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  • Writer's pictureOrigin

Could Native CTV be the Knockout punch brands need to solve issues of Frequency & Creative Wear-out?

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 available to advertisers.

  • What are the main formats/types of Native CTV placement in market today?

  • How is Native CTV executed?

  • Where does Native CTV fit in a broader campaign?

  • What is it about Native CTV that makes it so powerful for brands?

Today we're going to focus on the final bullet - what can Native CTV do for an advertiser that no other type of advertising can?

The answer is: a lot. But for this discussion we're going to focus on how one of Origin's Native CTV formats has been helping brands solve the problem of ad frequency and creative wear-out:


We all know that a brand needs to be seen a certain number of times for a viewer to recall it. But we also know that showing them the same ad too many times can have a detrimental effect on the brand. Basically, it's a balancing game with constantly moving goalposts.


Origin's flagship Native CTV solution, Origin Prime, involves the custom production of short form native video assets called Toppers, which run directly before or around regular ad creatives within regular CTV ad breaks. For every Topper template we design, virtually limitless executions are possible.

By appending a different Topper to the main ad each time it plays inside a household, brands are able to increase ad frequency while at the same time reducing the risk of creative wear-out.

Furthermore (and to be discussed another day), because there is no limit to the number of Toppers we can produce for a client, they are the perfect vehicle for HIGHLY PERSONALIZED messaging.

To learn more about Origin's first to market Native CTV solutions, drop us a line:


Origin is a pioneering media and advertising company whose first to market creative solutions are reshaping how brands engage and activate consumers on Connected TV.

The original architects of ‘Native CTV’, Origin’s in-house animation studio produces engaging native content for advertisers that is designed to capture the attention of a room, immerse the audience in active dialogue and elevate the connection they feel towards a brand.

Origin Media was founded by media veterans Freddie Godfrey and Stephen Strong, whose success has been shaped by a relentless commitment to disrupting the status quo. Learn more at


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