Welcome to ExtraMile, an exclusive interview series by YourTechDiet! Join us as we feature insights from industry trendsetters, where we discuss the latest in security, data governance, technology, marketing, and more.
Today, we are excited to welcome Robert Leach, the General Manager of Kargo, a leader in advertising technology.Â
In our discussion, Robert shares his journey in the changing world of media and advertising. He discusses how technology is affecting advertising, and why trust is important for building strong brands. Robert also mentions Kargo’s recent successes and his goals for the future.Â
Join us as we explore the advertising world through Robert’s perspective!Â
Hello Robert, we are glad to have you with us!Â
1. You have vast experience in the media and advertising sector. What significant transformations have you witnessed over the years?
Ans. There have been so many! One big shift was the advent of digital compression technology in broadcasting, which paved the way for a surge in the number of channels and the rise of niche TV networks. This then evolved into interactive “red button” TV, giving viewers more control, and eventually streaming services, which completely transformed consumer choice and fragmented the market further. I still remember growing up in the UK with just three linear TV channels—what a contrast to today!
2. What is the role of technology in modern advertising? Can you specify some technologies that have had the biggest impact on the advertising sector?
Ans. Technology is now inseparable from advertising. Platforms like TV, radio, newspapers, and magazines are all delivered online, creating incredible opportunities for targeted advertising, precise delivery, measurement, and attribution. These advancements have completely reshaped how we approach advertising.
Programmatic trading, in particular, has revolutionised how media is transacted. While it’s still evolving, it has undeniably changed the industry forever – and it’s here to stay.
And we can’t overlook social media. It’s one of the most transformative developments in advertising over the last two decades, bringing immense opportunities and challenges, for better or worse!
3. With the increasing technological shift, many marketers and advertising professionals find it challenging to sustain their growth. Can you highlight the major difficulties in this regard and offer methods to overcome them?
Ans. The key is not to lose sight of the fundamentals. Just because technology makes something possible doesn’t mean it’s the right choice for your strategy. At the same time, don’t fall into the trap of sticking to traditional methods just because they’ve worked in the past – there might be newer, more effective approaches.
Don’t lose sight of creativity. Online display advertising often undervalues creativity, and programmatic trading can push campaigns toward standardized, uninspired creative formats. But creativity is essential, especially in today’s landscape where younger audiences are moving away from traditional TV.
But building a brand is vital to growth and, in an era when younger audiences are not watching TV, the power of creatives in online display and video is vital—it has the single largest impact on brand recall and favourability, so don’t throw it away because banners are cheaper!
4. Trust is fundamental to building a strong brand. What is your take on this? How do you think advertising and effective marketing can contribute to establishing trust?
Ans. Trust remains vital to building and growing a brand. In today’s digital world, brands are held to greater accountability through social likes and dislikes and through how quickly any mistakes are pounced on and blown up, e.g. Big W’s Halloween outfit!
Consumers are also more open to trying new brands, and with retargeting, competitors can easily reach your audience. This makes trust even more critical in standing out amid increasing competition, especially with the rise of untrustworthy brands on social platforms.
The key is to focus on being the best, being honest, and building your brand for the long term rather than chasing short-term performance gains. Understand your consumer’s needs and use digital ad tech to make it easy for them to connect with your brand, trust it, and ultimately love it. Trust will always be the foundation that keeps your brand strong and resilient in a competitive landscape.
5. Kargo has earned several recognitions, including the recent MarTech Breakthrough Award for 2024 Best Overall AdTech Company. As the General Manager of the company, how do you feel about this achievement, and how do such milestones keep your team motivated?
Ans. I feel incredibly proud of what Kargo has achieved and excited for the future. It’s moments like these that remind us of the impact of our collective efforts. Celebrating these milestones is essential, ensuring that every single person in the company knows and feels how much they’ve contributed to our success. Recognitions like this not only validate our hard work but also motivate us to continue pushing boundaries and innovating as a team.
6. What key trends do you think can revolutionize the adtech domain in the next decade? AI is undoubtedly set to revolutionise the industry in ways we can’t fully comprehend yet.
Ans. That said, I also believe that culture will play an even bigger role in shaping the adtech revolution. At Kargo, I’m proud of our inclusive culture and how we celebrate & promote diversity, equality and environmental issues.
I don’t describe these things as ‘trends’, but think that they will increasingly be at the heart of all businesses. Any companies that dwell on the tech without really putting their people and social issues first will struggle to survive.
7. You joined Kargo in 2017 and have been a key contributor to the company’s growth since then. What are your strategic goals for Kargo in the approaching years?
Ans. Our goal is to drive even more rapid growth by continuing to lead and innovate in the market rather than simply following trends. The coming years will see significant rationalization and optimization in the industry, and the companies that actively shape the market will emerge as leaders. Those that merely follow will struggle to remain relevant.
8. How would you inspire individuals aiming to follow a career path in advertising? Share a few tips that can be significantly helpful for newcomers.
Ans. Enjoy it! We are not saving lives here, it is supposed to be fun!!
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