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Case Study: Columbia Sportswear Spreads Its Heat

Chilly ads receive warm reception with TubeMogul PlayTime




Overview

Recently, outdoors apparel and gear company Columbia Sportswear launched a series of videos showcasing its latest breakthrough - the Omni-Heat product line. The Omni-Heat technology helps maintain warmth and prevent heat loss, keeping wearers comfortable in any and every encounter with the cold. Columbia's agency looked to TubeMogul PlayTime to aid the delivery of this message to audiences who would benefit most from this product and drive views, engagement and visits to the Omni-Heat website.



Creative

Columbia took extreme measures to demonstrate the warming capabilities of its Omni-Heat line. It produced a series of six videos featuring people performing stunts in extreme cold conditions - such as swimming in an ice hole - who dawn the Omni-Heat apparel after the act for immediate relief.

Both click-to-play and branded autoplay units were distributed to publisher sites featuring sports, outdoors activities, among others. The players featured branded, clickable overlay with a strong call to action to direct viewers to the Omni-Heat site.



Execution

Powered by its in-house data platform that tracks billions of streams each month, TubeMogul was able to target Columbia's ads to audiences most likely to watch the video across comScore 500 publisher sites. Videos that were not performing as well in terms of play time or click-through-rate (CTR) were removed.



Results

The videos received 137,194 user-initiated views within the first few weeks of the campaign, with more coming in steadily. Additionally:

- Completion rates for Omni-Heat videos in click-to-play units were more than 1.6 times the benchmark for 30 second video ads we are tracking




- CTR on video overlays and a link in the description was more than double the benchmark





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