Ford blog post

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
Microsoft blog

As people continue to work and study from home in Italy, Microsoft wanted to showcase its new Microsoft Complete Protection plan. The tech giant had a precise target: students and families interested in buying a new personal computer.

Partnering with Ogury, Microsoft and its media agency, iProspect were able to reach the right audience with impactful CPC multi-format ad campaigns that lifted brand awareness. 

Challenge

Microsoft wanted to showcase its new Microsoft Complete Protection plan, but it needed the right tech partner to find the most precise audience, drive awareness and retarget engaged users. Ogury helped Microsoft and iProspect to deliver effective CPC multi-format campaigns to students and families looking for a new computer on the main online marketplaces such as Amazon, Euronics, Mediamarkt and Unieuro. While generating brand awareness, Ogury re-engaged the mobile users who interacted with Microsoft’s ads.  

Solutions

Ogury built a customized strategy to meet Microsoft’s needs. Thanks to Ogury Active Insights, Microsoft was able to leverage reliable mobile user and behavior data to identify the four audience clusters it wanted to reach: high and low spending students and families interested in buying personal computers at brick and mortar stores and online marketplaces. Ogury User Engagement was also used to create a series of CPC campaigns to deliver the advertising to these audiences. Ogury re-engaged the users who clicked on the ad with multi-format creatives (full-screen, MPU and banners), enabling them to get more information about the new Microsoft Complete Protection plan. 

Results

This bespoke strategy, including the accuracy of the audiences identified and engaged, made this campaign a success, exceeding Microsoft’s KPIs. Thanks to the multi-format solution, the campaign achieved 4.6% CTR, 45.6% above benchmarks, and 90.8% Viewability, 6.4% above benchmarks.

The ability to meet our needs, identify, reach and attract our ideal audience, confirmed Ogury as an important and strategic partner for us, campaign after campaign. Its unique mobile user and behavior data and the strong targeting technology were exactly what we needed. For this reason, we chose Ogury as the only provider for the Microsoft Complete Protection plan campaign in Italy.

Michele Fazio
Windows Category Manager, Western Europe – South at Microsoft

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Pierre Fabre case study image

Pierre Fabre, a leading pharmaceutical brand in France, required a mobile-first campaign to promote its cough syrup during the cold season. It was looking for a data safe solution that would enable it to understand and reach its precise audience. Pierre Fabre also sought to create a high-impact mobile ad unit that would direct qualified traffic to its product page. Learn more below.

Challenge

Pierre Fabre’s aimed to promote one of its best selling cough syrups, Naturactive, to gain consumer mindshare during the cold season. To maximize performance, Pierre Fabre sought to highlight two key strengths of its product: 1) it’s suitability for the whole family to attract parents with young children, and 2) the fact that its 100% natural, to reach organic-conscious consumers. 

Solution

Ogury Active Insights revealed the distinct characteristics of Pierre Fabre’s two main persona groups. This included demographics, user journeys across apps and websites and discriminant brands and interests. Ogury then activated its User Engagement Solution to deliver a recommendation format: a proprietary mobile ad that captures the audience’s interest by revealing a relevancy score at the top of the screen. 

Results

By partnering with Ogury, Pierre Fabre identified its ideal consumer groups, and reach them with an engaging mobile ad campaign that achieved outstanding results. Users who viewed the ad demonstrated elevated levels of interest and engagement, with 10% of targeted users viewing the landing page for more than one minute and contributing to a CTR of 8.1%. 

Ogury’s non-intrusive formats allow us to attract our ideal customers, while creating a premium and compelling brand experience. Thanks to their technology we can reach our target audience in a brand and data safe environment.

Olivia Tahar
Media Manager, Pierre Fabre

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ASUS blog header

ASUS, a leading global technology company, sought a solution to better understand its key consumer groups and deliver innovative mobile ad campaigns that would help drive qualified traffic to its retailers’ websites.

ASUS and its media agency My Media, partnered with Ogury to access unique, reliable mobile data insights to identify the idea consumers, and reach them with engaging mobile ad campaigns.

Challenge

As an established consumer technology brand, ASUS has a wide range of products available. The brand needed help to uncover and engage its specific audience groups.

First, ASUS wanted to identify detailed persona profiles customized to each of its product verticals: gaming equipment, student computing and professional suite. And second, it wanted to engage these key audiences with compelling brand messages, that would increase traffic to its retailers’ websites. 

To achieve this, ASUS required an advertising technology solution that would enable it to understand and reach these ideal personas in a data-safe environment, and drive high-performance results through engaging mobile ad formats. 

Solution

ASUS and My Media partnered with Ogury to build three granular persona profiles that matched each of the brand’s key product verticals: eGamers, university students and B2B decision-makers. Using unique, reliable mobile data insights, Ogury analyzed user behavior and audience dynamics on the brand’s main retailers’ websites and apps (including Fnac, Darty and Boulanger). Ogury’s User Engagement solution was then used to deliver high-impact recommendation formats, before optimizing the campaign to site-centric KPIs to become the best performer among all ASUS’ activation partners.

Capitalizing on a long-term relationship and multiple activations, Ogury built unique reports that enabled the brand to inform its future ad strategy. Going beyond standard performance metrics, post-campaign Performer Profiles were provided to identify mobile users who engaged the most with the campaign. An impact survey was also delivered on an always-on approach to measure ad recall and provide unmatched visibility into campaign performance and impact. 

Results

Running a total of 11 Ogury campaigns in 2019, ASUS was able to attract more than 7.1 million unique visitors to its product landing pages. A Performer Profile analysis run on Boulanger and La Fnac, two key retailer websites for ASUS, identified the most engaging profiles of each website and enabled a refined approach to the brand’s targeting strategies to be applied to future activations. This was one of the many key learnings that emerged from Ogury’s detailed activation reports. Through continuous efforts and strategy optimizations based on the impact survey and Performer Profiles, ASUS achieved up to 13.7% CTR. And one of the best performing campaigns achieved an average time spent on the landing page of 1min 40sec per user. 

The Ogury team provides us with excellent service and always successfully meets our marketing objectives. Performance-wise, Ogury delivers outstanding results on a regular basis, making it an important pillar in our communication campaign strategy. Furthermore, the granularity of its data also allows us to gain insightful information to better understand and address our target audiences. 

Jonathan Angel
Marketing and Communication Director, ASUS

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Sony Mobile

Sony Mobile has established itself as a premium Android phone manufacturer through its celebrated Xperia range. However, to stand out in an increasingly saturated market, the company needed to showcase its key product differentiators to consumers on mobile. By partnering with Ogury, Sony Mobile was able to leverage the insights drawn from first-party mobile journey data to identify and attract its ideal users at scale. The performance of the resulting campaigns exceeded all benchmarks.

Challenge

As an established player in the smartphone market, Sony Mobile is no stranger to cutting edge consumer technology. However, while mobile phone usage continues to grow, the frequency of consumers changing devices has declined. Facing ever-increasing competition, Sony Mobile needed to identify users looking to upgrade their devices and effectively reach them with the benefits of its Xperia range that would most appeal to their interests. To achieve this, the company sought a technology partner that would enable it to reach and attract its ideal audience of existing and potential ‘Sony lovers’, at scale.

Solution

Sony Mobile partnered with Ogury to identify and engage this bespoke audience. Ogury’s detailed insight into churn among mobile users was analyzed to identify those consumers likely to upgrade their devices in the near future. Ogury’s User Engagement solution was utilized to uncover their key passion points and affinities based on their observed behavior across websites and apps. This allowed segmentation of Sony Mobile’s audience by interest, such as ‘Regular Gamers’, ‘Photography Fans’, and ‘Entertainment Lovers’. Customized video and CPC formats designed to appeal to these interests were served, showcasing the features of the Xperia range. Ogury’s AI-powered User Affinity Engine continuously refined the campaigns by upweighting those users with higher performance, to ensure optimal brand awareness results for Sony Mobile.

Results

By mapping the complete mobile user journey of Sony Mobile’s ideal users, Ogury was able to achieve the best on-plan results, smashing all of Sony’s own benchmarks. VTR results were 75% higher than the set benchmark for video campaigns. CPC campaigns registered an average CTR that was 260% over benchmark, while the average time spent on the Sony Mobile site from traffic generated by the campaigns exceeded 60% over benchmark.

Ogury’s deep knowledge of user churn and User Engagement solution have enabled us to uncover qualified audiences that we had previously not identified. Campaign results have been outstanding, and the insights generated have been applied across our mobile strategy. We trust that Ogury will deliver strong performance for us, and the service level we receive from the team confirms that we are in reliable hands.

Sebastien Bardin
Head of Digital & Media Strategy, Sony Mobile

Download Sony Mobile’s case study

Ralph Lauren

Ralph Lauren, a global leader in premium lifestyle products, wanted to better understand the key characteristics and passion points of its customers. Understanding and activating Ogury insights enabled Ralph Lauren to implement a successful mobile strategy that increased both mobile site visits and brand awareness. Read on to learn the full results.

Problem

For over five decades, Ralph Lauren has been a global leader in the design, marketing and distribution of premium lifestyle products. The consistent evolution of Ralph Lauren’s image requires on-going development of its target consumers. However, on mobile, the company was limited to insights from user behavior within its own apps and sites. Ralph Lauren needed to overcome this data gap, and understand what users were doing on their mobile phone outside of Ralph Lauren’s own ecosystem. 

Solution

To determine who Ralph Lauren should be attracting, they leveraged Ogury’s Active Insights to create several studies on mobile users who visited the Ralph Lauren mobile site and app. These studies revealed that: 

  • Visitors to the Ralph Lauren mobile site also frequented particular high-end competitor sites, and engaged with the jewelry and cosmetics category. Ogury created an interception strategy based on these affinity audiences. 
  • Mobile site visitors had a shared audience with Ralph Lauren distributors, such as Zalando and Galeries Lafayette. Ogury re-engaged visitors from Ralph Lauren’s site who also used distributor apps. 
  • Users who owned the Galeries Lafayette app over-indexed on the use of shopping, travel and fashion apps. Ogury proposed that Ralph Lauren invest in these categories that characterize the audience of Galeries Lafayette, a Ralph Lauren distributor.

Following these learnings, Ogury created a bespoke targeting profile based on a strong interception strategy and scaled it across France, UK and Germany. Ogury’s AI-powered User Affinity Engine then continuously learned, refined and expanded the criteria of users who were attracted to Ralph Lauren’s brand and engaged with the campaign.

Results

This campaign was launched in two simultaneous waves, both with different objectives and creatives. The first of these was brand awareness, as measured through video completions. This was successfully achieved, with a VTR of 81.1%. The second objective of increased mobile site traffic was achieved via static assets, with a Click-ThroughRate (CTR) of 14.2% across the three territories.

Through partnering with Ogury, we are able to discover unique insights about our users’ behavior across mobile apps and websites. Due to Ogury’s ability to reveal the entire mobile user journey, we achieved our objective of driving continued quality brand awareness of Ralph Lauren. 

Alicia Castellana
Digital Media Senior Manager EMEA, Ralph Lauren

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Paramount

International film and entertainment giant Paramount needed to identify and attract a new younger audience for the release of Mission: Impossible – Fallout. As well as engage existing franchise lovers, Paramount wanted to reach the next generation of fans through mobile. Read on to learn the results. 

Challenge 

As one of the most recognized names in the entertainment industry, Paramount is no stranger to building hype and anticipation among fans of its many franchises. But for the launch of Mission: Impossible – Fallout, the company needed to try a different approach for its mobile marketing efforts. As well as reach existing Mission: Impossible fans, Paramount had to attract a new, younger audience of cinema-goers who had not grown up with the celebrated action movie series. The company needed a partner solution that would reveal where these users could be found on mobile outside of Paramount’s own apps and websites.

Solution

Fueled by Ogury’s unique first-party mobile journey data, Ogury’s User Engagement solution created a bespoke targeting matrix by studying the behavior of Mission: Impossible fans. Ogury revealed that the audience was characterized by three interest criteria: technology, extreme sports and general cinema lovers. These were then applied to the 18-24 year old age group, who had previously not shown an affinity for the film franchise. By autonomously up-weighting those with higher performance, campaign targeting was continuously refined by Ogury’s AI-powered User Affinity Engine to ensure Paramount’s ideal audience were both identified and attracted to the brand effectively.

Results

Ogury achieved breakthrough results for Paramount with both existing and new Mission: Impossible fans. A view through rate of 75.9% was recorded across the campaign, with 162,673 target users reached accounting for 172,290 completed views of the Mission: Impossible – Fallout trailer creative. Impressions were capped at 1.4 per user, with a resulting CTR of 4%.

“Ogury has delivered a comprehensive understanding of our mobile audience as well as excellent campaign results. The MJM approach and Ogury’s ability to reveal the affinities of our ideal target consumers has resulted in outstanding engagement with our creative, as well as uncovered a new generation of Mission: Impossible fans. Mission accomplished.”

Mathieu Rampant
Digital Strategy Manager, Paramount

Download Paramount case study