Episode 5: Contextual Marketing with Kenzo Selby from GumGum

Welcome to the Location Insights Podcast. Guest: Kenzo Selby (Managing Director, GumGum Japan) Host: Kevin (Global Marketing Manager, unerry Inc.) GumGum Japan: https://ja.gumgum.com GumGum US: https://gumgum.com In this episode I speak with Kenzo Selby of GumGum Japan.  Topics Covered: From Contextual Targeting to Mindset Marketing Kenzo 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.  Measuring Online Advertising’s Offline Impact The 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.  Shabu-Yo Campaign Result Case  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.  Japan’s Strong Offline Retail Culture Kenzo shares how Japan’s high-quality retail and restaurant experiences make foot traffic measurement especially important compared with more digital-first markets.  Beyond Simple Geofencing Our 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.  The Future of Outcome-Based Media Planning We 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. Like to be a guest on the show or have questions drop us a mail: [email protected]