Image by Randy Tarampi

AUTO

CASE STUDY

NATIVE CTV CAMPAIGN DRIVES 40% LIFT IN PURCHASE CONSIDERATION FOR USED VEHICLE PROGRAM

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 USED

Fusing dynamic native content animation with proprietary ad serving technology, Slingshot stitches and serves highly engaging 15s native content directly adjacent to regular ad creatives, inside commercial breaks on Connected TV.

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.

Auto Mechanic Fixing Car

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 WHAT THEY MEAN

Image by Marina Vitale

+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.

Image by Tachina Lee

+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.  

Image by Thomas Lefebvre

+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 creative technology company whose pioneering Native CTV advertising solutions have reshaped the way brands engage and activate consumers on the largest screen in the home.

 

Fusing dynamic content animation with proprietary ad serving technology, Origin's proprietary Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their presence on Connected TV.