RETAIL HOLIDAY
SUCCESS STORY
ORIGIN DRIVES UP TO $8.27 iROAS FOR ICONIC RETAIL BRAND DURING HOLIDAYS, MEASURED BY InMarket
Brief
Enhance the creatives provided by the brand with Origin-produced Ad Extensions (Slingshot) and manage the client's media spend during the highly competitive holiday period.
Objectives
Increase viewer engagement | Inspire visits to the nearest location | Layer in additional dynamic brand messaging.
Creative Strategy
To drive physical foot traffic to 400+ stores, Origin's in-house team of writers and designers created a dynamic 15 second ad extension 'template' which ingested and displayed different information for each of the brand's+ retail locations, depending on where the viewer was watching from. The combination of localized retailer information and other dynamic elements such as choice of product being promoted meant that by the end of the campaign, over 20,000 unique ad extensions had been produced, stitched and served directly after the brand's original creative.
Explaining Origin's 15s Ad Extensions
15 second 'ad extensions' help brands double down on their most challenging campaign objectives.
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
The targeting strategy focused on two key audiences:
-
First time buyers, competitive store shoppers and high value spenders.
-
Existing/lapsed customers who were reached using the brand's proprietary first-party data.
FLIGHT DATES
11/3/2025
-
12/24/2025
TOTAL IMPRESSIONS SERVED
36.3m
UNIQUE CTV VIEWERS
8.6m
AVERAGE HH FREQUENCY
4.2x
HEADLINE RESULTS
measured by
InMarket LCI measures how ads drive incremental store visits and sales using real-world data, revealing true lift and iROAS to show what has worked.
14 Day Look Back
iROAS
5.12
$
Sales
In-Store
$
27.4m
E-Commerce
35.4m
$
Combined
62.9m
$
Sales Lift
In-Store
6.8
%
E-Commerce
%
9.1
Combined
7.9
%
Incremental Sales
In-Store
$
2.9m
E-Commerce
Combined
3.0m
$
$
5.9m
28 Day Look Back
iROAS
$
8.27
Sales
In-Store
$
39.3m
E-Commerce
36.0m
$
Combined
75.4m
$
Sales Lift
In-Store
9.8
%
E-Commerce
%
19
Combined
13.9
%
Incremental Sales
In-Store
$
3.7m
E-Commerce
Combined
5.7m
$
$
9.5m
Additional Standout Statistics
Attention
measured by
TVision reports Origin’s Chaser format drove a 43% increase in attention for viewers aged 35-44 and a 26% lift specifically for females aged 25-34.
In Summary
This holiday campaign proved that CTV can drive real, measurable retail performance at scale.
By pairing the brand's holiday creative with over 20,000 dynamically produced, hyper-localized 15 second Slingshot Chasers, the client converted premium CTV engagement into full-funnel impact - from increased on-screen attention and brand lift to in-store visits and sales. Most notably, InMarket reported exceptional iROAS of $5.12 to $8.27, driven by millions in incremental revenue across both in-store and online channels.
In a category where CTV efficiency is often questioned due to its higher CPMs compared to smaller screens, this campaign reset expectations and demonstrated that, when executed strategically, CTV can outperform what retail brands thought possible.
About Origin
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.