Traveling By Bus

TRAVEL CASE STUDY

ORIGIN DRIVES 82% LIFT IN ATTENTION FOR U.S. TRAVEL DESTINATION

THE CLIENT

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.

OUR BRIEF

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.

 

SOLUTION DEPLOYED

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. 

THE RESULTS...

...AND WHY THEY MATTER

CREATIVE STRATEGY

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.

Image by Florian Schneider

DISTRIBUTION

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.

TARGETING

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

4.8m

TOTAL UNIQUE USERS REACHED

1.2m

TOTAL FREQUENCY PER USER

4x

COST PER VIEWABLE COMPLETION

$0.03

THE RESULTS...

...AND WHAT THEY MEAN

Image by Tachina Lee

+46%

CONSIDERATION

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.  

Image by Thomas Lefebvre

+57%

INTENT

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.  

Image by Chris Curry

>82%

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%

ABOUT ORIGIN

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.