AUSTIN — Mobile banner ad sales are booming. But they are not necessarily the ad format that is going to inspire and engage consumers most on the small screen.
Ad tech supplier Kargo is betting on giving advertisers and publishers something different, eschewing performance-driven banner sales for high-touch brand campaign placements.
Founder and CEO Harry Kargman tells Beet.TV his technology “allows us to take over the page and create a custom site skin”, “woven in to the editorial page”.
“Mobile is really challenging. The screen sizes are small,” he says. “Getting a consumer to consider buying that product is a really hard thing to do. That requires something more than a banner – we don’t think that a 320×50 banner is long-term sustainable in mobile. It’s not going to get the consumer to make the purchase.”
Clients include McDonald’s and Target. Kargo aims to grow its staff headcount from 130 to 200 by year’s end, partly by opening up a London office meet growth.
Kargman was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
