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.
PRIMARY OBJECTIVES OF AD TOPPERS
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
+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.
+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.
+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.
+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 an award winning creative technology company whose zero-code TV advertising solutions have allowed brands to reimagine how they engage and activate consumers on Connected TV.
Fusing first to market CTV ad formats with proprietary technology and direct media partnerships that span the streaming ecosystem, Origin's solutions are embraced by brands, agencies and platforms who are seeking to elevate their ability to forge a true connection with their audience.