GDPR & CCPA Consent Tools for Mobile Advertisers

Today’s grocery shopper is convenience-oriented, digitally savvy and mobile-first. This changing shopper has resulted in a changing grocery landscape. The only way for digital advertisers to keep up with the shifting shopper is to evolve alongside them. But unfortunately, this is easier said than done.

Despite the fact that online grocery is the fastest growing product category online in the US, this growth isn’t reflected in media budget allocation. It’s time for digital advertisers to tap into this relatively untapped buying channel. Here’s how.

1. Build loyalty through reliability

Online grocery shopping in the US almost doubled last year. With the increasing number of shoppers buying groceries online, it’s time for grocers to build their base of loyal shoppers before that number increases even higher. Exclusivity is integral when it comes to online grocery.

To gain a better understanding of how exclusivity impacts online grocery, I took a look at Ogury Active Insights which you can see below.

Using Ogury Choice Manager, a GDPR and CCPA consent tool that collects reliable mobile user data, I discovered that 84 percent of grocery convenience shoppers are exclusive to one retailer. This is quite significant considering a similar Ogury Active Insights study that analyzed food delivery apps revealed that only 46 percent of users are exclusive. Marketers need to capitalize on the loyalty of online grocery shoppers while this buying channel is still relatively new. 

And the only way to do that is by delivering on the service that shoppers expect. They want convenience and reliability. Shoppers will be loyal to brands they trust, and loyalty is the key to tapping into online grocery. As 62 percent of consumers are loyal to brands they trust, it’s important to begin building trust now.

2. Trust is built on choice

In order to build brand trust, digital advertisers need to empower their consumers with a fair choice. We want to reach our shoppers with brand messaging to increase awareness, but this won’t be effective if the shopper doesn’t want to be reached. 

As 90% of consumers find targeted ads “annoying,” marketers must make sure their messages are only sent to shoppers who opt-in to receive brand messaging. Yes, online grocery shoppers choose that channel because they want convenience, but what’s even more key to success is consent.

Unless users are given an explicit choice of how their data is used by companies, they will always find your ads annoying, and in turn not trust your brand. Digital advertisers must ask permission with GDPR and CCPA consent tools that offer clear, concise consent notices, before collecting a user’s data if they want to build trust.

3. Build shopper loyalty with GDPR and CCPA consent tools

Building trust will build strong brand relationships and result in loyal shoppers. But as I mentioned, online grocery is still relatively untapped. To get ahead of the competition and ensure your brand is the one shoppers turn to, you need to understand the current landscape.

Digital advertisers should leverage mobile journey data to learn which competitor’s users are most active, and attract these users during moments of intent. 

Above you can see a selected watchlist of three grocery apps in Ogury Active Insights. Ogury’s consented first-party mobile journey data reveals that engagement on the Pick ‘n Save app fluctuates, whereas Walmart Grocery and Intacart’s remain more consistent. 

Leveraging mobile journey data will enable marketers to identify shifts in the competitive landscape, which can guide your online grocery strategy.

Online grocery is here to stay. By leveraging GDPR and CCPA consent tools which collect unique, reliable mobile user and behaviour data, advertisers will obtain brand trust and control in this new online grocery landcape.

Discover more about the impact of online grocery in the digital ecosystem by registering for my on-demand webinar. Want to learn how you can make Online Grocery work for you? Reach out to me directly at: Heather@ogury.co

Heather Nichols, CPG Partnerships Lead

If 10 years ago I had said ‘describe a gamer’, most people would probably have described a teenage boy, hiding in his room, playing video-games all night long.

Fast-forward to today, and gaming is a game-changing business for everyone. The industry has shifted, and that one image certainly does not fit all. 

We know mobile accounts for a lot of its popularity – 50% of mobile app users play games – generating a staggering $68.5bn in global business. And gaming appeals to all ages and demographics. The gender split of players is now 51% female, 49% male, with one-third of all gamers between the ages of 36-50.

As more people turn to their mobile devices for quick entertainment, modern gamers are a far cry from that generic stereotype. 

The gaming app industry continues to evolve. But if publishers are to capitalize on this prime-time opportunity, they need to understand the habits of their ideal audiences and adapt their strategy accordingly. How? With a more granular understanding of the market and how users behave within it.

From Mid-Core to Hyper-Casual

We know that the image of a typical gamer isn’t what it used to be. But how people are playing games is changing too.

The number one time when people play mobile games is while they are multitasking at home. This is more often than not followed by waiting for someone, when traveling, and while taking a well-earned break. Players are increasingly looking for snippets of entertainment that they can enjoy in short bursts, and mobile provides the perfect opportunity for this. 

This evolution of gaming habits has led to the emergence of new categories and audiences. 

Today, mobile gaming can be split into three distinct categories;

  • Mid-core: Accessible larger-scale mobile games, that are generally more complex.  These typically include saving features that allow users to record their playing progress and return later on. 

    Games such as Clash Royale and the Final Fantasy series would fall into this category, for example. 
  • Casual: Games that do not usually require a significant amount of time to play, and can be played in small periods of time. Unlike ‘mid-core’ games, casual titles take less time to reach the final stage, and often do not contain a save feature. 

    Solitaire, Candy Crush, and Angry Birds can be categorized as casual games.  
  • Hyper-casual: Lightweight games that anyone can just pick up and play. They have simple mechanics that offer instant gameplay, so people can literally “tap and play” whenever they want. 

    Games such as Flappy Bird, Helix Jump, and Paper.io fit nicely into this hyper-casual category.

But while your app(s) might sit comfortably in one of these categories, do you know how to best harness the key audiences that fall into all three? 

Could I Have Your Retention, Please?

To answer this, Ogury took a deep-dive into the gaming apps landscape, to assess how it had evolved over a 12 month period. Using our own first-party, consented mobile user journey data, we ran a retention study for a specific large gaming publisher partner. The study analyzed 28 games across mid-core, casual and hyper-casual categories, and looked at the behavior of over 38m users worldwide between January and December 2018. 

Looking at the evolution of market share and unique users, you can see that the market picture from the beginning to the end of the year is completely different. 

Back in January, mid-core and casual gaming saw the largest market share. But as the year progressed we can see that this new hyper-casual category has emerged to become the most dominant. The market has evolved significantly, and, based on these numbers, is likely to continue to do so.

But how exactly do users behave within each of these categories? 

In order to look closer, we analyzed how the ideal users of this particular gaming publisher engaged within each gaming app category.

Here we can see that although mid-core inactivity is bigger than hyper-casual, the ‘very active’ percentage of this category – those that use this type of app more than three times a week – is larger overall. 

Hyper-casual, however, sees a larger percentage of medium activity overall, i.e. those that use this type of app twice a week. 

Having learned this, our publisher partner adapted their ad strategy to reach the right users with the right tactics. 

  • Mid-core users tend to log in more often than other category players. To avoid fatigue, a less frequent ad delivery schedule would more likely resonate with this audience.  
  • For hyper-casual users, who log in slightly less regularly overall, a more frequent delivery may be appropriate.

Know Your Users, Drive Results

The market is constantly evolving, and if you want to stay ahead of the game your strategy needs to evolve with it. By truly grasping the behavior of different users within each of the categories, you can adapt your ads strategy and drive results.

Ogury Active Insights enables publishers to understand the performance, market share, the growth and the user activity of any app that matters to them. You can leverage this to uncover the market, discover your ideal users and evolve your own strategy over time. And with 30 days of free access for new publishers, why not start your own evolution today.

To learn more about Ogury Active Insights and how you can create a successful strategy, feel free to get in touch with me directly: remy.cottin@ogury.co 

Rémy Cottin, Head of Publisher Success, EMEA


User choice, mobile trends and of course the parties

The Digital Marketing Expo & Conference, better known as DMEXCO, was back in business last week in Cologne. Full of insightful content, captivating conversations, plenty of Kölsch, and of course the biggest parties, over 41,000 people made their way to the conference to meet and discuss digital business, marketing, and innovation. 

To find out more, we caught up with Ogury’s very own MD DACH, Jan Heumueller to discover the most thought-provoking and future-thinking insights from the event. 

What stood out for you most at DMEXCO 2019? (especially compared to last year)

DMEXCO has always been a quick and efficient conference. Call it a German trait, but I always appreciate punctuality and keeping my meetings on time. 

Overall, I noticed fewer visitors and exhibitors, but the ones that were present made a big impact in terms of investment and the booth parties they hosted. Sevenone, Adalliance, and Xing stood out to name a few. The evening parties were also pretty epic, including the OM club and Online Marketing Rockstars (OMR). 

Were there any buzzwords or future trends heard across the halls? 

Insights, insights and more insights. Truly understanding user behavior on digital, particularly on mobile, was frequently discussed. Long gone are the days where a click on a landing page would provide insight. The mobile technology out there is so sophisticated in providing brands with a real picture of who their audience is, or what they like to engage with, that this is what the industry is focusing on right now, and what they are thinking about in order to connect with consumers. 

But data privacy is also prevalent, and in order for this to be successful (and compliant to data privacy legislation), users need to be given a choice and control over their data and digital marketing experiences. The topic of user trust is fundamental to building a successful digital marketing experience; something that was also commonly discussed. 

Did any sectors stand out for their innovation in mobile?

We heard a lot about how particular FMCG brands are focusing their digital strategies on a more user-centric approach, how the banking sector is investing more on mobile in 2020, and how specific Telco companies are choosing to utilize data-driven insights to feed their planning and strategies. 

Many companies are taking a mobile-first approach and some of the ways that they are choosing to adopt and innovate are extremely future-facing and exciting.

Where does the end-user or consumer fit when it comes to having choices and consenting to share their data? 

The average person on the street is still wary of mobile advertising and sharing their data. We uncovered through our own consumer research of 287,000 people that 9 out of 10 consumers still consider targeted mobile marketing to be categorically “annoying”, with only 13% saying that marketing messages are ‘useful’. 

Moreover, the Facebook backlash and Cambridge Analytica scandal are still prevalent in consumers’ minds and have caused huge repercussions for our industry. The General Data Protection Regulation (GDPR) and the fact that the California Consumer Privacy Act (CCPA) legislation in the U.S. is soon to come into effect is indicative of the importance of user privacy and giving people choice when it comes to their personal data. 

Ogury has always been ahead of the conversation and requirements for GDPR and upcoming CCPA compliance. We are extremely proud to be at the forefront of protecting users and informing them of the value exchange that they get when consuming content that is relevant and custom to them. 

Believing that consumers should have full control over their personal data and marketing experience, Ogury presents a clear consent notice to every consumer. This provides an opportunity for them to make an informed choice over their data and marketing preferences. 

What are your key takeaways?

From Ad-ID’s being the future currency to the use of cookies decreasing, a lot of key insights were taken from this year’s DMEXCO. 

For me, data quality and how it is used, analyzed and relevant to users really stood out. It is becoming an increasingly important commodity and shows no signs of slowing. 

But to get this data quality, there needs to be transparency, which leads me to my next main take-away. Users being informed, understanding and having a choice over whether or not they want to share their data for a better marketing experience will no longer be a “nice to have”. It will be a must. 

Finally, the future is mobile. Desktop is already becoming an afterthought and I, for one, am excited to see where the future of mobile will take us.  

Want to know more about mobile marketing that is driven by user choice? Reach out to me at jan.heumueller@ogury.co or download your free copy of the Reality Report, the world’s largest research on consumer attitudes towards mobile marketing, advertising and privacy ever conducted, today.

Jan Heumueller, MD, DACH