Meet Charles, Field Marketing Manager based in London. Charles comes from Normandy, France and received his Bachelor’s degree in Sports Management in Caen, his hometown. During this time, Charles was a reservist in the French Marines. It was at that time that he realized he wanted to continue his studies and learn more about business and entrepreneurship.

Read on to learn more about Charles’s journey to and at Ogury.

What lead you to become a Field Marketing Manager at Ogury?

I decided to take a Business School exam, which allowed me to do an MBA and study part-time in Tennessee (US). While studying I came to realize that I had a passion for Marketing. From there, I decided to look for Marketing roles, especially in London, as I wanted to continue evolving my skills in an English-speaking country and to enjoy a cosmopolitan city.

I started as a Marketing Intern at Ogury in 2016, and from day one I was given lots of responsibility. As it was just the VP of Marketing and myself supporting the whole Marketing function for a 100 person business at the time, I was able to grow quickly, increase responsibility and eventually become the Field Marketing Manager for International markets.

What is unique about Ogury compared to other companies you’ve worked for?

Ogury is my first real business experience so it doesn’t really compare. But I love the atmosphere and being part of the evolution of the business over the years. I’ve seen Ogury move from start-up, to scale-up… and who knows what is next? I’m proud to be a part of the success of Ogury so far.

What excites you the most about working in tech?

What I love about tech is that it’s a fast-evolving industry. There is so much space for innovation. I’ve seen Ogury’s messaging and products adapt and evolve at lightspeed, in order to make us different from other players in the market. I’m pretty sure it’s not like that in other industries. I love seeing the change, you never get in a routine and you get to experience new stuff every day.

Brooklyn, New York.
One of the many cities on Charles’ travel resume

Describe your role at Ogury and the types of projects your team focuses on

As Field Marketing Manager for the International markets, (largely Northern Europe), I am responsible for supporting the Brands & Publisher teams through the organization of events, creation of proactive strategies and by answering their ad hoc requests. The success of these activities is measured by the Digital Marketing team to make sure they have the right impact on the business. I project manage a number of international marketing projects and make sure our efforts are coordinated cross-functionally. I also strive to continually improve our processes to be more efficient and accurate in what we do.

Ogury employees embody GRIT. How do you apply this core value to your work?

Really simple, I don’t give up on challenges and never stop working until I find a solution. Otherwise, I don’t get that feeling of “accomplishment”.

Keep up with the rest of the People of Ogury by following us on Instagram: @weareogury

And with the blink of an eye, the next generation of mobile consumer is upon us… 

Gen Z, the demographic group born between 1995 and 2015, are now impacting the marketplace, bringing a significant $44billion buying power with them. A power which expands to $600billion if we consider the influence they have on their parents’ spending too. 

As the first generation to be truly digitally native – i.e. never really knowing a world without mobile phones or the internet – this new group of consumers perceive and react to digital advertising in a manner different from any other that has gone before. 

In this blog we’ll look at how their attitudes towards digital advertising differ from other demographics – especially around personal data sharing and privacy – and what needs to be understood and considered to engage them effectively. 

Does being digitally native affect propensity to share data?

The internet is fundamental to most people’s lives today. We all feel a bit lost without it. But if you’re 25 years old or above, you can still remember a time where it wasn’t ubiquitous and wasn’t mobile-first, even if that memory is vague. 

Gen Z’ers however, cannot. They’ve grown up tapping, swiping and liking, with the world’s information at their fingertips. That’s why 55% of Gen Z can’t go more than 5 hours without internet access.

Infact, Gen Z show little to no distinction between the physical and the digital world. 29% of Gen Z claim to see no difference between their online and offline selves. This has a direct impact in the way Gen Z integrate the use of their mobile devices into everyday life compared to others. In our socio-demo insight report, Ogury: Behind the Screens, we found that older generations have a very distinct and practical use for their smartphones, whereas Gen Z use their devices for everything from education to social, to shopping, and even the greater good. 

Gen Z are accustomed to digital living from birth. They’re conditioned to understand the importance of providing brands and publishers with details about themselves to enhance their e-commerce or content experience. They’re used to logging bank details and making one-click purchases – big or small – on their phones. 

As such, Gen Z are far more comfortable sharing their personal data, when compared to other generations. Just 2% say they are ‘not comfortable’ sharing their data with brands, compared to 40% of Baby Boomers and 27% of Gen Xers

What does this all mean for digital advertising?

Gen Z are digitally savvy. They understand that content on the internet is not free. They know it needs to be paid for somehow. Either with a monetary payment (i.e. Spotify premium) or with digital advertising, and subsequently, certain data of theirs. In fact, under 23 year-olds have the strongest understanding of the value exchange that comes with providing their personal data to brands and publishers. 

In The Reality Report 2019, we discovered that using data as a currency to ‘pay’ for content is the prefered method among Gen Z. 70% of 18-24 year olds would prefer to share certain data and receive ads, than pay money to access content online. Clearly, Gen Z have a well-developed grasp of the value exchange that comes with sharing personal data as it pertains to digital advertising.  

This is good news for a data-driven digital advertising industry that is now governed by global laws such as GDPR and CCPA. Obtaining traceable consent for all data that is collected and used is now mandatory, and Gen Z are willing to provide such consent.

However, the current data-driven approach that rules our industry is already breaking at the seams and fast becoming out-dated. Despite being digitally native and completely used to digital advertising,  92% of Gen Z say they find targeted ads ‘annoying’ – the highest amongst all age groups studied.

Why is this the case? 

Gen Z might be most willing to share their personal data, but they also expect the most value in return and are more demanding over their preferences. If they don’t see the immediate value in sharing their personal data, they are the first generation to stop – 33% will take time to configure their data preferences online as a result.

As it stands today, they know that for the vast majority of ads they see, their data is actually being taken without their consent. They are not choosing to share their data to access free content, they’re being forced to. And to make matters worse, they have little or no ability to update, change or adapt their data sharing and advertising preferences to suit them. (Unlike almost everything else in their digital life). 

Unless the value exchange is made very clear upfront, and Gen Z consumers are given choice and control over their data and digital advertising preferences, their advanced understanding of the value exchange that comes with sharing data, will actually lead to negative repercussions for digital advertisers. 

Choice Driven Advertising: the best way to engage with Gen Z through digital advertising.

When the digital world is the real world, currencies are perceived differently, commodities are bought differently, value is exchanged differently and trust is earned differently. 

To earn the trust of this emerging group of savvy mobile consumers, and engage them positively with digital advertising, organizations need to embrace Choice Driven Advertising. A new digital advertising model founded on fair choice over how consumers share their personal data, access content and receive ads. It’s about putting the user in control of their own data and their digital advertising experience.

Ogury Advertising Engine integrates a purpose-built Consent & Preference Management Platform (called Choice Manager) into the backbone of its technology and feeds user choices into all advertising activation. Therefore, it only serves ads to consumers who have chosen to see them. 

If we as advertisers, brands and publishers want to thrive in the trusted digital economy, and adapt to the new era of digital integrity, we need to understand and meet the needs of Gen Z when it comes to digital advertising. They demand choice and control over their data and digital advertising experience, and will only engage positively with brands and advertisers who respect this.

It’s time to give choice a chance.

If you want to learn more about choice-driven advertising, you can also download your free copy of An Introduction to Advertising Driven by User Choice here.

Or why not contact us at: hello@ogury.co

Once a long time ago, young cell phone owners would pay a lot of money to change their ringtones. They were mostly a fun and harmless auditory accessory, but often resulted in staggering cell phone bills for some parents. Children would buy ringtones with reckless abandon, resulting in hundreds of dollars of extra cell phone charges.

The online advertising industry followed a similar trajectory – it began with the first banner ad at the footer of Wired magazine’s website and sparked enormous interest, heralded as an advertising innovation. However, the industry itself quickly became riddled with corruption, deceit, and theft. I wrote an article on Forbes which covers the history of the AdTech industry, where we must improve and how the future of the industry will change.

In this article you will learn:

  • The history of the first banner ad and the AdTech industry
  • That proper choice for consumers means consent on data collection
  • Where the future of the AdTech industry is moving 

It took the advertising industry 25 years to reach this era of digital integrity, and many advertisers didn’t arrive here willingly (how ironic). But they must adapt if they hope to succeed in this new landscape.

Some say it’s the biggest shift in digital advertising since the creation of the internet.

It’s not big data. It’s not AI. It’s not another fancy format. 

It’s much more important than all of that. 

What is it?

It’s a new and different approach to digital advertising.

It puts user choice and consent at the heart of all technology and ad execution. 

It’s privacy compliant by design.

And it’s being widely adopted by many of the biggest brands in the world, to deliver industry-leading performance, while ensuring data safety and brand safety, in a fraud-free environment. 

It’s called Choice Driven Advertising.

We’ve just released a meaty digital book that gives you a perfect overview and introduction to advertising driven by user choice – so you can see exactly how it can work for you, and why it’s the future.

So, why is this Choice Driven Advertising thing so important? 

We live in a trusted digital economy, where consumers are empowered by choice and control.

Strange then, that consumers still have little-to-no choice or control, over their own data or digital advertising experience. 

It’s always been this way. 

All because of one big lie…

“Content on the internet is free” 

Not true, of course. 

Consumers are actually paying with their data. 

It’s stolen to target them with unwanted ads.

But this is unsustainable.  

Consumers have recently witnessed high-profile data-privacy scandals all over the news and headlines. 

Netflix have even released a prime-time documentary about it – “The Great Hack”.

Consumers are now acutely aware of the way their data is taken and mishandled by the digital advertising industry.

What’s more, new data privacy regulations such as GDPR, CCPA and equivalent laws around the world, dictate that collecting and using consumer data without consent, is punishable by law. 

The deceitful and opaque foundations upon which digital advertising used to be built, are thankfully crumbling.

A vital shift is occurring. 

Consumers now expect choice and control over their digital advertising experience. 

But how on earth can you put user choice at the center of your digital advertising strategy, without sacrificing reach and jeopardizing performance? 

It’s not as hard as you might think.

We explain all in An Introduction to Advertising Driven by User Choice

This digital book shows exactly how you can respond to the biggest shift in advertising since the creation of the internet. Outlining how you can adapt and reap the business rewards, all while complying with data privacy laws and building user trust.

The shift is real. We really want to help you get ahead of the curve. 

Hope you enjoy it!