SANTA MONICA — Individually, local households, even when addressable, may not sound like a large audience.
But, when you consider the rapid adoption of streaming TV across the whole nation, “hyper-targeting” is a prospect that is reaching significant scale, even at the local level.
In this video interview with Beet.TV, Adam Gaynor, Chief Revenue Officer, Gamut, describes how it works.
Gamut is the smart ad division of Cox Media.
“We are all about scale locally,” Gaynor says. “For us, it’s about aggregating inventory and having that scale, no matter how hyper-targeted we get in terms of our targeting.
“We now have this opportunity for brands, big or small, to be able to reach audiences in as tight of areas as possible.
“Whether you’re looking for a 10-mile radius of a string of car dealers in the Southeast, or a set of furniture stores in the Northwest, or states or DMAs, we have enough inventory and we have that inventory at scale to be able to deliver on the targets that advertisers have.”
Personal and local
Gamut offers dynamic and sequential ad insertion, audience targeting, real-time optimization and more.
Following a partnership with ad-tech firm AdGreetz earlier in 2022, it is also now offering personalization of ad creative at a very tight local level.
“If we’re working with a retailer who has multiple retail locations within that zip code, the personalization allows us to show a slightly different ad to those that are near the location on 4th and Main (Street), versus those that are at the location near 5th and something else,” Gaynor explains.
It’s not just about targeting, the tech can also swap the ad creative.
“Think about a commercial that shows a car driving across the Golden Gate Bridge that resonates in Northern California – in Brooklyn, it won’t resonate,” Gaynor adds.
“So we have that opportunity to work with the brands to even help them paint the commercial a little bit differently so that in Brooklyn, the car drives over the Brooklyn Bridge.”
You are watching coverage of Beet Retreat Santa Monica 2022, presented by Ampersand, MiQ, Nielsen, PubMatic, T-Mobile Advertising Solutions and The Trade Desk. For more videos from the Beet Retreat, please visit this page.