Ogury Pride

In June, many communities celebrate Pride Month. In conjunction with the culture team, our employee-led diversity and inclusion committee, the Mosaic, launched a campaign to increase awareness around the LGBTQIA+ community. This community continues to face discrimination in their personal lives, in the workplace and in society.

Read on to learn about the history of Pride and discover the initiatives and resources that we have shared across the month.

The history of Pride

Pride Month is a yearly celebration that takes place throughout the month of June to honor the 1969 Stonewall Uprising in New York, a tipping point for the Gay Liberation Movement. Today, we revel in the triumphs of trailblazing individuals who have bravely fought — and continue to fight — for full equality.  

Since the Stonewall uprising, the LGBTQIA+ community has achieved significant progress.  Historic Supreme Court rulings in recent years have removed regressive laws, affirmed the right to marriage equality and secured workplace protections for LGBTQIA+ individuals. The Matthew Shepard and James Byrd, Jr. Hate Crimes Prevention Act broadened the definition of hate crimes to include crimes motivated by sexual orientation or gender identity. This progression is also occurring across the globe, with sexual identity added to protected grounds of discrimination laws across Europe.

Despite this progress, there are still many individuals that lack protections for fundamental rights. The LGBTQIA+ community continues to fight to live freely and authentically. In doing so, they are laying the foundation for a more equitable society. 

Ogury’s Pride Month initiatives

In support of Pride Month, we launched various initiatives. This included a stop and listen session with Mere Abraham. As co-founder of Urbody Functional Fashion, Mere spoke of their personal journey, the future of gender-neutral marketing and the driving change towards making the world more equitable. We also hosted an internal panel discussion on being queer in the corporate world and ways to ensure Ogury remains a safe space for all our employees. And to add some fun, we hosted a Pride Pub Quiz. We learned about Pride and raised donations for the Workplace Pride charity.

We launched a “Call Me By MY Pronouns” initiative to ignite a conversation about pronouns. Ogury is also donating $5 on behalf of each person that updates their email signature to the Marsha P.Johnson Institute. And lastly, we shared the stories of individuals within the LGBTQIA+ community, both in history and at Ogury. This included Barbara Gittings, who is regarded as the mother of the LGBT civil rights movement, and WWII veteran, Christine Jorgensen who became the first American transgender woman to be widely recognized for having gendersex reassignment surgery.

Helpful resources

The culture and Mosaic teams have compiled a list of resources for you to continue learning about Pride and queer history.

Books

  • ‘Detransition, Baby’ by Torrey Peters
  • ‘The Color Purple’ by Alice Walker
  • ‘Giovanni’s Room; bt James Baldwin
  • ‘Sissy: A Coming-of-Gender Story’ by Jacob Tobia

Podcasts

  • ‘True Tea’ hosted by Kat Blaque
  • ‘OutSpoken’ hosted by Sam Collins
  • ‘LGBTQ&A’ hosted by Jeffrey Masters
    •  All podcasts are available on Spotify and Apple podcasts

Movies and Documentaries

  • ‘Philadelphia’ – available to stream on Hulu and Amazon 
  • ‘Pride’ – available on Hulu
  • ‘Portrait of a Lady on Fire’ – available on Hulu
  • ‘Moonlight’ – available on Amazon
  • ‘Paris is Burning’ – available on Apple TV

The Mosaic strives to continue providing underrepresented groups with an equitable voice and continue integrating diversity and inclusion into Ogury’s business strategies, recruiting, development, client relationships and work methodologies.

Visa blog

Visa wanted to encourage people globally to think about the positive impact their shopping can have on their communities when consciously choosing to buy from local shops and independent micro-merchants. For its campaign in Italy, Visa needed a strong mobile branding partner.

By partnering with Ogury, Visa and its media agency Starcom were able to identify and reach its ideal audiences in Italy. Ogury’s proprietary format Brand Exclusive Ad Chooser created a positive brand experience, and enabled campaign performance to be measured accurately and precisely.

Challenge

Visa believes that small independent businesses are at the heart of every community. To support local businesses, their digitalization, and to raise consumer’ awareness, Visa launched the “Where You Shop Matters” global campaign.

Visa created two video messages to engage two different types of audience in the Italian market. The company then needed a mobile ad technology partner to deliver this awareness campaign in a brand and data safe environment.

Solution

Ogury Advertising Engine delivers fully visible, impactful ads using future-proof targeting that is underpinned by absolute brand and consumer protection.

Ogury’s Brand Exclusive Ad Chooser was selected for Visa’s campaign. It’s a proprietary full-screen ad delivery format that invites the user to choose which video ad they want to watch. Using this format, Ogury was able to maximize brand awareness and create a positive brand experience.

Ogury’s Creative Choice Report provided a full analysis of the campaign, revealing which ad users selected most frequently and viewed for the longest time. It also reveals which ad had the highest recall lift, showing memorability and brand impact.

Results

Ogury enabled Visa to achieve 90% Full-creative V2CR*, surpassing the benchmark of 67%. It scored 95.6% in VCR (16.3% more than the CPV campaign benchmark) and 94% in viewability. *Full-creative Visible Video Completion Rate = Video Completion Rate x Fully On-screen Rate

We collaborate with a network of local and international partners capable of guaranteeing high compliance to our guidelines and KPIs, while delivering against our business goals. As privacy and security are part of our DNA, we were delighted to join forces with Ogury, a tech partner able to combine safety and precise targeting with fully visible and engaging creatives to support us in reaching the right audience.

Matteo Brignoli
Senior Manager, Digital Marketing & Social Media, Visa

Download Visa’s case study

Ogury's Juneteenth Blog

Ogury’s diversity and inclusion committee, the Mosaic, has been formed to provide underrepresented groups with an equitable voice in Ogury and our community. We’re committed to empathetic listening, educating, holding each other accountable and executing actionable change to celebrate diversity and inclusion at every level.

With Saturday, June 19th marking the 156th anniversary of Juneteenth, our employee-led group has drafted this blog to share information and resources on the holiday.

The history of Juneteenth

June 19, 1865, marks the date that Major General Gordon Granger arrived in Galveston, Texas, and announced the end of both the Civil War and slavery. But, woefully, this was almost two-and-a-half years after President Abraham Lincoln signed the Emancipation Proclamation. As much as Juneteenth represents freedom, it also represents how emancipation was tragically delayed for enslaved people in the deepest reaches of the Confederacy.

Texans first celebrated Juneteenth in 1866 with community-centric events, such as parades, cookouts, prayer gatherings, historical and cultural readings and musical performances. On January 1, 1980, Juneteenth officially became a Texas state holiday. Al Edwards, a freshman state representative, put forward the bill, H.B. 1016, making Texas the first state to grant this emancipation celebration. 

Since then, 48 other states and the District of Columbia have also commemorated or recognized the day. Learn more about the history of Juneteenth and how it has become a worldwide celebration by visiting the official Juneteenth website.

How Ogury is observing Juneteenth

In recognition of Juneteenth, Ogury is showing support in various ways. We have declared it as a day of observance for our U.S. offices, which will be closed on Friday, June 18th. We encourage our team to add Juneteenth resources to their out-of-office note to educate our partners on the history of the holiday.

This year, we are also encouraging donations to the Marsha P Johnson Institute, which works to protect and defend the rights of black transgender people. We will also support this foundation by donating on behalf of Ogury. Additionally, we have been raising funds in support of Black Lives Matter since June 2020 via our GoFundMe page, and have raised over $9,200.

In addition to financial support, we have hosted events throughout the year to learn about individual experiences. We were fortunate to be able to welcome Daryl Davis live during our Stop N’ Listen speaker series. Daryl spoke with us about how he was determined to understand why he was hated for the color of his skin. His pursuit for answers brought him face-to-face with the leader of the KKK. Find out how one conversation can change history by watching the recording below.

Helpful resources

Whether you prefer reading, watching or listening, the Mosaic team have compiled a list of resources for you to continue learning about Juneteenth, black history and anti-racism activism.

Books

  • The Fire Next Time by James Baldwin
  • Between The World And Me by Ta-Nehisi Coates
  • How To Be An AntiRacist by Ibram X. Kendi
  • I Know Why the Caged Bird Sings by Maya Angelou
  • Sister Outsider by Audre Lorde

Articles

Documentaries

  • 13th – Netflix 
  • I Am Not Your Negro – Netflix 
  • The Black Power Mixtape 1967–1975 – Amazon 
  • When They See Us – Netflix

The Mosaic strives to continue providing underrepresented groups with an equitable voice and continue integrating diversity and inclusion into Ogury’s business strategies, recruiting, development, client relationships and work methodologies.

La-nuit-des-rois

We’re excited to announce that Ogury’s Brand Exclusive Video Chooser campaign with IBM has won Silver in the B2B category at La Nuit des Rois. 

The awards recognize performance and innovation in digital marketing campaigns, and are decided by a jury of 42 digital marketing, advertising, eCommerce and media experts. 

IBM’s campaign has previously won Best video for a branding campaign at Le Grand Prix de la Vidéo Numérique

IBM, together with media agencies Mindshare and EightBar, partnered with Ogury to promote its new IT solution for businesses, encouraging them to adapt to new working behaviors in the global pandemic. IBM had created three video messages to support this, each reflecting a challenge caused by the health and economic crisis. 

Ogury’s Brand Exclusive Video Chooser was chosen to maximize user engagement and create a positive brand experience. BEVC is a proprietary full-screen video format that enables the user to choose which video ad they want to watch. 

The campaign was a success, achieving 82.5% viewable video completion rate, surpassing the benchmark of 67%. Combining both viewability and completion rate, this metric is the most accurate measure of video performance.

A big thank you to IBM and its agency partners, and to the Ogurians – who created and deployed the Brand Exclusive Video Chooser format – for their work on making this possible.

Learn more about our video solutions and read IBM’s case study

volvo case study

Summary

Consumers usually use laptops and desktop computers to research configure or buy a car. To attract mobile users, Swedish car brand Volvo needed a mobile-first partner to drive awareness and consideration of the Volvo XC40 in the German market.

Partnering with Ogury, Volvo and its media agency Mindshare were able to reach the ideal audiences with highly relevant and engaging creatives.

Challenge

Volvo wanted to promote its XC40 model to its target audience in the German market. Despite mobile increasingly becoming a key channel for all Volvo media activities, consumers showing interest in buying cars usually use laptops.

Volvo needed a mobile-first technology partner, with unique and powerful data and accurate targeting capabilities to reach the best audience. The audience Volvo wanted to reach included men and women between 25-59 years of age interested in buying new cars (SUV intenders), having affinities with lifestyle and sports like fitness, jogging and cycling.

Solution

Thanks to Ogury Advertising Engine, Volvo was able to identify and reach its ideal audience. Ogury built a precise targeting matrix addressing the right creative to the right target: Fahrrad (bike lovers), joggers and Fußgänger (outdoor lovers).

The continuous learning and optimization of the algorithm enabled Ogury to drive awareness and consideration to the brand and redirect the qualified audience to Volvo’s website.

Volvo, its media agency Mindshare and the service provider [m]Studio were integral to the campaign’s success. Volvo created a sleek, user-friendly landing page that made it easy for consumers to complete the configurator. Meanwhile, Mindshare developed a smart media plan and [m]Studio was instrumental in coordinating and advising
on the campaign.

Results

Ogury delivered relevant ads to the precise audience Volvo needed in a brand safe environment. The campaign achieved exceptional results with 93.4% viewability (IAS standard) and 0.1% invalid traffic. The three different creatives reached an average of 6% in CTR, with nearly 38,000 clicks.

With only about 33% of the ‘mobile-only budget”, Ogury was able to generate almost 93% of all pure mobile page visits, and our cost per page visit was almost 83% below the average across all placements – desktop and mobile. Ogury was by far the most efficient CPV mobile-only placement we had in the campaign. Even the social placements on Facebook and Instagram were more expensive.

Fabian Bleier
Client Service Consultant, Mindshare

Download Volvo’s case study