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minutes

Thanks to Ogury Personified Targeting we were able to reach and engage the audiences we were looking for. It’s incredible how Ogury’s Post-campaign Persona and Ogury Creative Choice Report revealed our ideal target audiences’ interests. This will most certainly be helpful for our future strategies..”


One of the largest spirits companies in the world, highly regarded for its white rum offerings, wanted to gain a deeper understanding of the effectiveness of its campaigns in Spain during the Christmas time.
The brand evaluated the performance of three different products characterised by different audiences. To uncover these insights and engage its target audience with innovative fully on screen formats, the brand and its media agency chose to leverage Ogury Personified Advertising Engine

Challenge

Christmas is one of the busiest times of the year. With so much competition on the market, brands need to engage their audiences more than ever. In collaboration with its media agency, the spirits company set out to understand their audience’s preferences between its three most recognised products.

Solution

Ogury Personified Advertising Engine enabled the brand and the agency to understand their key audiences in Spain according to the different spirit they promoted during Christmas. They were successfully able to assess the audiences’ interest in spirits, and engage them with the right creative in a data-safe environment. Ogury delivered 3 campaigns, one per each product engaging and reaching the ideal audience on a large scale on mobile. This was possible thanks to Personified Targeting and Ogury’s proprietary fully-on screen format, Brand Exclusive Video Chooser. BEVC enables users to choose the ads they want to interact with, while maximizing video engagement and driving memorability. This self-targeting experience helped boost memorability and enabled the brand to understand which ad had the most traction among its target audience.

Results

Ogury Personified Targeting made this campaign a success. The brand was able to reach its ideal audience in a fraud-free environment with less than 0.5% invalid traffic. The campaign achieved exceptional results, with an average VTR of 91.4% and 97.5% viewability (IAS standard), exceeding the market average of 62.2%. Ogury’s technology drove considerable awareness among its target audience. The post-campaign persona revealed the real audience interests and demographics, while Creative Choice Report, which understands the creative choices, engagement rate and memorability of video ads within Brand Exclusive Ad Chooser revealed the most clicked ad. These insights are a valuable resource for the brand and its future targeting strategies.

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McDonald's case study

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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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Ogury's McDonald's Case Study

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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