Ogury’s “People of Ogury” series showcases a different Ogurian each month from across the globe. This edition profiles Cologne-based Sales Manager, Nasir Khawaja. Read on to learn about Nasir’s Ogury journey.

What did you do straight after graduating?

I started my career at OMD as a Media Planner which is where I learned the 101 of media marketing. After 3 years at OMD, I then decided to move to tech. I realized I enjoy both tech and media so I thought that Ogury would be the perfect match.

How did you come across your role at Ogury?

I was introduced to Ogury by our MD DACH, Jan Heumüller. I knew Jan from his time at TABMO and so I messaged him on XING (the German LinkedIn). We had a chat the next day! The combination of Ogury’s product and Jan’s experience establishing strong companies (DATAXU / TABMO) in Germany convinced me to join. 

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

My main role is to drive revenue for the company by pitching Ogury’s unique USPs and by building strong relationships with our brand and agency partners. This ultimately helps to establish Ogury as a leader within the German mobile marketing industry.

What excites you most about working in tech?

A “tech” company can sound boring to some, but it’s actually quite exciting to see what we can do with our technology. Ogury generates unique audience insights, and we deliver a safe activation, all thanks to our tech. That is our strong USP. We deliver more than an impression, view, or click. We deliver a real added value to our partners.

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

Besides the product, it’s the people and culture that I love at Ogury. Everyone is supportive all around the globe. As a team, Ogury encourages one another to succeed – whether that be in closing revenue or growing a moustache – it really doesn’t matter.

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

I try to embody this in my role by being super involved in all aspects of a campaign, from insights to reporting. I also like to get involved in activities beyond my specific role. This includes organizing events and supporting charitable initiatives. 

You have recently worked on and launched the Ogury Movember campaign. What motivated you to support this internal initiative?

The UK team participated in Movember last year and they were planning to do the same this year. I was eager to get involved and excited to promote it more broadly to the rest of the company. Besides the fact that Movember is an amazing foundation, it was also great to work with all the ambassadors from other offices. I’m looking forward to seeing more and more involvement each year.

Nasir doesn’t only save it for November to grow a mo

Can you tell us more about how you organized the campaign and what your strategy was behind it? 

After pitching this idea to my favorite french colleague, our strategy was to find local Ogury ambassadors who would push this movement to their markets. We also thought about ways to keep it as easy as possible for our colleagues so that anyone could participate. People could participate by growing a moustache, moving each day, donating to the cause, or by promoting awareness of the foundation. After creating some amazing new banners and logos with our design team, we had our message in front of the company. Aside from the internal campaign, we also organized a Movember webinar for our clients in EMEA to learn more about men’s health. We were able to raise more than $2,000 for the Movember Foundation. 

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

Earlier this year, we launched our Vertical Spotlight Series in order to highlight key mobile user behavioral changes, due to consumers across the globe staying home and spending more time on their mobile devices. Over the summer we shone a spotlight on Telehealth, CPG, and Entertainment. If you’re interested in tuning into those virtual events you can find the recordings here

Our most recent vertical spotlights were hosted in partnership with the Advertising Club of New York, where we focused on Consumer Electronics, Travel, and Finance. In case you missed them — below is a summary of the insights shared and conversations had with brands including Verizon, Bose, Delta Airlines, and Avis Budget Group, Wells Fargo, Robinhood, and JPMorgan Chase. 

Electronics keep consumers connected

Due to the COVID-19 outbreak, schools, work, and socializing all went digital. This resulted in a huge increase in demand for consumer electronics. In fact, eMarketer shared that 2020 e-commerce sales of computer and consumer electronics will reach over $156B. This is significantly more than any other retail category.

We know that people are purchasing more consumer electronics, but what we sought to discover is how this increase in sales impacts the various wireless carriers, and what else consumer electronics shoppers are interested in.

Below is a snapshot of an app universe from Ogury Active Insights. It showcases which other apps Best Buy users also engage with, revealing their interests. 

After sharing more demographic and behavioral insights, the event concluded with a virtual discussion. Evan spoke with Karna Crawford, Head of Consumer Media Strategy and Activation at Verizon, and Marissa Curcuru, Head of Global Media at Bose. During this discussion, we learned the unique challenges both businesses have faced, how they overcame those challenges, and how their consumers’ behavior has evolved over the course of the year.

Both agreed that these new behaviors will shape our future shopping habits. On the topic of Black Friday, Melissa and Karna predict that store closures won’t have a negative impact on sales. Melissa shared that, “so many consumers have gotten used to shopping via e-commerce over the last few months,” and Karna agreed that “the cyber-five weekend changes form from being in-store on Friday, online on Monday, to a hybrid all weekend long.”

The discussion ended with some marketing advice. Melissa urged marketers to “be customer-first. Know your audience, know what they care about, and know what makes them tick. If you lead from a consumer point of view and know what you can do to help them you will naturally add value to their lives.” Karna encouraged marketers to “have purpose and be authentic. If you have a clear purpose it allows you to have very clear criteria for decision-making, be able to move swiftly and it’ll make you more nimble and consistent.” If you didn’t catch the event live, you can watch the full replay below.

The mobile device has become a travel concierge 

The travel industry has been significantly impacted by COVID-19. After lockdown measures were put in place, business trips were canceled and vacations were postponed. This understandably resulted in a pause in consumer spending. In fact, it’s anticipated that digital travel sales will decline by 44.7% this year, netting out at just over $115B.

Despite this decrease in sales, regional travel over the upcoming winter holidays is expected to surge. In fact, the short-term rental property management platform, Guesty, shared that their Thanksgiving bookings are already up 38% this year, and overall reservations for the winter holidays are up 40%. 

In order to better understand these travelers, we analyzed a “Regional Winter Traveler” custom persona study. We learned that this persona skews slightly more female at 52% and the majority of these travelers are above 35. We found that they show an affinity for various car rental apps and sites such as Budget, and restaurant booking apps and sites including OpenTable. We also discovered that they are 4.9 times more likely than the general population to own the HomeAway Vacation Rentals app and 3.8 times more likely than the general population to own the AllTrails: Hiking, Running & Mountain Bike Trails app.

After sharing Ogury’s insights and predictions on future traveler behaviors, Evan had a discussion with Molly Battin, VP of Marketing at Delta Air Lines, and Alex Sutton, Director of Digital Acquisition at Avis Budget Group. During this discussion, we learned about the biggest challenges these brands have faced and how their businesses have adapted to the shifts within the travel industry. 

Also needing major adaptations — their media strategies. Molly shared that Delta “is no longer doing broader reach targeting and are now much more focused on performance-driven marketing.” And the device that has proven extremely valuable is mobile. Molly said that Delta is now “leveraging the mobile device as a travel concierge.” Similarly, Alex shared that “going into the pandemic we (Avis Budget Group) were fairly device agnostic. Now we’ve seen higher levels of mobile traffic. That’s played into how we’ve pivoted our strategy.” 

Not only are Delta and Avis Budget Group more reliant on mobile, but they’re also more reliant on their agencies and advertising technology partners. Alex said, “our agency and ad tech partners have been forced to do a lot more with a lot less and they’ve really stepped up.” Molly shared that “they’ve been with us on this journey and have been agile, flexible, and nimble.” If you want to hear more from Evan, Molly, and Alex, watch the on-demand event replay.

Spending habits have changed as Americans prioritize their finances

A recent survey revealed that 64% of Americans’ spending habits have changed since the start of the pandemic, with a 50% decrease in discretionary spend. Despite the decrease in the discretionary category, consumers are still spending, and they’re turning to online channels. In fact, e-commerce is expected to grow by 20% in 2020. The pandemic has accelerated the shift away from physical stores to digital shopping by roughly five years.

So what are people doing with their money? A survey by Mint shared how YoY spending habits have shifted. Interestingly, consumer spend on investments has increased by a massive 42%. Not only are American’s spending their money on investments, but some people are also saving more, with about half of Americans saying they’ve either saved more or paid down debt since the outbreak began.

To gain a deeper understanding of the various personal finance personas including ‘The Investor”, ‘The Budgeter”, and “The Saver”, Evan shared unique demographic and behavioral insights on these audience groups.

Following the presentation, Evan led a discussion with Josephine Chew, SVP, Head of Integrated Marketing for Brand & Sponsorship at Wells Fargo, Tory Marlin, VP, Brand & Advertising at JPMorgan Chase, and Christina Smedley, Chief Marketing Officer at Robinhood. One thing each of these brands had in common is that they each needed to adapt their messaging and campaign creative to align with the shifts in consumer spending patterns, and the shifts in their mindsets.

Tory shared that it’s important for JPMorgan Chase to remind its consumers of the importance of “thinking long-term.” Christina shared that as consumers are spending more time at home they have time to think of the long-term which has resulted in an increased interest in investments. Watch the on-demand replay to hear more about how mindset shifts altered their brand strategies.

As always, if you have any questions or feedback as you watch the above replays, feel free to reach out to me directly: laura.chamberlain@ogury.co

Laura Chamberlain, Sr. Marketing Director

voodoo-ogury

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Who is Voodoo and what is your role?

Voodoo is the world’s number one mobile games publisher. Our mission is to entertain the world. We are based in Paris, and develop games both internally and in collaboration with hundreds of studios worldwide. The vast majority of our games are free-to-play hyper-casual games, developed for both Android and iOS. 

Since 2017, when the company started to grow, we launched more than 100 mobile games and reached over a billion users worldwide. We have more than 300 million monthly active users and over 3.7 billion total downloads.

I’m David Ribeiro, User Acquisition and Monetization Team Lead at Voodoo for over three years now. My role is to manage all our marketing efforts to support our games, which means all things promotion and driving maximum revenues to our studios.

What are your main challenges and opportunities as a business?

Our first challenge is to deliver a consistently seamless user experience for our players. With a hyper-casual game, you need to be able to pick up the game quickly and easily, understanding how it works within a few seconds of gameplay. This means that we have to really focus on the user experience, to make the game as accessible and understandable as possible to players of all ages and abilities. 

The second key challenge is to acquire new players across all our games. This is where user acquisition comes into play. This industry is mainly driven by paid acquisition, the competition between games and apps is super high and requires an understanding of user behavior, being innovative in media strategy and creative production, but also optimizing at the most granular level possible. 

The third challenge is to increase retention rates and time spent on our gaming applications. Unlike other gaming genres, hyper-casual games traditionally have short lifespans, designed to be played for a few days or sometimes a few weeks. So our goal, and challenge, is to increase retention and time spent on our gaming applications as much as possible within this window. Over the years, we have built up an enormous amount of knowledge and expertise with regard to the hyper-casual industry, and have teams dedicated to optimising our games to increase these KPIs as much as possible. 

What role does advertising play in your business model?

Advertising plays a tremendous role, as our hyper-casual games are based on a free-to-play model. Our success is driven by the scalability of our products and our capability to distribute them across the world, which is all thanks to creating a marketable and appealing gameplay. Over the years, Voodoo has shown a strong capacity to promote and push our games through user acquisition and disruptive creative production. To succeed in our mission to entertain the world, we want to make our products as accessible as possible by giving them away for free. The only way to do this is to advertise within the game itself. This therefore accounts for more than 90% of our revenue. 

What do you focus on when choosing an ad tech partner?

There are major key factors that we take into account when opting for an ad tech partner. 

Scalability: Voodoo’s portfolio includes around 300 million Monthly Active Users, so our partners need to be equipped to deal with our huge, widespread user base. 

Compatibility: We release a lot of new games every month, so we need partners and features that can be quickly, easily, and automatically integrated, in compliance with our tech stack. 

Value: We are always looking for partners who can bring added value to the business. For ad tech partners, this means the capacity to reach advertisers in our large ad inventory with quality ads that respect our users’ in-app experience. 

We love fair competition between our demand partners. As we do with our games to improve metrics, we use A/B testing to validate any increase in our overall monetization yield, thanks to precise, well-established metrics such as Average Revenue per Daily Active User (ARPDAU), which we balance with retention.

Why did you choose Ogury? And how does Ogury contribute to your business?

We have been working with Orgury since 2017. We started the partnership by integrating Ogury’s SDK on one of our very first hit games, Paper.io!, and saw incredible results in terms of performance. This is why we then expanded Ogury’s technology to a large part of our portfolio. Originally, the partnership started with Android but we are now also seeing great performance on iOS. 

Ogury is a top-performing and reliable partner, we’re delighted to have had their support over the years. Their monetization solution is ideal for publishers who want to monetize their global inventory with premium brands. This has really allowed us to diversify our demand, benefit from brand seasonality, and increase the competition in our waterfalls, which all contribute to increased performance. 

David Ribeiro
User Acquisition and Monetization Team Lead @Voodoo.

During the lockdown that accompanies the first part of the global COVID 19 pandemic, media consumption shot up. Much of that increased time was spent digesting content through our smartphones and mobile devices, since we’re all a lot more used to having them less than an arm’s reach away. But when is too much, too much? People are starting to feel burned out from all that screen time.

Digital fatigue is a term that’s been around for a few years to explain the phenomenon of burnout and exhaustion brought on by excessive time spent in front of screens. Not only is it real, it’s more acute than ever, thanks to shelter-in-place rules, which are only slowly being eased across the country.  

So what can be done about it? Combatting digital fatigue starts and ends with generating fresh interest in your advertising. One of the best ways to generate strong engagement and recall is to let the consumer choose which advertiser he or she wants to hear from. Although not everyone chooses an ad, among those who do, ad recall triples

Targeted advertising also can help your brand shine through, even in this era of digital fatigue. Better yet, do a little extra math, particularly when it comes to video advertising. Many advertisers are satisfied with measuring video completion rate, which is a good KPI, but I argue they need to go one step further: look at video completion rate multiplied by the viewability. Because if no one saw the video ad that ran its full length, it doesn’t matter how long it ran.

Finally, believe that less can be more. Frequency can be your enemy in the era of digital fatigue. If the platform you’re advertising on doesn’t suggest capping the number of times your ad will be seen (and they may not because they are looking to maximize revenue) then you should demand it. No one wants to see the same ad over and over, whether you’re streaming, scrolling or gaming—it will just result in making them mad at your brand.

That ties into what you shouldn’t do: buy tonnage, or lots and lots of cheap ad inventory. To say there’s too much advertising all over the digital landscape is a gross understatement. Why else do ad blockers exist, except because people got tired of being relentlessly bombarded by advertising?

Digital fatigue is real. Making sure your brand doesn’t get dragged down by it means taking smart steps around it.

To read more you can visit my Forbes article.

Thomas Pasquet, CEO, Ogury

We’re delighted to share the news that Ogury has won two awards at Le Grand Prix de la Vidéo Numérique in France. These awards recognize innovation in digital video, and are decided by a jury of 30 digital marketing, advertising, eCommerce and media experts. 

Ogury has been recognized for implementing the most successful video advertising strategy in two categories:

Best video for a branding campaign: IBM

IBM, a world leading computer and technology company, partnered with Ogury to create a mobile advertising campaign that promoted its IT solution for businesses, encouraging them to adapt to new working behaviors in the global pandemic.  

Best video for a promotional campaign:  La Banque Postale

La Banque Postale, a well-known banking solution in France, partnered with Ogury to promote its free online tutoring offer and attract new customers to its banking solution. 

Our team collecting the awards.

These award-winning campaigns both leveraged Video Chooser, which provided users with a choice of which ad they wanted to watch. These two campaigns delivered exceptional results, including a high Viewable Video Completion Rate (V2CR), which is calculated by multiplying VCR with Viewability. 

A big thank you to our partners IBM and La Banque Postale for their trust, and to the Ogury France team for their work on making this success possible.

Olivier Marty,  Brands Director France

Ogury has been recognized as one of the top fastest-growing companies in The Sunday Times Tech Track 100 and Deloitte Technology Fast 500 EMEA.

The Sunday Times Tech Track 100 ranks Britain’s top 100 private tech companies with the fastest-growing sales, measured over their latest three years. To be recognized in the top 50, amongst such a high-quality list of innovative companies, is a tremendous honor.

Acting as an objective industry ranking, the Deloitte Technology Fast 500 EMEA program recognizes the fastest-growing technology companies in Europe, the Middle East, and Africa during the past four years. It lists the top fastest-growing technology, media, telecommunications, life sciences, and energy tech companies, with winners selected based on percentage fiscal-year revenue growth from 2015 to 2018. 

To be ranked amongst the top fastest-growing companies in the UK and EMEA is a huge privilege. The awards programs show great positivity for the world of technology, especially during a time of such uncertainty for all, and we’re very honored to be a part of this.  

These achievements help further support our ambition to establish a digital advertising ecosystem driven by user choice, and I’m very excited to see how this will progress through the rest of the year, and into 2021.   

A big thank you to the UK and EMEA teams at Ogury who work hard every day to make this success possible.

Raphaël Rodier, CRO International

Invalid Traffic and Fraud schemes steal billions from advertisers every year, by misrepresenting impressions, clicks, conversion, or data events in order to generate revenue. This is not only a risk to your investment, but an obstacle in your mission of making an impact with your consumers. Many advertisers rely on third-party fraud reporting to assess campaign quality, but these technologies report on fraud after it happens, and the fraudsters have been paid.

A particular vulnerability in the mobile in-app space is App Spoofing. App Spoofing is when a fake, low volume, or brand unsafe app disguises itself as a more premium app to garner higher CPMs. Even industry-leading anti-fraud technology companies have trouble detecting this type of fraud pre-bid, and must resort to reporting on a mismatch in the bundle ID after the impression has been served.

Ogury is excited to announce that we have enhanced our Fraud Prevention capability with the addition of two new proactive technologies – ensuring that advertisers are protected pre-bid.  

App Spoofing Prevention

A unique, proprietary technology available only at Ogury. Our unique view into user app ownership catches when spoof apps have misrepresented where the impression will serve. When we receive a bid request that states where the ad will serve, we are able to check that the user actually owns the app in question – seeing instances of spoofing beyond what any third party vendor can detect. Fraud is blocked pre-bid, before your ad dollars are wasted on a spoofed impression. Mismatch apps are blocked, and we dynamically update an Anti-Spoof Safelist with verified publishers.

DoubleVerify pre-bid fraud avoidance

We have also partnered with DoubleVerify to integrate their pre-bid fraud avoidance technology, as an additional layer of protection. While many advertisers pay for DoubleVerify technology on top of campaign costs, this solution is applied to every Ogury campaign for no additional fee. We chose to partner with DoubleVerify as it is the market-leading solution for detecting and blocking the widest range of fraudulent activity types, with deterministic detection stopping new types of fraud before it can happen.  

Finally, Publishers within our network are required to provide an app-ads.txt file for validation of sellers and resellers of their inventory. When we run ad campaigns, we use inventory verified using app-ads.txt and sellers.json, staying in line with the IAB’s anti-fraud best practices for transparency.

Together, the combination of methods ensures a virtually fraud-free campaign, with <1% fraud reported by third-party measurement tools.

But blocking fraud is not the only way we protect your brand. Ogury Brand Protection includes measures to ensure the Data Safety and Brand Safety of your campaigns. These measures include:

  • 100% Traceable and Trusted Consent from 400M users
  • GDPR and CCPA compliance
  • User Choice focused formats and strategies
  • Direct SDK relationships with inventory sources
  • Manual Publisher Vetting for quality assurance
  • Partnerships with Apple App Store & Google Play Store apps only

Find out more about Ogury Brand Protection here, or reach out to your Ogury account manager to activate Safe performance for your campaign today. 

Antoine Barbier, SVP, Product

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The world’s first mobile-native, non-full screen format.

Originally built for web, traditional ad formats such as inline banners, can negatively impact the in-app user experience. Obstructing the interface, these formats disrupt user navigation and distract from content consumption.

This is particularly pertinent for Video. Advertisers measure video ad performance on both Viewability and VCR. In-app, mobile-native Interstitial and Rewarded Video are king when it comes to viewable video performance, and it’s where the video spend goes. Content-based Publishers whose user experience doesn’t allow for these formats, are missing out on top CPMs.  They are stuck using ineffective, traditional formats not optimized for performant video on mobile. And forced to play the volume game to compensate for low CPMs and poor performance.

Introducing Thumbnail Ad

Thumbnail Ad from Ogury is the world’s first mobile-native, non-full screen format for performant video. A discrete, ephemeral ad format that appears in a precise location within the app, provides an elegant and effective advertising experience. Built for mobile, the unit is draggable by the user and proven to be less intrusive than traditional formats that break content consumption or create the illusion of completeness through false floors.

thumbnail ad example

Compared to an MPU (300×250), a Thumbnail Ad represents only 25% of its surface area. And it’s only 12% bigger than a Small Banner (320×50).  But performance is considerably higher. With the ability to finally achieve the viewable video metrics advertisers demand, Publishers can access top CPMs on mobile without having to run full-screen. In fact, it’s the highest $/pixel format on the market!  Retention can also be improved by moving to an ad experience that is punctual and appreciated rather than constant and pervasive. 

Being a new format, all revenue is 100% incremental. It’s not just another demand source in an existing waterfall. Ogury will be purchasing millions of dollars of Thumbnail Ad inventory during 2020.

Cross-promotion with Thumbnail Ad

In addition, the Thumbnail Ad is the ideal format for cross-promotion. Publishers can increase time spent in-app by promoting other relevant articles to readers or boost premium subscriptions by advertising offers to loyal users. Cross-promotion campaigns are run free of charge when there is no ad fill. Campaigns are managed and run by Ogury and ensure that 100% of inventory is used to generate incremental revenue.

To find out more about Ogury Thumbnail Ad, or to request a demo, reach out to the team via the form below.

Jérémy Deramchi, Design Lead

Book a demo today

Let’s get one thing straight right off the bat: The Internet isn’t free, and was never meant to be. But that way of thinking in the early days of digital is what empowered companies to offer their content for free–while scraping the data they collected to sell advertising. That led to the dubious practices that have brought two major rounds of regulation on the digital world’s head. 

It’s simple: publishers need to secure value for the content they provide, and that’s best done through a value exchange with the consumer: either the consumer pays for premium access, or accepts advertising. We know bad habits take a long time to break, but the best way to do so is by giving consumers that educated choice. 

The trick is to concentrate on those consumers who are more receptive to your ad. Once you find them, offer them the choice of which ads they would prefer to see, based on their preferences. The benefit for the brand is that they’re more likely to recall the brand after the experience and may even engage on a deeper level, since they made a choice. And it’s even more cost-effective: instead of paying for 1,000 eyeballs–only few of which care or register–the brand pays for 100 eyeballs, most of which are engaged and receptive.

The best end result of explaining and then offering consumers choice in their digital ad experience is trust. Just as Uber did quite successfully (who would have ever thought of getting into a complete stranger’s car for a ride somewhere before Uber came along?), cultivating trust among your user base means they’re far more likely to come back for more. 

Free is a powerful word in many corners of marketing. But it did more damage than good when it came to the early days of digital. Today it’s all about freedom of choice. Those who offer that to their consumers will reap the benefits.

To read more you can visit my Forbes article.

Thomas Pasquet, CEO, Ogury

The world is waiting to see how sharply the numbers of COVID-19 cases spike as societies try to return to some semblance of normal activity. There has been much debate on the best way to fight back against the virus. Two words are instrumental: contact tracing.

Technology can and will play a significant role, as tech firms develop apps and contact tracing systems via citizens’ smartphones. The big question is whether these tools can overcome a mountain of privacy concerns and issues, since their main function is to track a person’s whereabouts and relay that information in many cases to a central database. The key word here will be trust. And at this early point in contact tracing for COVID-19, there appears to be little of it.

Companies and government organizations asking for personal information must build trust from the very beginning. High rates of consent require clear information to users about exactly what data citizens will share and how this data will be used and protected. Citizens have to weigh data transparency issues against mitigating a health crisis, so businesses and organizations — no matter their focus — must work harder to re-establish trust and safeguard their users’ information. Because ultimately, it’s up to those users whether contact tracing apps succeed in the long term.

To read more you can visit my Street Fight article.

Elie Kanaan, CMO, Ogury