Madhive’s Luc Dumont On Reach Extension And Advertising’s Shift To Local

Introducing our video series called “Why Advertising Is Shifting To Local”, where we talk to industry leaders about the current advertising landscape and how local is becoming more and more important.

In this video, Madhive Senior VP of Business Development Luc Dumont explains reach extension and highlights Madhive's focus on geo-targeting, premium content, and precise data-driven targeting.

Alan Wolk: What is reach extension, and why is it important?

Luc Dumont: Reach extension is a marketing or advertising strategy that helps advertisers reach their targeted audience, people who are most likely to buy their product or service, outside of their legacy channels. For example, if you're reaching potential customers through linear TV, traditional TV is a way to reach them as well or more of them on other channels like connected TV or audio. It can also expand on other devices. Reach extension helps ensure you don't miss potential customers consuming content outside your traditional media strategy.

Alan Wolk: Is there such a thing as local reach extension?

Luc Dumont: Yes, absolutely. In fact, that's where Madhive started, serving local TV stations that have been selling media for decades. Madhive powers reach extension for many U.S. TV stations, complementing their traditional TV media buy with connected TV. This allows local broadcasters to find people outside local broadcasts but still within the relevant DMA or zip codes.

Alan Wolk: How does Madhive achieve this local reach extension?

Luc Dumont: We use a three-layer approach. First, we focus on households, targeting users based on household geo-targeting. Second, we ensure premium content by connecting with leading experts and ad circles to provide quality inventory at scale. Lastly, we use data from the Madhive Data Marketplace to refine precision targeting, ensuring that ads reach people in the right neighborhood, watching the right content, and potentially in the market for specific products or services.

Alan Wolk: How do you assist digital publishers?

Luc Dumont: Publishers love us because we bring them incremental dollars without cannibalizing their own sales efforts. We introduce premium creatives designed for TV, solving ad fatigue problems for large publishers by providing diversity within the ad pool. This helps local advertisers access premium inventory and ensures a positive experience for content owners.

Alan Wolk: What kind of results can advertisers expect from reach extension, and what metrics are involved?

Luc Dumont: Advertisers can measure reach extension itself, foot traffic, site visitation, and app downloads. At Madhive, we help small and medium-sized advertisers better measure the effectiveness of their marketing strategies. We partner with trusted third-party companies for measurement, ensuring accurate reconciliation for brands.

Alan Wolk: How does Madhive handle measurement?

Luc Dumont: We usually work with partners for measurement. For example, we collaborate with InMarket for foot traffic and integrate with Adjust and Appsflyer for app downloads. This approach ensures that measurement is reliable and trusted.

Transcript edited for brevity and clarity.