Maria Alejandra Charris Mora is appointed Sales Director Colombia to lead the company’s activity in the region

Ogury is strengthening its presence in LATAM with a new Colombian office. The company’s activities in the region will be led by Maria Alejandra Charris Mora, Sales Director based in Bogotá.

Ogury will provide the Colombian market with a future-proof technological solution to deliver outstanding performance whilst respecting user privacy, and many brands, agencies and publishers are already partnering with the company. “Ogury has been a strategic partner for us in mobile advertising since they first arrived in LATAM in 2019 with their Mexican office. Now, having Ogury in Colombia will allow us to continue growing hand-in-hand to give brands valuable audience insights, while respecting user privacy”, says Johanna Andrea Rozo, LATAM Regional Lead Precision+ at Publicis Media. “We’re working tirelessly to change the course of digital advertising,” added Freiman Machado, Partnership & Digital Trading Coordinator at Publicis Media. “Ogury’s technology helps us achieve superior performance by accurately engaging the right audience in a privacy-focused world. Our clients expect the best and, by working with Ogury, we always deliver.”

This expansion will be led by Maria Alejandra Charris Mora, who will be at the helm of Ogury’s business operations in Colombia and who will report to Jessica Jalife, Regional Senior Sales Director LATAM at Ogury. With over 10 years of experience in sales management for digital companies, Maria made the shift towards the mobile advertising ecosystem in 2015 by joining computer games company Gameloft. She then worked for advertising services company IMS Internet Media Services, where she managed various brands such as Yahoo and Electronic Arts. Most recently, Maria held sales leadership positions for digital advertising media and platforms such as WeAreContent, Futbol Sites and Grupo Prisa.

Ogury’s decision to open an office in Colombia was motivated by the presence of numerous brands’ regional hubs in the country, such as AB InBev, Procter & Gamble or Mondelez. What’s more, digital advertising spend in the country was estimated at $308.8 million in 2020, marking it as the fastest growing digital advertising market in Latin America, and is set to reach $524.6 million in 2024. As for mobile ad spend, it will amount to 92.8% of total digital investments by 2026.

“As we enter the era of ID-less and cookieless advertising, Ogury stands out as a pioneer in this regard and I’m very excited to join the company at such a pivotal time,” shared Maria Alejandra Charris Mora, Sales Director Colombia, Ogury. “The company leaders understood very early on that the rules were changing and created a technology that is mindful of consumers’ privacy, while still offering advertisers an extensive knowledge of their interests. I am confident that Ogury’s approach will make us the preferred advertising partner for Colombian advertisers.”

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What’s in store for the future of advertising? That’s the million-dollar question. 

Fortunately, we don’t have to look far to get the clues we need. If movies have taught us anything, it’s that if you can imagine it, it can often become a reality.

For years, movies have left breadcrumbs for us to follow, be it You’ve Got Mail paving the way for online dating, Blade Runner showing us the power of digital billboards or WALL-E being the precursor to prolific virtual communication. 

Armed with this inspiration, we took to Advertising Week Europe 2022 with a panel of four industry experts to unveil what advertising will look like 100 years from now.

Ossie Bayram, our UK Country Director, kicked us off with advertising’s status quo. Our recent attention study with Lumen Research shows that consumers are exposed to up to 10,000 ads a day. Be that on mobile, TV, desktop or out-of-home. That’s an awful lot. What’s worse is that now, we’ve learned to filter them out and ignore them. And while some may argue that our subconscious brain is still taking them in, that’s not good enough for marketers who want to build their brand. 

Consumers are also very aware of the value of their data and the protection of their privacy. They are aware of the implications of hyper-targeting and the invasiveness of personalization with unwanted advertising. At the same time, regulations are accelerating, cookies are dying and Ad-IDs are on death row. The ad ecosystem is undergoing a monumental metamorphosis.

Despite the perception of consumers being bombarded with advertising, there are many examples of creatives and formats that successfully manage to break through the noise and even delight consumers. And as we move full speed toward our hyper-digital future, creatives, formats and ad placements will continue to play a crucial role in garnering consumer attention, while being underpinned by sustainability.

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Our digital world is advancing rapidly and advertising will need to keep pace.

Let the creative juices flow

Before skipping 100 years into the future, one thing we can learn about creatives from our most recent past is to not rush how we use them on different screens,” says Jonathan Harrison, Digital Strategy and Transformation Lead at the7stars. An example is the tiny banner ads with illegible text we often see on our phones. 

In the same vein, we need to understand the nuances of culture and community, which are the prevalent driving forces behind audiences such as Gen Z,” adds Oliver Lewis, CEO and Founder of The FIFTH Group. Over the next decade, their spending power will only continue to grow, with their earnings set to reach $33 trillion by 2030. Understanding them is key to knowing how the creative will evolve and impact their attention.

Honing in on the content in the creative itself, Nina Nørgaard Jacobsen, Founder and CEO of Biites, was quick to dispel the idea that consumers have short attention spans. Biites is currently seeing people viewing content for an average of 5 minutes. “In the future, we’ll have consumers engaging with [branded] content for long periods of time simply because they like it.” Connectivity will be such that consumers will spend longer time on branded content, and even be introduced to other brands as a result.

Remove the barrier between the physical and virtual world 

To project the evolution of ad placements, we need to know where consumers will be and how they want to engage with ad content. The digital world is increasingly becoming three- or even four-dimensional where we not only talk about ads in the physical world but also in the virtual world.

As in the physical world, advertising in the virtual world must add value for the consumer. “It can’t be interruptive, it must be immersive. It needs to be an experience and not an activation,” said Oliver.

The blurring of the physical and virtual worlds will accelerate. We see some good examples in the virtual world from luxury fashion brands making branded clothing available to purchase. Oliver suggested that it’s essentially a beta testing environment where brands can see what resonates with people before bringing it to life in the real world. Not only is it an experimentation zone, but also a revenue stream for advertisers.

Back in the real world, brands have dabbled in 3D mobile ads for over a decade, offering greater interactivity and engagement. And with decades-worth of creative minds leaving breadcrumbs about futuristic hardware such as holographic devices, and concepts such as contactless communication, it’s not difficult to imagine what tech will look like in 100 years. As such, our platforms will need to speak to each other effortlessly. Platforms and connected devices will only become more immersive and personal, meaning that advertisers will need to think differently about how they add content into people’s worlds, and only where appropriate.

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Is this how we will communicate in the future?

Personification over personalization

We don’t have to look far to see what advertising technology might be used to reach and connect with the right people in the future. Jonathan drew on research conducted by the7stars which revealed that 74% of the current UK media landscape is driven by some form of AdTech, opening the door to a plethora of opportunities for our industry. 

However, future success will be determined by the use of the right tech. Cookie and identifiers are being phased out now, not in 100 years. Consumers are more privacy-conscious and regulations are tightening at the same time. Advertisers will therefore need new ways to reach consumers while respecting their privacy. A new class of technology called Personified Advertising does just that. It uses audience interest data to qualify impressions, instead of personal data that qualifies users.

It has emerged as the only future-proof and sustainable solution to keep digital advertising aligned with its mission: enabling brands to understand and address a specific audience, without diluting value and losing sight of their purpose.

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Personified Advertising has emerged as a sustainable solution for brands to reach consumers when the cookie crumbles.

A solid foundation needs sustainability

As advertising as a whole evolves, sustainability must be at the forefront. Younger generations are hyper-aware of brands’ social impact and the advertising industry is not exempt. 

By 2122, consumers would have seen huge shifts in where we get our energy from, the cars (or vehicles) we drive and how we power our homes,” says Harriet Kingaby, Co-Chair of the Conscious Advertising Network. “From a creative perspective, advertisers have a key role to play in helping consumers believe and move toward a sustainable future. Advertising funds the media, so brands should use their platforms to create meaningful conversations around sustainability,” Harriet adds.

Another way to weave sustainability into advertising is to think more long-term,” says Nina. “Campaign thinking isn’t the way forward. Some of the best performing content [on Biites] are those that have been around for three to five years. They have an evergreen quality. Advertisers should therefore reuse and refresh more content. What may be old for one person, will be an entirely new experience for someone else.”

Who are our early adopters?

Now we have the clues for what the future of advertising will look like, we just need the early adopters to step forward.

“The key is to foster a culture of collaborative experimentation internally and externally,” says Jonathan. CMOs should want to test new formats or placements, but sometimes the creative agency can be the last to be included. So, once all the decisions have been made, teams then think about how to make the creative fit into this new channel or format, which isn’t optimal. 

It’s also crucial to set expectations internally. Things may break or fail with any experiment. However, that should be a catalyst to continue testing and trying new approaches rather than letting it slow you down. With a clear structure in place, teams can thrive in this environment.

“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.”

Sun Tzu, The Art of War

Website defense is much like age-old military tactics in that you must prepare for both known and unknown threats. We reference Sun Tzu’s 5th century BC literature because though seemingly dated, many of its universal principles apply to today’s website security best practices. Even the most tech-forward companies are at risk of security breaches and inadvertent threats that may impact a website’s overall functionality. 

Be aware of common threats to security and functionality

As a developer, your goal is to be as optimal as possible with the least effort. This means building or maintaining a website that has clearly defined goals, requires minimal upkeep, is safeguarded against site errors, and employs strategically implemented functionalities – whether coded or by way of existing programs. The art of website security begins with preparedness.

Internal Threats

Yes, internal threats do exist. And no, they aren’t always intentionally malicious. Internal security threats result from a culmination of things, but they’re often a consequence of non-tech-savvy users having high-level permissions on the back end of a website. For example, a user with unnecessary access to settings or plugins may install, activate or deactivate a plugin that should remain untouched, or worse, interfere with a function that has additional code associated with it, thus triggering broken content or a site error (i.e., 404 Site Error, 500 Internal Server Error). 

On the other hand, internal peers may request website edits that are not optimal or best practice, requiring the designer or developer to stand their ground and convince others to follow their lead. While this may be unavoidable, you can fortify your website to limit any potential risk.

So, how can you protect your website?

Know thyself and choose your allies

Before building a new website, define your goals. What purpose will it serve? What do you or your client want to achieve with it? Can you reach these goals yourself, or do you need to outsource support? Answering these questions will allow you to create a website roadmap consisting of developmental milestones and opportunities to evaluate and identify potential weaknesses that you can get ahead of. This will prepare you to expect the unexpected and know when to retreat. Be realistic. Be proactive. Don’t be stubborn.

In addition to the standard optimization techniques, developers should also understand their capabilities and know when to use existing tools rather than build new ones. Don’t reinvent the wheel – if something does the job, and does it well, use it. 

Ogury’s web developers enjoy online tools such as PageSpeed Insights, GTMetrix and WebPageTest to diagnose problems and analyze potential areas of improvement.

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Beware of hidden enemies, technically speaking

While it’s impossible to make your website 100% secure, you can make it less vulnerable. The mission here is to narrow your enemy’s attack line and be wary of hidden, accidental enemies (both humans and non-humans). Let’s take a look at how you can employ your first line of defense.

  • Plugins: Did you know that most successful attacks on WordPress websites come through plugins? This is because they are each a potential security breach, particularly with version updates. The more you weigh down your website with plugins, the more likely you are to run into a problem. Be selective in those you choose to implement, and don’t overuse them. 
  • Backups: Create a backup of your website regularly so you have something to fall back on should something break on the live version of your website. For example, if a plugin malfunctions and interferes with your website structure, you can quickly restore your most recent version until you resolve the problem.
  • Strong passwords: We have all been guilty of being “hackable.” Think simple passwords like name + birth year = ‘Nikola1983.’ Complex passwords are one of the more obvious lines of defense in the war on websites as they are harder to crack. If you cannot come up with password combinations that are complicated yet memorable, use a password generator. This will spit out something like ‘g8(yvMJRN29-E:ed’ and will likely need to be stored in a secure location.
  • Staging environments: With the exception of content updates, never develop directly on production servers, or what’s “live” and can be seen by website visitors. Build and test on a development server before pushing updates online.
  • Users: The fewer people with access to the back end of a website, the fewer opportunities for problems. Assign user permissions with care, considering their need, intent and skill (can they fix their own mistake?).
  • Hosting: Spend more on dedicated hosting or a cloud server to improve page speed and overall performance.

Exercise your authority

The phrase “too many cooks in the kitchen” is not unfamiliar to developers. There tend to be many individuals and teams who want to enforce their own ideas, solutions and deadlines in a new or ongoing website build. Marketers may request certain marketing tools be installed on your website that may create internal security risks or slow down page load. Designers may create beautiful mock-ups that aren’t easy to code, impractical or simply too clunky for ideal site performance. And clients may want their projects completed quickly and cheaply, which most developers know to be unrealistic.

As a developer, you must stand your ground while offering real solutions. Know your limitations, and don’t shy away from seeking more premium solutions when available. If you’re pressed to employ antiquated practices, back up your claims with metrics that support your experience and argument.

What’s next?

At Ogury, we encourage marketers and designers alike to share ideas for innovation and improvement to our website. Whether you work on your company’s assets or for a client, go the extra mile by adding functionalities, animations or integrations. A final tip would be to keep an eye on your competition for inspiration on new implementations or routes you’ve yet to take. Websites should evolve so be prepared to adapt.

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Last year there was a lot of chatter about the third-party cookie deprecation and how marketers should prepare. And while the timeline has slowed somewhat, we’re undeniably moving closer to an ID-less and cookie-less world. 

Analyst firm Gartner predicts that four out of five digital advertisers will cease all personalization by 2025, but advertisers still need to reach the right consumers with relevant ads. Instead of focusing on whether the solution is ID-less or ID-based, advertisers’ one concern should be understanding their audiences’ interests. 

Future-proof your mobile branding strategy

At Ogury, we leaned on a concept called personification to build an advertising engine to address this challenge. Ogury has been at the forefront of this movement, reaping the benefits for our clients. Nearly a year after the launch of our Personified Advertising Engine, it’s time to ask “how well do you know Personified Advertising?” 

We’ve created a short quiz (6 questions) for you to test your knowledge and learn how this technology can benefit your mobile branding strategy. 

Continue your knowledge journey by getting your copy of “Age of Personified Advertising” eBook and “The Power of Attention” eBook.

Happy quizzing.