Ford partners with Ogury to reach potential hybrid car buyers with precision

Multinational car company, Ford, wanted to launch a digital campaign to promote its new range of hybrid cars. Together with its media agency Mindshare and creative agency GTB, Ford partnered with Ogury to identify its ideal audience and deliver mobile video ads with precision. 

Challenge

Ford wanted to promote the new Ford Kuga Plug-In Hybrid, as part of its multi-media TV and digital campaign. Ford sought an advertising technology that could identify its target audience and deliver mobile video ads through an innovative and user-friendly experience. Ford also wanted to go beyond traditional performance indicators (impressions and video completions) to accurately measure the impact of its campaign.

Solution

It was crucial for the campaign to be delivered to users whose behavior and media consumption matched the Ford Kuga brand’s positioning. Using its Active Insights platform, Ogury enabled Ford to accurately identify its core target audience – people aged 25-64 years old who are looking to purchase a SUV. 

Ford created three promotional video ads featuring the Ford Kuga Plug-In Hybrid, which can travel up to 56km on 100% electric power. The ads were then delivered to users via Ogury’s proprietary video ad delivery method – Brand Exclusive Ad Chooser. It allows users to choose which ad they want to watch, maximizing engagement and creating a positive brand experience. 

Finally, Ogury measured campaign performance using a new metric: Viewable Video Completion Rate (V2CR). V2CR considers both the viewability and video completion rate, enabling Ford to have a more accurate view of the campaign performance and optimize its future strategy. 

Benefits

The video campaigns were a success. With an average VCR of 93% and viewability of 95%, the campaign achieved 86.2% V2CR. As such, Ogury was recognized as Best Performer for VCR and viewability among the seven mobile advertising partners activated on this campaign.

We have built a trusting relationship with the Ogury team over the past 7 years and use their solution for a majority of our mobile display campaigns. With precise targeting, unwavering privacy protection and KPI results beyond our expectations, Ogury enables us to deliver positive ad experiences to our consumers.

Amaïa Bady
B2C Communication Marketing Specialist at Ford France