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
D+ Research: Marketers navigate a changing CTV landscape
As CTV matures, the streaming ad industry is entering a period of change.
Who owns the creative brief? Brands and creators are renegotiating the relationship
Brands are moving creators beyond sponsored posts and into the creative process, reshaping who influences marketing decisions.
Media Buying Briefing: The latest lures holding companies are using to grow principal media
As holdcos rush to equip themselves with AI tools and services, they still haven’t figured out how to sell them. Meantime, principal media has become a major source of profit margin.