Stop Marketing to Demographics! Why "Interest Media" is the Future of Ads with Joe Lige
About this episode
Kimberly Lovi interviews Joe Ligé about the evolution of advertising from demographics to interest-based strategies.
Ep. 208 - Kimberly is joined by Joe Ligé, co-founder of CultureHiveMedia, to discuss his journey from music production in St. Louis to revolutionizing the advertising technology space in Los Angeles. Joe shares the powerful inspiration behind CultureHive, sparked by a controversial global ad campaign that highlighted a massive gap in cross-cultural understanding. The conversation delves into how modern advertising is shifting from rigid demographic boxes to Gary Vee's concept of "interest media". Joe breaks down how CultureHive's proprietary Cultural Relevance Score (CRS) utilizes contextual, privacy-safe AI to help brands, creators, and businesses optimize their marketing, avoid costly cultural blind spots, and authentically connect with audiences based on shared values and interests. Chapter Timestamps: 00:00 – Welcome & Joe Lige's Journey from St. Louis to LA 02:00 – Transitioning from Music to the Early Days of Ad Tech 04:15 – A Suit in West Hollywood: The LinkedIn Connection that Changed Everything 06:10 – The H&M Controversy & The Spark that Founded CultureHive 08:15 – Redefining Culture: Why It's Not Just a Demographic 10:30 – How the Cultural Relevance Score (CRS)…
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