Kargo announced that it has acquired attention-based mobile advertising company Parsec. With Parsec, Kargo expands the ability of advertisers to buy digital media by displaying an on-screen ad in a variety of unique creative formats, creating the only platform to deliver optimized, attention-based digital advertising for professional advertising marketing.
“Our mission is to create memorable experiences for consumers, which in turn create more value for brands and create new ways to buy success. With Parsec, Kargo is at the forefront of attention, a key reference in advertising based on ads. Experience. Attention allows brands to optimize their campaigns for what’s fascinating and where you spend your time, not just what you see,” said Harry Kargman, CEO and founder of Kargo.
Kargo’s platform provides brands with a best-in-class environment to enable high-end shopping. With differentiated creative solutions for quality audiences, the platform far outperforms industry benchmarks in key focus indicators.
In a recent study with MediaScience, Kargo’s ad formats provided:
- 73% total audience attention (gazing) compared to 51% looking at standard banners
- 2 times the average display time of Kargo ads compared to standard banners
- 2x stronger brand memory than standard banners
- Complete 2x purchase on product listing searches versus standard banners
Shipping customers can now purchase media based on seconds of exposure, so no impressions are lost. Kargo’s attention-based solution takes the digital advertising market beyond visibility, providing a better understanding of the engagement generated by given creativity and positioning. At a time in the industry where brands are looking for greater transparency and control over media purchases and new ways to prove success over crumbling cookies, attention is providing the next level in the measurement and understanding of media quality and effectiveness.
By the end of 2022, Kargo plans to extend screen time measurement with a set of machine learning-based intelligence that will further optimize campaign performance. With quality measurements by partners like Human, Clean.io, and Adelaide, as well as the introduction of new care formulas, Kargo continues to raise the bar for quality, success, and efficiency.
“At Parsec, we have always believed that attention was the number one criterion in advertising. We are confident that Kargo will continue to deliver the extraordinary brand impact our customers have come to expect,” said Diane de Cordova, co-founder, and COO of Parsec. . Media.