“Ogury helped us to achieve a full funnel marketing approach for Kia’s EV6 based on qualitative data. We were able to successfully maximize the performance on awareness, consideration and purchase.“

Jeroen Krikke
Head of programmatic, Havas Media Amsterdam

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Kia is a global automotive manufacturer, which sells around three million vehicles per year. Today, Kia is driving the adoption of electric vehicles. In collaboration with agency Havas Media, Kia wanted to gain a deeper understanding of the characteristics and behaviors of the electric vehicles market audience. They chose to leverage Ogury Personified Advertising Engine to uncover these insights and engage their target audience with innovative fully on-screen ads.

Challenge

The Netherlands is one of the leading electric vehicle markets, both in Europe and globally. For the launch of its new EV6 model in this highly-competitive region, Kia and Havas Media sought a mobile-first AdTech partner with comprehensive audience interest knowledge to drive awareness and consideration of the EV6 electric vehicle among consumers. 

Solution

Ogury Personified Advertising Engine enabled Kia and Havas Media to understand their key audience beyond Kia’s own digital ecosystem. They were able to assess the audiences’ interest in electric vehicles and engage them with the right creative in a data-safe environment. 

The campaign was divided into three phases: promote awareness, attract engagement and gain traffic. 

Kia used Ogury’s custom audience qualification survey to ask bespoke questions to determine their affinity to Kia and their interest in buying an electric vehicle in the next three months. The results fed pre-campaign insights and campaign targeting. 

Using Ogury’s proprietary Brand Exclusive Video Chooser, consumers within the qualified audience were given a choice of three Kia EV6 ads to watch. This self-targeting experience helped to boost memorability and enabled Kia to understand which ad had the most traction among its target audience through engagement, ad recall and completion rate. 

Results

The campaign achieved exceptional results with 98.48% viewability (IAS standard), exceeding the market average of 90%, an average VTR of 95.3%, an average click-through rate of 5.8% and an engagement rate of 8.5%, surpassing the market average of 5-6%. 

Ogury’s technology drove considerable awareness of Kia and its EV6 model among the target audience.The post-campaign persona revealed that the Kia EV6’s most engaged audience were men aged 25 to 44, with a strong affinity for electric and hybrid cars, online travel agencies, news aggregators, travel and vacation homes. These insights are a valuable resource for Kia’s future targeting strategies.

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Kaimera is an independent, full-service media agency built on a foundation of trust and transparency. They are committed to making media simple for their clients, which means crafting effective and straightforward solutions that drive business results. Their role as a full service, independent media agency is to untangle media complexity. They are uniquely positioned to offer objective advertising and marketing solutions based wholly on what’s right for individual businesses.

Client testimonial

“Kaimera has been collaborating with Ogury since the second half of 2021. From the very beginning, we were attracted by Ogury’s unique approach to a kind of mobile advertising that is respectful of consumers’ privacy and their advertising experience as it really does align with our 6 core media principles.

Ogury is at the leading edge of mobile advertising solutions, particularly through new performance standards like the Fully On-Screen Rate for 50% Duration (subsequently delivering exceptional attention results), and achieves outstanding results thanks to innovative, immersive and non-intrusive advertising formats. To me, this approach is in favour of a more respectful and sustainable advertising experience at a time when consumers are over-solicited on their mobile and increasingly concerned about sharing their personal data.

All of the above makes Ogury a preferred partner for digital advertising campaigns and allows us to give consumers a relevant and engaging ad. Throughout the last 10 months, Ogury has supported us in running effective campaigns for leading brands such as Under Armour, MasterCard and Scape. From their team to their Personified Advertising solution and through every single aspect of our collaboration, Ogury goes above and beyond to deliver flawless campaigns and make the advertising experience as smooth as possible for everyone involved, from stakeholders to consumers.”

Trent McMillan
Founder & Chief Digital Officer, Kaimera

Ogury is at the forefront of mobile advertising solutions, particularly with new performance standards such as the Fully On-Screen Rate for 50% Duration. Their results are very impressive thanks to innovative, immersive and non-intrusive ad formats. This makes Ogury a preferred partner for our digital campaigns, and allows us to offer an enriched advertising experience to our consumers.

Amaïa Bady
B2C Communication Specialist, Ford France

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Ford, one of the leading car manufacturers in the French market, has been pushing the boundaries of innovation for decades. To promote its Kuga Hybrid model, the brand set up a multi-levers digital campaign in partnership with creative agency GTB and media agency Mindshare (GroupM), both members of the WPP group. These agencies wanted to call on a mobile advertising specialist, capable of identifying the brand’s target audience and engaging them effectively on smartphones.

Solution

In keeping with its tech-savvy brand identity, and on the advice of Mindshare, Ford partnered with Ogury to accurately identify its target audience and engage them with high-impact and visible ad formats, all without collecting personal data or intrusive tracking.

For this campaign, which ran from September 6 to September 19 of 2021, Ogury leveraged its Personified Targeting technology, enabling Ford to accurately identify the interests of its target audience – people with a strong interest for electric and hybrid vehicles – without resorting to collecting personal data.

Ogury’s Personified Targeting solution is built on 7 years of data collected from consenting users and the analysis of the apps and sites they have visited. In 2020, having accumulated enough insights into online user behavior on a global scale, Ogury put an end to this data collection, making its targeting technology completely independent of cookies and advertising IDs. To ensure their relevance, these insights are constantly updated and validated by surveys across large panels of users.

In terms of outreach, the campaign was conducted in two phases. The first phase, which focused on awareness, consisted of an impactful mobile video ad to educate the public about the brand and its hybrid model. In the consideration phase, which came second, Ogury leveraged their Site Scroller format. This fully on-screen format allowed the brand to engage its target consumers through an interactive microsite embedded in the ad format.

As fewer and fewer mobile users are accepting ad tracking, the ability to measure traffic to online sites as a result of an ad placement has drastically decreased. The Site Scroller format helps fill this gap and understand how the mobile user engages with the message. With this format, Ogury was able to measure interactions with the different elements of the message, such as the engagement rate for each part of the format through swipes and time spent.

Results

To help Ford analyze the impact of this video campaign, Ogury used a new metric called Fully On-Screen Rate for 50% Duration, where 100% of pixels are in-view for at least half of the video duration. This metric – available through major third-party measurers like IAS, Oracle MOAT or DV – goes beyond the simple Video Completion Rate (VCR). VCR is widely used by advertisers but can be misleading, especially on mobile. Indeed, the user can very well scroll down the page, leaving the video to continue playing while being partially on screen, or completely off-screen. This means that a high VCR rate can be recorded, but what is its value if the ad message is no longer on-screen?

The campaign’s awareness phase achieved a 68% Fully On-Screen Rate for 50% Duration. With an average VCR of 80%* and a viewability rate of 92%, the campaign significantly outperformed the market standards, at 57.4% and 62.2%** respectively. The consideration phase generated an 11% engagement rate (with an average of 2.4 swipes per user). What’s more, users spent an average of 8 seconds on the format.

“Our priority has always been to deliver the best results to brands. With solutions like those developed by Ogury, we are able to effectively measure the impact of the campaigns we set up for our clients.”

Karen Sonigo
Director of Digital Operations, Mindshare France

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Tags: Ogury Active Insights, Ogury Personified Advertising Engine

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Of all the players we called on for this campaign, Ogury was the one that gave us the highest performance. The indicator developed by Ogury allows us to measure the real impact of our digital videos. Because a high completion rate without visibility does not allow us to really reach our branding objectives.

Céliane Grevy
Marketing & Digital Acquisition Manager, MINI France

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Challenge

Advertisers have understood that mobile, unlike television or shared computers, allows them to reach consumers on the most personal medium available. However, brands are still struggling to measure the real impact of a video campaign on mobile. In addition, they need to ensure that their video message does not interrupt the reading of a mobile site page or the navigation on an application.

Solution

This is why Ogury has created a format that combines total visibility with respect for the user experience. The automotive brand MINI, in partnership with Amplifi, used it to promote the Clubman Canonbury edition, a vehicle particularly suited to young couples, parents with one or two children and mainly city dwellers.

• Less intrusive advertising

In a world where everyone is constantly in front of their smartphone screen, it is important to design ads that do not distract users from the app or site they are visiting. To broadcast this campaign to a target group of 25 to 49 year olds, Ogury used its Thumbnail Ad mobile video format. This Picture in Picture format puts the control of the ad in the hands of the user. It allows the user to continue browsing through an application, while viewing the MINI video in the corner of the page, and to move, enlarge or close the ad at will. This approach is much less intrusive than traditional formats, which interrupt the user’s reading of content or browsing.

Using Ogury’s proprietary Brand Exclusive Video Chooser, consumers within the qualified audience were given a choice of three Kia EV6 ads to watch. This self-targeting experience helped to boost memorability and enabled Kia to understand which ad had the most traction among its target audience through engagement, ad recall and completion rate.

• Beyond traditional standards of visibility

Digital video is an extremely powerful format, but there’s almost no impact if the video is displayed only partially or outside the screen. However, it often happens that the ad continues after the user has scrolled down the page. Measuring the video completion rate (VCR) alone is therefore misleading.

To make matters worse, industry standards consider viewed ads that are only partially visible to the mobile user. If at least 50% of the surface of a video ad is displayed on the screen for two seconds, it will tick the “viewability” box. But in reality, the user could simply blink and miss the message…

Results

Aware of these pitfalls, Ogury has developed ad formats that are throughout the whole video. As part of a two-year collaboration between the car brand and Ogury, this campaign enabled MINI to achieve a 77% visible video completion rate, based on an 81% completion rate and a 95% viewability rate. Better still, the campaign achieved a 68% target coverage rate among 25/49 year olds. Goal achieved.

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