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How Gamut Got OTT Results

Soo Jin Oh Gamut Cox Media Group
Gamut CEO Soo Jin Oh (Image credit: Cox Media Group)

Gamut provided a couple of case studies of how its OTT campaigns work in local markets.

CEO Soo Jin Oh said “measurement is a sweet spot” at Gamut. “Any client that buys with us gets off-the-shelf measurement, whether it’s incrementality or things like store visitation rates or purchases,” she said. “OTT advertisers are looking for more measurement that helps them understand the return on investment.”

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A pet-supply advertiser wanted to extend reach beyond linear TV. Gamut’s campaign targeted pet owners ages 25-54 in a local market and was optimized to reach unique  viewers without oversaturating the audience. The result was that 69% of Gamut’s campaign was seen by consumers who can’t be reached with linear ads, according to data coming from Gamut’s partnership with iSpot. 

Another campaign for a retailer aimed to increase web traffic among adults 25-54. Gamut used premium, brand-safe inventory and engaged CubeIQ and Comscore to measure the results. The campaign increased web traffic by 258%. Consumers were 12.7% less likely to visit competitors’ websites directly and 20.3% more likely to search for items the retailer sold.

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.