{"id":13078,"date":"2021-12-02T14:31:41","date_gmt":"2021-12-02T22:31:41","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=13078"},"modified":"2025-08-25T11:06:32","modified_gmt":"2025-08-25T18:06:32","slug":"how-ispot-and-gamut-are-helping-local-ott-advertisers-attribute-foot-traffic-at-scale","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/how-ispot-and-gamut-are-helping-local-ott-advertisers-attribute-foot-traffic-at-scale\/","title":{"rendered":"How iSpot and Gamut are Helping Local OTT Advertisers Attribute Foot Traffic at Scale"},"content":{"rendered":"\n

Linear TV has a long history with so much legacy behind it. On the other hand, digital video and cross-platform TV advertising, specifically as a measurement discipline, do not have that legacy. Nevertheless, more and more advertisers are flocking to streaming video as an effective, efficient way to reach and convert new audiences. But how is measurement evolving with the surge in streaming?<\/p>\n\n\n\n

A recent Advertiser Perceptions<\/a> study of 356 US national advertisers who were 100% involved in video advertising decision-making uncovered significant challenges that stem from OTT\u2019s lack of legacy:<\/p>\n\n\n\n

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These measurement challenges are exacerbated<\/em> when it comes to local OTT advertising.<\/strong> While OTT ad campaigns are often perceived at a national level, the more uncharted territory of local <\/em>OTT advertising within the premium video landscape is ripe for utilization by a broad spectrum of advertisers. However, local campaigns are rather nuanced with many different targeting and measurement variables, which requires local expertise to manage and further compound the already complicated measurement process. <\/p>\n\n\n\n

Local-level OTT Measurement Done Right Requires Accuracy and Precision at Scale<\/p>\n\n\n\n

In a recent webinar, SVP of Partnerships at iSpot, Stu Schwartzapfel and VP of Analytics at Gamut, Traci Will, shared an insider perspective on how the two companies have teamed up to offer a better way to measure local OTT ad campaigns at scale. Gamut, the leader in local OTT, partnered with iSpot in late 2020 to help Gamut Total\u00ae advertisers uncover the true incremental reach of their OTT campaigns. In the first year, iSpot measured 2.2B+ impressions, 400+ unique advertisers and 3,000+ Gamut Total\u00ae campaigns. Among the billions of impressions measured in this time period, roughly 70% of the OTT ads were not also displayed on a TV.<\/strong>\u00a0\u00a0<\/p>\n\n\n\n

\u201cWe have over 3 thousand campaigns measured with household reach and frequency and now that we’re expanding into in-store visits we have over 500 million impressions that we’re measuring. We are doing this at a massive scale. The first thing that we do when we’re vetting a vendor is ask them how they do local and this is a great example of how local is done well.\u201d<\/em><\/strong><\/p>– Traci Will, VP of Analytics at Gamut<\/strong><\/cite><\/blockquote><\/figure>\n\n\n\n

Year one snapshot of iSpot and Gamut partnership:<\/strong><\/p>\n\n\n\n

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Now, iSpot and Gamut have expanded their partnership<\/a> to also include foot traffic attribution. This extra layer of complexity makes it all the more critical to correctly match linear and OTT impressions to Gamut Total\u00ae ads. Once the impressions are matched, store visits are then precisely mapped to the linear and\/or OTT impressions using IP address as the matchkey. This requires store-level conversion tracking for hundreds (or even thousands) of local campaigns. <\/p>\n\n\n\n

\u201cWhen we\u2019re talking about visits to stores, we take the reach and frequency and match it up against devices that are on the same IP as linear and streaming, on a TV and mobile level. it is really tough to combine both the measurement challenges and the local challenges but we’re making it happen”<\/em><\/strong><\/p>– Traci Will, VP of Analytics at Gamut<\/strong><\/cite><\/blockquote><\/figure>\n\n\n\n

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