top of page
  • Writer's pictureOrigin

3 reasons why dynamic & agile messaging in CTV ads makes them harder for consumers to ignore.

A good creative tells a memorable story. A great creative addresses a brand's business needs. In other words, the ability for a CTV ad creative to be capable of delivering a memorable moment while at the same time solving a business outcome (eg making a sale) is not an easy one in this day and age.

Why? Because an effective living room TV (aka CTV) ad must resonate through its use of locality, personal situation, interests and individual passions.

History has proven that among the many things a good ad needs in order to be both memorable and effective it needs to be fresh, relatable, engaging and ideally speak directly to your audience 'in the moment'.

Here are 3 reasons why:

  • VALUE EXCHANGE - Viewers today, especially young viewers, are surrounded by so much entertainment that if you want them to pay attention/engage then you need to offer them something that provides them with value - be it emotional or mental. A simple example of this might be a creative that speaks to where they live, a local landmark, today's weather outside or a topic of specific interest.

  • EMOTIONAL RESONANCE - Along a similar vein to the point above, people have shown to pay more attention to (and remember) an ad that resonates with them at a deeper level.

  • THEY'RE DIFFERENT - When a sequence of ads all look the same, the likelihood that they re-engage every time a new ad starts is less likely than if they are suddenly presented with something surprising. This is why the need for 'innovation' has gone from being a fun topic to one of necessity. Agencies and brands want their ads to stand out.

This is the reason why a number of the ad formats we've invented are used by so many agency and brand clients today; because they have been engineered to do precisely this.

Mission Objective: Transform an ad into immersive native content experiences.

How it does this: By stitching 15s of highly engaging and deeply immersive unbranded or branded directly adjacent to your CTV ad and serving them back-to-back, changing every time the viewer sees it.

Results: Up to 9x increase in physical attention and up to 119% lift in purchase consideration.

Showcase: click here.

Mission Objective: Empowers brands to turn away from traditional creative rules and deliver a unique, compelling and ever-changing message to every audience demographic and/or geo.

How it does this: By starting with a strategically designed custom foundation and adding the core message by layering in a fixed or infinite (when data fed) series of targeted copy, products, images and so on.

Results: 101.2% lift in attention and 54.8% lift in ad recall vs industry standard. In addition to this, brands are able to a/b/c/d etc test different narratives, stories, triggers, CTA's and so on.

Case study: click here.

Bottom line: If you give your brand the power to tell a story that feeds the viewer's imagination in a way that allows them to draw a connection between the experience you are delivering and their emotional/mental mindset, then the window of opportunity for you to turn your CTV ads into more than a simple awareness tool open significantly.

Want to talk? Book a time and we'll show you what we mean and how it works.


Origin is an award-winning creative technology company whose zero code CTV ad formats give marketers unparalleled creative liberty in the living room and outside the home.

Fusing pioneering production techniques with proprietary technology and direct distribution, Origin's solutions are embraced by media agencies, brands, creative teams and programmatic platforms who understand the value of being able to deliver relevant, engaging and ‘in the moment’ ad experiences to their audience.

Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the simple belief that the time has come to challenge tradition and enrage the status quo. Learn more at


bottom of page