'Attention' remains a dominant topic among the most progressive and performance orientated media buyers and for this reason we are always thrilled when the solutions we've built and brought to market are used to the best of their ability.
Thanks to our great friends at Miles Partnership and their client Travel Alaska, we are delighted to share a great example of Origin's flagship Native CTV ad format, Slingshot, being put to optimal use.
The client
Covering over 660,000 square miles, Alaska is a state like no other. With more mountains, glaciers and wildlife than just about anywhere else in the world, the Alaska Travel Industry Association has a large, diverse and relatively distant state to promote - which means it requires special thought and a unique approach when it comes to inviting visitors.
The goal
To drive attention, engagement and additional brand messaging to the Travel Alaska ad by delivering the creative within a dynamically changing Native CTV experience.
The strategy
With the primary purpose of Slingshot being to amplify attention and apply additional, rotating messaging to the Travel Alaska CTV ad creative, Origin's team of writers and designers built a custom Slingshot experience that enabled the client to expand their creative capabilities in a way that meant they could deliver a new highlight about Alaska every time it was seen by the viewer.
The Slingshot experience created for Travel Alaska changed every time the ad was served, which in turn helped elevate attention and interest in visiting 'The 49th State'.
Given the requirements in the brief, the decision was made to create a 'Bookend' experience which has been proven to solve the need for attention as well as additional brand messaging.
To see the Native CTV assets produced, go to the full case study here.
Measurement
For this Travel Alaska Native CTV ad campaign, Origin used TVision to measure viewer attention and LoopMe for the brand lift study.
The Results
Here is what our client saw from their Native CTV campaign:
261% lift in viewer attention.
28.2% lift in brand awareness among adults aged 35-54.
31.4% lift in consideration among all married adults.
27.3% lift in intent among all married adults.
For more details about this Native CTV Slingshot campaign and other success stories
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Origin is an award-winning creative technology company whose zero code CTV ad formats give marketers unparalleled creative liberty in the living room and outside the home.
Fusing pioneering production techniques with proprietary technology and direct distribution, Origin's solutions are embraced by media agencies, brands, creative teams and programmatic platforms who understand the value of being able to deliver relevant, engaging and ‘in the moment’ ad experiences to their audience.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the simple belief that the time has come to challenge tradition and enrage the status quo.