Programmatic Guide: Kargo general manager for APAC Robert Leach

  • StopPress + Kargo
  • October 4, 2018
  • StopPress Team
Programmatic Guide: Kargo general manager for APAC Robert Leach

As part of our Programmatic Guide, mobile-only advertising company Kargo talks about its offer to marketers, trust/transparency and engaging audiences consuming premium editorial content.

What do you offer to marketers/agencies? 

Kargo offers exceptionally engaging and creative ads within best-in-class editorial content on the mobile web, resulting in outstanding outcomes for our clients. Our industry-leading Ad Innovation team is continuously designing new solutions to help brands best reach and engage with consumers across mobile, informed by what we've learned from our proprietary research. Since our inventory is exclusively sourced from our invitation-only premium publisher marketplace, never long-tail sites, we can ensure the highest possible levels of performance, transparency and brand safety. Additionally, we have a 1:1 relationship with all of our publishers and have integrated our smart tag technology into their sites. This enables us to transform standard ad slots into high-performing custom creative formats as well as constantly test, manage and refine our marketplace for optimum ROI and performance. 

How does it work?

You can run direct or programmatically with us. Our team provides white-glove service no matter how you choose to transact. For programmatic campaigns, we have built our own, proprietary Kargo SSP with enhanced targeting, more accurate frequency capping capabilities and turnkey mobile creative activation for superior performance. Bring your own creative or our award-winning design team can provide added value design services that transform standard assets into high-impact mobile-first formats. 

Tell us about the quality of the audience Kargo offers?

Our marketplace is an invitation-only collection of local and international performant publishers that allows us to reach close to 100 percent of smartphone users in both Australia and

New Zealand – a scale that rivals Google and Facebook on mobile while ensuring brand safety, exceptional viewability and maximum security against ad fraud. These editorial environments are where users’ attention is proven to be greatest and where brand advertising flourishes. 

Kargo is the first ad tech company to evaluate publishers with a performance scorecard to ensure that they meet the highest standards across metrics including viewability, scale and brand safety. 

How do you overcome issues of trust/transparency?

It starts with our carefully selected publishers and the fact that they are all integrated with Kargo’s proprietary smart tag technology. Kargo is not a long tail, remnant business. Our advertisers know where their ads are going and they are never placed anywhere else. 

Brand safety is our highest priority, as evidenced by Kargo becoming the first and only mobile advertiser to achieve 100 percent ads.txt compliance, as well as being TAG certified and a member of the Coalition for Better Ads. Our ads have the highest possible viewability ratings and are seen by 100 percent human eyes, never bots. 

How do you help marketers/agencies – what results can they expect?

Mobile web continues to be an underutilised channel. Kargo’s technology allows brands to reach engaged audiences within any web browser while they are consuming premium editorial content. We've partnered with leading researchers like Nielsen and MediaScience to assess performance in “the read” vs social feeds to further prove the effectiveness of the mobile web. Some findings below: 

● 9/10 users view ads within premium editorial, compared to 6/10 on social.

● Premium content drives 67 percent higher brand lift when compared to non-premium.

● Premium editorial drives an average of 4.6 revisits to ads in-article.

● Ads in editorial content successfully drive recall after only 1.6 seconds, 6.7x faster than social. 

This story is part of a content partnership with Kargo.

To read more of the Programmatic Guide, click here.

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