SAN JUAN, Puerto Rico – Millions of households have connected their televisions to the internet, opening up the possibility for national brands to reach targeted groups of consumers in ways that are similar to more established kinds of digital advertising. Connected television (CTV) also can enable local advertisers – such as car dealerships or regional store chains – to reach consumers in very specific locales.
Digital media services company Gamut seeks to help marketers with these local over-the-top (OTT) campaigns.
“We have the ability to get down to the tightest of ZIP codes…a set of ZIP codes, a DMA, a legislative district, a congressional district,” Adam Gaynor, chief revenue officer at Gamut, said in this interview at the Beet Retreat San Juan. “Because of the scale of having access to all of that inventory, we really can find strong audiences even in the tightest of ZIP codes.”
Gamut has direct relationships with networks, virtual multichannel video programming distributors (MVPDs) and makers of smart TVs that have advertising inventory.
“Our ability to access their inventory directly in their ad server gives us the greatest opportunity to not only provide reach and scale for local advertisers, but to be able to provide things like frequency and recency and competitive separation,” Gaynor said.
The television advertising marketplace is becoming more automated with the adoption of technology among media buyers and sellers. With these advancements, media companies want to ensure that their ad inventories have value as CTV apps proliferate and compete for attention.
“As we think about how the industry evolves, we’re going do everything we can to drive that level of automation,” Gaynor said. “What we don’t want happening is that ‘race to the bottom.’ Connected TV is premium inventory. It deserves the treatment as premium inventory, and we’ll do everything we can to make sure that premium inventory remains premium.”
You’re watching coverage of Beet Retreat San Juan 2023, presented by LiveRamp, Madhive, Magnite, Paramount, T-Mobile Advertising Solutions and VideoAmp. For more videos from the Beet Retreat, please visit this page.