How Cadbury gave users control over their ad experience

January 17, 2022

Estimated reading time:

minutes

We have been working with Ogury for a number of years, attracted by their ability to provide high impact formats that guarantee the visibility of the message our brand partners want to deliver. A format such as the Ad Chooser puts the users in control of their advertising experience. This deepens their trust in the brand while also increasing memorability.“
Lauren Kenny
Client business director at Carat UK

Cadbury, in partnership with the media agency Carat, called upon Ogury for their digital video campaign.

Challenge

At the end of 2020, approaching the holiday season, the chocolate brand wanted to drive awareness of Cadbury Heroes League, an eSports tournament in the UK. This special event brings the opportunity for kids to train their parents’ gaming skills to battle other parents on Street Fighter.

The campaign aimed to engage families with teens and grandparents, through humorous videos featuring celebrities with their parents, including Tom Grennand and Ashley Banjo. The video ad redirected users to the tournament’s YouTube page, where they could discover other videos from the campaign, watch the live stream and replays of the battles.

Solution

For this campaign, the Mondelez subsidiary relied on the Ad Chooser format developed by Ogury. This feature brings a new way of delivering full-screen mobile video advertisements that enables consumers to choose the ad that most appeals to them, bolstering brand memorability. Ogury’s Ad Chooser provides users with the choice of two Cadbury video ads to watch. The final stage of ad targeting is done by the user themself, by selecting their preferred video to be watched on full-screen.

“The Cadbury Brand Exclusive Ad Chooser format, combined with Ogury’s technology and expertise, allowed us to engage our audience with an interactive and engaging video ad. This campaign created a positive brand experience by giving our customers choice and control over the video they wanted to watch.” Ria Rianti, senior brand manager at Mondelez.

“Mobile video is an extremely powerful format, but its impact becomes almost irrelevant if that same video is displayed only partially or off-screen. What good is a completed video if a portion of it wasn’t visible? As with the rest of the Ogury ad portfolio, Ad Chooser is fully on-screen and impactful. We definitely believe that fully on-screen formats should become the main standard of the market.” commented Habenn Bereket, Northern Europe managing director at Ogury.

Results

The campaign allowed the brand to reach an 87.8% visible video completion rate, based on a VTR of 90.4% and a viewability rate of 97.2%. Ogury’s Ad Chooser is also enhanced with a creative choice report. This report enabled Cadbury to test user preferences and analyze the engagement and memorability of their video ads. One of the insights highlighted in the report showed that, despite both videos having a similar VTR, the one with Tom Grennan resonated better with the audience: not only was that video the most picked (52%), it also drove a 5.6% higher ad recall. These reliable insights can directly benefit future campaign strategies.

Ogury’s unique targeting technology and proprietary ad format, Cadbury managed to generate video completes among the brand’s target audiences.

Tags: Ogury Active Insights, Video ads

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McDonald’s campaign works up an appetite among target audience

September 15, 2021

Estimated reading time:

minutes

McDonald’s is one of the world’s largest restaurant chains, with over 38,000 branches worldwide. During the pandemic, McDonald’s created a new advertising strategy focused on three key pillars: the promotion of the McDonald’s app, its menus and offers, and food delivery service.

McDonald’s, together with media agency OMD Italy, partnered with Ogury to realize this mobile advertising strategy – reaching and engaging its ideal customer base for each campaign, in a brand-safe and data-safe environment.

Challenge

McDonald’s wanted to use its mobile advertising strategy to stay top of mind and relevant to its customers, reassuring them that, despite the circumstances, Italian restaurants were open and safety measures were in place to protect their employees. Therefore, McDonald’s needed a campaign to promote its app, its menu, offers and delivery services (McDrive and McDelivery). McDonald’s chose Ogury as a tech partner to run a series of CPC campaigns during the first quarter of the year to generate qualified traffic and high levels of app engagement.

Solution

McDonald’s and OMD chose Ogury to deliver nine campaigns from January to March 2021. Using Ogury Advertising Engine, fueled by unique and safe mobile user data, McDonald’s was able to identify and reach its ideal audience for each campaign. Ogury built a precise targeting matrix according to each campaign’s goal (driving awareness or consideration). The algorithm optimizes every campaign, automatically learning and understanding who the most interested users are with a look-a-like strategy.

Results

Ogury delivered relevant ads in a brand-safe and fraud-free environment and achieved outstanding results. With a strong understanding of the brand’s ideal audience and a user-focused approach, the campaigns achieved an average of 10.2% CTR, 41% over the benchmark. It also recorded an overall average viewability of 91%, 99% in brand safety and 0.1% invalid traffic.

We often select Ogury for its ability to pinpoint the required audience with precision, according to each campaign and the strategy of the moment. Thanks to Ogury Advertising Engine, we are impacting the right audience by improving the user’s advertising experience and far exceeding the set objectives.
McDonald’s Italy

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Tags: Brands, Ogury Advertising Engine, Precise targeting

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McDonald’s utilized Ogury’s Personified Targeting solution

July 21, 2021

Estimated reading time:

minutes

McDonald’s is one of the world’s leading food service brands with more than 36,000 restaurants in over 100 countries and have been serving customers for over 80 years. McDonald’s recently set out to encourage customers to rediscover their love for the taste of their classic menu items. In order to drive awareness of these items, they needed access to technology that could deliver reach with relevant audiences and guarantee consumer privacy protection. To access this technology, McDonald’s relied on their agency partner, Starcom.

Starcom, on behalf of their client McDonald’s, utilized Ogury’s Personified Targeting to build awareness of the brand’s classic menu items. They set out to deeply understand their audience’s behavior and gain insights into lifestyle behaviors.

Challenge

McDonald’s set out to encourage customers to rediscover their love for the taste of their classic menu items. Unfortunately, many brands struggle to achieve effective mobile branding. This is due to the lack of ad visibility and targeting which is invasive, imprecise, lacking in audience intelligence and offers only a limited view of audience behaviors, or relies on publicly available contextual signals. McDonald’s needed an advertising technology solution with audience intelligence to reach relevant consumers and serve them visible and engaging formats in efficient, safe environments.

Solution

Starcom and McDonald’s utilized Ogury’s Personified Targeting solution to build awareness of the brand’s classic menu items. This solution allowed McDonald’s to achieve superior branding performance. Ogury’s new Custom Audience Qualification Survey allowed them to sharpen their audience understanding and reach by asking a bespoke question to qualify audiences, directly feeding into pre-campaign insights and campaign targeting. As the campaign was live, additional budget was added to continue to drive strong performance and an ad recall survey was shared to measure campaign success.

Results

This mobile campaign delivered strong results. It yielded an 88% video completion rate and 97% Fully On-Screen Rate (At 50% duration / 15s per MOAT); therefore, Ogury delivered Full-creative VCR of 85% against a market average of 21% from mobile competitors. Ad recall was also impressive at 87% compared to 50% for the average market, demonstrating that the campaign reached McDonald’s most relevant and engaged audience.

We constantly strive to be the first to shift the needle in the digital advertising industry. Ogury’s Personified Targeting technology enables us to provide superior performance thanks to precise reach with relevant audiences across environments, as well as total user privacy protection. Our clients expect the best and in working with Ogury, we’re constantly able to deliver.
Jacobo Fernandez, Starcom

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Tags: Full-creative VCR, Mobile branding, Personified Targeting

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