Agencies, Brands Make Local Video More Impactful with Centriply

Local television and video campaigns should not require separate strategies for broadcast, cable, CTV, streaming, sports, targeting, activation, and reporting.

Centriply helps agencies and brands bring those moving parts together into one coordinated, accountable campaign. We combine local media expertise, audience-led planning, campaign support, and the technology behind Tango Media Systems to make complex local and multi-market opportunities easier to evaluate, activate, and manage.

Whether the goal is to drive store traffic, build regional awareness, reach a priority audience, support dealers or franchisees, launch a product, or capitalize on a major sports moment, Centriply helps turn local media complexity into a more impactful advertising strategy.

For Agencies: Add Local Video Capability Without Giving Up Control

Your agency owns the client relationship, strategy, and creative direction. Centriply is here to make the local video layer easier to deliver.

We support agencies that need sophisticated local broadcast, cable, CTV, streaming, sports, and audience-based television capability without building an extensive in-house local media operation. Our team helps agencies evaluate opportunities, develop market-level plans, coordinate activation, and provide the reporting needed to show clients what their investment accomplished.

That means your team can stay focused on the work that differentiates your agency, while Centriply helps manage the operational complexity behind the campaign.

With Centriply, agencies reach more of the right local audience by:

• Adding local linear TV, cable, CTV, streaming, and sports opportunities to broader media plans
• Reaching audiences by geography, household, ZIP code, demographic, first-party data, and local media behavior
• Building regional and multi-market campaigns without relying on disconnected market-by-market workflows
• Evaluating local broadcast, cable-system, sports, and streaming opportunities in one coordinated process
• Creating more transparent, accountable TV plans with impression-based reporting and market-level detail
• Maintaining control of strategy, client relationships, and agency economics
• Expanding media capability without adding proportional internal operational burden

Centriply does not ask agencies to replace their planning approach or surrender their relationships. We help make local television and convergent video a more effective part of the media strategy they already lead.

For Brands: One Partner for the Local Video Opportunity

Brands do not need more disconnected media buys. They need a coordinated plan that connects the right audiences, local markets, premium programming, campaign delivery, and business goals.

Centriply helps brands use local television and video as a strategic growth channel. We combine broad local reach with audience precision, bringing together local broadcast, cable, CTV, streaming, sports, and other video opportunities based on the role each can play in the campaign.

A market is not one flat pool of viewers. The most effective plan may require broad broadcast reach in one area, local cable precision in another, sports programming for high-attention audiences, and CTV or streaming to extend reach and manage frequency.

Centriply helps brands see and use that full opportunity.

With Centriply, brands can:

• Build local, regional, and multi-market video campaigns around business objectives
• Reach priority households and audiences in the locations that matter most
• Include local broadcast, cable, CTV, streaming, and sports in one coordinated strategy
• Improve visibility into where campaigns run, who they reach, and how delivery performs
• Support store openings, retail locations, dealer groups, franchise networks, regional launches, and seasonal campaigns
• Evaluate premium programming alongside broader market-wide reach
• Receive strategic support from a team that understands both local media and modern audience-based planning

The Technology Behind the Process

Centriply’s work is supported by Tango Media Systems, our TV-native technology platform. Tango helps organize fragmented local media information, standardize inventory and proposal data, identify audience opportunities, support local cable activation, and connect approved plans to broader planning workflows. This allows Centriply to bring greater consistency and speed to complex local campaigns while maintaining the strategic judgment and hands-on support agencies and brands value. The result is a more coordinated local video campaign, from audience strategy through activation, delivery, and reporting.

Make Local Video Part of the Bigger Strategy

Centriply helps agencies and brands move beyond disconnected local buys and incomplete CTV-only plans. We make it easier to incorporate the local layer into the larger media strategy, so campaigns can reach the right audiences, protect valuable local opportunities, and produce results that are easier to understand and prove.

Bring your local video opportunity into focus with Centriply.

Frequently Asked Questions

What does Centriply do?

Centriply acts as a white-label service to agencies and brands to handle the planning, activation, and reporting on multi-market local TV and video campaigns. We bring together local broadcast, cable, CTV, streaming, sports, and audience-based media opportunities into coordinated strategies built around business objectives. Centriply works with advertising agencies, in-house media teams, and brands that need local, regional, or multi-market television and video campaigns. We are particularly valuable when a campaign involves multiple markets, priority audiences, retail locations, dealer groups, franchise networks, sports programming, or complex local media requirements.

How does Centriply support advertising agencies?

Centriply gives agencies access to local media expertise, audience-led planning, activation support, and campaign reporting without requiring the agency to build a large multimarket local TV operation. The agency retains ownership of its client relationship, strategic direction, and media plan while Centriply helps make the local video component executable.

Does Centriply work directly with brands?

Yes. Centriply works directly with in-house media teams at brands that want a more coordinated, accountable approach to local television and video. We help brands evaluate local market opportunities, identify priority audiences, develop the media strategy, coordinate activation, and understand campaign delivery.

What types of media can Centriply include in a campaign?

Depending on the objective and market opportunity, Centriply can support local broadcast television, local cable, CTV, streaming, regional sports, local news, premium programming, and audience-based video tactics. The goal is to use each channel for the role it can play most effectively in the overall campaign.

Is Centriply only for TV campaigns?

No. Centriply specializes in the local television and video layer of a broader media strategy. Our work can complement digital, social, audio, out-of-home, retail media, and other channels by helping agencies and brands use local video to add reach, relevance, and accountable audience delivery.

Can Centriply help with regional or multi-market campaigns?

Yes. Centriply is designed for campaigns that cross multiple local markets. We help organize market-level opportunities, compare inventory and audience reach, and develop a coordinated plan that preserves the local detail needed to make each market perform.

Can Centriply support sports advertising campaigns?

Yes. Centriply helps agencies and brands evaluate and use local and regional sports opportunities, including live games, home games, pregame and postgame programming, sports news, highlight programming, and related local television inventory. We help build sports campaigns around the advertiser’s audience, geography, timing, and business objective.

How does Centriply use audience data?

Centriply can use geographic, household, demographic, first-party, and third-party audience data to identify where priority audiences are concentrated and how local television and video can reach them. This helps create more relevant market strategies than relying on broad geography alone.

What is Tango Media Systems?

Tango Media Systems is Centriply’s TV-native technology platform. It helps organize fragmented local media information, standardize inventory and proposal data, identify audience opportunities, support local cable activation, and connect approved plans to broader planning workflows.

Does Centriply replace an agency’s existing media systems?

No. Centriply is designed to support the agency or brand’s existing media process. Tango Media Systems can help make local TV information more consistent and planning-ready, while Centriply provides the strategic and operational support needed to integrate the local video layer into the broader campaign.

How does Centriply measure campaign performance?

Centriply supports transparent reporting that can include impression delivery, market-level performance, audience delivery, placement detail, and other measures aligned with the campaign objective. The reporting approach is designed to help agencies and brands understand where the campaign ran, who it reached, and how it performed.

Why should a brand include local TV in a CTV or streaming campaign?

CTV and streaming can be valuable parts of a video strategy, but they may not provide complete local reach on their own. Local broadcast, cable, sports, and premium programming can add incremental audience reach, local relevance, and placement control. Centriply helps determine the right mix for the campaign rather than treating one video channel as a substitute for every other opportunity.