With travel restrictions easing across the United States, 'domestic' destinations are proving a popular choice by travel-hungry Americans. With travel ad spend surging, our client wanted their message to stand out among the competition.
To enhance and amplify their existing CTV ad creative in a way that elevates its ability to inform and educate the viewer about all the unique attractions that can be enjoyed if they visit.
Blending in-house content animation with proprietary ad serving technology, Origin produced a complete series of 15 second native content assets that would run directly ahead of the brand's existing ad creative, rotating to a new asset each time it was seen.
...AND WHY THEY MATTER
Origin's team of writers and designers produced a series of six 15 second 'ad extensions' that would be served immediately before the client's original creative, capturing the viewer's attention and engaging them in a visual quiz that would highlight a broad variety of local attractions.
The total number of native assets in live rotation is determined in part by the frequency at which the complete Origin + ad experience is planned to run within a given household, thereby helping to reduce ad fatigue and creative wear-out.
The client's Native CTV campaign was targeted to the following DMA's: San Francisco, New York, Chicago, Austin, Atlanta, Omaha, Houston, Minneapolis, Los Angeles and Denver.
Distribution was handled by Origin through its curated portfolio of CTV media partners.
Origin leveraged multiple 1p and 3p data segments to target the right households. This included focusing on households with a total income of over $175k.
TOTAL IMPRESSIONS SERVED
TOTAL UNIQUE USERS REACHED
TOTAL FREQUENCY PER USER
COST PER VIEWABLE COMPLETION
...AND WHAT THEY MEAN
When asked 'Would you consider visiting [client destination]?', our client saw a 46% lift in viewers saying they were 'very likely' to consider visiting vs those who saw the ad on its own.
When asked 'How likely are you to look for more information on [client destination]', Origin drove a 57% lift in viewers saying they were 'very likely' to seek more information about the destination vs those who saw the ad on its own.
EYEBALLS ON SCREEN
Data gathered by TVision Insights showed a significant increase in the physical attention being paid to the ad across all major age ranges and DMA's that were targeted:
Males 35-44: up 82%
Males 45-54: up 38%
New York DMA: up 75%
Chicago DMA: up 66%
Origin is a creative technology company whose pioneering Native CTV advertising solutions are reshaping 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 Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their presence on Connected TV.
Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at www.originmedia.tv.