kia blog post header

Estimated reading time:

minutes

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

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.

Download the case study here

volvo case study

Estimated reading time:

minutes

Summary

Consumers usually use laptops and desktop computers to research configure or buy a car. To attract mobile users, Swedish car brand Volvo needed a mobile-first partner to drive awareness and consideration of the Volvo XC40 in the German market.

Partnering with Ogury, Volvo and its media agency Mindshare were able to reach the ideal audiences with highly relevant and engaging creatives.

Challenge

Volvo wanted to promote its XC40 model to its target audience in the German market. Despite mobile increasingly becoming a key channel for all Volvo media activities, consumers showing interest in buying cars usually use laptops.

Volvo needed a mobile-first technology partner, with unique and powerful data and accurate targeting capabilities to reach the best audience. The audience Volvo wanted to reach included men and women between 25-59 years of age interested in buying new cars (SUV intenders), having affinities with lifestyle and sports like fitness, jogging and cycling.

Solution

Thanks to Ogury Advertising Engine, Volvo was able to identify and reach its ideal audience. Ogury built a precise targeting matrix addressing the right creative to the right target: Fahrrad (bike lovers), joggers and Fußgänger (outdoor lovers).

The continuous learning and optimization of the algorithm enabled Ogury to drive awareness and consideration to the brand and redirect the qualified audience to Volvo’s website.

Volvo, its media agency Mindshare and the service provider [m]Studio were integral to the campaign’s success. Volvo created a sleek, user-friendly landing page that made it easy for consumers to complete the configurator. Meanwhile, Mindshare developed a smart media plan and [m]Studio was instrumental in coordinating and advising
on the campaign.

Results

Ogury delivered relevant ads to the precise audience Volvo needed in a brand safe environment. The campaign achieved exceptional results with 93.4% viewability (IAS standard) and 0.1% invalid traffic. The three different creatives reached an average of 6% in CTR, with nearly 38,000 clicks.

With only about 33% of the ‘mobile-only budget”, Ogury was able to generate almost 93% of all pure mobile page visits, and our cost per page visit was almost 83% below the average across all placements – desktop and mobile. Ogury was by far the most efficient CPV mobile-only placement we had in the campaign. Even the social placements on Facebook and Instagram were more expensive.

Fabian Bleier
Client Service Consultant, Mindshare

Download Volvo’s case study

Ford blog post

Estimated reading time:

minutes

Multinational car company, Ford, wanted to launch a digital campaign to promote its new range of hybrid cars. Together with its media agency Mindshare and creative agency GTB, Ford partnered with Ogury to identify its ideal audience and deliver mobile video ads with precision. 

Challenge

Ford wanted to promote the new Ford Kuga Plug-In Hybrid, as part of its multi-media TV and digital campaign. Ford sought an advertising technology that could identify its target audience and deliver mobile video ads through an innovative and user-friendly experience. Ford also wanted to go beyond traditional performance indicators (impressions and video completions) to accurately measure the impact of its campaign.

Solution

It was crucial for the campaign to be delivered to users whose behavior and media consumption matched the Ford Kuga brand’s positioning. Using its Active Insights platform, Ogury enabled Ford to accurately identify its core target audience – people aged 25-64 years old who are looking to purchase a SUV. 

Ford created three promotional video ads featuring the Ford Kuga Plug-In Hybrid, which can travel up to 56km on 100% electric power. The ads were then delivered to users via Ogury’s proprietary video ad delivery method – Brand Exclusive Ad Chooser. It allows users to choose which ad they want to watch, maximizing engagement and creating a positive brand experience. 

Finally, Ogury measured campaign performance using a new metric: Viewable Video Completion Rate (V2CR). V2CR considers both the viewability and video completion rate, enabling Ford to have a more accurate view of the campaign performance and optimize its future strategy. 

Ford Kuga Brand Exclusive Ad Chooser
Ford Kuga Brand Exclusive Ad Chooser

Benefits

The video campaigns were a success. With an average VCR of 93% and viewability of 95%, the campaign achieved 86.2% V2CR. As such, Ogury was recognized as Best Performer for VCR and viewability among the seven mobile advertising partners activated on this campaign.

We have built a trusting relationship with the Ogury team over the past 7 years and use their solution for a majority of our mobile display campaigns. With precise targeting, unwavering privacy protection and KPI results beyond our expectations, Ogury enables us to deliver positive ad experiences to our consumers.

Amaïa Bady
B2C Communication Marketing Specialist at Ford France