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TRAVEL

CASE STUDY

DYNAMIC NATIVE CONTENT DRIVES 73% LIFT IN INTENT FOR VISITFLORIDA.COM

THE CLIENT

With restrictions easing across the country, travel to domestic destinations is booming. As travel orientated ad spend grows, VISIT FLORIDA wanted their ads to stand out among the competition.

THEIR BRIEF

To increase 'mental attentiveness', boost 'ad recall', drive 'consideration' and inspire viewers to 'seek additional information' about traveling to Florida for a vacation.

SOLUTION USED

Blending data-fed, dynamic content animation with proprietary ad serving technology, Origin produced 15 second native content assets that would run directly ahead of the VISIT FLORIDA ad creative, rotating to a new asset each time it was seen.

CREATIVE STRATEGY

Origin's team of writers and designers created two unique native content templates, each of which were used to produce 15 second ad extensions, known as Ad Toppers, that would run directly ahead one of VISIT FLORIDA's ad creatives.

TEMPLATE ONE

SERIES NAME: 'Where Would You Rather?'

TYPE: FIXED COPY NATIVE CONTENT

The purpose of this series was to quiz viewers about their preferred vacation lifestyle, causing 'buzz' in the home.

The total number of native assets in live rotation is determined by the frequency at which the complete Origin + ad experience was planned to run within a given household, thereby helping to reduce ad fatigue and creative wear-out.

NOTES:

TEMPLATE TWO

SERIES NAME: 'Weather Here. Weather There!'

TYPE: DYNAMIC DATA-FED NATIVE CONTENT

NOTES:

Each dynamic data-fed native asset started by reminding the viewer how icy/cold/snowy the weather was in their area that day. 

This was followed by up-to-date forecasts for five Florida cities. The locations shown were filtered from a rotating list of 15 cities provided by the client and only shown when temps were 70° or greater.

DISTRIBUTION

The client's Native CTV campaign was distributed nationwide across Origin's curated portfolio of CTV media partners that we work with on an exclusively direct basis.

TARGETING

In addition to using IBM Watson Advertising Weather Targeting to reach consumers experiencing wintry conditions, Origin leveraged multiple segments to target viewers by income, intent to travel and domestic travel interests.

FLIGHT DATES

1/20/2022

-

3/30/2022

TOTAL IMPRESSIONS SERVED

3.2m

TOTAL UNIQUE REACH

719k

FREQUENCY PER HOUSEHOLD

4.6x

THE RESULTS...

...AND WHAT THEY MEAN

Image by Moritz Kindler

+16.2%

AD RECALL

When asked 'Do you recall seeing an ad for Visit Florida', our client saw a 16.2% lift in ad recall vs those who saw the ad on its own.  

Image by Ben White

+2.25x

CONSIDERATION

When asked 'How likely are you to consider Florida as a getaway destination?', Origin drove a 2.25x lift in viewers saying they would consider Florida vs those who saw the ad on its own.

Image by Thomas Lefebvre

+73%

INTENT

When asked 'How likely are you to look for more information on Florida as a getaway destination?', Origin drove a 73% lift in viewers saying they would seek more information vs those who saw the ad on its own.

Image by Swapnil Potdar

+64%

EYEBALLS ON SCREEN

Data gathered by TVision Insights showed a 64% increase in the physical attention that was paid to the VISIT FLORIDA ad when it was amplified by dynamic Native CTV content.

About Origin

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.