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Common Myths About CTV Advertising.

The CTV Advertising industry is rife with myths, misinformation and urban legends that become too much of a focus for people who are looking to get into the business.

As more and more ad spend continues to flow into CTV advertising and more media companies look to expand their presence into the living room through Connected TV, nothing is more important than making sure they have a way of accessing information about the business they can trust that is vital to their decision making process, but either misrepresented, glossed over or inaccurate all together.

In our last CTV Advertising Q&A, we discussed and debunked myths surrounding:

  • CTV ad fraud, zombie/phantom viewing and frequency.

  • Market fragmentation for CTV Advertisers.

  • Effective and transparent measurement.

  • How traditional TV and CTV could live in harmony.

  • The issue of boring and repetitive CTV Advertising creatives.

  • Political CTV advertising.

  • Attribution and shoppable CTV ads.

You can watch the recording of that event here.

In our next CTV Advertising Q&A we will move onto new topics, with the goal of covering questions we were asked last time but didn't have the time to cover - or new questions that are put to us by anyone who has them.

Here are some other questions that people have asked:

  • Data transparency and education for the day-to-day consumer, responsible data use.

  • How to get started.

  • R&F Capping and Audience Targeting.

  • Creative limitations due to CTV tag types.

  • Stagnation when it comes to innovation. Feels like a lot of organizations are very stuck in the old ways of doing things.

  • Header bidding.

  • Dynamic video.

  • How CTV advertising connects to the rest of digital advertising.

  • Pricing expectations and where placements run.

  • The fragmentation of the market and the historical view and reality of bundles - aka the great unbundle and rebundle.

  • The reality of how consumers watch tv, where they watch tv, the challenge of metrics and how to make meaning from them, the marketing efforts to consumers, the complete market saturation making companies really figure out a new way to reach consumers.

So, this is where you come in! When you register to attend our next CTV Advertising Open Day Q&A, we will ask you what your question is - and once the discussion is underway, you can either sit back and watch us discuss it, or raise your hand and join the discussion.

To register for our next CTV advertising Q&A being held on Thursday 21st July at 2pm EST - click here.



Origin is a creative technology company whose pioneering Native CTV Advertising solutions are reshaping 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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