The UK arm of the Interactive Advertising Bureau (IAB) has awarded Ogury with its Gold Standard Certification.

Since the company’s founding in 2014, Ogury has empowered end users to make informed choices about their mobile data. The Gold Standard certification from IAB UK furthers our commitment to transparency, accountability and the rights of end users.

The IAB UK Gold Standard has three core aims:

  • To bring an end to fraudulent advertising practices.
  • To increase brand safety.
  • To improve the digital advertising experience for consumers.

The initiative was launched in October 2017 as part of the IAB’s commitment to raising standards in digital marketing and building a sustainable future for the industry.

Learn more about the IAB Gold Standard here.

As part of the certification process, Ogury has adopted the Better Ads Standards outlined by the Coalition for Better Advertising. In addition, Ogury has become certified by the JICWEBS Digital Trading Standards Group (DTSG), which independently audits internal policies and processes to ensure they adhere to current Brand Safety principles.

For more on our approach to user consent, how we use data, and more see our privacy policy here.

Telemedicine has revolutionized the way patients access medical advice, thanks to the convenience and connectivity of mobile. And it’s not slowing down anytime soon. By 2021, telemedicine will be a $66 billion opportunity. But what exactly is it? Telemedicine allows healthcare professionals to evaluate, diagnose and treat patients at a distance using telecommunications technology. If consumers can Facetime their pets, why can’t they do so with their doctor? Of course, as the opportunity grows, so do the challenges. With increasing concern over the safety of personal data, marketers who leverage mobile data need to ensure that it is exclusively high quality, first-party, and consented.

Quality data will amplify the telemedicine opportunity, enabling marketers to understand the modern-day patient journey. Using Ogury’s Mobile Journey data (which is first-party and fully consented), I took a look at the habits of 187,000 telemedicine users across six apps (Doctor on Demand, MD Live, LiveHealth Online, Amwell, Lemonaid, and Your.MD) and discovered three key trends that define these users.

#1: Users are Loyal  

Loyal users are highly coveted to marketers, and telemedicine has one of the most devout groups of users. In Ogury’s study, 94 percent of these users only owned one telemedicine app. This is huge. Doctor on Demand has the most unique users per month, but LiveHealth Online has the largest exclusive audience, leading by only one percent compared to the others who are also extremely loyal.

With this level of trust and loyalty, it’s important for marketers to know what these users are doing outside their favorite telemedicine apps, to truly understand their entire healthcare journey.

#2 Seasonality Impacts Engagement

Another key finding is the impact seasonality has on app usage. In the above screenshot, you can see that app usage peaks between December and February, which aligns with CDC findings which reports that timing as the peak flu season.

Again, it’s important for marketers to look beyond these apps to see what else users are doing on their healthcare journey. Even though seasonality indicates alignment with cold and flu season, when digging deeper into what the user journey looks like, I discovered that it might actually be another ailment that users choose to turn to telemedicine apps for.

#2 Telemedicine Users Are Mindful

The ailment that stood out to me when evaluating Ogury’s first-party user journey data was mental health. Looking at the top trending apps for February under the ‘health & fitness’ category, Headspace placed in eighth. Now looking at the same time period the year prior, Headspace didn’t even make the list. Mindfulness is much more top-of-mind than it used to be, with today’s users realizing that mental health is just as important as their physical health.

Third-party research supports the finding. Practice types that focus on counseling or communicative disciplines had higher use than general practice. In fact, psychiatry makes up 21 percent of telemedicine use. General practice consists of only 13 percent. 

So why does this information matter? It’s extremely important to keep the ailment in mind when it comes to the channel in which you reach your patients. Ogury data indicates that ailments of a more sensitive nature increase the use of telemedicine. Such as the mental health example outlined. And data also reveals trends that indicate increased engagement with telemedicine apps when it comes to digestive health issues. Think about it, breaking up with someone over text has become common practice today, as people want to avoid awkward conversations. The same situation applies to our health – thanks to the connectivity and convenience of mobile, we no longer need to have uncomfortable face-to-face conversations with our doctors.

There’s no denying that telemedicine is growing. More than seven million patients today have their health in their hands—quite literally. With control over their health, it’s vital these users also have control over their data. Providing users with a clear and informed choice to share or withdraw their data places the control in the users’ hands, and ensures compliance when it comes to data privacy.

Want to learn how you can leverage quality consented first-party data to connect with these extremely loyal telemedicine app users? Reach out to me directly at Nena@ogury.com

Nena Slifer, Sr. Director of Healthcare

Pets are a core part of families. In fact, it’s estimated that Americans spent $72 billion on pets in the U.S. last year, which is predicted to continue to rise. In fact, Millennials are expected to spend more money on their dogs over the course of the pet’s life than they would on their own healthcare costs.

Consumers are taking their pet’s health and wellness into their own hands — specifically, with their hand-held devices. The days of consumers regularly turning to desktop searches on pet medicine sites like 1-800-PetMeds and Allivet are behind us. Why? Because consumers are searching for pet health-related inquiries when and where the inspiration strikes them. And only mobile allows that kind of flexibility. This huge opportunity also presents a major challenge for marketers when it comes to understanding the pet wellness consumer.

The pet health sector is becoming increasingly crowded

Brands like Iams, Chewy, Galliprant, Purina and more, know their consumers – pet owners. However, just knowing who their customer is, does not mean they understand them or know how to activate with them on mobile in a meaningful way. To stand out in the cluttered pet medicine space, brands need to uncover key insights on their niche audience and reach them during moments of greatest intent.

With more consumers turning to their mobile devices, pet wellness providers are left wondering how to reach users looking for solutions and products. So how can these brands drive awareness and purchase intent to break through the crowded industry landscape, increase product awareness, and grow brand loyalty?

The answer is in the journey

By looking at a consumers’ mobile user journey, marketers can reach and attract intended consumers at the right place and at the right time and gain advanced insights into the mobile pet health journey. Leveraging consented mobile user journey data, marketers can now access insights on their users’ mobile activity before and after visiting their brand’s (or the brand’s competitors’) app and website. This provides marketers with unprecedented knowledge of consumers’ mobile journeys.

Below is an example of a pet wellness user. Strategic mobile insights reveal this pet wellness brand’s target audience is largely female (74 percent) between the ages of 18-34 (34 percent) and 45-54 (30 percent). Her interests typically include shopping, business, and finance. But beyond simple demographic breakdown, there exists a far greater treasure trove of insights in the mobile journey.

Mobile journey insights also allow brands to see that their target consumers typically have only one pet health-related app downloaded on their phone (see breakdown below). However, just knowing the exclusivity of the competition severely limits a marketer’s understanding of the behavior of their consumers. Looking more closely at mobile journey data, pet wellness brands can also understand each app’s user activity, thanks to Mobile Journey Marketing.

The major key in Mobile Journey Marketing is the breakdown of silos that have largely dominated marketers’ understanding of mobile in its nascent stages. Previously, pet health brands would only be able to see their users’ activity on their own apps and mobile sites, and not have any insights into their competitors, retailers or other relevant mobile destinations. Ogury allows pet wellness brands to cross the aisle and peek into the entire mobile ecosystem.

For example, these brands are able to see that PetMed’s audience is most engaged on Mondays, as opposed to Chewy, which has an audience that typically peaks on Tuesday (graphics below).

Pet owners are going above and beyond to ensure their furry friends have what they need. The onus is on pet wellness brands to deliver. Mobile Journey Marketing enables pet wellness brands to understand the entire mobile user journey of their pet owners, and to market across it. Ogury works closely with leading national brands to develop informed strategies behind using precise and consented data to understand pet owners’ mobile journeys.

Want to learn how to identify and attract pet owners through cross-app mobile data insights and leverage mobile user data to engage the most relevant users across the purchasing cycle? Reach out now! Nena@ogury.com

Nena Slifer, Sr. Director of Healthcare

Consent Manager for Personal Data Capture

‘Free’ online content is rarely free in the true sense of the word. It is, more often than not paid for with the most valuable currency that users own – their personal data and the advertising they receive based on this data.

But with new data privacy regulations coming into force and a heightened focus on data misuse dominating headlines, consumers are coming to the realization that their data is, in fact, precious. It is collected and shared without prior knowledge or explicit consent, and too often (mis)used for unwanted marketing purposes.  

If organizations want to leverage consumer’s personal data to reach new heights of business success, user trust needs to be earned, choice needs to be given, and a true value exchange offered.

The Data Boom Era 

Personal data has become arguably the most important commodity of the modern age. Every action we take online leaves behind data imprints; snippets of information that build a compelling picture of who we are and what we like to do. This data has become gold-dust for companies looking to form meaningful relationships with consumers. And consumers know this too.

As the ecosystem matures, so do consumers. They are beginning to understand that accessing quality online content comes with an exchange of value, and they want to make it a fair one. No group understands this more than the data-savvy generation of millennials.

Millennials: The Real Data Drivers 

Millennials, the generation who reached young adulthood in the early 21st century. Having grown up with the internet, they are the epitome of a digital and mobile-first world. As such, they are on the radar of companies looking to forge meaningful relationships with mobile users.

Millennials are comfortable and familiar with technology, and more willing to share their personal data than older generations as a result.

38% of younger generations fall into the most ‘data unconcerned’ group

They are more laid back about giving their consent to share personal data, but equally know how best to benefit from the exchange, simply because they use data for everything. They use it to inform their purchasing decisions, they understand its value, and by extension the value of their own data.

When it comes to digital marketing, Millennials are more willing to trade personal information in exchange for exclusive incentives or benefits, and expect to receive tailored brand recommendations as a result.

67% millennials expect offers to be personalized and 47% are happy to share their data with brands if they know they will get something in return. They foster expectations born out of a desire to get value out of the data they are providing. They know they can, and should, only exchange it for experiences that resonate with their interests.

But whilst they are driven by the allure of personalization and the benefits of a valuable data exchange, they are also aware of the risks associated with data misuse. 60% of millennials show concerns about their information being compromised because of A.I. They see the good that can come from it, but they know a balance built on trust and control is required. 95% millennials are more likely to be loyal to an organisation they trust with 92% more likely to trust brands with personal information if they are given full control.

For brands and publishers, this trust is as powerful a currency as the quality data sought. Respecting your users’ rights to a fair deal in return for their personal data is the key to earning this consumer confidence and building business success on mobile.

The Three Pillars of Trust

To establish trust, mobile organizations need to embrace a new model for user choice founded on crystal clarity, fair exchange, and unwavering integrity. Ensuring all three pillars are met is the only way to avoid toxic data and the kind of rogue marketing that erodes user trust.

Providing clarity from the outset on the consent contract between consumers and publishers or brands should be outlined in clear, concise language and based on a fair choice, of how consumers help fund the online content they need and appreciate:

  1. Pay with money to access content in a marketing and data collection free environment.
  2. Exchange anonymous data, and receive personalized and relevant marketing recommendations that align to passions and interests.
  3. Opt-out from sharing data and currency entirely, at the risk of receiving irrelevant ads that damage user experience.

Layered with a level of integrity, guaranteeing that user’s choices are respected in full. It is simply about putting the user in control of their digital marketing experience.

Since founding the company in 2014, Ogury has held the belief that trust among users, brands and publishers is fundamental to long-term business success. Long before GDPR came into force, we emphasized that trust, by giving users a clear, explicit and unambiguous choice over their personal data. And if they opted-in, we enabled them to opt-out with every piece of content they are served.

With Ogury Choice Manager, registered IAB Consent and Preference Management Platform featuring Fair Choice, we are adding a third choice; the possibility to pay a fair price for a data collection free and marketing free digital experience. Our Consent Manager is the first technology solution that fully implements the three pillars of trust.

The real currency to fund a free internet: Users’ Trust

In building and preserving the user trust, organisations have the opportunity to attract more data savvy users with both the content and marketing that they will appreciate.

In establishing this trust with Consent Manager, brands and publishers have the chance to keep the very foundations of quality online content alive, and at the right price for all to enjoy.

Should you have any questions or queries about user consent, personal data, or about Consent Manager, contact us at hello@ogury.com

Elie Kanaan, Chief Marketing Officer

Mobile customization content platform Zedge faced a problem that will be familiar to many publishers; how to increase overall monetization yield without compromising users’ in-app experience? Ogury Intelligent Monetization delivered just that, with high CPM returns and reduced dependency on direct response and performance-based advertisers, all while delivering campaigns from premium brands that resulted in a high-quality user experience.

Challenge

Zedge is a mobile content discovery platform and community that offers wallpapers, ringtones, alert tones, and app icons to customize smartphones and other mobile devices. The platform has more than 170 million installs across Android and iOS. At the beginning of 2017, Zedge sought to increase overall yield from monetization without compromising the in-app experience of its users. Previously, the company had relied mostly on direct response and performance-based advertisers, and had some resulting concerns over the quality of ads being served.

Solution

Ogury Intelligent Monetization uses a purpose-built AI-powered Revenue Optimization Engine to identify ideal users for world-renowned brands and provide a premium CPM up to six times higher than the industry average. After displaying a clear consent notice to every user, Ogury is able to collect signals from their mobile devices, and transform these signals into meaningful data which maps their mobile journey, across all apps and websites. The unique mobile user journey data that powers Intelligent Monetization converts bulks of impressions into individually targeted mobile user profiles, enabling Zedge to serve ads from these premium brands. This turns previously irrelevant marketing into personalized recommendations for Zedge’s users, who are additionally given the opportunity to opt-out directly from every ad served.

Results

Since working with Ogury Intelligent Monetization, Zedge has seen significant results. In tier 1, English Speaking countries, on full-screen ad engagements, Ogury held 42% share of wallet. Along with a 73% acceptance rate of Ogury’s consent notice, feedback from users to Ogury’s full-screen format has been positive, with any concerns over ad quality now a thing of the past.

“For almost 2 years, Ogury has been a solid brand marketing partner for Zedge. Our Users have high adoption of Ogury’s consent notice, and we continue to watch performance grow. In a crowded market, Ogury has a unique product offering generating true top-line incremental revenue for Zedge.”

Dee Ann Belsky, Sr. Director, Ad Ops & Analytics, Zedge

About Devoxx

April, 17th, 18th & 19th РPalais des Congr̬s de Paris.

It’s no secret that Devoxx France has quickly become one of the most important events for developers in France. Originally focussed on the Java Community, the show has broadened its scope over the years to welcome developers of all disciplines. Today, the Devoxx Community numbers more than 10,000 developers from around the world.

Key Moments

The first day of the conference, called ‘University’, is dedicated to workshops. The following two days are focused on keynotes delivered by high-quality speakers and conferences with a 50-minute cycle.

Of more than 900 applications for the keynotes, the selection committee only picks 230 proposals for inclusion. And this year, Ogury is proud to host two talks.

From 4.45pm to 5.30pm on April 18th, Arnaud Milleker, I.T Lead, and Simon Cocula, Senior Business Analyst, explain ‘How our Data Warehouse has become the access to our 700 TB Data Lake‘.

And on April 19th, from 3.30pm to 4.15pm, Carles Sistaré, Tribe Lead Tech Marketer, and David Babel, Senior Software Full Stack Engineer, reveal their secrets on ‘How to scale up with JavaScript in 2019′.

If you are unable to attend, or if you would like to download the presentations (in French), just click on the links below:

How to scale up with JavaScript in 2019

How our Data Warehouse has become the access point to our 700 TB Data Lake

Shopper marketers typically see Christmas and Thanksgiving as the best times to drive revenue, overshadowing the “smaller” holidays like Easter. But just because Easter isn’t as “big” as the Q4 holidays doesn’t mean there aren’t opportunities. When it comes to shopper marketing, this holiday is huge. In fact, 80 percent of Americans celebrate Easter, and on average, they spend $150 per person. Out of those planning the celebration, 30 percent will use their smartphones to research products or compare prices, and 19 percent of consumers will use their phones to make an Easter-related purchase.

Despite the major opportunity to reach your Easter shoppers, there are also significant challenges. Consumers still lack full control and transparency over how their data is used, and marketers lack trust and confidence in the privacy legistaltion compliance of their technology partners. In fact, 80% of marketers are concerned their tech vendors could put them at risk of violating GDPR. Easter is an unmissable shopper-tunity, but marketers need to ensure they’re only leveraging quality consented data to guide their strategies.

Using Ogury’s first-party, GDPR-compliant data, I took a deeper look into how these shoppers go about their mobile journeys. Mobile journey data revealed that 59 percent of grocery app and site users are female. These users also show an affinity for coupons and discount apps, as well as financial and banking apps. From a timing perspective, grocery app usage peaked on the Thursday before Easter weekend and again the day after Easter Sunday.

So how do you activate these insights? Below are three key strategies shopper marketers can use to win the egg-citing weekend.

Maintain an always-on strategy

Based on Ogury data and insights, it’s clear Easter shoppers are inspired well before and after the holiday. Brands must ensure they are remaining top-of-mind with consumers by applying an always-on strategy, which helps marketers to reach shoppers while they’re filling their baskets.

This means launching a long-term campaign for products and increasing the frequency of when content appears based on peak usage times. For example, knowing that shoppers open grocery store apps the Thursday before Easter and the day after Easter Sunday, marketers can supplement their campaigns with incentives and coupons for these particular days.

Attract consumers with value-added offers

By combining first-party mobile journey data with purpose-built AI technology, marketers can now attract their ideal users based on their observed behaviors. How does that work in practice? By way of example, our Ogury data reveals that the app and website activity of these Easter shoppers suggests that they are cost-conscious and looking for bargains. To attract them effectively, shopper marketers could offer them incentivized recommendations and deals, providing value at each point of their journey.

Using Content to Drive Commerce

According to the NRF’s Easter Data Center, 31 percent of consumers get the inspiration to celebrate the holiday from sales or promotions, and another 11 percent derive their urge from retailer or brand events. This is a great opportunity for marketers to create a moment of need for consumers.

For example, CPG brands could show content on how to organize an Easter egg hunt, and list all of the supplies needed to create a fun environment, which can include the products they plan to market. Recipes are also an easy way to showcase how well-prepared ingredients can make or break a party. Pairing this strategy with an always-on campaign is sure to generate success leading up to and well after the Easter holiday.

With a little under a week until the Easter weekend, people are preparing their stomachs for the insane amount of chocolate bunnies consumed. It’s a great time for marketers to get creative and use this somewhat overlooked season to hook customers with always-on, value-driven and content-based strategies. However, these strategies won’t be successful unless you only leverage quality first-party data, that users have explicitly opted-in to sharing. With the new US privacy legislation laws on the horizon, now is the time to ensure complete compliance.

Are you interested in learning more about the Easter shopper-tunity? Reach out to me at Drew@ogury.co

Drew Childers, VP Midwest & Central

GDPR Compliance for Advertising & Data Privacy

With GDPR nearing its one-year mark, user data privacy has never been more present in the public consciousness. Despite some initial confusion over its reach and implementation, GDPR compliance for advertising has paved the way for a new age of user choice, trust and empowerment. Consumers are now more aware and educated than ever about the value of their personal data. And while Europe has initially led the way, lawmakers worldwide are now following suit, with many planning on passing their own data privacy legislation.

For any business with International operations, or aspirations, this should be more than just a consideration. To ensure organizational practices are fair to the consumer, and legally compliant, you need to know if your user data policy is ready for the new wave of international privacy legislation. It’s time to think beyond the GDPR and GDPR compliance for advertising.

The Global Impact

The implementation of GDPR is in the hands of individual governments, with some countries in the EU supplementing the law with its own regulations. Most recently, the Netherlands became the first European country to clearly outline fines. France’s top data-privacy agency CNIL, which recently fined Google nearly $57 million, even established a network of data protection officers to help provide advice for brands.

GDPR certainly brought to light many necessary data privacy issues, but privacy has been a hot topic globally long before May 25, 2018. Singapore ratified the Personal Data Protection Act (PDPA) back in 2012. While the language is similar to GDPR, Singapore’s PDPA operates on a more limited scope, and doesn’t require explicit consent from individuals. In 2016, Turkey debuted the Data Protection Law (DPL). Again, it’s largely similar to GDPR, but the Turkish DPL does have a couple of key differences: it doesn’t include the interests of third parties to the equation and doesn’t mention the erasure rights of data subjects. Under GDPR, citizens can request access to their data or ask to be forgotten.

One surprising stand out in privacy protection is China. Passed during the same year as GDPR, the Cybersecurity Law of China (CSL) takes data protection one step further with a particular focus on cybersecurity. CSL requires companies to set up a broad framework for cybersecurity, emphasizing the idea that data protection cannot be managed entirely without cybersecurity.

These are just a handful of the many data privacy laws that international businesses will need to bear in mind when reaching customers in these territories. But the situation in the world’s most developed economy has the potential to be even more complicated.

The US’ Reaction to Data Privacy

In the US, laws are beginning to unfold state by state. After California’s Consumer Privacy Act (CCPA), Vermont, Maryland, Washington and eight other US states are considering passing privacy and data protection laws of their own.

However, without a federal level regulation in place, US-based businesses are forced to comply with multiple (and sometimes contradicting) variations of state-led rules with no central agency to enforce it. This is extremely challenging, with different states having varying provisions regarding what categories and types of personal data warrant protection, which entities are covered, and even what constitutes a breach. It’s no wonder many claim they aren’t cut out to comply with the CCPA or GDPR-like guidelines.

In fact, many companies have retreated from the EU as a direct result of GDPR. Just recently, Oracle Data Cloud closed its AddThis audience data platform in the EU. In addition to collapsing companies, more data breaches are being reported (as required by GDPR). According to a recent survey, more than 59,000 data-breach notifications have been reported across the EU, with the walled gardens remaining the biggest violators.

The Future of Data Respect

Most consumers noticed the laws coming into effect. Brands they’d previously interacted with, began sending “opt-in” requests via email, and more explicit cookie notifications began popping up on websites and in-apps. This is training consumers to expect a certain level of transparency. Rightly so!

Many governing bodies understand that some personal data is needed to provide curated experiences, but they don’t fully comprehend the nuances of legitimate data use, why it’s important and how it can add value to consumers. This explains why the demand for federal regulation in the US has been so scattered.

There are ways companies can get ahead of it. Instead of banking on uncertainty and leaving their fate to lawmakers who don’t understand the inner workings of data collection, storage and protection, marketers brands and publisher must take a proactive stance.

So how do you do this? To prepare for compliance with any existing or upcoming privacy laws, wherever in the world you do business, it’s essential to have a Data Protection Officer in place who ensures compliance and stays ahead of impending regulations. Companies also need to gently, clearly and compassionately educate consumers on how their data is used. This means clearer, more explicit consent forms and privacy policies. One of the major reasons consent forms and terms of services are largely ignored is because they’re too long, complicated, ambiguous and filled with legal jargon.

At Ogury, we understand these challenges. GDPR compliance for advertising has been at our core since the day Ogury was founded in 2014. We remain rooted in our commitment to helping organizations move into a new era of data responsibility, globally.

It’s why we created Consent Manager, a registered IAB Consent Management Provider (CMP), to help streamline the consent process for brands and publishers, and to provide complete transparency and control to users. Providing every consumer with a clear and informed choice to share or withdraw their data places control firmly in their hands – and ensures compliance when it comes to data privacy laws. Which is exactly the way it should be.

Raphaël Rodier, Global CRO

Raphael Rodier

Despite the ubiquity of mobile devices, technology leaders are still struggling to get control of ad fraud which plagues brands, marketers, publishers, and users. These concerns over advertising fraud are on the rise, and with good reason. Even the most conservative estimates put the money involved worldwide well into the billions. In fact, the amount of lost revenue on fraudulent web traffic is expected to soar over $16 billion. With a fortune on the line, marketers have to protect themselves (and their brands) however they can, starting with their partners and technology vendors.  

A recent survey shows widespread concern among marketers when it comes to ad fraud and comprehensive advertising measurement. Meanwhile, media buyers are setting aside nearly half of their entire digital budgets strictly to mobile.

With all of the fraud pitfalls in the mobile ecosystem, marketers are struggling to protect themselves.

So What’s Going on Here?

There are two approaches when it comes to mobile advertising: in-app ads and mobile

web ads. Even within these two mechanisms that can serve fake or inflated ads, mobile ad fraud can manifest itself in various sneaky ways:

  • View fraud, where ads are intentionally shown in a way that’s invisible to users to inflate viewership reports.
  • Reputation fraud, which indicates whether a publisher or user ID is suspected of having engaged in fraud previously.
  • Tunneled traffic, a process often used by criminals to hide users’ geolocations by masking the IP address.

Despite the greater risk and fraud susceptibility of mobile web advertising, in-app ads tend to have a far worse perception among media buyers. There is value to both in-app and mobile web, as different consumers take different mobile journeys. However, it is imperative for marketers to understand the values and pitfalls of each and prioritize transparency from end-to-end.

So are in-app ads safer than mobile web ads? Despite the discrepancy in perception, the answer is yes. One study found fraud involving bots and viruses designed to simulate human users occurred 74 percent less often in-app compared to the mobile web.

Bye Bye, Bots

The issue facing marketers is that bots and user-simulating viruses can inflate the number of users served any given ad at any given time. According to eMarketer, mobile advertising will make up 43% of the total US ad market by 2020.

This means fake numbers breed real problems for marketers. Bots that feign installs and downloads, and create fake volumes of data are constantly evolving, and at a much faster rate than any marketer can keep up with alone. This is where transparency reigns supreme when it comes to partnering with vendors to optimize mobile marketing.

Due to Ogury’s double opt-in, we ensure that we only reach real people who explicitly consent to share their signals that we use to generate our first-party mobile user journey data. Since 2014, Ogury has presented real mobile users with the opportunity to give explicit consent to share their journey signals in exchange for relevant and tailored marketing recommendations. No bots, no fraudulent traffic, only full transparency, and data that marketers can trust.

Measure Up and Team Up to Take Down Fraud

With the perils of ad fraud looming over marketers’ heads, what can they do? The first step is simple: not only should marketers and brands partner with third-parties who only leverage quality consented first-party data, but they should also be measurement agnostic.

Ogury doesn’t believe in grading our own homework. As the pioneers of Mobile Journey Marketing, we are always eager to have our data and insights verified by third-parties. In fact, Ogury’s inventory is 100% measurable as verified by IAS (Integral Ad Science).

Legislation such as CCPA and GDPR are launching many data-driven technology companies into a state of uncertainty. Ogury welcomes the well overdue regulations with open arms. Ogury is built on transparent, compliant first-party data. We joined the IAB Mobile Center because of their similar focus on transparency and compliance. We don’t believe that companies should be compliant because that’s what recent laws are ‘forcing’ them to do. Rather, they should be compliant because that is what’s in the best interest of the end-user.

We realized that if we wanted to add value to a user’s mobile experience, we needed to be completely transparent with them. And I urge you all to do the same.

Mike Pollack, Head of Sales, USA

Mike Pollack Headshot

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