The Mobilizer

When I started working at Kargo three years ago, I was given one goal: to upgrade and expand the quality of our publisher inventory. The sole criteria at the time? Whether or not the title was a household name.

Originally ran on ANA's Marketing Knowledge Center on January 14, 2018 

There was a time in our industry when traditional platforms like TV and print were our only focus. Advertisers loved this model. It was simple; find a show with a good Nielsen rating, the right audience, and a reasonable price tag, and boom—a guaranteed viewership. No bots, no fraud, no unknowns. But now we live in a world where we’re virtually glued to our mobile devices. Our smartphones are these highly personalized, task oriented devices that are extensions of ourselves. And nearly any traditional media content that’s out there—in TV, print or radio—is available on our phones.

There’s a wide pool of mobile users marketers can reach with their perfect brand message. Equipped with brilliant creative and impressive campaigns, agencies prepare to seduce an audience by capturing their attention in engaging ways. Yet, amazing content isn’t enough.

How can brands adapt to the changing media consumption habits of young people? It starts with understanding digital environments.