Personified advertising takes programmatic by storm

Ogury presented at the VIII Programmatic Forum in Madrid back in October to discuss how Personified Advertising technology works. Daniel Gozlan, Managing Director, Spain, and Gonzalo García de la Paz, Programmatic Client Success Specialist, also shared a case study, illustrating the insights and outputs of how our technology is activated and applied to meet specific audience interests.

Gonzalo began by explaining that the value in Ogury’s solution starts with the fact that all activations are 100% on-screen formats. This means that 100% of the creative’s pixels are visible to the user. Additionally, we exclusively work in quality and safe environments. This is because, since its creation, Ogury’s fundamental mission has been to respect user privacy. We have evolved from personalization and qualification of user data to personification and qualification of audiences through placement.

Four independent data layers working together

Our dataset is based on four pillars of data to qualify each placement:

• Bid request Data
• Semantic Data
• Foundational Mobile Journey Data
• Survey Data

We process over 145 million ad requests per month allowing us to access basic data like device type, date, time, and location. Semantic data allows us to scan more than five million applications on both Android and Apple, plus one million websites. This helps us to better understand user behavior and content consumption. 

Foundational Mobile Journey Data are data points that we collected from over 2bn devices globally for seven years. This data was collected in full compliance with the GDPR and CCPA. Shifting away from IDs and cookies, we re-mapped the data from users to placements. Since 2021, we have validated this historical data with our survey data – millions of monthly surveys that enrich that data at a socio-demo, lifestyle, and behavioral level. Custom surveys include mindset, purchase drivers – campaign insights and asset knowledge enrichment –  brand perceptions, and Ogury Brand Index.

“These four layers of data are injected into each of our campaigns and activated for each of the placements and formats in a unique way. So we can say we’ve created an incomparable framework of audience qualification,” Gozlan explained. 

Infinity + case study

Italian streaming service Infinity Plus collaborated with Ogury on a two-phase Video Programmatic Campaign. The main objective was to better understand the preferences of users interested in the use of sports content. The first phase launched in August and focused on purchase drivers, in which we extracted insights enabling us to improve the campaign. The second was launched in September and focused on brand recognition. The initial target was 18+ males, with a keen interest in soccer. 

“We were able to optimize and enrich the target audience by extracting insights from the Purchase Drivers Survey,” García de la Paz explained.

Using the Ogury Targeting Matrix, we can input data about our audience, such as the interest in soccer in the Italian market, that will give us pre-campaign insights to enrich the target. The insights presented may include other interests of the audience or demographic information such as age and gender distribution. The Infinity+ campaign demonstrated that the majority of the consumers reached were, in fact, male. However, the age reached had a fairly equal distribution. These outputs or insights can be used in targeting to tap into what customers are really looking for.

Fully on-screen formats

Finally, there are audience markers, or keywords, which help us find other placements where we can reach the audiences we are looking for. We also need to understand how to deliver the campaign, which is why good formats are so essential. In this campaign, we used formats in which 100% of the pixels would be visible on-screen, 100% of the time. 

“In other words, we are going to make sure that the audience is really going to see the ad,” García de la Paz said. “It should be noted that it was multi-format, which helped us optimize in both environments, both the web and InApp. It also helps us optimize the KPI that the client is looking for.”

For the campaign activation, Ogury used a target persona created through machine learning with which we applied a scoring over different placements. Additionally, we had real-time optimization for each of the impressions. This is part of the first of two waves. From there, we obtained post-campaign insights that were used in the second wave. This whole exercise, from the first point of data to the insights, produced excellent results while respecting brand safety.

Insights at Ogury

But how do we extract such insights? The first is through a purchase intent survey. This survey helped us understand which factors were most relevant for consumers when choosing a streaming service to watch soccer. The majority of the audience (54%) shared that price was the most important factor, followed by contemporary use (17%), image quality (14%), and commentary (13%). We also calculated the performance index, which is measured by the click distribution.  

Taking these insights into account, two options were realized in the campaign. The first was to optimize the initial target so that it would be more audience-centric for the second wave. The second was that we could create an ad hoc creative to further engage the audience. For example, at the beginning of the video, we may put details on the pricing as a hook since the surveyed audience considers that factor to be very relevant to their purchase intent.

The second wave is all about brand recognition. We are looking to learn about the audience’s perception of the ad they watched. Consumers are presented with a survey asking how they would rate the announcement they just watched, on a five-point scale ranging from ‘I liked it a lot’ to ‘I didn’t like it at all.’ In this case study, the results were completely favorable. From beginning to end, the strategy put in place, from data collection and formatting to optimization, drove great results. 

In addition to our technology and safe, quality environments, the human team that works with each advertiser is what makes campaigns like these successful every day.

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