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VISIT FLORIDA Taps Origin For Groundbreaking Dynamic Native CTV Ad Campaign To Amplify Performance.

Updated: Jun 18


Independent brand studies reveal the company’s first use of dynamic creative optimization (DCO) drove a 73% increase in likelihood that viewers would seek more information.


OVERVIEW

VISIT FLORIDA launched a new CTV campaign aimed at driving vacationers to Florida and partnered with Origin, whose Native CTV ad formats elevate viewer attention and engagement to amplify its ad creatives.


By leveraging Origin’s flagship custom native solution, Slingshot, VISIT FLORIDA saw a significant increase in:

  • mental attentiveness

  • ad recall

  • consideration

  • the outcome of a specific call to action (seeking out additional information).


DELIVERY

For the campaign, Origin built a dynamic 15-second native content environment that ran directly ahead of VISIT FLORIDA’s existing ad creative on CTV.


The objective of this dynamic Native content (ad Toppers) was to engage the viewers with the TV screen and lead them into the VISIT FLORIDA ad primed for its message.


To accomplish this key objective, Origin leveraged IBM Watson weather data to target audiences in specific areas where the temperature was below 32-degrees, or where there were snowy or icy conditions and present them with that day’s weather forecast in Florida. Origin then used its creative technology capabilities to dynamically optimize the native ‘Ad Toppers’ so that they showcased the forecast highs in key tourist destinations across Florida that day.


Here is how it looked:


RESULTS

Independent brand studies by Lucid and LoopMe as well as attention-based data from TVision found that Origin’s dynamic ad Topper paired with VISIT FLORIDA creative significantly elevated campaign performance compared to when the ad ran on its own.


The study found:

  • Ads primed by native ad Toppers were more memorable than the ads that ran alone, increasing ad recall 16.25%

  • Ad attentiveness increased by 64% vs the ad that ran alone.

  • Viewers were 2.25x more likely to consider making Florida a destination this year after seeing the ad in a native environment.

  • Viewers were 73% more likely to seek more information on Florida as a getaway destination.


For more details on this Visit Florida Native CTV advertising campaign - click here.


 

ABOUT ORIGIN

Origin is a creative technology company whose pioneering Native CTV advertising solutions are reshaping the way brands engage and activate consumers on the largest screen in the home.

Fusing dynamic content animation with proprietary ad serving technology, Origin's Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their presence on Connected TV.


Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at www.originmedia.tv.

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