ORIGIN CASE STUDY: Premier Travel Destination Brand, Florida Keys & Key West, Sees Significant Gains In Attention & Consideration on CTV
Since winning our award for helping VISIT FLORIDA deliver one of the most dynamic CTV campaigns that a travel destination has ever run on Connected TV, innovation-hungry travel brands from around the United States have flocked to Origin with the goal of seeing the same gains.
Among them is Florida Keys & Key West - a leading travel destination known for embracing the latest creative technology on offer - who tasked Origin with enhancing its Connected TV (CTV) and Digital Out Of Home (DOOH) advertising campaigns, with the goal of to driving lift in attention and consideration among their target audiences.
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Objectives and Strategy
Florida Keys & Key West leveraged Origin's two core creative optimization solutions to deliver a complex and highly dynamic creative strategy effectively and easily:
Slingshot (15-second Ad Extension + Brand Ad)
Extending the standard ad length with a dynamic opener allowed the client to capture the attention of its audiences and provide more information - click here to watch video.
Aperture (Dynamic Ad Overlays)
By layering dynamically updating weather information into their ad, Florida Keys was able to elevate the attention viewers paid to their message, while at the same time creating a more relevant and relatable experience. This in turn helped drive a significant lift in consideration for the ads that ran without the Slingshot Native CTV Ad Extensions - click here to watch video.
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Distribution and Targeting
The CTV campaign was distributed through Origin's curated portfolio of direct CTV media partners and select airports (ORD, LGA, EWR, BOS) around the US. The target audience included adults aged 35-64 with a household income of $150,000 or more, focusing on regions like NY, Boston, DC, Philadelphia, Chicago, Detroit, and Minneapolis-St. Paul.
The campaign ran from November 6, 2023, to December 31, 2023, and again from January 8, 2024, to March 31, 2024.
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Results
Origin partnered with TVision Insights and LoopMe to measure the CTV campaign's effectiveness. The results showed significant improvements across various metrics:
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Conclusion
The Origin CTV campaign for Florida Keys & Key West successfully enhanced ad engagement, information seeking, destination consideration, and ad recall. The positive results reaffirmed the media buying agency's decision to partner with Origin to achieve their campaign objectives.
To see the original Origin Case Study for Florida Keys & Key West - click here.
If you found this case study interesting and would like to know how Origin could drive similar success for your brands, you can schedule a consultation with one of Origin's CTV specialists by clicking here.
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.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.
Learn more at: originmedia.tv?