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CTV Advertising

Whether you are new to CTV advertising or a seasoned CTV advertising veteran with years of experience, the speed at which the landscape if evolving means there is probably something you either don't yet know or are unclear about.

In this brief introduction to Connected TV Advertising (CTV), we will walk you through some of the ways you can always be sure that you're at the top of your game.

  1. Sign up to newsletters that don't just sell you their products, but provide intelligence and guidance. Great examples are those of IRIS.TV, and MediaPost (and of course - ours).

  2. Attend summits, webinars, conferences and round tables of organizations such as ott.x and Digiday.

  3. Follow the latest trends and news via organizations such as eMarketer to stay on top of how budgets are shifting to CTV advertising and how the performance expectations/benchmarks of the most progressive agencies and brands are changing to meet the increasing needs of advertisers in a world where social media is losing value.

  4. Make sure you understand the basic principles that separate OTT from CTV.

  5. The next time you turn on your TV and stream content, make sure watch an ad supported app/channel and proactively remind yourself that you are a consumer too.

  6. Establish a trusted and solid grasp of the many acronyms that come with the territory - FAST, AVOD, SVOD etc.

The truth is that no single source will ever tell the same story and you will often discover inconsistencies in your understanding. When this happens (which it will), pause before taking another step and find a human source you can trust to de-mystify the problem.

This is half of what Origin exists for - to be a transparent, open and 100% honest source of CTV advertising knowledge, intelligence and best practices. In fact, we often turn down opportunities with ad agencies and brands who either don't understand the CTV advertising industry or simply do want to believe that their opinion is incorrect - and the reason we do this is because they will likely have benchmarks that are inconsistent with the results they are going to see.

If you want to talk about CTV advertising, let us know ( or watch some of our industry 101's that you can find on this blog.

Either way, welcome to the whacky world of CTV and CTV advertising - you are in for one hell of a ride.


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 first to market ad formats with proprietary ad serving technology and direct distribution deals that span the media landscape, Origin's Native CTV solutions elevate attention, recall, consideration and outcomes for brands who are seeking to redefine the meaning of success 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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