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AUTO CASE STUDY

ORIGIN DRIVES 40% LIFT IN PURCHASE CONSIDERATION

THE CLIENT

With microchip shortages continuing to disrupt new vehicle sales, a leading auto manufacturer engaged Origin to elevate the impact of their 'certified pre-owned vehicles' CTV ad campaign.

OUR BRIEF

To enhance their existing CTV ad creative in a way that would increase its ability to: educate, engage and elevate awareness among consumers of their pre-owned vehicle program above other retailers.

 

SOLUTION DEPLOYED

Blending in-house content animation with proprietary ad serving technology, Origin produced a complete series of 15 second native content assets that would run directly ahead of the brand's existing ad creative, rotating to a new asset each time it was seen. 

THE RESULTS...

...AND WHY THEY MATTER

CREATIVE STRATEGY

Origin's in-house team of writers and designers produced a series of 6 branded 'Ad Toppers', each one presenting three reasons why purchasing a pre-owned used vehicle from their program was better than purchasing via a competing retailers. 

The total number of Toppers in live rotation is determined in part by the frequency at which the complete Topper + Ad experience is planned to run within a given household, thereby reducing or even eliminating ad fatigue and creative wear-out.

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DISTRIBUTION

The client's Native CTV campaign was distributed nationally using Origin's curated portfolio of premium media partners, each of whom we work with on an exclusively direct basis.

TARGETING

Origin used 1p and 3p data segments to target the right households.

TOTAL IMPRESSIONS SERVED

3.1m

TOTAL UNIQUE USERS REACHED

888k

TOTAL FREQUENCY PER USER

3.5

COST PER VIEWABLE COMPLETION

$0.027

THE RESULTS...

...AND WHY THEY MEAN

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+13.6%

BRAND AWARENESS

When asked 'Do you recall seeing an ad for x while streaming a movie or TV show on your Smart TV recently', Origin drove a 13.6% lift in brand awareness among audiences who saw the Origin-enhanced campaign vs those who saw the ad on its own.

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+39.8%

PURCHASE CONSIDERATION

When asked 'Would you consider buying a vehicle from x', Origin drove a 39.8% lift in purchase consideration among audiences who saw the Origin-enhanced campaign vs those who saw the ad on its own.  

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+42.8%

INTENTION

When asked 'Are you interested in learning more about x', Origin drove a 43% lift in viewers who saw the Origin-enhanced campaign and are 'very likely' to seek more information vs those who saw the ad on its own.  

ABOUT ORIGIN

Origin is a pioneering media and technology company whose first to market advertising solutions are reshaping the way brands engage and activate consumers on Connected TV.

 

The architects of ‘Native CTV’, Origin fuses in-house video production with proprietary ad serving technology to create highly engaging native content that is engineered to capture the attention of a room during an ad break and enhance the connection a viewer feels towards a particular brand.