When Mimi Gigoux, the EVP of human resources at Criteo, the French ad-tech company, interviews a job candidate, she looks for signs of “intellect, open-mindedness, and passion” both for the company and for the role. “Technical expertise can be taught on the job, but you can’t teach passion, drive, and creativity,” says Mimi.
As CMOs are increasingly challenged to demonstrate measurable ROI from ad budgets, the value of performance advertising is hard to deny. Given the ability to launch a performance campaign in alignment with the branding guidelines, there’s no reason why marketers shouldn’t consider investing more in ads that drive conversions.
Morse says his teams are focusing on bidding and segmentation strategies. “Particularly now that smartphones are viable not just for research but for driving sales,” says Morse this is the perfect time to be sure your bid strategies take into account the surge in media consumption–particularly around products that are most likely to have high purchase intent leading up to the game.
There was never much doubt that mobile commerce was set to take off in a big way in the last year or two. But what has perhaps come as a surprise is just how comfortable users have become with their devices.