRESPONSE®

• Daily Updated Inventory: Provides real-time updates for local TV ad campaigns.
• Creative Solutions: Allows for creative tactics and efficient proposal responses.
• Intuitive Platform: Facilitates ad sales teams' ability to manage opportunities from RFP to attribution.

The new partnership between Tango Media Systems and Locality marks a significant development in local TV advertising. By integrating TangoRESPONSE® v30, the collaboration aims to deliver innovative and efficient ad solutions for broadcast owners and advertisers. This effort reflects both companies’ commitment to enhancing the effectiveness of local TV advertising and exploring new opportunities in the media landscape.