CLIENT CTV
SUCCESS STORY
ORIGIN-ENHANCED CTV CREATIVES DELIVER INDUSTRY BEATING RESULTS FOR RETAIL BRAND
HEADLINE
As the trusted creative partner for one of the most recognizable retail brands in the world for more than five years, Origin's dynamic creative solutions are used to amplify campaign outcomes throughout the year.
GOAL
Drive consistently stronger outcomes for the brand across multiple distinct campaigns running across the year, without diminishing or devaluing the impact of the original CTV creatives which were scheduled to run.
SEASONAL OVERVIEW
2024–2025 seasonal campaigns showcased powerful results across key retail moments.
Campaign flights consistently delivered measurable lift and drove efficient in-store traffic,
proving Macy’s ability to maximize performance across diverse seasonal pushes.
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
27.96M
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), what started as an ambitious 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 continued 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 their agency 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.