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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.

Woman on her phone surrounded by advertising
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.

man using hologram phone
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.

Woman-screen-personified-advertising

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.

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We’re pleased to announce that Ogury’s campaign with Ford has won the Digital Advertising – Video award at La Nuit des Rois. This is the fourth award that this campaign has won so far this year. La Nuit des Rois 2022 is an award ceremony that rewards the best digital marketing campaigns based on two main criteria: performance and innovation.

The award was announced during ‘The Revelation’ event on April 21st where all the finalists and the jury members gathered to discuss the major trends in digital marketing. 

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Finalists and jury members discuss the latest digital marketing trends

Ford, along with its media agency Mindshare and creative agency GTB, partnered with Ogury on a campaign to drive awareness of its Ford Kuga hybrid model among those interested in electric and hybrid vehicles. 

The campaign was delivered using Ogury’s fully on-screen, impactful video ads and Site Scroller – a full-screen ad unit that engages the audience with an interactive microsite, driving brand awareness and memorability. It achieved outstanding results including 68% Fully On-Screen Rate for 50% duration.1 With an average VCR of 80%2 and a viewability rate of 92%, the campaign far surpassed the market standards of 57.4% and 62.2%,3 respectively.

It also generated a lot of interest and interactions among the audience with an average engagement rate of 11% (and approximately 2.4 swipes per user). And, users spent an average of 8 seconds on the Site Scroller ad format.

A big thank you to Ford for their partnership, and to the Ogurians – who created and deployed the campaign – for their work on making this success possible.

See the full list of winners.

Olivier Marty, Sales Managing Director France

Olivier-Marty-Headshot

1 The Fully On-Screen Rate for 50% duration is the main metric used by Ogury to measure the performance of video campaigns. It is based on 100% of the ad surface being visible on screen for at least half of its duration.

2 The Fully On-Screen Rate at 50% Duration and VCR have been measured by a trusted third party, IAS.

3 Oracle MOAT Benchmarks Q2 2021

March 8th is an important day as the world celebrates International Women’s Day. A day dedicated to celebrating the social, economic, cultural and political achievements of women across the globe. 

Every year at Ogury, we like to take over the whole month of March to spotlight our female Ogurians and bring awareness to the key issues women face in the workplace. This year, we organized a series of internal events aimed at celebrating the women of Ogury, learning from and inspiring each other to play our part in mobilizing the collective power of individual action-taking. 

Here’s a summary of what took place.

Leadership Spotlight

We kicked off the campaign with a conversation with our Chief People Officer, Blandine Kouyaté, who spoke candidly about her leadership journey and her view on what it means to be an authentic leader. 

It was a great discussion where Ogurians were given a platform to share their own experiences, learn from others and identify ways we can better support our people to feel proud to belong at Ogury. 

Blandine Kouyaté, speaks about authentic leadership
Blandine Kouyaté, speaks about authentic leadership

Women of Ogury Awards

We launched a global internal campaign where we encouraged Ogurians to nominate the Women of Ogury who live and breathe our Standards, every day. We had so many amazing videos, presentations and even a poem – a real testament to how valued our female Ogurian’s are in the company. Our three deserving winners (below) were each awarded with a unique experience of their choice, on Ogury. This was a way for us to celebrate their achievements and thank them for their contributions.

Helene Bouteille
Helene Bouteille, as she leads her team with grit and determination. Her acute intelligence is astounding. Her work ethic is flawless and she leads by example. She manages a very hectic and intense work schedule and still makes her family a priority and is a super mum! Ogury is so fortunate to have Helene.
Franziska is an incredible colleague to work with for many reasons including: her energy & mindset, her incredible sense of ownership and the fact that she is always there to help in best interest of her colleagues and clients
Alexia is the most reliable teammate ever. She is always motivated by projects related to her already-full-scope, but also always happy to help with broader topics that are not directly related to her. She’s passionate about her work, and she leverages this passion to share Ogury’s messages externally and internally. Sometimes I wonder how she manages to get all these things done and executed perfectly.

Women of Ogury Chapter

Our Women Of Ogury (WOO) chapter has been relaunched. Employees from across the globe have come together, motivated by the opportunity to support Ogury in building a more diverse and inclusive company for all. The aim is to create a safe space for ALL employees to share ideas, discuss challenges and hold each other accountable for supporting the women of Ogury and playing their part in shaping the future of women in tech.

Locally Organised Events

All of our local offices bought employees together to celebrate March 8th with food, decorations and conversation! It was an opportunity to celebrate women’s achievements, raise awareness against bias and take action for equality.

Our London office ended the month by inviting Lynne Parker, CEO of Funny Women, alongside award-winning stand-up comedian, Jenny Bolt into the office. Funny Women believe in using comedy to spark positive change for women in the workplace. And in an action-packed session, they shared their tried and tested tricks of the comedy trade on how to use humor in the workplace, express yourself memorably and bring your ideas to life..

International Womens Day Celebrations
A snapshot of the International Women’s Day celebrations in some of our offices

The Road Ahead

So where do we go from here? Ogury’s celebration of women will continue far beyond a singular day, week or even month.

We are working hard to build a company that embraces and champions our differences and we recognize that the diversity of our teams is a major contributor to our continued success. We have a great representation of amazing female talent across our company, with almost 50% of our employees identifying as female, but we know that there is more to be done.

We’ve challenged our employees and leaders to continue to consider their role in making the world a more equal place for everyone and to look to their community to understand how they can support and use their influence – be that through their social media following, talents or skills – to take action.  

We’ve shared a toolkit of resources with our employees to support raising awareness of gender equity in all parts of life and amplifying female voices. It includes top reads by female authors, podcasts focusing on fighting for equity, prominent female activists to follow.

Our Employee Network Groups, The Mosaic and Women of Ogury also play an integral role in providing a safe space for our employees and in keeping us all accountable. Building an inclusive workplace means creating a culture that fully engages and supports all employees. Through the campaign, we have taken our first steps in creating opportunities for our employees to share their individual experiences and feel empowered to speak up about the struggles they face when it comes to gender bias. We are excited to build on the momentum of the campaign ensuring that as a company we continue to listen to our employees, learn from each other and together drive actionable change.

Cindy Christodoulou, Culture Director

Cindy-Christodoulou-Culture-Director

Ogury has placed 15th among the top 100 tech companies recruiting the most people in 2022. The ranking is organized by FrenchWeb, an online trade publication specializing in tech, digital and media. This is the 12th edition of the ranking, which is based on recruiting forecasts among French digital companies. 

In 2022, Ogury is planning to hire more than 200 talented individuals in France and the other 12 markets where we are present.

Attracting talent and retaining them is pivotal for companies, especially in a competitive industry such as AdTech. This is one of the key pillars of Ogury’s growth strategy in France and abroad. Building a culture that resonates with employees of all tenure is paramount for companies looking to expand sustainably in the long term.

Blandine Kouyaté, Chief People Officer, Ogury

This is not the first time that Ogury has been recognized by FrenchWeb. In December 2021, Ogury ranked 54th among the 500 key tech companies in FrenchWeb’s FW500, including Ubisoft, Mirakl and Meero.

See the full ranking of the top 100 companies hiring in 2022.

And take a look at our open job roles.

Blandine Kouyaté, Chief People Officer, Ogury

Kouyaté, Chief People Officer, Ogury

Our “People of Ogury” series showcases a different Ogurian each month from across the globe. This edition profiles Paris-based Senior Software Engineer, Chen Dai. Get to know another Ogurian who’s working to build our amazing team.

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

My team and I are in charge of applications and services that place advertisements on mobile websites and mobile apps. It’s essentially the ad serving part of Ogury where we have publishers on one side and advertisers on the other side. Our work is to make this centralized hub be able to handle a high volume of traffic and match ad placement and ad content with several optimizations such as targeting or income.

As a senior software engineer, I craft software, of course. I mentor junior and mid-level colleagues, improve existing products, collaborate with teams to brainstorm and create new ones. I also spread good practices and grow Ogury’s engineering culture. You can read a Tech Snack blog article I wrote on A/B testing.

What excites you most about working in tech?

I believe I can make a difference and play a role in building the future. Tech is one of the industries where you can actually build something, see the change in people’s lives and get their feedback quite quickly. At Ogury, there are thousands and thousands of releases on our platform every year that constantly improve our products such as ads’ look and feel so that they can actually be interesting to our users.

​​What do you enjoy most about life at Ogury?

I love the people at Ogury. They are talented, sincere and fun. Someone always gives you a hand when you shout out for help, and even my worst jokes earn a laugh from my buddies. Nobody sits in a bad situation and only complains. Well, even when people complain they are trying to find a solution to that and make it better.

What Ogury Value do you most identify with and why? How do you embody this value in your everyday work?

All of our values are important and one could not work without the others, but there is one that has become my personal label in Ogury – Execution. I never shy away from any challenge at work and I keep focused on getting things done. I’m a doer. We should all be doers. Do it with responsibility, do it with quality, do it with purpose. 

What advice would you give to a new Ogurian coming into the business to help them succeed?

First of all, welcome. Ogury is such a diverse and inclusive organization that you’ll find your place and fully express your talent and skills.

Here are a few tips for you: 

  • Stay curious 
  • Shout for help whenever you need it 
  • Above all, live the experience and have fun. 

Connect with Chen on LinkedIn.

Ogury partnered with Lumen Research, the leading technology in attention measurement, to conduct a joint study to measure the attention generated by their ad formats – both in-app and on mobile web. The study highlights the relationship between attention and brand recall, and results show that Ogury ad formats provide significantly higher attention than the mobile outstream and mobile display activations usually leveraged by advertisers in their media plan.

Thanks to Lumen’s capabilities in creating ultra-realistic in-context testing environments, respondents were able to scroll, click, and type on their device all whilst having their eye movements recorded to track what they actually saw. After this eye tracking test, they were then asked to answer a brief questionnaire to assess brand recall.

To ensure attention is properly measured, Lumen developed a key indicator looking at attentive seconds per 1,000 impressions1. This standard is paramount for accurate attention measurement and is the main expression of the attention generated by an ad. The study demonstrates that Ogury ad formats generate significantly more attention per 1,000 impressions than the market average – outperforming mobile outstream by 2.5x and mobile display by 5x.

Gaining attention is an important start, but retaining it is pivotal. The study’s attention curve, based on users’ eye movements, indicates that most people view outstream video and display formats for less than 2 seconds. More precisely, they spend only 1.8 seconds on outstream and barely 1.3 seconds on display. Compared to the industry, Ogury formats are viewed for around 5 seconds on average – 4.8 seconds exactly. Some viewers were even found to engage for longer than 10 seconds.

The study’s findings provide a clear picture of the link between attention and brand recall, and how it impacts advertisers’ main outcome when running branding campaigns. While short amounts of attention can lead to a degree of brand recall, its likelihood increases incrementally as users pay more attention to the ads.

At Ogury, ad formats generate 36% more brand recall2 than other mobile outstream and display activations. This is a testament to the importance of attention in brand building as the longer an ad is viewed, the more likely it is to be remembered.

The study clearly proves that for users to have a chance to remember a brand or its products, attention is key. To enable brands to optimize and retain attention, Ogury leverages the fully on-screen rate, a key metric widely available via 3rd party measurement partners (DV, IAS, Moat) that ensures 100% of the ad pixels are fully on screen. When it comes to video ads, Ogury encourages the industry to utilize the fully on-screen rate for at least 50% of the ad duration – the longest time period measured consistently across all measurement partners. This is the only way for advertisers to measure mobile formats’ performance in a consistent way, no matter their partners or ad networks.

“Attention is the prerequisite to any meaningful impact. If people don’t pay attention to an ad, they won’t remember the brand. And if this sounds like common sense, then this study proves it with figures.” said Charlotte Diemer, Global Head of Insights at Ogury. “At Ogury, we take it upon ourselves to ensure clients that their message is actually visible and generates real attention. This is why we’re providing them with fully on-screen formats that generate the highest level of attention possible by default.”

Access the study’s full eBook and detailed results

Methodology

Lumen Research and Ogury conducted this survey in January 2022 in the US and the UK. They collected answers from 1,200 respondents aged 18-59, recruited online and placed into four groups. Users accessed Lumen software via their mobile phone, turning their device into an eye tracking camera. They were exposed to four articles (in-context testing) on their mobile phone. All respondents saw two test ads and were asked to answer a brief questionnaire to assess brand recall.

1 Attentive Seconds per 000 = % Impressions Viewed (Eyes on Ad min. 100ms)  x Avg view time x 1000

2 Prompted brand recall

Ford award header

We’re thrilled to announce that Ford’s campaign with Ogury has won the Mobile Advertising Category at Les Mobiles d’Or. The campaign was also awarded The Grand Prize – the jury’s favorite campaign among all the category winners. Les Mobiles d’Or celebrate the success of companies in advertising, marketing and commerce on mobile. 

Leading automotive company Ford partnered with Ogury, media agency Mindshare and creative agency GTB, to drive awareness and consideration of its Ford Kuga hybrid model among its target audience. Ogury used its Personified Advertising technology, including proprietary ad formats to reach and engage those interested in electric and hybrid vehicles. 

The campaign was delivered using Ogury’s fully on-screen, impactful video ads and Site Scroller – a full-screen ad unit that engages the audience with an interactive microsite, driving brand awareness and memorability. 

The campaign achieved outstanding results including 68% Fully On-Screen Rate for 50% duration1. With an average VCR of 80%2 and a viewability rate of 92%, the campaign far surpassed the market standards of 57.4% and 62.2%3, respectively.

It also generated a lot of interest and interactions among the audience with an average engagement rate of 11% (and approximately 2.4 swipes per user). And, users spent an average of 8 seconds on the Site Scroller ad format.

A big thank you to Ford for their partnership, and to the Ogurians – who created and deployed the campaign – for their work on making this success possible.

Olivier Marty, Sales Managing Director France

Olivier-Marty-Headshot

 

 

 

 

1 The Fully On-Screen Rate for 50% duration is the main metric used by Ogury to measure the performance of video campaigns. It is based on 100% of the ad surface being visible on screen for at least half of its duration.

2 The Fully On-Screen Rate at 50% Duration and VCR have been measured by a trusted third party, IAS.

3 Oracle MOAT Benchmarks Q2 2021

One accurate measurement is worth more than a thousand expert opinions

– Admiral Grace Hopper


Since its inception in 2014, we at Ogury haven’t been short of great innovative ideas from both our genius people and astute clients. The challenge then comes when deciding which ideas to proceed with, and that’s even after categorizing by short-, medium-, and long-term options. We needed a way to easily test and compare different ideas and gain reliable results. That’s when we turned to online controlled experiments, also known as A/B testing.

What is A/B testing?

A/B tests are sometimes called online controlled experiments, field experiments or split tests. They are heavily used at companies like Airbnb, Amazon, Booking.com, eBay, Facebook, Google, Microsoft, Netflix, Twitter and Uber. These companies run 1,000s to 10,000s of experiments every year to evaluate and validate different ideas, hypotheses and opinions. The basic idea is to separate users into different groups or variations with different variables. You then run experiments for a specific period of time then analyze key metrics on every group and interpret the result.

Cupcakes, you say

Let’s take a look at a real-life example. Imagine you want to assess the effect of adding lemon zest to cupcakes. You bake your two batches of cupcakes; one with lemon zest and one without (plain). You hand the plain cupcakes to a group of friends, while another group gets the new lemon zest version. To ensure there aren’t any biases, each person is assigned to their group at random. After they’ve eaten the cupcakes, you gather feedback from your friends. And, if the lemon zest version gains the most votes from your friends, then it’s going to become your go-to cupcake recipe. 

In the AdTech industry, it’s not always simple to gather user feedback. We can run surveys, but the response rate isn’t always statistically significant. A/B testing is a great solution as it gives us and advertisers a more scientific method to optimize ad spend instead of relying on guesswork. A big bonus for us in AdTech is that we gain a huge amount of traffic with online advertising. With such a large sample size readily available, statistical bias is not a problem for us. 

Ogury’s A/B test ice-breaker

Our first step was to build our in-house experimentation platform which met various experiment and analysis requirements. The platform comprised two major parts: a real-time delivery decision maker system, which split inventory traffic into different strategies, and an analysis part with dashboards, which enabled us to compare results on those strategies. 

Once the team produced the first experimentation design, we ran our first test in our ads delivery process. 

We tested several ways to choose the best ads to display to customers. Ultimately, the one that achieved the best result was based on Ogury’s proprietary historical mobile journey data to predict user engagement rate. This first A/B test successfully predicted a 16% lift on the accomplished rate, which is the engagement rate of a customer when seeing an ad. After this successful ice-breaker, we were able to scale the number of experiments that we ran and the maturity of our platform.

Ogury-experimentation-dashboard
The experimentation platform dashboard displays the results from the A/B tests.

We’re doing a walk-run

As a rough rule of thumb, A/B tests stages are determined by the number of experiments an organization is conducting. 

  • Crawl phase: approximately one test per month (~10/year)
  • Walk phase: approx. one test per week (~50/year)
  • Run phase: approx. daily testing (~250/year)
  • Fly phase: thousands per year!

Today at Ogury, we are between the walk and run phases. The culture of A/B testing has grown so much that it’s now a fixture of many product engineering meetings. Someone will always ask: “did you run an experiment?” or just suggest in response to an idea “let’s run an experiment on that”. It’s almost second nature now. This builds on our data-driven culture at Ogury as part of which we ensure the results get highlighted to the entire company. 

Chen Dai

Chen Dai,
Senior Software Engineer

Vodafone is a leading telecommunications company in the UK. With new legislation coming into force to give consumers greater flexibility over their mobile phone contracts, Vodafone needed to drive awareness and consideration of its new offering for sole traders. Vodafone partnered with Ogury to identify and reach a specific audience on mobile with impactful, engaging and fully on-screen formats.

Challenge

Vodafone launched a new solution for its business customers, giving them greater flexibility and control of their digital lives. The Vodafone EVO for Sole Traders offering enables business customers to pay for their phone and airtime separately, creating a monthly plan that suits their needs. Vodafone needed a mobile technology partner that could accurately identify its target audience and reach them at scale with engaging video ads in a brand-safe and fraud-free environment, all while respecting consumer privacy. 

Solution

Ogury leveraged its proprietary audience data to define the sole traders. These are individuals who operate their own business with no employees. Therefore, they wear multiple hats from social media manager to e-commerce manager and executive assistant. Knowing these behaviors, and the apps and sites they frequently use, enabled Ogury to pinpoint the audience to ensure the campaign reached the most motivated sole traders in the UK. 

Ogury delivered the campaign to sole traders using its proprietary method Ad Chooser to drive brand awareness with impactful fully on-screen videos. With Ad Chooser, the consumer can select their ad experience, which boosts their ability to remember the ad. 

Vodafone ad chooser

Ogury Ad Chooser

Results

Thanks to Ogury’s solution, the campaign achieved an average VCR of 89% and viewability of 94%. Moreover, the campaign Impact Survey reported a 77% lift in ad recall among those who had seen the ad, indicating that it was memorable and had been delivered to the intended audience. 

Download Vodafone’s case study