CLIENT CASE STUDY
NATIVE CTV OUTPERFORMS OTHER SCREENS FOR IN-STORE VISITS
BJ’s Wholesale Club launched an integrated, omni-channel ad campaign promoting 44 stores in the New York area as well as 2 new stores they were opening in Long Island City, NY and Newburgh, NY.
In collaboration with leading measurement solution, Mint Measure, Origin was engaged by BJ’s digital agency to enhance and distribute BJ's CTV ad. The client's primary goals were to:
Lift sales by driving consumers into stores.
Drive membership acquisition for the 2 new clubs.
Elevate overall awareness of BJ's Wholesale Club.
11/10/20 to 3/21/21
(+ zip-code focus for two new clubs)
Primary: Families 35-45
Secondary: Women 25-54
Origin Prime involves the custom production of highly engaging :15s native video assets called Ad Toppers, which are designed to run directly adjacent to a brand's existing ad creative on CTV.
For the BJ's campaign, Origin's in-house animation studio produced a 10 part series of Ad Toppers that would run directly ahead of BJ’s ad creative, quizzing viewers about their shopping habits and sharing interesting facts about what the average family consumes every day.
COMBATING CREATIVE WEAROUT. SOLVING AD FATIGUE.
The strategic rotation of Origin's 10 part series of Native Toppers against the BJ's ad meant that while viewers saw the same BJ's ad each time, they never saw the same combination of Topper + ad more than once. This elimination of ad fatigue resulted in viewers being more receptive to the brand's main message.
ANALYTICS AND MEASUREMENT
Mint Measure developed a strategy which included comparing head-to head performance for ad formats across the omni-channel campaign, assigning KPIs and proprietary metrics to media success including audience overlap, cost of unique reach and cost of unique conversion and a unified reporting and analysis of programmatic, search and social across three ad agencies.
The main purpose of Mint’s measurement strategy was to improve ad effectiveness inflight via optimizations and gain insights that can be applied to future new club openings.
Mint’s technology mapped the user journey holistically for each type of digital marketing deliverable including Native CTV. The key insights showed 5-8 exposures to ads enhanced by Origin was the ideal frequency range to drive visits to a BJ’s wholesale club.
Mint’s omnichannel measurement platform provided insights that allowed for Origin (and all other advertising partners) to align campaign delivery with BJ’s specified goals in real time. Origin worked to optimize the ad delivery to align with the analytics provided by Mint Measure, which showed in the response rate and real world visitation to the clubs.
...AND WHY THEY MATTER.
Consumers who saw BJ’s ads which had been enhanced by Origin Toppers showed the highest conversion rate to in-store visits: Over 1700 visits (approximately 8.6% of total conversions).
Despite CTV comprising just 5% of the total impressions delivered for BJ's omnichannel campaign, the inclusion of Origin's toppers meant it outperformed other media channels for in-store visits.
Origin is a creative technology company whose pioneering Native CTV advertising solutions are reshaping 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 Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their presence on Connected TV.
Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at www.originmedia.tv.
ABOUT MINT MEASURE
Mint Measure is an advertising analytics platform, built upon 1st party data, to help advertisers know what’s working and how to drive incremental results.
Mint offers complimentary measurement services to help brands and agencies develop and implement effective ad measurement programs. The analytics methodology focuses on unifying TV/CTV with digital channels, driving incremental performance, and optimizing the media mix.