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
Electronic Arts is betting that in-game ads can out-earn CTV
To make in-game ads stick, EA has built its own stack rather than rent one. Now it wants to shape the standards before anyone else does.
Future of Marketing Briefing: Why Bose is building an entertainment company
Bose has a new entertainment division. Its CMO hasn’t used a creative agency in five years. The two things are related.
The rise of pharma ad tech
Insiders say it comes at the cost of legacy platforms such as DSPs and SSPs.