Visa blog

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Visa wanted to encourage people globally to think about the positive impact their shopping can have on their communities when consciously choosing to buy from local shops and independent micro-merchants. For its campaign in Italy, Visa needed a strong mobile branding partner.

By partnering with Ogury, Visa and its media agency Starcom were able to identify and reach its ideal audiences in Italy. Ogury’s proprietary format Brand Exclusive Ad Chooser created a positive brand experience, and enabled campaign performance to be measured accurately and precisely.

Challenge

Visa believes that small independent businesses are at the heart of every community. To support local businesses, their digitalization, and to raise consumer’ awareness, Visa launched the “Where You Shop Matters” global campaign.

Visa created two video messages to engage two different types of audience in the Italian market. The company then needed a mobile ad technology partner to deliver this awareness campaign in a brand and data safe environment.

Solution

Ogury Advertising Engine delivers fully visible, impactful ads using future-proof targeting that is underpinned by absolute brand and consumer protection.

Ogury’s Brand Exclusive Ad Chooser was selected for Visa’s campaign. It’s a proprietary full-screen ad delivery format that invites the user to choose which video ad they want to watch. Using this format, Ogury was able to maximize brand awareness and create a positive brand experience.

Ogury’s Creative Choice Report provided a full analysis of the campaign, revealing which ad users selected most frequently and viewed for the longest time. It also reveals which ad had the highest recall lift, showing memorability and brand impact.

Results

Ogury enabled Visa to achieve 90% Full-creative V2CR*, surpassing the benchmark of 67%. It scored 95.6% in VCR (16.3% more than the CPV campaign benchmark) and 94% in viewability. *Full-creative Visible Video Completion Rate = Video Completion Rate x Fully On-screen Rate

We collaborate with a network of local and international partners capable of guaranteeing high compliance to our guidelines and KPIs, while delivering against our business goals. As privacy and security are part of our DNA, we were delighted to join forces with Ogury, a tech partner able to combine safety and precise targeting with fully visible and engaging creatives to support us in reaching the right audience.

Matteo Brignoli
Senior Manager, Digital Marketing & Social Media, Visa

Download Visa’s case study

BFM blog header

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Banque Française Mutualiste (BFM) wanted to use the powerful targeting capabilities of mobile to deliver multiple brand video messages tailored to public service agents – the military, the police, nurses and cleaning operatives. Read on to learn about the solution and the results achieved. 

Challenge

BFM is a French bank whose offer is specially designed for public service agents (military, police, nurses, cleaning operatives). As such, it decided to design a highly personalized communication campaign using multiple video messages – each adapted to the profession and daily life of its customer base. Although traditional media such as TV, print and out-of-home offer strong outreach capabilities, it wanted to leverage mobile as a complementary channel, to ensure each message was delivered to the right audience. That’s why it needed a technology partner that would enable it to segment its key audience, understand their behavior on mobile, and reach them with the right message to generate unmatched levels of engagement.

Solution

Fueled by unique, reliable mobile data, Ogury enabled BFM to uncover the true characteristics of each of its personas, including demographics, mobile user journeys across apps and websites, and discriminant brands and interests. Armed with this information, BFM used Ogury User Engagement to attract its ideal customers with a video message that truly resonated with their needs and everyday life.

The brand delivered the campaign on OMID-compliant inventory, which allowed for accurate in-app viewability measurement. To provide a complete picture of the campaign’s success, Ogury also measured a new and much more accurate video ad performance KPI: Viewable Video Completion Rate, or V2CR*.

*viewability x video completion rate

Results

The ad campaign achieved exceptional levels of performance, reaching 91% viewability and 82% average VCR. With 75% V2CR, the campaign surpassed Ogury’s own benchmarks of 67%. The IAS also reported an average brand safety percentage of more than 99%, with the campaign recording less than 1% invalid traffic.

Ogury’s powerful data solution allowed us to have a thorough understanding of our customer base. The team was able to understand and adapt their brief to our needs and objectives, which enabled us to achieve exceptional results.

Virginie Diallo
External Communication Manager, BFM

Download BFM’s case study

Visa case study header

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Visa is well-known for facilitating the electronic transfer of funds worldwide, most commonly via credit cards, debit cards and prepaid cards. But, to stand out in Italy – a market known to favor cash transactions – Visa needed to increase brand awareness and find an innovative way to promote the use of its cards, particularly for small transactions.

Challenge

A multinational financial services corporation, Visa is an established leader in facilitating card transactions globally. However, the company needed help to promote the use of cards in the Italian market. As such, Visa sought a technology company that could help identify and reach its ideal users across three specific audiences: reserved card purchasers, affluent card lovers and ambitious card payers.

Visa and Starcom Media were aware that mobile devices were key to reaching these specific audience groups, so they chose to partner with Ogury to deliver a mobile-specific campaign that would increase awareness of its brand and encourage the use of card transactions.

Solution

Through Ogury Active Insights, Visa was able to access reliable mobile user and behavior data to identify the three different audiences clusters it wanted to reach:

  • Reserved card purchasers – frequent card users for online and everyday shopping with an average income
  • Affluent card lovers – 65% male dominance, readily use credit cards, living in city centres and interested in the environment
  • Ambitious card payers – less than 30 years old, using credit cards for the first time

These were identified based on the affinities, likes and dislikes of the intended audience clusters across mobile apps used and sites visited.

Using Ogury User Engagement, a CPV campaign was created to deliver three different creativities to the determined audiences. Ogury then re-contacted the mobile users who watched the entire video, offering a full-screen CPC creative, enabling them to get more information about the advantages of having and using a Visa card.

Results

The approach enabled Visa to create dedicated, relevant messages for each of its intended audience groups and connect with them successfully.

The video campaign attained a VCR of 94.9% (21% higher than Ogury’s Italian CPV campaign benchmark); 93% viewability (24.7% higher than Visa’s benchmark); and a Viewable Video Completion Rate (V2CR) of 88% (23.9% higher than Ogury’s campaign benchmark).

The display retargeting campaign reached a CTR of 10.2% (41% higher that Ogury’s Italian CPC campaign benchmark); 92% viewabillity (23.9% higher than Visa’s benchmark), and an exceptional 83% ad recall rate.

For Visa, Ogury represents a strategic partner for digital advertising and mobile activation. Thanks to Ogury’s unique and reliable insights, we have been able to reach our ideal audiences and achieve the objective of the campaign, with creativity. Attracting users with precise and granular data is essential, as it allows us to engage Visa cardholders on mobile effectively.

Matteo Brignoli,
Senior Manager, Digital Marketing & Social Media, Visa

Download Visa’s case study