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CLIENT CTV
CASE STUDY
PREMIER TRAVEL DESTINATION SEES SIGNIFICANT GAINS IN ATTENTION AND CONSIDERATION
HEADLINE
As one of the most innovative travel brands in the USA, Florida Keys & Key West has come to trust Origin for its cutting edge creative optimization solutions, meticulous customer care and ability to deliver complex campaigns in full, and on time.
OBJECTIVES
For this CTV/DOOH campaign, the brief was clear:
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Drive greater attention to the ad when it runs.
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Elevate overall viewer interest.
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Layer in dynamic, changeable messaging that helps promote site traffic and consideration.
CREATIVE STRATEGY
Origin's team of writers and designers developed a highly dynamic 15 second 'ad extension', powered by Slingshot, that ran immediately before the scheduled Florida Keys & Key West ad creative and 'earned' the viewers attention by providing daily weather updates in their local area. In addition to Slingshot ad extensions, the team also produced a dynamically updating weather update, powered by Aperture, that was layered into their core creative.
The eye-catching, dynamic nature of the Slingshot ad extensions also provided the client with a way to include additional messaging that wasn't in their primary creative - and which could change whenever they wanted.
15 second Ad Extension + Brand Ad
Weather overlay inside Brand Ad
DISTRIBUTION
This CTV campaign was distributed within the home via Origin's curated portfolio of CTV media partners who we work with on an exclusively direct basis, as well as in select airports (ORD, LGA, EWR, BOS).
TARGETING
The primary target audience for this campaign was adults aged 35-64 who are travel intenders with a household income of $150,000 or more. The regions in focus were NY, Boston, DC, Philadelphia, Chicago, Detroit and Minneapolis St.Paul.
FLIGHT DATES
11/6/23 - 12/31/23
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1/8/24 - 3/31/24
TOTAL IMPRESSIONS
CTV: 2.95m
DOOH: 4.47m
TV DEVICE REACH
867,152
MONTHLY FREQUENCY
3.4x
RESULTS
measurement provided by
For the CTV portion of this Florida Keys & Key West advertising campaign, Origin chose TVision Insights and LoopMe to be their measurement partners, through whom we were able capture the insights required to track and report on the campaign.
ATTENTION
Comparing the lift in engagement between the original ad and ads optimized by Origin
+33.5%
All demographics
+120.2%
M/F aged 45-54
+59.7%
Females only
INFORMATION
'How likely are you to look for more information on the Florida Keys as a getaway destination?'
+104.2%
Ages 18-24
+69.7%
Ages 25-34
+42.7%
Males Only
+20.9%
Married Adults
CONSIDERATION
'Are you considering making the Florida Keys a vacation destination this year?'
+78.7%
Ages 18-24
+19.2%
Ages 25-34
+4.8%
Single Adults
AD RECALL
'Do you recall seeing an ad for the Florida Keys recently while streaming TV?'
+8.4%
Ages 18-24
+40.8%
Ages 55-64
+10.3%
Females Only
+34.2%
Married Adults
With positive results showing across the board for the CTV portion of their campaign (DOOH was not measured), Visit Florida Keys and Key West's media buying agency was once again thrilled with their decision to have Origin help them make sure they achieved the brand's most important objectives.
About Origin
Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.