Ad buyers see potential in Gannett-McClatchy local ad network’s pitch to national brands

Digiday 22 Feb 2021 05:01
February 22, 2021 by Sara Guaglione

In combining their local print and digital advertising networks, Gannett and McClatchy aim to compete with the likes of Amazon, Facebook and Google for national advertisers’ dollars. Implausible as that may sound, agency executives see reason to believe the U.S.’s two largest local newspaper publishers’ latest sales pitch may be more than a shot in the dark.

“This collaborative effort is an interesting option for advertisers seeking contextual, hyperlocal marketing campaigns, to supplement existing display advertising,” said MediaCrossing CEO Michael Kalman. This is “a trend we see picking up momentum in 2021.”

National brand campaigns were typically run on a local level through programmatic advertising for the ad agency’s clients, but with the third-party cookie going away, there may be more adoption of contextual, local targeting. “Independent journalism may see a resurgence in advertising interest as data targeting regulations and capabilities shift,” Kalman said.

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GannettMcClatchyMediaCrossing CEO Michael KalmanUSA Today national sales teamClair Bergam
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