Gamut will now provide its advertising partners with always-on ACR ad measurement to help quantify the true reach of video ads served across local TV and OTT
Gamut announced the selection of iSpot, the leading real-time TV ad measurement and attribution company as its exclusive always-on connected TV (CTV) ACR measurement provider. Gamut, with its best-in-class OTT product, Gamut TOTAL®, helps advertisers find, target, and engage with local OTT audiences at scale, in every DMA. Gamut will utilize iSpot’s unified cross-platform TV ad measurement capabilities to prove the true incremental reach of their local OTT advertising campaigns.
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As TV viewership habits in the U.S. increasingly shift to OTT, advertisers must combine local TV and OTT together in their media mix in order to maximize their reach amongst their total addressable market. Subsequently, with CTV ad spend projected to grow by 25.2% this year according to eMarketer*, advertisers need to understand the true incremental reach of their OTT campaigns in order to determine the proper allocation of spend across both TV and OTT.
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“Marketers today have many options with regards to how they spend their ad dollars. As OTT continues to grow at an incredible pace, we are now able to provide our advertisers with the data that they need to measure the true incremental reach of their OTT campaigns,” stated Soo Jin Oh, Co-Chief Operating Officer at Gamut.
With this agreement, Gamut will now provide all of its advertisers with the full always-on power of iSpot’s census-balanced and panel-calibrated TV ad measurement system. In addition to cross-platform impression measurement, once each Gamut-enabled ad is delivered, iSpot will service the creative execution with campaign-level, DMA and line-item reporting. Delivered in Gamut’s best-in-class real time dashboard, advertisers will have the full transparency they need to optimize their campaigns and maximize their media spend.
“Advertiser investments in local OTT inventory afford an incredibly important targeting opportunity for advertisers, and Gamut thrives at delivering these highly-coveted audiences to regional and local advertisers across the U.S.,” said Stuart Schwartzapfel, SVP, Media Partnerships at iSpot. “Now, Gamut can utilize our always-on unified measurement to give its brand partners the apples to apples comparisons required to understand the true reach of local CTV ads. Consequently, brands can better understand the incremental reach their local OTT campaigns are providing above and beyond linear.”
Today, with its robust suite of data, attribution and measurement partners, Gamut can target and reach untapped and qualified local OTT audiences delivering increased website traffic, foot traffic, brand lift, co-viewing and incremental reach. Now is the time for advertisers to move beyond impressions, to impact – at massive scale.
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