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{"id":32875,"date":"2015-04-07T18:45:42","date_gmt":"2015-04-07T22:45:42","guid":{"rendered":"http:\/\/www.beet.tv\/?p=32875"},"modified":"2015-04-07T18:45:42","modified_gmt":"2015-04-07T22:45:42","slug":"4askargokargman","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2015\/04\/4askargokargman.html","title":{"rendered":"Kargo ‘Takes Over’ Mobile Editorial With Brand Ads"},"content":{"rendered":"

AUSTIN — Mobile banner ad sales are booming. But they are not necessarily the ad format that is going to\u00a0inspire and engage consumers most on the small screen.<\/p>\n

Ad tech supplier Kargo<\/a> is betting on giving advertisers and publishers something different, eschewing\u00a0performance-driven banner sales for high-touch brand campaign placements.<\/p>\n

Founder and CEO Harry Kargman<\/a> tells Beet.TV his technology “allows us to take over the page and create a custom site skin”, “woven in to the editorial page”.<\/p>\n

“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\u2019t think that a 320×50 banner is long-term sustainable in mobile. It\u2019s not going to get the consumer to make the purchase.”<\/p>\n

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.<\/p>\n