Four years ago, electronics brand Lenovo made the decision to enter into the consumer market. Previously the business had been primarily business-to-business focused.
Danielle Uskovic, who was Head of Digital APAC for Lenovo at the time of presenting but was announced to have left the company prior to the publishing of this story, made the call to utilise programmatic for the push into this new territory.
Uskovic was no stranger to programmatic: “Back in 2012, I fell in love with programmatic and started working with Tubemogul. We started using video en-masse for branding and we got some really good results...