CLIENT
CASE STUDY
NATIVE CTV CAMPAIGN DRIVES SIGNIFICANT INCREASE TO 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 USED
Fusing dynamic native content animation with proprietary ad serving technology, Slingshot stitches and serves highly engaging 15s native content directly adjacent to regular ad creatives, inside commercial breaks on Connected TV.
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.
"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
+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
Origin is a creative technology company whose pioneering advertising solutions have reshaped the way advertisers engage and activate consumers on Connected TV.
Fusing first to market ad formats with proprietary technology and direct distribution deals that span the streaming ecosystem, Origin is engaged by brands, agencies and platforms who are seeking to simplify and amplify their Connected TV strategies.