Gamut expands measurement capability with iSpot

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Gamut, a specialist in local OTT, has announced an expansion of its measurement capabilities via a partnership with iSpot, the real-time TV ad measurement and attribution company. Gamut, which recently integrated iSpot’s unified, cross-platform measurement featuring location data from PlaceIQ, can now measure the ability of local OTT and linear TV campaigns to drive visits to retail locations.

The company will now provide its advertisers with the ability to measure the effectiveness of their OTT campaigns at driving business outcomes ranging from digital touchpoints to consumers entering physical retail locations. Delivered in Gamut’s real time dashboard, Gamut Total Connect, advertisers will have the capacity to measure the optimal frequency needed to drive the highest OTT conversion rates and compare them to their linear TV media campaigns.

“Showing advertisers the unique reach and additional exposures we provide, coupled with actual data showing how often these ad exposures resulted in foot traffic, enables our clients to invest confidently in locally targeted OTT,” said Soo Jin Oh, President at Gamut. “We now have the technology to run hyper-local targeting and personalized messaging at massive scale.  This can create a more authentic connection with consumers and a greater likelihood of desired outcomes.”

“Businesses want the ability to see how many people their ads reach, how often their messages are seen and the net impact that has on their opportunities to speak to customers,” says Stu Schwartzapfel, SVP of Media Partnerships at iSpot. “Gamut is leaning into that ability to give customers what they want, and in doing so is lowering the barriers to entry for local and regional businesses and brands that want to optimize their spend using Gamut’s products.”

Gamut’s attribution offering leverages a database of verified TV ad airings provided by iSpot’s real-time catalogue which is correlated with PlaceIQ’s location information generated from millions of opted-in devices and venues throughout the US.

“Today, TV advertisers need the same kind of performance indicators available in other channels, so we’re especially excited to be working with Gamut and iSpot to help them meet the growing needs of their local OTT advertising clients,” said Brian Bradtke, VP of Partner Development at PlaceIQ. “Where and how consumers shop continues to change, making location data and insights a crucial part of any optimised OTT campaign.”


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