NATIVE CTV CAMPAIGN DRIVES 45% LIFT IN PURCHASE CONSIDERATION FOR PREMIUM CLOTHING LABEL
With schools opening back up, a leading sportswear brand with a popular children's clothing line was keen to be front of mind with parent parents as they planned for their kids to go back to class.
To enhance their 'Back To School' ad creative in a way that enabled them to "cut through the noise" of their competition, while at the same time elevating their key message of female empowerment.
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.
Origin's in-house team of writers and designers produced a series of 4 branded 'Ad Toppers' that would capture the viewer's attention ahead of the client's main ad creative. Each asset contained an animated story showing families together at home, with a narration over the top.
The total number of Toppers in live rotation is determined in part by the frequency at which the complete Topper + Ad experience is planned to run within a given household, thereby reducing or even eliminating ad fatigue and creative wear-out.
The client's Native CTV campaign was distributed nationally using Origin's curated portfolio of premium media partners, each of whom we work with on an exclusively direct basis.
Origin used 1p and 3p data segments to target the right households.
TOTAL IMPRESSIONS SERVED
TOTAL UNIQUE USERS REACHED
TOTAL FREQUENCY PER USER
COST PER VIEWABLE COMPLETION
...AND WHAT THEY MEAN
When asked 'Do you recall seeing an ad for x while streaming a movie or TV show on your Smart TV recently', Origin drove a 14% lift in brand awareness among audiences who saw the Origin-enhanced campaign vs those who saw the ad on its own.
When asked 'How likely are you to consider x for your child's clothing needs', Origin drove an average 44.5% lift in purchase consideration among audiences who saw the Origin-enhanced campaign vs those who saw the ad on its own.
When asked 'How likely are you to recommend x to a friend', Origin drove an average 44.2% lift in viewers who saw the Origin-enhanced campaign and said they were 'very likely' to recommend the brand vs those who saw the ad on its own.
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.