Yesterday, Adweek released a list of “Mar Tech Superstars,” a look at top executives in the marketing/advertising space who are driving the industry forward and rethinking how technology can be used to drive results.
AdColony’s CEO, Will Kassoy, was featured on the list, and was joined by executives from companies like Salesforce, Oracle, and Adobe. We’re proud of Will for being recognized, and his inclusion is a great indication of the important role mobile is playing in the larger marketing mix.
While many people associate mar tech with things like CRM, when you take a step back, it’s about using technology to facilitate engagement with customers at all stages of the purchase funnel, and any marketing executive will tell you that mobile is playing a crucial role in making that happen.
When mobile advertising (and particularly mobile video) is done right, it can build broader brand awareness at the top of the funnel and tell a story, yet it can also facilitate real engagement and accomplish a variety of lower funnel activities by adding in interactive elements.
The section on Will in the Adweek article described this by saying that AdColony has a “one-two punch of top-tier segmentation and high-definition video advertising,” and Kristen Bankosz, the content marketing manager for the UFC spoke about a vertical video campaign they ran with us, saying that AdColony “allowed us to align with a wide range of viewers’ passion points and drastically increase our overall reach and frequency.”
The list from Adweek blurs the distinction between mar tech and ad tech, and contains executives from online video platforms, companies that specialize in cross device targeting, consumer facing companies like Foursquare and more. Instead of worrying about the mar tech/ad tech classification, they decided to just feature the companies that are driving results.
Will has led AdColony to a unique position in the ecosystem, as the largest independent mobile ad platform, and it’s great to see outlets like Adweek recognize the great work he and the team are doing.
Check out the full article here!