Ogury is OMID certified by IAS

We are excited to announce that Ogury is the first company to be OMID (Open Measurement Interface Definition) verified globally by Integral Ad Science (IAS), a global leader in digital media quality, for our mobile web thumbnail video ad placements.

This follows our mobile web OMID certification by the IAB Tech Lab, in which we were also the first partner to be certified. OMID has revolutionized digital advertising by lifting technical measurement and verification challenges across in-app and mobile web environments.

Ogury is proud to be the first IAS partner to achieve OMID compliance for mobile web video ads. It allows us to offer our clients the same standard of viewability measurement in mobile web as we do for in-app. Now, with one single video tag, the IAS Unified Video Tag*, Ogury is able to measure viewability for video ads in mobile web, without any VPAID (Video Player Ad Interface Definition) compliant inventory, as well as in mobile in-app environments.

As Ogury campaigns serve across apps and mobile web, clients can ask for Unified Video Tags from IAS and provide them to Ogury to agnostically track viewability metrics across mobile web and in-app environments via OMID. 

This creates a seamless experience for our clients and provides optimized viewability measurement for 100% of their campaigns, which can be easily monitored in their IAS dashboard. 

“Trust and transparency in digital media quality is crucial,” says Lu Tian, Vice President, Partner Solutions, Integral Ad Science. “IAS’s OMID compliance program supports standardization within digital advertising, enabling better measurement globally. Ogury is the first partner approved by IAS for viewability measurement on OMID-enabled mobile web video, demonstrating a commitment to quality inventory and full-creative viewable formats for their clients. Adoption of OMID is rising, and this is an important step forward to support viewability measurement and move beyond VPAID.”

This IAS integration certification supports Ogury in continuing to provide fully visible and engaging formats, and quality and cost-effective inventory, while ensuring protection for brands and consumers’ privacy.

* IAS Unified Video Tag allows for the seamless measurement of all video inventory across Web, Mobile In-App, and connected TV (CTV) devices, all on the same placement.

To find out more, reach out to the team via the form below.

Ogury's McDonald's Case Study

McDonald’s is one of the world’s leading food service brands with more than 36,000 restaurants in over 100 countries and have been serving customers for over 80 years. McDonald’s recently set out to encourage customers to rediscover their love for the taste of their classic menu items. In order to drive awareness of these items, they needed access to technology that could deliver reach with relevant audiences and guarantee consumer privacy protection. To access this technology, McDonald’s relied on their agency partner, Starcom.

Starcom, on behalf of their client McDonald’s, utilized Ogury’s Personified Targeting to build awareness of the brand’s classic menu items. They set out to deeply understand their audience’s behavior and gain insights into lifestyle behaviors.

Challenge

McDonald’s set out to encourage customers to rediscover their love for the taste of their classic menu items. Unfortunately, many brands struggle to achieve effective mobile branding. This is due to the lack of ad visibility and targeting which is invasive, imprecise, lacking in audience intelligence and offers only a limited view of audience behaviors, or relies on publicly available contextual signals. McDonald’s needed an advertising technology solution with audience intelligence to reach relevant consumers and serve them visible and engaging formats in efficient, safe environments.

Solution

Starcom and McDonald’s utilized Ogury’s Personified Targeting solution to build awareness of the brand’s classic menu items. This solution allowed McDonald’s to achieve superior branding performance. Ogury’s new Custom Audience Qualification Survey allowed them to sharpen their audience understanding and reach by asking a bespoke question to qualify audiences, directly feeding into pre-campaign insights and campaign targeting. As the campaign was live, additional budget was added to continue to drive strong performance and an ad recall survey was shared to measure campaign success.

Results

This mobile campaign delivered strong results. It yielded an 88% video completion rate and 97% Fully On-Screen Rate (At 50% duration / 15s per MOAT); therefore, Ogury delivered Full-creative VCR of 85% against a market average of 21% from mobile competitors. Ad recall was also impressive at 87% compared to 50% for the average market, demonstrating that the campaign reached McDonald’s most relevant and engaged audience.

We constantly strive to be the first to shift the needle in the digital advertising industry. Ogury’s Personified Targeting technology enables us to provide superior performance thanks to precise reach with relevant audiences across environments, as well as total user privacy protection. Our clients expect the best and in working with Ogury, we’re constantly able to deliver.

Jacobo Fernandez, Starcom

Download McDonald’s case study

Man looking at mobile phone

The aftershock of Apple’s introduction of the App Tracking Transparency framework was felt throughout the entire AdTech industry. Gabby Fernie at Mobile Marketing was keen to get to the crux of how our industry was responding because “The AdTech business is nothing if not nimble.” And she’s right. There are solutions already out there, and I had the pleasure of sharing how we at Ogury have responded.

I spoke about our Personified Targeting solution, which was launched earlier this year. It’s built for targeting audiences both in-app and on mobile web, without the use of consumer data, identifiers or device graphs. It promises to deliver superior results while 100% respecting consumer privacy.

How?
Personified Targeting can be broken down into a few parts. There’s context and semantic data, which many people do. But, we go a step further by fuelling this with audience data. Our audience data is founded on seven years of proprietary mobile journey data collected from millions of consenting users. Of course, we don’t collect any consumer data today, but we know about these trends in terms of consumption.

The other part is survey data. The data is anonymous, meaning it’s not tied to an individual consumer. Instead, it’s tied to an asset – so a website or an app. From there we can build attributes for the assets. The last data piece is self-targeting audience data, which is very much tied to how consumers are engaging with the ads.

In fact, we have some ad units that are driven by consumer choice, such as Ad Chooser, where we can see which ads consumers were interested in interacting with. So, in a nutshell, we are trying to use the best of what is out there, while leveraging what we’ve done for the past seven years. All we’ve been doing is trying to find the best data set and the best targeting out there and it is inherently cookie-less and ID-less.

That’s the best way to thrive in life after IDFAs.

Read the full article.

Find out more about Ogury’s Personified Targeting solution.

Habenn MAD//Fest

Over 400 years ago, French poet Jean de la Fontaine wrote fables in which he gave animals and objects personalities. A fox manipulated a crow, a talkative grasshopper begged an ant for food, and a lion built a friendship with a mouse. Those animals felt a range of emotions and had personal motives, which almost perfectly described their character. They were essentially personified – given a human nature.

While Jean de la Fontaine didn’t have a mobile phone, he was well ahead of his time because there is a very close parallel in digital advertising.

At Ogury, we’ve taken this concept of personification and applied it to our technology, giving a personal nature to audiences based on their interests. We believe that this is the way to ensure the highest performance on mobile in the next chapter of digital advertising.

Watch my session below from MAD//Fest 2021 to learn more about personification in digital advertising.

Do reach out with any questions by completing the form below.

Cordaid case study

Cordaid is an international values-based emergency relief and development organization. Amid the global COVID-19 pandemic, Cordaid wanted to create a mobile advertising campaign that raised awareness of its message and encouraged mobile users to engage with a challenge based on Cordaid’s mission: Taking care of others. The challenge, designed by Cordaid, aimed to build long-lasting relationships with these mobile users. To achieve this, they needed a technology partner that could first, identify mobile users who were most likely to become donors, and secondly, reach them with an educational message that would drive qualified traffic to their registration page.

Together with Storm, part of Accenture, they partnered with Ogury to develop a two-phase mobile campaign. Ogury’s activation strategy drove qualified traffic to Cordaid’s registration page and provided powerful insights on their ideal audience profiles, which helped to inform their future advertising strategy.

Challenge

For more than 100 years, Cordaid has been helping people who need it most. With the Coronavirus affecting people worldwide, donations are needed now more than ever. Hence, Cordaid wanted to run an awareness and lead generation campaign on mobile to inspire their key audiences to support others. To achieve this, they needed an advertising technology solution that would enable them to understand their key audiences’ profile and mobile behavior beyond their own website and reach them in a data-safe environment through engaging mobile ad formats.

Solution

Fueled by unique and reliable mobile data insights, Ogury enabled Cordaid to identify its main target audience of potential donors and reach them with a two-phase mobile advertising campaign. First, users were engaged with an innovative video ad format that drove awareness of the cause. Second, these users were shown a static ad format, encouraging them to participate in a five-day challenge to take care of others. Ogury continued to give Cordaid valuable insights after the campaign ended, through its post-campaign personas, which helped to inform their future mobile and targeting strategy.

Results

The mobile video campaign achieved 78.2% Full-creative VCR, surpassing Ogury’s own benchmarks of 67%. The display ad format also scored a 6.2% CTR and an average time spent on the landing page of 168 seconds, demonstrating strong user engagement with the brand’s key message. Finally, the post-campaign personas helped the brand to refine its mobile activation strategy by identifying the most engaged audiences – based on demographics and interests.

We are very happy with the strategy deployed with Ogury and the results we achieved. We now have at our disposal extra key insights about a specific part of our audience that we would never have been able to access without their technology, Ogury Active Insights.

Stefanie Goddijn
Senior Online Strategist at Cordaid (Netherlands)

Download Cordaid’s case study