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15 Seconds: What It Takes To Win Viewers On CTV In The Living Room.

In our last article, we posed the tricky question of whether or not the secret to success on CTV (Connected TV) might lie within how David defeated Goliath. Today, I'm going to dive a little deeper into what inspired that article and explain how a 30 minute ride on an exercise bike had me stop in my tracks while I cogitated over something my instructor said -

"This next push is 15 second long. You are 15 seconds strong."

I'm no health nut, but I ride pretty fast and I take hard classes. So for a warning like this to come across is meaningful. Seriously, how could a 15 second push possibly require a heads up? Well, it was brutal. I didn't think I'd make it to the end of the push, but just as soon as the push started - it was over and I had made it.

When I came off the bike and had finished begging for breath, I quickly realized that making it through the burst had nothing to do with the length of time I had to endure the pain; it was about the approach and mental mindset I was in. Without realizing it; I think that this is precisely the discipline that what we built Slingshot around. A brand's ad is the muscle, the boot and the water bottle. Origin's Native CTV Slingshot asset is simply the mindset.

Developing the ability to create a state of 'readiness' ahead of the need for muscle to kick in changes everything...

This is what we believe in, and this is what we do.



Origin is a creative technology company whose pioneering Native CTV advertising solutions have reshaped the way brands engage and activate consumers on the largest screen in the home.

Fusing dynamic content animation with proprietary ad serving technology, Origin's Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their presence on Connected TV.

Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at


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