With summer in full swing, we all have one thing on the top of our minds: summer vacation! Mobile connection has made it easier than ever to be out of the office without being out of pocket. The average consumer spends approximately five hours a day on their phone, and these habits don’t stop once someone is on vacation or traveling for work. In fact, Americans spend more of their vacation time on their phones than relaxing in the pool.

But not all travelers seek the same adventure. With various deals, promotions and seemingly endless options for monitoring price updates right from a mobile phone, summertime travel can be shaped to fit everyone’s budget and interests. 

So how can travel brands better understand the travel-seeking consumer to attract and engage with the ones who are most likely to have an affinity to their service or product? The answer – uncover the insights within jet-setters’ mobile journey while they plan (and embark on) their physical journey, to understand your traveler’s behavior. 

The Airline Loyalist 

Seemingly everyone has airline loyalties – and nearly half of loyalty program members have that airline’s app installed on their phone, according to J.D. Power. So which airlines are travelers most loyal to?

Ogury’s consented first-party mobile journey data reveals that Allegiant Airlines has the highest exclusive audience percentage for app activity. 69 percent of the airline app owners and site visitors only engage with Allegiant and no other airline. In addition to the exclusive audience, Allegiant app users are most active at 83 percent.

Compare this to American Airlines, which shares 58 percent of users with competitor apps – the highest shared audience percentage for app activity among the group analyzed. However, despite large shared ownership, as you can see below, the American Airlines site and app users have the most amount of sessions.

Looking at app and site usage in silos is not enough to give airlines and brands a holistic understanding of their travelers. The real story is in the journey. 

Consumers who own the American Airlines, United, and Delta apps are mostly business travelers, with their most commonly used apps falling under the finance and business categories. These business-level travelers also tend to use apps such as MileagePlus GO Prepaid and MiCrew, for a seamless business travel experience.

Compare this with the app owners for Spirit, Frontier, and Allegiant. Unlike the business-minded travelers that would frequent American Airlines, United or Delta, these consumers are far more likely to be more cost-conscious. Their top apps fall under the travel or local categories, such as Settle UP Group Expenses and FlightHub Book Cheap Flights to monitor their spending while enjoying their travel.

Airlines can leverage this data to identify and attract the most interactive and qualified users, in addition to reaching more unique individuals for app usage. 

The Deal Seeker 

Ogury’s data shows that while some travelers are brand loyal to their carrier of choice, there’s plenty of room to capitalize on the ‘airline switchers’. These users care more about finding a good deal than staying loyal to a single airline. With July being the busiest travel month of the year, I ran a comparison of user behavior on third-party price aggregator apps last July. The results, pulled from Ogury Active Insights, are below.

Ogury data revealed that Booking.com was on top of the list in terms of market share, but was below average when it came to time spent in-app. Expedia’s app had the second highest market share, and its users spent over three times longer on its app per session than they did on the number one market shareholder, Booking.com. 

These findings highlight that market share alone isn’t indicative of where users spend their time and can’t be a marketer’s benchmark when examining the value of mobile journeys. Expedia also had double the amount of sessions per user than Booking.com, with Orbitz taking first place in sessions per user, with twice as many sessions as the watchlist average.

While some travelers elect to use an airline’s app, it is also commonplace for travelers to use an aggregator app to book a ticket and then continue their mobile journey on the airline’s app itself. Marketers must look beyond singular behaviors in order to uncover opportunities to capitalize on qualified travelers at their points of purchase. 

Ogury works with marketers to identify ideal travelers for your brand and deliver relevant and timely marketing messages based on each individual mobile journey. By only collecting consented signals and generating real-time device-level data, we enable brands to navigate their traveler’s journey. 

Are you ready to better connect with travelers by looking at their mobile journeys? Send me a note at elizabeth.primm@ogury.co and we’ll embark on the adventure together! 

Elizabeth Primm, VP, Brand Partnerships

Food delivery apps are changing the culture of the American dining experience. Currently, 81% of Americans have a smartphone, with the demand for connectivity and convenience continuing to rise. Due to the ease and accessibility of delivery apps, they are quickly growing in popularity. As a result, digital ordering has grown 300 percent faster than dine-in traffic since 2014. 

Despite the growing opportunity, the delivery app industry is becoming increasingly saturated, with UberEats, DoorDash, Postmates, and GrubHub taking up 94 percent of market share. Remember the days when you used to call a single restaurant and ask if they delivered?

The growing use of food delivery apps is not only changing the dining experience, but it’s also changing the business structure of QSR brands. With all the apps available now, QSRs struggle to identify where they should align their business. And how these delivery apps are differentiated from one another. Is the DoorDash user a football fan? Do video streamers lean towards Seamless? To identify the delivery app user’s behavior and affinities, I took a look at Ogury’s consented first-party mobile journey data, which revealed three key findings:

1. Delivery App Users Aren’t Loyal

It is incredibly difficult to foster loyalty in the food delivery market because consumers are promotions-based, and are heavily influenced by speed, convenience and celebrity endorsements. Ogury’s first-party consented data shows that a whopping 62 percent of DoorDash’s userbase is shared among its direct competitors, many of which use other delivery apps on the same day, as seen below.

This data heavily mimics my own user behavior: unless I know EXACTLY what I want and where I want it from, I bounce between apps to find out which restaurants are featured and what the best delivery times are, i.e. no loyalty.

In an effort to get ahead of deal chasers, Postmates focused on building a brand presence. The celebrity endorsement phenomenon also affects the delivery app space. On January 30th, Postmates released a blog post titled, “The Receipt: Kylie Jenner.” The article explains how Postmates is Kylie’s personal assistant, whether it be for ordering a cream cheese bagel or 3 cozy blankets from Target. This proved to be effective for Postmates (and entertaining for us), with Ogury’s data revealing an increase in active usage of the Postmates app. 

2. The Market is Shifting

Another key finding is the unique nature of the delivery app competitive landscape. This space is unlike any other. Typically, apps that are first to market have a large advantage over their competitors. Seamless was first-to-market in 1999, beginning on desktop. But now, with the proliferation of mobile, app-first delivery brands like DoorDash and Uber Eats are leading the pack, proving the success of app-based platforms. 

Below you can see how the delivery app market is indeed shifting, with four big app-first players dominating market share and audience rankings.

3. Mobile Journey Data Informs Investment Decisions

So, how can this mobile journey data inform a QSR brand’s investment decisions? QSRs are NOT logistics companies, so they need to align with the most efficient partners. QSRs can leverage mobile journey data to reveal which apps they should make strategic investments and alignments with, and form a partnership to ease logistical limitations. Once this partnership is formed, QSRs should leverage mobile journey data to:

  • Create relevant offer-based messaging to drive efficiency based on a combination of mobile browsing and app user behavior.
  •  Identify behavioral trends to discover the consumer’s current circumstances. For example, mobile behavior can reveal if a user is engaging with sports or entertainment content, and whether they’re likely ordering for large groups. Or they could be engaging with streaming content on Netflix or Hulu, preparing for a night in or date night. Understanding this will enable QSRs to adjust product promotions.
  • Mobile journey data also allows QSRs to stay active. While most QSRs align strategy to a 4-6 week promo calendar, your delivery based promos should keep up with the in-the-moment economy — flash promos and quick-hit tactics. With any app strategy, you need to continue to drill for oil. When something works, keep going until it doesn’t and then adjust accordingly. It’s all about learning and iterating along the way, in order to continue driving orders and delivery for your brand.

With the delivery app market continuing to evolve, it’s time for QSRs to make the right data-informed decisions on which apps they enter into a strategic partnership with. Ogury’s consented first-party mobile journey data can reveal which app’s user best aligns with your QSR brand, enabling you to reach your consumers with messaging that resonates.

Want to learn more about how you can reach consumers through food delivery apps? Reach out to me at stephanie@ogury.co

Stephanie Sollers, Head of Brand Partnerships, US

Consent Management for Advertising & Mobile Marketing

Shiny awards, thought-provoking panels and of course, rosé, are the hallmarks of the annual Cannes Lions International Festival of Creativity. Thousands of people made their way to France in June to celebrate major breakthroughs in the advertising, tech and creative industries. 

But it wasn’t all about yacht hopping and drink pouring. Having been to Cannes two times before, I found this year particularly thought-provoking and future-thinking. If you didn’t get a chance to cross the pond and hop over the channel to France, you can discover a recap of key trends and learnings from this year’s Cannes Lions below.

1. The future of mobile advertising is choice-driven

The first learning I gathered is the emphasis placed on purpose-driven digital advertising. Empathy, inclusiveness and authenticity have become the golden words of marketing this past year. More than ever, brands must understand their purpose and take a stand. Becoming more purpose-driven means playing a role in culture, not just selling to it. Consumers are taking note of brands that understand their purpose and that use it to be socially responsible – in an authentic manner. 

Being socially responsible isn’t just a trend and consumers know all too well when a brand is implementing CSR initiatives simply to check a box. Brands need to partner with companies who use their technology for good because they truly want to make a difference. An example of this is by partnering with non-profit organizations.

Ogury recently partnered with the American Lung Association and AdCouncil on an awareness campaign to identify and inform former smokers about an innovative technology that detects early-stage lung cancer. Ogury was able to use its unique first-party data to support a campaign that affects millions of people. This is an example of how companies have the ability to make an impact – but they must be purpose-driven to the core. 

2. Consumers demand control but have little time to read consent notices. The answer? Consent Management for Advertising

Finally, the third key learning I identified at this year’s Cannes Lions is the consumer demand for control. In a fireside chat moderated by Ogury, VaynerMedia CMO and Tracer CEO, Jeffrey Nicholson, spoke about building brands on mobile advertising platforms. A key takeaway from the conversation was that brands are finally listening to the growing demands for more stringent data privacy regulations. Brands need to understand that they can still engage with consumers in a non-invasive way. 

Jeffrey mentioned: “I taught a class at the University of Virginia and I asked every student if they’d seen consent notices and everyone said yes, but then you ask everybody did they read it, and only one girl in the entire class of two hundred kids read the actual policy.” 

It’s crystal clear that people aren’t paying attention. Ogury also asked over 287,000 consumers the same question, and 78 percent of them admitted to not reading consent notices in their entirety. So how can we, as marketers, tackle this growing problem? Consent notices must be in plain english, short and to the point in order to be effective. Less is more when it comes to Consent Management for Advertising.

This year’s Cannes Lions was full of great conversations, memories, and of course, rosé (did I mention that already?) The Grand Prix winners shared a theme of purpose-driven emotional marketing and social responsibility. David Droga, Sustainable Development Goals Jury noted, “we all cried at different times during the jury.” Brands are finally listening to the demands of consumers and understanding the need for social responsibility. 

At the same time, Ogury understands the importance of keeping the consumer in control. As a leader in consumer privacy, Ogury has always been ahead of the conversation and requirements for GDPR and CCPA compliance. As regulations continue to advance, we remain rooted in our commitment to helping organizations move into a new era of data responsibility.

Want to learn more about what you need to do to ensure you’re only partnering with companies who are GDPR and CCPA compliant, and innately choice-driven mobile advertising? Reach out to me at laura.chamberlain@ogury.co

Laura Chamberlain, Director of Marketing