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Chris Keune

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How Brands Can Use Throwbacks to Evoke Nostalgia Among Consumers

Posted by Chris Keune on Jul 17, 2019 2:38:29 PM

As featured on Adweek

Maybe it’s a smell, a song, a food, a toy or even a simple logo. Whatever it is, nostalgia triggers a connection in your memory so deep and special that you are transcended to a previous version of yourself. While triggers vary by individual, the power of nostalgia is undeniable, yet it is often overlooked by marketers.

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Topics: Ad Tech, Digital Advertising, Creative, KargoKnowledge

Changing the Ad Narrative to Enhance Customer Experience

Posted by Chris Keune on Apr 19, 2019 11:30:00 AM

As featured on MarTech Advisor

As the advertising industry has become focused on pouring resources into buying, targeting, and measuring ads, the customer experience has taken a beating. According to Chris Keune, VP of Data Innovation at Kargo, shifting the focus back to the consumer starts with changing the way advertisers speak to each other.

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Topics: Ad Tech, KargoKnowledge

Advertising Should Make An Impression On A Person, Not Just Serve An Impression To A Person

Posted by Chris Keune on Apr 9, 2019 3:25:00 PM

As featured on The Drum

Today’s advertising models often focus on outcome-driven KPIs that help to optimize a campaign tactical effectiveness but do little to improve overall strategy.

Missing from these models is the very essence of advertising’s purpose: influencing people through information and emotion. The average consumer sees more than 500 ads per day. Focusing on emotion allows advertisers to break through that excess a grab more than a fleeting moment of a consumer’s attention. Focusing on emotion also allows advertisers to build awareness, change perception, or drive a specific action.

What we need are new models to measure the breakthrough of an ad, quantify whether it successfully transferred its message, and analyze the personal response of the ad.

We can think of these models as: fidelity, entropy, and empathy.

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Topics: Ad Tech, KargoKnowledge

Are Your Ads Emotionally Unavailable?

Posted by Chris Keune on Dec 4, 2018 10:00:00 AM

As featured on Adweek

For all the ongoing talk of brand safety, digital advertisers really need to start thinking about new ways to ensure that their messages show up in the places where they are most appropriate and most engaging. It’s probably time to shake up this conversation and stop thinking just about ways to “protect” a brand’s image and start looking at how to actually enhance it.

And that comes from creating a media strategy that leverages the contextual signals evoked from the articles people are consuming.

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Topics: Ad Tech, KargoKnowledge

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