Bayer and its media agency, Mediacom, partnered with Ogury to raise brand awareness and perception. Our reliable mobile data, combined with our user-focused formats and delivery methods, enabled Bayer to identify and reach potential consumers. Learn more about the campaign below.

Challenge

A growing and aging world population requires an adequate supply of food and improved medical care. With life expectancy continuing to rise, Bayer improves the quality of life for a growing population by focusing its research and development activities on preventing, alleviating, and treating diseases. Unfortunately, the pharmaceutical and life sciences space has become increasingly cluttered due to the rise in illnesses. Bayer needed to raise its brand awareness and increase brand perception in order to provide value to its consumers and ultimately create a better life for them.

Solution

To raise awareness and perception, Bayer and its media agency, Mediacom, partnered with Ogury. The campaign was fueled by unique, reliable mobile user and behavior data drawn with traceable and trusted consent.


Once these users were identified and messaged, Ogury’s proprietary optimization algorithms scaled the campaign’s reach based on performance criteria, to find further users with similar affinities across the US. The Brand Exclusive Video Chooser was employed to present the users with a choice of which ad they would like to see. This proprietary ad delivery method is an interstitial that precedes the video, showing previews of three different Bayer videos. The user selected their preferred ad, then was shown the video of their choosing, meaning the final step of ad personalization was made by the user themselves. Engaging and interacting with ads by making a choice has been proven to drive a 300% lift in ad recall by promoting memorability.

Results

This campaign drove strong results and achieved Bayer’s objectives. The campaign delivered a VCR of 84.8% and a viewability rate of 95%. By multiplying viewability with VCR, the campaign delivered a V2CR of 80%, which is above Ogury’s benchmark. In addition to these results, the campaign also achieved a CTR of 4.2% which is above industry standard.

Download the case study

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

Download the case study

American Lung Association and Ogury blog header

Approximately 8 million Americans are at high risk for lung cancer. Thanks to an innovative low-dose CT scan screening, early detection of lung cancer is now possible. However, despite the life-changing detection solution, many former smokers aren’t aware of it. The American Lung Association and Ad Council partnered with Ogury to identify and inform former smokers of this innovative technology.

Challenge

Lung cancer is the leading cause of cancer-related death in America, but now there’s hope through early detection. An innovative low-dose CT scan screening can be used to detect lung cancer in the first stages, when it is more likely to be curable. If lung cancer is caught before it spreads, the likelihood of surviving 5 years or more improves to 55%. This life-changing detection solution has the potential to save 25,000 lives, and the American Lung Association and Ad Council have been challenged with identifying and informing former smokers of this technology.

Solution

To reach former smokers with information about this life-changing early detection technology, the American Lung Association and the Ad Council chose to partner with Ogury due to Ogury’s advanced insight into the patient’s mobile user behavior. Ogury leveraged its unique, reliable mobile user and behavior data to help Ad Council build a strategic ‘Saved By The Scan’ campaign. Ogury’s technology uncovered unique insights and affinities of mobile users based on their mobile web and app usage, which included active research of treatment options, symptoms and cancer communities. Ogury’s Data Generation Engine scaled the campaign reach by automatically adding and removing certain criteria based on its performance, continuously learning and refining potential patient profiles. Once these profiles were identified, Ogury optimized the campaign toward driving site visits and scan eligibility quiz completions, by reaching users with high-quality 100% viewable display and video creative.

Results

This campaign surpassed expectations, with Ogury driving nearly 29.6K mobile display site sessions, which was the greatest number of sessions from any partner on the campaign. Ogury achieved a CTR of 8% which met Ad Council’s goal, and a VCR of 85%, which was nearly 15% above benchmark. During the partnership, over 1.5K visitors driven by Ogury achieved the campaign’s primary goal of completing the screening eligibility quiz, with 23% of those users being categorized as ‘high-risk respondents’. Comparatively, Ogury drove the greatest number of quiz completions within the Ad Council’s display partnerships, and ranked within the top 5 for conversion rate at 5%.

Consumers are using their phones more than ever before, so it’s imperative to reach them where they are. Ogury’s support of the Saved By The Scan campaign did just that, raising awareness for Lung Cancer screening and driving the most Risk Assessment quiz completions we’ve seen to date.

Mikaela James
Assistant Media Manager, The Ad Council

Download the case study