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CLIENT CTV
CASE STUDY
PERFORMANCE-BASED CTV CAMPAIGN DELIVERS STRONG RESULTS FOR MAJOR CPG BRAND
HEADLINE
Buntin Group engaged Origin to help drive awareness and incremental sales for a major disposable tableware brand, with targeting and measurement being provided by NCSolutions.
VISION
'Turn awareness into purchases' among non-loyal and/or lapsed customers, by creating a dynamic 15 'ad extension' that would invite viewers to discover more about the brand and inspire them to purchase their products.
CAMPAIGN OVERVIEW
The media environment looks a lot like a big party. Plenty of noise, plenty of entertainment, plenty of distractions.
What can a CPG brand do to stand out and drive performance?
This is where Origin comes in. Buntin Group tasked Origin's team with devising, building and deploying a series of unique and dynamic ad formats powered by their award winning native CTV creative format, Slingshot, that would help the viewer on their journey from awareness to purchase.
To turn brand awareness into action, Origin and Buntin knew the campaign strategy needed to build both awareness and increase incremental sales. In addition, the client wanted to drive trials for infrequent or new users as well as repeat purchases for loyal buyers.
The team worked with NCSolutions to develop a purchase-based targeting approach that aligned perfectly with the creative environment created by Origin. This proved to be a smart strategy! Not only did it deliver a strong return on advertising spend (ROAS) but it drove incremental sales among loyal buyers.
SLINGSHOT EXPLAINED
Blending highly agile content animation with proprietary ad serving technology, Slingshot deploys custom created 15 second 'ad extensions' which help brands double down on their most challenging campaign objectives.
CREATIVE STRATEGY
Origin's in-house team of writers and designers developed a highly dynamic 15 second 'ad extension' that ran directly after the brand's ad creative and focused on showing viewers how the brand’s paper goods can be used to make special occasions easy and memorable. The overall experience promoted a fun, party atmosphere at which the client’s product was a valued guest.
In addition to being eye-catching, it also had a highly interactive element. Buyers could learn more and purchase the product immediately using a QR code.
Since the brand wanted to reach specific buyers, Origin worked with NCSolutions 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.
DISTRIBUTION
This CTV campaign was distributed nationwide across Origin's curated portfolio of CTV media partners that we work with on an exclusively direct basis.
TARGETING
Leveraging NCS segments for targeting, the primary audience for this campaign was adults aged 25-64 who are a mix of non-loyal brand customers, lapsed brand customers and buyers of competitive brand products.
FLIGHT DATES
1/25/2024
-
5/27/2024
TOTAL IMPRESSIONS SERVED
9.76m
TOTAL HOUSEHOLD REACH
2.3m
MONTHLY FREQUENCY
1.03x
RESULTS
measured by
When it comes to gathering reliable sales intelligence, NCS is trusted by some of the largest performance-based brands in the world. NCS is able to collect statistically significant ROAS data and provide brands with in-depth campaign insights.
SALES LIFT
11.8%
(industry benchmark 2.7%)
ROAS
$1.60
(return on every $1 spent)
DOLLARS PER 1K IMPRESSIONS
$60.53
(revenue generated)
NEW/LAPSED CUSTOMERS
58%
(of total sales)
With an incremental sales lift of 11.77% (vs an industry standard of 2.7%) and a $1.60 return on ad spend (ROAS), Buntin's vision became a reality. 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 CTV advertising.
"NCS purchase-based audiences really helped us 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."
Chloe Morawski, Head of Agency Partnerships
Origin
"Origin and Buntin 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."
Peter Topol, VP Advanced TV Partnerships
NCS
About Origin
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.