Debate continues to stir within the Connected TV advertising world as to whether or not inviting consumers to 'do something' with/because of an ad on TV fits within the lean-back environment the ad is being seen in. The reason why there's so much debate is because the notion of involvement is so loose. At a basic level, are you: Asking the viewer to use their TV remote control in a way that means they're manipulating the ad itself? Asking the viewer to use their phone? The fa

Origin has joined over 650 companies as a member of the Interactive Advertising Bureau (IAB), setting their sights on contributing to the standards that are set in Connected TV advertising, with a specific focus on 'Native CTV'. Growth in CTV advertising is expected to continue its acceleration, with nearly three quarters (73%) of CTV buyers reporting a shift in their budget allocation from broadcast and cable to CTV in 2021, with more than a third (35%) of them expecting to

Innovation into Connected TV Advertising has taken its sweet time, but as we saw this week during a Clubhouse roundtable hosted by SpringServe that included contributors from Origin, HBO, Vizio, Pluto TV and other industry leaders, the tide might be about to turn - in a big way. The focal point of yesterday's discussion was Native CTV, with the questions in the spotlight being: How we need to define 'Native CTV' as an umbrella term, so that it respects the many formats availa