Challenge
Visa wanted to encourage people globally to think about the positive impact their shopping can have on their communities when consciously choosing to buy from local shops and independent micro-merchants. For its campaign in Italy, Visa needed a strong mobile branding partner to drive awareness of its campaign in a privacy-focused, brand-safe environment while gaining valuable insights into its audiences.
Campaign
Ogury leveraged its exclusive data and created a tailored solution for Visa to reach its audience and KPIs. By deploying Ogury’s Personified Advertising, Visa’s ads reached their ideal audiences, leveraging personas, not people, without using any personal information, targeting at the placement level rather than an individual level.
Ogury's Brand Exclusive Ad Chooser was selected for Visa’s campaign.This proprietary full-screen ad delivery format invites users to choose which video ad they want to watch. Using this format, Ogury was able to maximize brand awareness and create a positive brand experience.
Results
Ogury’s Creative Choice Report provided a full analysis of the campaign, revealing which ad users selected most frequently and viewed for the longest time. It also reveals which ad had the highest recall lift, showing memorability and brand impact.
The video campaign reached an outstanding VCR of 95% (+21% compared to Ogury’s Italian CPV campaign benchmarks); 93% Viewability (+24.7% compared to the benchmark required by Visa) and a Viewable Video Completion Rate (V2CR) of 88% (+23.9% compared to Ogury campaign benchmarks).
"We collaborate with a network of local and international partners capable of guaranteeing high compliance to our guidelines and KPIs, while delivering against our business goals. As privacy and security are part of our DNA, we were delighted to join forces with Ogury, a tech partner able to combine safety and precise targeting with fully visible and engaging creatives to support us in reaching the right audience."
Matteo Brignoli
Senior Manager, Digital Marketing & Social Media, Visa
