In keeping with its tech-savvy brand identity, and on the advice of Mindshare, Ford partnered with Ogury to accurately identify its target audience<\/strong> and engage them with high-impact and visible ad formats<\/span>, all without collecting personal data or intrusive tracking.<\/p>\n\n\n\n For this campaign, which ran from September 6 to September 19 of 2021, Ogury leveraged its Personified Advertising technology, enabling Ford to accurately identify the interests of its target audience<\/strong> \u2013 people with a strong interest in electric and hybrid vehicles \u2013 without resorting to collecting personal data.Ogury\u2019s Personified Advertising solution is built on years of data collected from consenting users via proprietary surveys. To ensure their relevance, these insights are constantly updated and validated.<\/p>\n\n\n\n In terms of outreach, the campaign was conducted in two phases. The first phase, which focused on awareness, consisted of an impactful mobile video ad to educate the public about the brand and its hybrid model. In the consideration phase, which came second, Ogury leveraged it’s Site Scroller format<\/strong>. This fully on-screen format allowed the brand to engage its target consumers through an interactive microsite embedded in the ad format.<\/p>\n\n\n\n As fewer and fewer mobile users accept ad tracking, the ability to measure traffic to online sites due to an ad’s placement has drastically decreased. The Site Scroller format helps fill this gap and understand how the mobile user engages with the message. With this format, Ogury could measure interactions<\/strong> with the different elements of the message, such as the engagement rate for each part of the format, through swipes and time spent.<\/p>\n\n\n\n To help Ford analyze the impact of this video campaign, Ogury used the Fully On-Screen Rate for 50% Duration metric, where 100% of pixels are in-view for at least half of the video duration. This metric \u2013 available through major third-party measurers like IAS, Oracle MOAT or DV \u2013 goes beyond the simple Video Completion Rate (VCR). Advertisers widely use VCR but it can be misleading, especially on mobile. Users can scroll down the page, leaving the video to continue playing while being partially on-screen or entirely off-screen. This means a high VCR rate can be recorded, but what is its value if the ad message is no longer on-screen?<\/p>\n\n\n\n The campaign\u2019s awareness phase achieved a 68% Fully On-Screen Rate for 50% Duration. With an average VCR of 80%* and a viewability rate of 92%, the campaign significantly outperformed the market standards <\/span>at 57.4% and 62.2%**, respectively. The consideration phase generated an 11% engagement rate (with an average of 2.4 swipes per user). Moreover, users spent an average of 8 seconds on the format.<\/p>\n<\/div>\n\n\n\n “Ogury is at the forefront of mobile advertising solutions, particularly with new performance standards such as the Fully On-Screen Rate for 50% Duration. Their results are very impressive thanks to innovative, immersive and non-intrusive ad formats. This makes Ogury a preferred partner for our digital campaigns, and allows us to offer an enriched advertising experience to our consumers.” Ama\u00efa Bady, B2C Communication Specialist, Ford France <\/strong><\/p>\n<\/blockquote>\n\n\n\n “Our priority has always been to deliver the best results to brands. With solutions like those developed by Ogury, we are able to effectively measure the impact of the campaigns we set up for our clients.” Karen Sonigo, Director of Digital Operations, Mindshare France<\/strong><\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":" Challenge Ford, one of the leading car manufacturers in the French market, has been pushing the boundaries of innovation for decades. To promote its Kuga Hybrid model, the brand set up a multi-levers digital campaign in partnership with creative agency GTB and media agency Mindshare (GroupM), both members of the WPP group. These agencies needed […]<\/p>\n","protected":false},"author":5,"featured_media":2298,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"slim_seo":{"title":"How Ford Engaged Audiences without Data Collection or Intrusive Tracking - Ogury","description":"Challenge Ford, one of the leading car manufacturers in the French market, has been pushing the boundaries of innovation for decades. To promote its Kuga Hybrid"},"footnotes":""},"categories":[28],"tags":[],"location":[],"class_list":["post-1539","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies"],"acf":[],"_links":{"self":[{"href":"https:\/\/ogury.com\/wp-json\/wp\/v2\/posts\/1539","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ogury.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ogury.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ogury.com\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/ogury.com\/wp-json\/wp\/v2\/comments?post=1539"}],"version-history":[{"count":0,"href":"https:\/\/ogury.com\/wp-json\/wp\/v2\/posts\/1539\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ogury.com\/wp-json\/wp\/v2\/media\/2298"}],"wp:attachment":[{"href":"https:\/\/ogury.com\/wp-json\/wp\/v2\/media?parent=1539"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ogury.com\/wp-json\/wp\/v2\/categories?post=1539"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ogury.com\/wp-json\/wp\/v2\/tags?post=1539"},{"taxonomy":"location","embeddable":true,"href":"https:\/\/ogury.com\/wp-json\/wp\/v2\/location?post=1539"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Campaign<\/h2>\n\n\n\n
Results<\/h2>\n\n\n\n
![\"Ogury](\"https:\/\/ogury.com\/wp-content\/uploads\/2022\/02\/Ogury-x-Mindshare-x-Ford-static-924x1024.jpg\")
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