Context
As advertising signals such as cookies and IDs continue to disappear, audiences are becoming more fragmented, making it increasingly difficult to understand, target and engage them effectively. With Personified Advertising, Ogury has adapted by developing new, privacy-compliant signals that enable precise and scalable targeting, independently of advertising identifiers.
Personified Advertising is built on exclusive survey data and enhanced by billions of data points (contextual and semantic insights, bid requests, campaign delivery and open source data) applied at the placement level. This unique methodology enables the open internet to be addressable at scale, ensuring on-target reach while respecting consumer privacy.
By offering this solution to its agency clients, Ogury seamlessly combines research and media activation into a single, cohesive solution, enabling more effective targeting and a stronger advertising strategy.
Technology
Ogury and Annalect Germany, part of Omnicom Media Group, formed a strategic and innovative partnership. Ogury combined its Personified Advertising technology with Annalect’s proprietary audience solutions. With these solutions, Omnicom Media Group’s planning and trading teams can generate targetable audiences based on a Machine Learning Algorithm and activate them directly in DSPs.
Concretely, Ogury & Annalect launched an audience partnership program to integrate Ogury’s exclusive personas directly into Annalect‘s Local Audience Hub and Audience Machine. This collaboration enables advertisers to translate their target groups into Ogury personas, allowing them to:
• Effectively bridge the gap between media planning and activation.
• Seamlessly reach and engage this target audience.
• Expand their reach across a wider segment of the open web.
Campaign
The video campaign for the Dacia Sandero ran from May 23rd to June 12th, 2024. With this campaign, Dacia aimed to target:
• Small car owners or potential small car buyers.
• Individuals intending to purchase a gas or petrol-powered car within the next 24 months.
To build its personas, Ogury qualifies the audiences of sites and apps by:
• Directly asking visitors survey questions such as “What type of car do you drive?”
• Combining insights from those surveys with contextual and semantic signals, as well as bid requests, campaign delivery and open source data.
Annalect integrated Ogury personas into its Local Audience Hub, and the connected Audience Machine matched the most relevant personas based on the potential customers Dacia aimed to target.
Results
The campaign’s performance was benchmarked against YouTube Performance KPIs and measured by various third-party research partners to demonstrate the value of this innovative approach. It delivered exceptional outcomes:
6x More Target Group Precision*
The share of Dacia’s target audiences in Ogury personas was 6 times higher than in the control group (CINT Online Panel with same demographic / not exposed to the ad).
67% of Car Buying Intention*
67% of users exposed to Ogury personas answered that they intended to buy a car within the next 24 months.
41% Consideration to Buy a Dacia / 53% Intent to Take Specific Action**
41% of users exposed to Ogury personas answered that they would consider buying a Dacia (12 points above benchmark) and 53% expressed an intent to take a test drive, discuss the car or recommend it to others (23 points above benchmark).
3x Better Attention Rate***
The campaign achieved a 3 times better attention rate compared to the industry standard for out-stream ads.
* CINT Brand Lift Study | ** Happydemics Brand Lift Study | *** Lumen Attention Study
"In a fragmented and complex ecosystem, finding the right alternative to cookies and IDs presents multiple challenges—not only in delivering campaigns at scale, but also in terms of adoption costs for the hundreds of media traders across our agency network.
Ogury has proven to be a key and agile partner, particularly when it comes to defining precise audiences and targeting them at scale.
Through the long-standing partnership, we’ve been able to leverage Ogury’s unique research and panel data. This campaign allowed us to bridge the gap between research and addressability, connecting audiences from Dacia with the right digital personas.
Following the success of this test campaign with Dacia, we plan to expand this data partnership, further integrating Ogury’s personas into the Omnicom Media Group audience planning platform and making them available across our entire agency network."
Matthias Cada
Managing Director, Annalect Germany
