Gamut Launches New Local Political Advertising Service

Gamut enables advertisers to efficiently target voters who have yet to vote using Tunnl's Voter Data.

Fremont, CA: Gamut, the award-winning pioneer in local OTT media, connects marketers with appropriate streaming audiences across all DMAs. Marketers may target desired local audiences nationally with highly engaging and tailored advertisements by leveraging its direct access to brand-safe, premium OTT inventory and advanced advertising solutions. Gamut has over 20 years of digital media experience and is dedicated to providing the greatest level of service and expertise to its clients and partners. Gamut has joined up with industry-leading sister firm CoxReps to provide advertisers with a comprehensive strategy for engaging crucial demographics.

Gamut unveils the debut of a new targeted local political advertising service. The patented solution got designed to be implemented 40 days before an election. It allows marketers to make the most effective purchases possible by targeting just people who have yet to vote in the current election cycle online.

Gamut has teamed with Tunnl, audience identification and segmentation tool for purpose-driven marketing, to provide data-driven insights on unregistered voters. The solution combines Gamut's local OTT knowledge with Tunnl's voter data. This powerful new tool reduces ad spend waste and sends marketers' messages to the right voters at the right time, reaching eligible voters who can make a difference.

The ad market will likely face record-breaking saturation during this election cycle, resulting in tight inventory, particularly across local television and cable. According to AdImpact's 2022 Midterm Projections Spending Report, political commercials will cost 9.7 billion dollars during the 2022 election cycle. Two-thirds of that advertising budget is projected to go to local linear TV stations, with over 1 billion dollars already reserved. As a result, primary inventory limits will likely result in preemptions, disrupting political campaigns and leaving them scrambling to deliver on displaced local locations. Gamut delivers the audiences, geo-locations, and impressions/GRPs political marketers need to counter these preemptions with assured premium OTT inventory and a track record of fulfilling 99 percent of political bookings in full.

This solution applies Gamut's technology, which provides targeted reaching of eligible voters, frequency capping, and competitive separation, to an extensive list of over 100 of the most popular and premium OTT publications. Advertisers may use Tunnl's voter data to guarantee that they discover, target, and contact the most important voters in the last weeks and days before the election.