Mobile advertising firm Ogury has acquired Motionly, a SaaS solution that designs, deploys and measures interactive rich media animations in-app and in-web. Motionly was founded in 2017 by Édouard Mercier, with the aim of making it easier for marketers to personalise digital content in order to boost user attention and engagement.

Motionly’s technology will be an additional asset in Ogury’s creative studio, allowing it to deliver creatives that are visually striking and dynamically personalised.

The creative builder aims to give the advertising industry the opportunity to easily create, publish and measure new kinds of creative ad units, including interactive animations in DCO (Dynamic Creative Optimisation), which are dynamically adapted to the context of the web page or application. Interactions with ads, such as swipes and engagement, are measured and analysed in order to optimise content, placement and run A/B tests.

As part of the deal, Mercier is joining Ogury as VP Engineering. With over 20 years as an entrepreneur and software development engineer, he brings along a wealth of experience to the role.

He said; “Digital ads can be as amazing as they can be invasive and passive. This is the key idea that drove the creation of Motionly five years ago, with the ultimate goal of bringing end-users entertainment and control over creative ads. Ogury shares the same vision of what mobile creativity should be. So, joining such a leader in mobile advertising is the perfect next move for Motionly’s growth.”

Thomas Pasquet, CEO of Ogury, noted that an advertiser can have the best targeting technology in the world, but that its impact will become irrelevant without engaging creative formats. “This equation has always been at the core of our technology stack, and we’re excited to bring creativity to the next level with Motionly,” he said.