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 publishers are choosing which LLMs to use
Publishers are prioritizing ease of integration when it comes to choosing which LLMs to use to build products and features powered by generative AI technology.
Fragmentation comes to search advertising as marketers grapple with shifting search behavior
Search ads are changing. Here’s how marketers are preparing for a new search landscape.
Remote work is now the top requested workplace accommodation
It comes as more major companies shift away from the hybrid arrangements they were in last year, and are requiring staff to work from offices five days a week.