{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Location Insights","title":"Episode 5: Contextual Marketing with Kenzo Selby from GumGum","html":"","width":"100%","height":180,"duration":2218,"description":"Welcome to the Location Insights Podcast.\nGuest: Kenzo Selby (Managing Director, GumGum Japan)\nHost: Kevin (Global Marketing Manager, unerry Inc.)\nGumGum Japan: https://ja.gumgum.com\nGumGum US: https://gumgum.com\nIn this episode I speak with Kenzo Selby of GumGum Japan. \nTopics Covered:\nFrom Contextual Targeting to Mindset Marketing\nKenzo explains how GumGum has expanded beyond keyword-based contextual advertising to include signals such as article topics, images, video, sentiment, timing, attention, and user mindset. \nMeasuring Online Advertising’s Offline Impact\nThe conversation highlights how unerry’s visitation analysis helped GumGum show that digital ads can drive measurable store visits, creating a clearer link between media campaigns and real-world outcomes. \nShabu-Yo Campaign Result Case \n Then our discussion explores the joint GumGum and unerry campaign for Shabu-Yo, including how rich creative, food-related context, value messaging, and location data contributed to strong customer acquisition performance. \nJapan’s Strong Offline Retail Culture\nKenzo shares how Japan’s high-quality retail and restaurant experiences make foot traffic measurement especially important compared with more digital-first markets. \nBeyond Simple Geofencing\nOur conversation looks at how movement intelligence can help brands understand how far people are willing to travel for the right retail experience, rather than limiting campaigns to narrow geographic boundaries. \nThe Future of Outcome-Based Media Planning\nWe discuss the potential for location data, POS data, and third-party measurement to support more outcome-driven advertising models tied to visits, sales, and customer journeys.\nLike to be a guest on the show or have questions drop us a mail: global@unerry.co.jp ","thumbnail_url":"https://img.transistorcdn.com/tcozyZh5ybjReRFS7XswBej8c7se6yiyoNNTcUqNGh8/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8wYjhh/NmY5NGUzYjMwMzAx/MWI2NzA4ZGQxMjMx/MDc5OS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}