Ford, one of the leading automakers on the French market, has been pushing the boundaries of innovation for decades. To promote the Kuga Hybrid model, the brand created a multi-lever digital campaign in partnership with creative agency GTB and media agency Mindshare (GroupM), both members of the WPP group. The agency wants to call on mobile advertising specialists, who are able to identify the brand’s target audience and engage them effectively on smartphones.
Identify target interests without collecting personal data
In keeping with the brand’s tech-savvy identity, and at Mindshare’s advice, Ford partnered with Ogury to accurately identify its target audience and engage them with high-impact and visible ad formats, all without collecting personal data or intrusive tracking.
For this campaign, which runs from September 6 to September 19, 2021, Ogury is leveraging Personified Targeting technology, enabling Ford to accurately identify the interests of its target audience – people with a strong interest in electric and hybrid vehicles – without having to collect personal data. data.
Ogury’s Personification Targeting Solution builds on seven years of data collected from approving users and analysis of the apps and sites they have visited. In 2020, after gathering considerable insight into online user behavior on a global scale, Ogury ended this data collection, making its targeting technology completely independent of cookies and advertising IDs. To ensure relevance, these insights are continuously updated and validated by surveys across a large panel of users.
Using creative formats to engage mobile users
In terms of socialization, the campaign was carried out in two stages. The first phase, which focuses on awareness, consists of impactful mobile video ads to educate the public about the brand and its hybrid model. In the consideration phase, which came in second, Ogury made use of their Site Scroller format. This full-screen format allows brands to engage their target consumers through interactive micro-sites embedded in ad formats.
As fewer mobile users receive ad tracking, the ability to measure traffic to online sites as a result of ad placement has drastically decreased. The Site Scroller format helps fill this gap and understand how mobile users engage with the message. With this format, Ogury can measure interactions with different elements of the message, such as engagement levels for each part of the format through swipes and time spent.
Campaigns that exceed market standards
To help Ford analyze the impact of this video campaign, Ogury used a new metric called Fully On-Screen Rate for 50% Duration, where 100% of the pixels are visible for at least half of the video’s duration. These metrics – available through major third party metrics such as IAS,
Oracle MOAT or DV – goes beyond a simple Video Completion Rate (VCR). VCRs are widely used by advertisers but can be misleading, especially on mobile. Indeed, users can scroll through the page very well, letting the video continue playing when it’s partially on-screen, or completely off-screen. This means that high VCR levels can be recorded, but what is the value if the advertising message is no longer on the screen?
“Our priority has always been to deliver the best results for brands. With solutions like those developed by Ogury, we can effectively measure the impact of the campaigns we set up for our clients,” explains Karen Sonigo, Director of Digital Operations at Mindshare France.
Campaign awareness phase reaches Fully On-Screen Level of 68% for 50% Duration. With an average VCR of 80%* and a viewability rate of 92%, this campaign significantly outperformed market standards by 57.4% and 62.2%, respectively. The consideration phase resulted in an 11% engagement rate (with an average of 2.4 swipes per user). What’s more, users spend an average of 8 seconds on the format.
“Ogury is at the forefront of mobile advertising solutions, especially with new performance standards like Fully On-Screen Rate for 50% Duration. Their results are impressive thanks to their innovative, immersive and non-intrusive ad formats. This makes Ogury the partner of choice for our digital campaigns, and enable us to offer our consumers an enriched advertising experience”, added Amaïa Bady, B2C Communications Specialist at Ford France.