Image by amirali mirhashemian

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.

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

Origin is a creative technology company whose pioneering Native CTV advertising solutions have reshaped 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 proprietary Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their presence on Connected TV.