Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
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 Amazon turned its Thursday Night Football into a two-pronged pitch to capture ad dollars
TNF’s the jewel in Amazon’s Prime Video sports portfolio, and a lever for endemic and non-endemic media budgets.
The Verge switches up its audience team to prepare for Google Zero
The Verge has restructured its audience development team to prioritize loyal readers over traffic and page views.
Target bets on buzzy TikTok brands like Mellow Sleep to revamp its home category
This fall, there’s been a steady drumbeat of new brands launching in the big-box retailer’s home category.