Ogury Enhances Connected TV Advertising with Persona-Based Solutions

Ogury Extends its Persona-Based Advertising to Connected TV

In a notable development for the advertising and media industry, Ogury has officially introduced its persona-based advertising technology for Connected TV (CTV). As advertisers are increasingly facing challenges in maintaining consistent targeting amidst the fragmentation of viewer habits across multiple screens, this new offering aims to provide a solution that aligns viewing experiences and strategies across various digital platforms.

Having accumulated over a decade of experience in in-app advertising, Ogury is now extending its advanced Persona Intelligence technology directly to CTV. This marks a significant evolution in how advertisers can reach their audiences, facilitating a uniform strategy not just on traditional screens, but across mobile and desktop as well. “Advertisers are looking for ways to address their audiences consistently across digital touchpoints,” stated Stéphane Dupayage, Ogury's Chief Technology & Product Officer.

What is Persona-Based Advertising?

Persona-based advertising employs consumer personas, which are groups characterized by shared attributes, interests, and purchasing intentions. These personas are created using Ogury’s comprehensive data model, integrating zero-party survey data with additional signals, including contextual insight and transaction data powered by Mastercard. This data-driven approach enables advertisers to identify where audience groups converge in specific publisher environments, paving the way for effective targeting.

Beyond just targeting by genre or demographic characteristics like age and gender, the introduction of these personas in CTV allows brands to connect with viewers in both predictable and unpredictable viewing contexts. Such versatility is essential as CTV advertising continues to carve out a larger share of available advertising budgets.

Driving Brand Performance Through Consistency

By adopting this multi-channel persona approach, advertisers can activate the same audience framework across multiple screens, thus eliminating the need for complex vendor arrangements. This streamlined method contributes to better ad recall and a stronger connection with consumers. The platform's capabilities include measurements of targeting precision and brand lift through studies conducted in cooperation with partners like Happydemics, and attention evaluation via providers such as Lumen and xpln.ai.

The implementation of the persona-based strategy not only stands to enhance advertiser performance but also aligns seamlessly with Ogury's broader digital activation strategy. Advertisers can expect to observe improved brand outcomes as they apply these techniques in real-time advertising scenarios.

CTV Advertising Market Trends

This launch is timely, considering current trends showing that CTV ad expenditures in the United States are set to soar, potentially reaching an impressive $45.9 billion by 2028. In fact, CTV advertising is projected to surpass traditional linear TV for the first time, underscoring a major shift in how brands allocate their marketing resources and paving the way for innovative advertising solutions.

About Ogury

Founded in 2014, Ogury has emerged as a global leader in adtech, focusing on persona-driven advertising solutions. With operations in 18 countries and a team of over 500 employees, Ogury is dedicated to bringing value and measurable outcomes for brands across various platforms. The company continues to evolve its offerings, allowing advertisers to navigate the dynamic landscape of consumer engagement reliably and effectively.

As the world of advertising continues to transform, Ogury remains at the forefront, providing brands with the tools they need to achieve consistent and impactful engagement across all digital touchpoints.