Image by amirali mirhashemian

CLIENT CASE STUDY

NATIVE CTV DRIVES SIGNIFICANT INCREASE IN STORE VISITS

CAMPAIGN BRIEF

A local quick-serve restaurant chain wanted to drive in-store traffic, curbside pick-up and home delivery orders for specific Texas locations that were being affected by COVID-19 dining restrictions.

ORIGIN OBJECTIVE

Enhance the client's existing ad creative to make it geographically relevant to each region being targeted, with the goal of forging a personal and memorable connection with the viewer.

SOLUTION CHOSEN

Blending custom ad serving technology with in-house studio animation, Origin Prime involves the custom production of highly engaging 15 second native video assets (Toppers) that are engineered to run directly adjacent to a brand's existing ad creatives. 

THE RESULTS...

...AND WHY THEY MATTER

CREATIVE EXECUTION

6 BRANDED TOPPERS

Origin’s team of writers and designers produced a series of branded Toppers that quizzed viewers on famous Texas landmarks. Each Topper concluded with a unique closing message that reaffirmed the brand's love for the state of Texas before then leading the viewer into the ad.

Image by Annie Spratt

"We stand tall here in San Antonio!"

PREMIUM DISTRIBUTION

Using custom built ad serving technology, the combined Topper + ad experience was distributed within each target market via Origin's handpicked portfolio of premium supply partners, each of whom we work with on an exclusively direct basis.

STRATEGIC TARGETING

Each Topper was targeted in such a way that the trivia being shown ahead of the ad ran in front of the most geographically relevant audience, creating an experience that was personally and emotionally relevant at a hyperlocal level.

TOTAL IMPRESSIONS SERVED

2.84m

HOUSEHOLD FREQUENCY

7.5

AD COMPLETION RATE

99

%

COST PER VIEWABLE COMPLETION

$0.03

THE RESULTS...

...AND WHY THEY MATTER

Woman at Work

+82.2%

BRAND RECALL

Using LoopMe for measurement, Origin drove a 82.2% lift in brand recall.  

Standard ad creatives are usually required to be 'generic' in their appeal and relevance.  By first exposing the viewer to a highly customized and personal native content experience before the ad,  the impact of the brand's main message is elevated visibly.  

+42%

STORE CONVERSIONS

Using Foursquare for measurement, Origin drove a 42% increase in store conversions vs the standard CTV benchmark of 5.13%.

 

CTV campaigns typically measure success by brand awareness. By giving a brand the power to control the real estate around their ads, they are being given the opportunity to forge a close emotional connection that elevates trust and results in viewers becoming customers. 

ABOUT ORIGIN MEDIA

Origin is a pioneering media and advertising company whose first to market advertising solutions are reshaping how brands connect with consumers on Connected TV.

 

The original architects of Native CTV, Origin’s in-house animation studio produces engaging native content for advertisers that is designed to capture the attention of a room, immerse the audience in active dialogue and elevate the connection they feel towards a brand.

 

Origin Media was founded by media veterans Freddie Godfrey and Stephen Strong, whose careers have been shaped by a relentless commitment to disrupting the status quo. Learn more at www.originmedia.tv.