With its roots in local print, radio and television advertising, Cox\u2019s Gamut<\/a> has been branching out in recent years via partnerships with national TV networks for their OTT inventory. \u201cSo now we have an opportunity to be able to help local buyers kind of round out their entire local market video spend, get incremental reach and be more cost effective,\u201d says Gamut President Rachel Williamson.<\/p>\n

Williamson held various roles at Cox beginning in 2006, with stops along the way at Cumulus Media and Nielsen Audio. Upon assuming her present role, \u201cwe really felt like we had a right to win in video,\u201d Williamson says in this Beet.TV interview at the recent Tru Optik InFronts event<\/a> in Manhattan.<\/p>\n

What she\u2019s seeing in OTT \u201cis an early adoption through great partners like Tru Optik where we can start to understand cookie data into the household level through their graphing,\u201d Williamson<\/a> says.<\/p>\n

One thing that\u2019s needed is \u201ca little bit more scale. So now we look at models.\u201d This is because unlike traditional television metrics based on panel-based, probabilistic data, \u201cWithin digital we really value one-to-one type of transactions\u201d requiring a different kind of modeling.<\/p>\n

\u201cWhat we\u2019re trying to figure out now is how to we take the best of both and create a new type of model or new type of application with data to be able to not only be more effective and efficient in our targeting, but also have more accountability on the back end with performance.\u201d<\/p>\n

It\u2019s long been said of broadcast and cable that people would buy local if it were more easy and efficient. \u201cWho wouldn\u2019t want a strategic plan for every single DMA? We know when you buy national you get very heavy in the top five markets and then typically national advertisers come back in and fill in in the scatter market.<\/p>\n

\u201cSo I think we’re getting to a point where with more addressable television, those lines between national and local are getting very blurred because you can get much more targeted than you could in the past with linear.\u201d<\/p>\n

This video is part of Beet.TV\u2019s coverage of the Tru Optik InFronts 2019<\/a>, NYC. The series is sponsored by Tru Optik. For additional videos, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

With its roots in local print, radio and television advertising, Cox\u2019s Gamut has been branching out in recent years via partnerships with national TV networks for their OTT inventory. \u201cSo now we have an opportunity to be able to help local buyers kind of round out their entire local market video spend, get incremental reach […]<\/p>\n","protected":false},"author":17,"featured_media":59919,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7928],"tags":[5036,7936,7937,7938,7939,7940],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59917"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=59917"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59917\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59919"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59917"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59917"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59917"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}