Bose blog header

Bose, a market-leading premium audio equipment company, needed help discovering a new audience for the European launch of Sleepbuds. As a new product line for the company, Bose required a technology partner that could effectively uncover consumers who would most benefit from its sleep-enhancing solution while also respecting user privacy laws such as GDPR.

Bose worked with Ogury to identify and attract its ideal users and recorded breakthrough results with CPC and video mobile campaigns inspired by these insights.

Challenge

Sleepbuds are an in-ear solution designed to aid those who suffer from poor quality sleep by masking unwanted outside sounds with white noise and other soothing audio signals. Bose was entering unfamiliar territory by introducing a new product line and needed to effectively identify and attract consumers who would most benefit from its sleep-enhancing solution. Additionally, Bose had to ensure that any technology partner it worked with would be able to deliver mobile data-fueled campaigns in compliance with privacy legislation such as GDPR.

Solution

Through Ogury’s User Engagement solution, existing users were cross-referenced with the audiences of sleep-related apps, anti-snoring websites, and more to build a comprehensive user profile. Ogury revealed affinities for these sleep-related issues and that users were 2.5 times as likely to own travel apps compared to the average. Creative campaigns inspired by these insights were shown to users across Europe. Targeting was continuously refined using Ogury’s User Affinity Engine to ensure Bose’s ideal audience was identified and attracted.

Results

By studying the mobile user journeys of Sleepbuds’ ideal users, Ogury was able to deliver breakthrough campaign results across all territories. An average VTR of 1.73 times higher than industry standards was achieved in video campaigns, with over 1 million completed views. The CPC campaigns registered an average CTR of 7.81 times higher than industry standards, with an average re-engagement rate of 20.46% through Ogury’s unique bookmark feature.

Ogury’s User Engagement has enabled us to filter through the noise and uncover the passion points of our ideal users. The Ogury methodology has empowered us to identify those consumers who would most benefit from Sleepbuds, with the subsequent campaigns producing outstanding results.


Jorma Kremser
Global Media Manager, Bose Corporation

Download Bose’s case study

Digital Advertisers Valid Consent

In the US, there are 43.5 million moms, and I am proud to share that I joined that population a year ago. Considering that 97% of moms use or own a smartphone, mobile has become the destination for moms on-the-go, and with moms controlling 85% of household purchases, capturing the attention of these moms is at the top of every marketers’ priority list. 

Where digital advertisers fall flat, however, is understanding the moms behind the screen. Taking an informed approach helps advertisers better reach and build relationships with mothers. But many advertisers have come to rely on second-party or third-party data. This doesn’t guarantee that the insights gathered are consented and accurate, often resulting in advertisers serving irrelevant content. This content can become irrelevant as the data is less timely, reaching mom after she’s already moved on to another parenting stage. 

All consumers — not just moms —  are fatigued by the constant exposure to irrelevant ads. Seventy-one percent of consumers are concerned about how marketers collect and use their personal data. This is a problem that’s plaguing the industry. But it doesn’t mean digital advertisers have no way around it. As we’re in the midst of major retail holidays including back-to-school season and Amazon’s Prime Day, now is the time for marketers to get on moms’ radars. 

So what do mothers look like today? According to the Pew Research Center, women are more likely to become mothers now than 10 years ago. A number of these women are also having children later in life, with the median age at which women become moms having increased from 23 in 1994 to 26 in 2016. In addition to these findings, the research also revealed that 24% of all US mothers are single moms — that’s 9 million moms. 

Today’s generation of moms isn’t the same as it used to be. Below are two key takeaways digital advertisers should keep in mind when trying to connect with the “mom” consumer.

Identify where mom is on her parenting journey

With a larger number of moms in the population, it changes the way marketers communicate with mothers. Marketers can’t risk disrupting the mobile user experience for new moms by serving up content that’s better suited for experienced moms, and vice versa. By understanding the nuances between these similar, yet very different audience groups, marketers will be in a better position to attract these moms to their brand.

Ogury collects valid consent to use data. Looking at Ogury’s unique, reliable user data, digital advertisers can identify the nuances between new moms and experienced moms, based on their mobile user journeys. Above you can see the apps and sites that users who engaged with baby formula content also visit, indicating they have a newborn and are likely ‘new moms.’ This includes medical sites such as Healthline and WebMD, photo sharing apps including Photo editor pro, and pregnancy and baby-related apps and sites including Pampers Club and Baby Center.

Below, looking at Ogury Active Insights, you can see where else users who engage with the family productivity app, Cozi Family Organizer also spend their time. This includes entertainment content apps like Ellentube and Cinemaniac, and other organizational apps including Grocery Shopping List – Listonic.

So what can digital advertisers do with this information?

Advertisers should tailor their messaging to moms based on where they are in their parenting journey. Brands and retailers like Walmart and Target can personalize their messaging to new moms with more parenting-101 type content. For moms with older children, these brands and retailers can leverage their historical data and mobile user journey data to bridge a connection and reach them with relevant content.

Reach moms with relevant recommendations

Using mobile journey data to distinguish new moms and experienced moms is one example of how data can inform your strategies. The amount of working mothers has increased by almost 50% over the past 40 years. The mobile journey of a working mom and stay-at-home mom looks very different. Using valid consent and the right kind of data can ensure you meet the needs of each mom.

For digital advertisers to truly connect with today’s on-the-go moms, they must ensure the content they serve is actionable, quick and useful for mothers. An easy to transact mobile user experience, such as quick-click coupons, will be valuable to this group of moms. Taking into account the mom’s age, work life, interests and mobile behavior, marketers can better personalize their incentivized recommendations. 

Moms play an important role in everything–from our personal lives to our workforce. Advertisers must rely on valid consent and a choice-first approach to ensure accuracy and compliance when reaching out to them through mobile. In order to provide real value to mothers today, marketers must understand the new trials of motherhood and provide the solutions they can use. 

At Ogury, we only use fully consented and device-level data. It enables us to obtain easy-to-understand and accurate insights that marketers can incorporate into their strategies. Want to learn more about the changing parenting journey and how you can reach the right mom with the right message? Reach out to me at jen.patnode@ogury.co 

Managing Director, Jen Patnode

Consent Management Technology & Personal Data

The use and ‘abuse’ of personal data by big tech companies regularly dominates headlines, despite their expression of explicit commitment to improving data privacy practices. The recent history of data exploitation in widely publicized scandals, such as Cambridge Analytica and the Google+ data leak, arouses ongoing suspicion about the monetary value of user data.

A couple of weeks ago, Washington took aim at antitrust in ‘Big Tech’ with the introduction of a bipartisan Senate Bill, the Designing Accounting Safeguards to Help Broaden Oversight And Regulations on Data (DASHBOARD). DASHBOARD calls on Google, Facebook and other major Silicon Valley companies to effectively put a price on their users by disclosing how much each individual’s data is worth to their business. The proposed legislation states that tech platforms with over 100 million monthly users must make public the financial value of users’ data. 

Informing consumers about the value of their personal data is undoubtedly a positive move towards complete transparency in tech, and a service we already offer at Ogury as part of our Consent Manager Technology solution. Yet, the need for the introduction of a Bill ultimately serves to highlight the lack of progression that’s been made to give users the control they deserve over data. 

The global response to data control

Questionable practices around the collection and use of consumer data has prompted a global outcry. In 2018, the EU’s General Data Protection Regulation (GDPR) came into effect, under which organizations are required to ensure EU citizens’ personal data is collected legally and protected from misuse and exploitation. And many companies have already fallen foul of the new data protection laws in Europe.

Stateside, in less than six months, California’s Consumer Privacy Act (CCPA) comes into force. Like GDPR, CCPA also aims to protect users’ personal data and regulate the collection and use of consumer data. An even bolder New York Privacy Act is also in the pipeline, which will enable any New York resident whose data is used by a company out of accordance of the terms of the bill, to file a lawsuit against that company. 

Consumer awareness is still too low 

However, while the current data privacy laws have gone some way towards giving users greater control over their personal data, our research shows they have not gone far enough. A recent Ogury survey of over 287,000 global consumers found that over half (55 percent) said they do not have a better understanding of how companies use their data following the introduction of the GDPR. What’s more, despite the widespread introduction of privacy notices to comply with GDPR, consumers are still exchanging information with organizations – often by forced opt-in – without being fully informed about what that company is doing with their data. Of respondents we spoke to, 52 percent said that even when they do read data consent notices, they still do not understand how their data is being used. 

GDPR sent a strong message to the tech industry that abuse of consumer data and lack of transparency around privacy practices would not be tolerated. But the findings of our research show it has not been taken seriously by the organizations it was designed to regulate. 

It’s vital that businesses deeply understand data privacy legislation, and by assigning a price to consumer data, it will help educate users about sharing information so they can make informed decisions. With the introduction of the CCPA and other upcoming legislation, consumer knowledge around the issue of data privacy will continue to grow, and as it does, companies with shady data practices will either be pressured into transparency or cease to exist.  

There’s every reason to be transparent 

It shouldn’t take an act of law to force organizations to be transparent. Big tech companies may believe they are benefiting by leveraging user data without explicit consent, but evidence shows that sooner or later this attitude will come back to bite them. 

Our research has found that there’s no need for tech companies to collect and share personal data without permission. The majority of consumers aren’t opposed to sharing information, they just want to be given a fair choice. In fact, 71 percent of respondents said they would be prepared to share data from their mobile apps and website usage, as well as contact details, as an alternative to paying for access to apps and online content.   

Learning from giant mistakes  

There’s no debating that tech companies should give users greater control over their data. The practice of underhand data deals has tainted the industry for too long. But culpable organizations can rectify their conduct by disclosing what each individual’s data is worth to their business so users can make educated decisions on whether or not to use their data currency. 

It’s only by offering full transparency that tech companies will be able to win back consumer confidence. At Ogury, it’s always been our aim to make the value exchange of providing data, in return for accessing a free service, as transparent as possible. In early 2019, we launched our game-changing feature, “Fair Choice” as part of our Consent Management Technology offering, which gives users the option of paying with their data to access quality content. 

Fair Choice was inspired by our belief that there should be an honest transaction between organizations and users when they opt to share their data. Our solution is GDPR and CCPA compliant and represents a new era of digital marketing. One in which publishers and brands build relationships with consumers based on trust and transparency, and users are fully empowered to make informed choices. 

Raphaël Rodier, Global CRO

Raphael Rodier

We’re thrilled to share the news that Ogury has received the “Top 50 Tech Companies” award by Intercon, who honors excellence in the technology space. 

In addition to this award, Ogury’s co-founder and co-Chief Executive Officer, Thomas Pasquet was awarded the “Top 50 Tech Visionaries award”.

An experienced, serial entrepreneur, Thomas has been recognized for his contribution to technology. Having previously successfully founded other technology companies, Thomas and his co-founder, Jean Canzoneri, were both convinced that a significant opportunity still existed within technology to offer a solution outside of the dominant players. 

In 2014 they founded Ogury with the vision that the signals contained in user journeys on mobile, combined with technology, could be turned in to data that predicts human behaviors, intentions, and interests. 

Together with their dream team, Jean & Thomas have created something that is changing the marketing world as we know it.

Mobile Advertising & Data Privacy Reality Report

I’m going to be totally honest with you.

This isn’t the first report that studies consumer attitudes towards mobile advertising.

Nor is it the first to survey consumers’ feelings around data privacy and personal data.

So, given how busy you are, why should you go out of your way to read it? 

Here are three reasons:

#1 Mobile is changing fast, and so are users

Any organization with a desire to grow and thrive today knows the importance of engaging consumers on mobile with effective digital advertising.

But technology is changing faster than ever. And human beings can be fickle and unpredictable at the best of times.

Staying up-to-date with how consumers feel right now has never been more pressing.

#2 The new era of GDPR

This year has been marked by a series of headline-grabbing data scandals. Many involving the biggest household names amongst the tech giants.

The net result? Consumers are understandably cynical about their data privacy. 

New laws such as GDPR and CCPA have been introduced to protect them. But more than ever, they’re aware that their data is coveted by organizations online.

In this new climate, any consumer research that came before is now confined to the history books.

#3 We surveyed 287,000 real people

This isn’t your average sample set.

When more than 4.7bn people have access to a phone today, a standard two or three thousand respondents is insufficient.

We asked over 287,000 consumers for their opinions on mobile marketing and data privacy.

It makes The Reality Report the largest research study of it’s kind. With numbers like these, you can draw real conclusions.

So, what’s inside the report?

A quick rundown:

  • 35 pages of facts, statistics, and analysis of how consumers really feel about mobile marketing, advertising, and data privacy.
  • The opinions of well over a quarter of a million consumers from six countries; USA, UK, France, Germany, Italy, and Spain.
  • Evidence that it’s time to give consumers a fair value exchange for their data, and evolve the industry from ‘data-driven’ to ‘choice-first’.

You’ve put a lot of effort and budget into securing the attention of your consumers on mobile with digital advertising.

Now get a real understanding of how they feel about your advertising.

If you have any queries or comments about The Reality Report feel free to contact me directly – max.pepe@ogury.com

Max Pepe, VP Marketing

Mobile Advertising & GDPR Compliant Ads

We’re all exposed to a lot of advertising today.

Experts suggest the average person sees 4,000 – 10,000 ads per day

And with mobile usage continually on the rise, our phones account for an ever-increasing slice of that total.

No wonder we as marketers will spend $165bn on mobile ads this year alone.

But how do consumers feel about the mobile marketing and advertising in which we invest so much budget for them to see? 

How relevant is it to them? How does it impact their opinions of our companies? And what value do they take from it?

A few weeks ago, around the anniversary of GDPR, we released some findings from The Reality Report 2019 – our study of 287,000 mobile users – revealing the eye-opening opinions of consumers towards privacy and data since GDPR.

But that’s only half the story. 

The second part of the report focuses on digital advertising and marketing, and results show… it’s time for a major change.

90% of users find mobile marketing annoying

The long-held promise of mobile marketing is to leave behind the spray-and-pray tactics of the past and deliver ads and messages aligned to what consumers really want. 

But it’s not quite playing out that way…

90% of consumers still describe targeted ads as ‘annoying’. 

That means after $165bn has been spent on targeted mobile ads in 2019, nine out of ten users will be left irritated after seeing them.

That’s a lot of misplaced budget. In anyone’s book, is pretty unacceptable. 

As marketers we don’t want to irritate users, any more than we want to waste precious budget. 

So what’s going on here? 

Mobile marketing is dominated by few, but aggravating many

After decades of innovation, there are a mind-boggling amount of marketing technology companies in existence. Still, the vast majority of all mobile ads are served by the walled gardens. 

It’s no secret these tech giants have access to an incomparable mass of user data, and a very comprehensive understanding of consumer behavior on mobile. 

Their business models rely on ad spend, and their targeting capabilities are advanced. So providing relevant and valuable marketing messages should be attainable. Right? 

Not according to consumers. Only 1 in 10 deem mobile ads to be ‘useful’, and a combined 84% feel that the amount of irrelevant marketing messages they’re exposed to on mobile is getting worse, or not improving.

Clearly, more data + more technology, alone, does not equate to user value.

More data is not the answer. So what is?

Now more than ever, consumers are aware of the value that their data holds for marketers. 

This awareness is inextricably linked to high profile public scandals and deceitful data handling practices. Memories loom like murky shadows in the minds of mobile users. They know big companies have used data to target them with ads, without permission.

The irony? Our report shows that 71% of consumers are actually willing to share their data – in return for access to free content – as long as they are able to make an informed choice.

And therein lies the missing element.

It’s not about more data. It’s not about more technology. It’s about choice.

Unless users are given an explicit choice – to share data or not, to receive ads or not – there will always be an underlying resentment towards the ads they are shown. Because no matter how ‘relevant’, they act as a constant reminder that their data is being used to make money, without their permission. 

It’s not just a problem for brands; consumers blame the messenger too. 52% said that annoying ads give them ‘a poor opinion’ of the site or app that hosts them.

We as an industry, need to take note. 

The future belongs to permission and user choice

The Reality Report proves that it is time for a profound and global transformation. It’s time to rethink how digital advertising is done. It’s time for the industry to move from ‘data-driven’ to ‘choice-first’. CCPA & GDPR compliant ads are just the start.

If the industry focuses on asking permission from consumers, not only will this result in more compliant data for marketers, but it also shifts the advertiser-to-consumer relationship dynamic. It becomes one of mutual understanding and trust.

Organizations who put consumer choice and data privacy at the center of their digital marketing execution will outperform their peers in the long run.

287,000 mobile users have shared their feelings. Now it’s on us to show that we’re listening.

The Reality Report: Consumer Attitudes Towards Mobile Marketing 2019 is your comprehensive guide. It’s available for free download from Tuesday, July 9th. 

Leave your details with us and we’ll make sure you’ll be amongst the first to read it.

Max Pepe, VP Marketing

A recent article announced that TikTok was the most downloaded app on the planet last year, overtaking Facebook and Instagram. This surprised me as I’d only just become familiar with the app – I’m not exactly its target user. Turns out, TikTok has been downloaded over a billion times, and is slated to be the first major social media contender since Snapchat. 

With video becoming one of the fastest growing channels for content consumption amongst American internet users, this app seems to have been introduced at just the right time. However, the only way for TikTok to remain successful and stand the test of time, is to provide a seamless user experience, which includes providing its users with full control over their data. 

It’s still early days for TikTok in the US, but privacy compliance is already proving to be a challenge. Earlier this year, TikTok encountered a publicized mishandling of data, impacting user trust, and resulting in a $5.7M fine. 

With the app’s rapid rise in adoption, TikTok has the potential for long-term success. But only if it obtains user consent, and abides by global consumer privacy legislation. The General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) are both applicable here. But also the Children’s Online Privacy Protection Act (COPPA). This puts parents of children under the age of 13 in control of personal information. Compliance here will go a long way to support TikTok’s app dominance.

Judging by the app’s adoption, it’s heading in the right direction. But only knowing app downloads isn’t enough. To become permanent real estate on a user’s mobile phone, TikTok needs to understand its users’ mobile journeys, outside of its own app. To reveal additional findings, I took a look at Active Insights, Ogury’s insights solution which revealed some interesting findings.

Mobile journey data reveals true activity outside of only app installs

When doing my research on TikTok, all I learned is that it’s overtaking the big players in terms of app downloads. But what about app activity, user engagement, and the number of sessions per user? I chose to compare TikTok to four other popular video-sharing social apps as you can see below.

You can see that despite a smaller market share, TikTok has the highest amount of active users (89.8%), as well as the most sessions per user (174 sessions). What’s more, the possession growth of the TikTok app is 150% higher than the watchlist average. Although users may not spend as much time on the app compared to other video streaming apps (likely because videos are super short), these users are highly active.

TikTok grabs users’ dwindling attention spans

So why is TikTok so popular? Because it’s built its user experience based on the preferences of the user of the future. TikTok’s platform is built to share 15-second long videos. As users, we’re becoming more and more impatient. We want rich, free content, on-demand, from wherever we are in the world. 

As mobile speeds continue to increase dramatically, so does the consumption of video content. Compared to just 59% in 2017, 79% of the world’s mobile data traffic will be video by 2022. And in recent years, attention spans have continually been decreasing, for which technology has often been held accountable. 

The evolution of a user’s ability to engage with content is an indication of their ability to engage with marketing messages. Attention spans are becoming shorter, and marketing messages need to become more concise, personalized and relevant if marketers have any hope in reaching the next generation of mobile users. Something TikTok appears to be doing effectively. 

Long-Term Success is Reliant on User Respect

The user experience of the TikTok app is catered towards the next generation. But in order to stand the test of time and become a beneficial utility to this generation, they need to be treated with respect. The U.S. Federal Trade Commission said in a statement that TikTok’s fine for its recent data breach is a record for a child privacy case. Despite this breach, app installs, possessions, and activity is increasing, but will only continue doing so if TikTok remains compliant, and truly understands its users’ needs. 

Understanding these needs and staying a step ahead of the next viral video sharing app can be achieved by seeing a user’s mobile journey, leveraging quality consented first-party data to identify TikTok’s cross-app usage, such as the behavior of users who also engage with Snapchat and Facebook.

At Ogury, we are committed to a user-first ecosystem and are GDPR and CCPA compliant. We believe in empowering end users with data control, only generating data that users have explicitly opted-into sharing. Mobile journey data will allow apps like TikTok to truly understand who its users are, outside of only installs. To become a significant contender to the other social apps in our space, TikTok needs to see this journey, and they need to remain compliant.

Mike Pollack, Head of Sales, US

Mike Pollack Headshot