Computer imaging equipment manufacturer Epson commissioned Ogury to help reach two distinct audiences on mobile for a multinational campaign promoting the company’s projector range. Home electronics consumers and B2B IT decision makers were successfully attracted by Ogury’s activity, across 13 separate territories, recording the best results across all media partners on the plan.

The campaign was later recognized as ‘Most Effective Mobile Advertising Campaign/Strategy’ at The Drum MOMA Awards.

Mobile Journey Marketingogury.com

Summary

Facts

Case Study

Cost-Per-Acquisition results 65% lower than campaign average65%Cost-Per-Time-Engaged results 55% lower than campaign average 55%

Average 19.37% CTR for B2B users

20.16% for consumers, 2x higher than benchmarks 20.16%

19.37%

Mobile Journey Marketingogury.com

Throughout the campaign, Ogury consistently held the media partner performance top spot, scoring significantly higher than the desktop-focused partners on the plan. Ogury achieved Cost-Per-Acquisition results that were 65% lower than the campaign average, as well as Cost-Per-Time-Engaged results that were 55% lower. Average CTRs were 19.37% for business users, and 20.16 % for consumers, twice as high as campaign benchmarks. The campaign was later recognized as the ‘Most Effective Mobile Advertising Campaign/Strategy’ at The Drum MOMA Awards.

Solution

Results

Through its Active Insights solution, Ogury developed 26 bespoke targeting matrices - one for each of the consumer and B2B audiences in all 13 geos, based on websites that signaled projector research and buying intent. Ogury’s technology calculated a relevancy score for each user and served ads only to those with the highest scores to maintain quality post-click results. User Engagement allowed Epson to deliver its campaign as a recommendation, rather than just another ad. Ogury’s format also included a click to bookmark feature, which enabled quick and easy re-engagement for users directly from the home screens of their mobile devices.

As one of the world’s largest manufacturers of computer imaging equipment, Epson is an established leader in projector sales. But when the time came to run a cross-platform, 13 territory campaign, the company needed to partner with a solution that would identify and reveal the affinities of its ideal users across two separate audiences;

Problem

Ogury provides us with a granular level of data and transparency that allows us to really understand the behavior of the Epson audience. Their unique data and behavioral approach, is why they are valued partner across all Epson activity and the wider agency.

James Duffy Head of Digital, TotalMedia for Epson

home electronics consumers and B2B IT decision makers. Based on previous campaigns, partner agency TotalMedia had learned that mobile devices were key for reaching Epson’s target users, and commissioned Ogury to deliver the mobile-specific campaign. Epson’s key KPIs were Cost-Per-Acquisition (page lands) and Cost-Per-Time-Engaged.