Data-driven advertising that seemingly values audience targeting over context and placement has captivated the conversation and wallets of many brands. And though this kind of marketing has its merits, premium advertising opportunities and experiences are still crucial for their impact on brand equity. This concept only intensifies when considering mobile, where there is less room for error.
In this video, Harry Kargman, founder and CEO of Kargo, talks with Gregg Colvin, US COO at Universal McCann, and Donnie Williams, chief digital officer at Horizon Media, about premium’s place in today’s advertising environment.
More from Digiday
How consumer healthcare brands are adapting FMCG media strategies
Companies like Opella are borrowing from the consumer brand playbook as they pivot around shifting health habits. Can they adapt FMCG marketing without also importing the issues facing that category?
At S4 Capital’s Monks, agents can run autonomously, unsupervised for days
S4 Capital’s digital agency now budgets for tokens and talent from the same pot.
Ad Tech Briefing: AppLovin and Unity’s dual explained
The mobile advertising duo’s legal dual exposes a bigger question about who owns the data generated inside mobile ad auctions.