CLIENT CTV
CASE STUDY
DYNAMIC NATIVE CTV CAMPAIGN DRIVES 261% LIFT IN VIEWER ATTENTION FOR TRAVEL ALASKA
THE CLIENT
At 663,000 sq miles, Alaska is the same size as 1/5 of all Lower 48 states and larger than the next three states combined. It also has some of the most diverse landscape and cultural history in the nation.
THE BRIEF
To drive attention, engagement and additional brand messaging to the Travel Alaska ad by delivering the creative within a dynamically changing Native CTV experience.
SOLUTION DEPLOYED
Blending highly agile content animation with proprietary ad serving technology, Slingshot deploys short form 'Native Content' that runs adjacent to a brand's creative, rotating to a new piece of content each time it is seen by the viewer.
THE SLINGSHOT 'EFFECT'
CREATIVE STRATEGY
With the primary purpose of Slingshot being to amplify attention and apply additional, rotating messaging to the Travel Alaska ad creative, Origin's team of writers and designers built a custom Slingshot experience that enabled the client to expand their creative capabilities in a way that meant they could deliver a new highlight about Alaska every time it was seen by the viewer.
The Slingshot experience created for Travel Alaska changed every time the ad was served, which in turn helped elevate attention and interest in visiting 'The 49th State'.
Given the requirements in the brief, the decision was made to create a 'Bookend' experience which has been proven to solve the need for attention as well as additional brand messaging.
EXAMPLES OF TRAVEL ALASKA SLINGSHOT EXPERIENCE
DISTRIBUTION
The campaign was distributed across 9 primary DMAs and numerous secondary DMAs via Origin's curated portfolio of CTV media partners that we work with on a solely direct basis.
TARGETING
For this national campaign, the primary audience was travel, vacation and outdoor enthusiasts.
FLIGHT DURATION
5 months
TOTAL IMPRESSIONS
3.5m
HOUSEHOLD REACH
476,750
FREQUENCY
3.6x
>261%
ATTENTION
Data gathered by TVision Insights showed a goal shattering 261% lift in the physical attention by viewers aged 35-54 paid to the brand ad when it was elevated by Slingshot.
Measured by TVision
>28.2%
AD RECALL
When asked 'Do you recall seeing an ad for Travel Alaska', our client saw a 28.2% lift in recall from married adults who saw the Travel Alaska ad amplified by Slingshot vs those who saw the same ad on its own.
Measured by LoopMe
>31.4%
CONSIDERATION
When asked 'How likely are you to consider Alaska the next time you book a vacation', our client saw a 31.4% lift in consideration from married adults who saw the Travel Alaska ad amplified by Slingshot vs those who saw the same ad on its own.
Measured by LoopMe
>27.3%
INTENT
When asked 'How likely are you to look for information on Alaska as a getaway destination', our client saw a 27.3% lift in intent from married adults who saw the Travel Alaska ad amplified by Slingshot vs those who saw the same ad on its own.
Measured by LoopMe
About Origin
Origin is an award-winning creative technology company whose zero code CTV ad formats give marketers unparalleled creative liberty in the living room and outside the home.
Fusing pioneering production techniques with proprietary tech and direct distribution, Origin's solutions are embraced by media agencies, brands, creative teams and programmatic platforms who understand the value of being able to deliver relevant, engaging and ‘in the moment’ ad experiences to their audience