Dynamic Creative CTV Strategy Helps Global Retail Brand Drive Verifiable Lift In Foot Traffic To Stores Nationwide.

In a deeply crowded retail landscape, driving in-store foot traffic and getting measurable return on media spend isn’t easy - especially during peak seasonal moments. For that reason, retail brands are driving some of the most aggressive innovation when it comes to performance-based outcomes in their CTV campaigns.

Origin’s recent success with a global retail brand shows what’s possible when precision targeting, dynamic creative, and smart timing come together.

Be it Holidays, Mother’s Day, Father’s Day and other significant calendar events, retailers face steep competition during peak seasons - in terms of both rising media costs, and fighting for consumer's attention and interest. To stand out on Connected TV (CTV), you need more than data, reach and targeting - you need a performance-centric creative strategy to mirror the data, and the ability to leverage third party measurement solutions such as FourSquare to mean you are tracking not just impressions, but behavioral lift, conversion, and ultimately store visits.

What the Client Set Out to Achieve

The global retail client had three tightly focused goals:

1. Maximize seasonal foot traffic during high-stakes shopping windows.

2. Convert reach and engagement into store visits at a cost efficient enough to justify the investments.

3. Optimize creative messaging and media spend dynamically for different audiences and moments in the retail calendar.

Performance-Driven CTV Strategy

To reach these goals, Origin designed a performance CTV strategy rooted in three core pillars:

1. Precision Targeting: Identifying high-value shoppers most likely to convert ‒ both frequent and occasional visitors.

2. Contextual Dynamic Creative: Tailoring messaging for seasonal moments - gift-giving, family holidays, promotions. Using dynamic overlays (Aperture) and extensions (Slingshot) to make creatives more timely and relevant.

3. Timing Optimization: Running campaign flights to align with peak intent windows - launch dates, gifting time frames, heightened online/in-store browsing behavior.

The retail brand understood that they could not treat either the creative or the media as static. Instead, the messaging contained within the custom-produced Native CTV ad extensions and creative overlays changed throughout each campaign, and spend was shifted in real-time toward placements showing the strongest outcomes when it comes to incremental in-store foot traffic.

What Origin Delivered

The outcomes speak volumes about how performance CTV can move the needle for retail brands:

Behavioral Lift - 15.25 % lift in in-store foot traffic (Mother’s Day campaign) with ~85 % statistical confidence.

Cost Efficiency - $0.17 per key metric during Holiday 2024 - a strong benchmark-beating result.

Conversion Rate - 2.46 % for the Father’s Day “Friends & Family” campaign - showing how precision targeting and creative paid off as a strategy.

Reach - 27.9 million impressions across the seasonal campaigns - demonstrating that it is possible to have an efficient yet competitive presence while optimizing for performance.

Shopper Segment Impact - High-frequency shoppers exposed to the campaign visited at 3.4× the expected rate and low-frequency shoppers visited stores at 2.6× the expected rate.

This shows the dual capability of performance CTV in both reinforcing loyalty and activating occasional buyers.

Key Takeaways for Retail Brands Using Performance CTV

From this case study, several lessons emerge that can be replicated:

• Integrating data into your creative is crucial for performance. Instead of waiting until after campaign is over, use audience insights to build an adaptive creative strategy helps improve engagement and appeal to different shopper types while the campaign is live.

• Dynamic creative + extensions matter. Seasonal messaging, dynamic overlays, and ad extensions help grab attention and align with what people are already thinking about.

• Optimize timing & flight windows. Campaigns should align with moments of highest shopping intent. Missing those windows means lost opportunity.

• Measure store visits & behavioral lift, not just impressions. Retailers need KPIs tied to real business outcomes - how many people walked in and how many converted, not just how many saw the ad.

• Balance reach with cost efficiency. If you want scale as well as a notable ROI without wasting spend, then be sure to monitor and adjust all dimensions of your campaign, especially while it is live.

To read the full CTV success story - click here.

If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.

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Origin CTV - Mission Statement

Origin is a multi-award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.

With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.

Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.

Learn more at: originmedia.tv