Ogury works with 3,500 publisher partners and is the creator of the world’s first mobile advertising engine driven by user choice. The company has recently launched Video Chooser, an interactive ad format which enables users to choose the brand they interact with. WNIP caught up with Raphael Rodier, Chief Revenue Officer at Ogury, to find out more…
Can you give us some background about your company?
Ogury is an adtech company helping organizations engage users with tailored advertising experiences. We help our publisher partners increase ad revenue and ensure data compliance. Ogury was founded six years ago in 2014 in London, but has since expanded across the globe to over 18 offices in Europe, the US and APAC. We are now in 10 countries and have 400+ employees.
What business problem is your company addressing?
Back in 2014, we recognized the opacity and the deception built in the digital advertising ecosystem, which has been causing serious user mistrust and deep frustration from publishers, brands and consumers. So, we founded Ogury with the ambition to establish a trusted digital advertising ecosystem.
To fulfill that mission, we created the first advertising engine driven by user choice. This helps publishers adhere to the highest standards of compliance, whilst increasing ad revenue.
What is your core product addressing this problem?
Ogury provides publishers with technology to increase ad revenue with premium brand demand and user friendly formats. Most recently, we launched Video Chooser, a new, innovative way of delivering full-screen mobile video advertisements that enables consumers to choose the ad which most appeals to them. It provides users with the choice of up to three brand ads to watch; the user then selects their preferred video and watches the full-screen ad.
With Video Chooser, publishers can now offer their users a choice over the ad they will view, respecting the user’s choice from the start of their in-app journey with Ogury Choice Manager, right through to the moment they receive an ad.
Our publisher partners can also ensure ads in their app are measurable by Viewable Video Completion rate, V2CR, a new metric calculated by multiplying Video Completion Rate and Viewability. Video Chooser’s beta program saw V2CR rising to 74% and ad recall, the proportion of viewers who remembered seeing the ad, increase by 300%. Ogury’s video ads reach 67% V2CR but via Video Chooser, ads achieve higher engagement at 72% V2CR.
Can you give some examples of publishers successfully using your solutions?
We work closely with a wide range of publishers (over 3,500) including IsCool, Audiomack and Zedge. Brands like ConAgra, Mastercard and Bayer are already early adopters.
Video Chooser is Ogury’s default delivery method for full-screen video. From a publisher perspective, while CPMs vary by publisher, Ogury pays one of the highest CPMs in the industry. Our algorithms optimize delivery to publishers who drive the best results for our advertisers, so consequently, publishers using Video Chooser will receive higher fill rates.
What are other people doing in the space and why?
Many ad tech players use tracking and targeting to identify audiences and deliver video ads, without meaningfully consulting with the end user on their data sharing preferences or the ads they consider relevant.
How do you view the future?
Ogury was built based on the belief that integrity is the future of advertising and consumers should have full control over their data and advertising experience. With Video Chooser, choice-driven advertising now goes beyond data sharing and ad preferences to users’ choice over the ad they want to see. Ogury will continue to strive to meet this goal and help publishers ensure explicit user consent, as well as attract revenues with new and engaging ad formats.