Creating relevant, targeted ads without scaring your consumer | Mumbrella360 video
In this session from June’s Mumbrella360 conference, Pete Kim, CEO MightyHive shares his advice on how to effectively use programmatic to drive marketing success.
“Consumers more than ever before have a negative view of advertising,” and in order to break away from this trend, “advertisements have to be just as relevant, just as targeted and just as personalised as the content that you’re interrupting when you do it,” says Pete Kim, CEO at MightyHive.
In order to illustrate just how far we’ve come, Kim shows the Mumbrella360 audience a computer screen recording from 2009, which was intended to wow advertisers and reveal the power of retargeting – something that back then seemed “impossible”.
The results of these initial retargeted ads were “the highest-performing advertising execution” that his then-boss had ever seen. It resulted in not only the renewal of the client’s order, but a request to spend 10 times as much money.
