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Purchase-based targeting and dynamic creative strategy delivers major win for CPG brand on CTV.


Purchase-based targeting and dynamic creative strategy delivers major win for CPG brand on CTV.

INTRODUCTION

When the agency behind a major disposable table-wear brand chose to engage Origin for its 2024 CTV campaign, what followed was a winning recipe.


By coupling Origin's performance-driven dynamic creative capabilities with purchase-based targeting and measurement provided by NCSolutions, the resulting incremental sales outcome exceeded all expectations and industry benchmarks.


HERE'S HOW IT WENT

The media landscape resembles a bustling party - full of noise, entertainment, and distractions. While CTV has traditionally not been viewed as an outcome-based platform for advertisers, progressive agencies are choosing to rewrite that narrative.


Moreover, with Origin's proven track record as a trusted pioneer in placing captivating ads on Connected TV, the most forward-looking agencies are confident that if anyone can turn awareness into tangible outcomes, it's Origin.


Between Origin and NCS, the goal was clear - to find the right combination of creative agility coupled with next level targeting that could make the largest screen in the home one that could also deliver a proven and industry-defining ROAS.

 

STRATEGY

Instead of merely glossing over awareness; the plan was to leverage it as a support mechanism for driving sales. With a key component of the brief being to target not only infrequent or new users but also loyal customers, the story needed to be flexible, dynamic and compelling.


Origin's in-house team of writers, designers and ops worked closely with NCS to develop a purchase-based targeting approach that was supported by the production of dynamic and interactive 15 second ‘ad extensions’, powered by Origin's award-winning Native CTV ad format - Slingshot.


This proved to be a smart strategy, because not only did it deliver a strong return on advertising spend (ROAS) but it drove incremental sales among loyal buyers. The dynamic ad extensions put a strong emphasis on how the brand’s disposable tableware can be used to make special occasions easier and more enjoyable, promoting a party atmosphere where the client’s products were a valued guest.


In addition to being uniquely eye-catching and telling a different story each time it was seen, the Origin produced Slingshot ad extensions also invited the viewer to engage and interact. Buyers could learn more and purchase the product immediately using a QR code.


Since the brand wanted to reach specific buyers, Origin worked with NCS to identify the right audiences for the brand’s products using NCS audience segmentation and purchase-based targeting services. This approach allowed them to identify and target three key segments: lapsed brand buyers, non-loyals/switchers, and buyers of competitive brands.


To prove the effectiveness of both creative and NCS Target audience segments, the team engaged NCS for a Sales Effect Study.

 

RESULTS

Over the course of the four month measurement period, a total of 9.76 impressions had been served and 2.3 million US households had been exposed to the Origin-enhanced brand ad. At a monthly frequency of 1.03x, here were the results:

  • Sales Lift: 11.77% (vs 2.7% industry average).

  • ROAS: $1.60

  • DPM (Dollars made per 1,000 impressions): $60.53

  • Percentage of incremental sales from new/lapsed customers: 58%


Prior brand buyers were 16% of the exposed audience but contributed 42% of incremental sales. With an incremental sales lift of 11.77% and a $1.60 return on ad spend (ROAS), the campaign was effective and efficient, proving that Origin's award-winning creative ad formats are an invaluable companion for brands who seek performance based outcomes on Connected TV.


Purchase-based audiences proved to be the right approach for attracting triers with 58% of the incremental sales came from new, never, or lapsed brand buyers.

Furthermore, a DPM (dollars made per 1,000 impressions served) of $60.53 demonstrated how far impressions go on CTV when elevated by Origin's creative technology and reinforced the value of continued advertising.


Commenting on the success of this campaign, Origin's Head of Agency Partnerships, Chloe Morwaski, said “NCS purchase-based audiences really helped us to drive incremental sales in this performance-based CTV ad campaign. We successfully delivered our engagement-based ad units across Connected TV and thanks to NCSolutions we were able to put Origin's custom ad units in front of the right buyers with precision and efficiency.”


Adding to the discussion, Peter Topol, VP Advanced TV Partnerships at NCS said “Origin and the agency who engaged them checked all the boxes for advertising effectiveness with this campaign: unique creative, the right platform with connected TV, timeliness, and a purchase-based targeting approach. It enabled them to reach the audiences most likely to buy with a powerful message. It’s an unbeatable combination - and the proof is in the stellar results.”


To see the complete CTV case study - click here.

To learn more about NCSolutions - click here.

To connect with an Origin specialist about performance-based creative strategies for Connected TV - click here.


 

Origin is an award-winning Creative Technology company whose zero code CTV ad formats enable marketers to deliver dynamic and responsive ad experiences in the living room and outside the home. 


With unparalleled creative capabilities and proprietary ad serving technology, Origin’s off-the-shelf and custom solutions are trusted by agencies, brands, creative teams and programmatic platforms who want the ads they run to get the attention, engagement and outcomes they deserve.


Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that to win a viewer today, we must look beyond how it was done yesterday.


Learn more at: originmedia.tv 



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