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 a partner capable of identifying the brand’s target audience and engaging them effectively on smartphones.
In keeping with its tech-savvy brand identity, and on the advice of Mindshare, 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.
Campaign
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 – people with a strong interest in electric and hybrid vehicles – without resorting to collecting personal data.Ogury’s 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.
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. This fully on-screen format allowed the brand to engage its target consumers through an interactive microsite embedded in the ad format.
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 with the different elements of the message, such as the engagement rate for each part of the format, through swipes and time spent.
Results
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 – available through major third-party measurers like IAS, Oracle MOAT or DV – 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?
The campaign’s 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 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.
