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  • Writer's pictureOrigin

CTV Advertising Needs Inventors As Much As It Needs Innovators.

With the thirst brands have to reach consumers on Connected TV (CTV) showing no signs of quenching any time soon, the need for new CTV ad formats and unique solutions has never been more urgent.

  • Education of what CTV is versus the broader umbrella of OTT is improving, which means brands and agencies are beginning to gain a more organic understanding of how it should be measured.

  • Measurement & attribution solutions are rapidly improving and in doing so aren't just making advertisers more aware of outcomes, they're also offering interesting insights into what other outcomes could exist.

All of this culminates in the simple fact that brands are accelerating their shift in budgets to CTV and as a result they want/need (delete as appropriate) Connected TV to accomplish more than just tick the 'brand awareness' box. For that to happen, the industry needs innovators, but it also needs inventors.

But what's the difference between innovation and invention when it comes to Connected TV advertising? To answer that, let's start by defining each term in its most basic form:


Innovation happens when someone improves on or makes a material contribution to an existing product, process or service.


Invention is the creation of a product or introduction of a process that has not existed before.

In a world moving at normal speed, continual innovation is enough to satisfy the evolution of an emerging landscape. But CTV is not moving at a normal speed. It's out of all control and as a consequence, innovation, while totally essential, isn't enough on its own. CTV needs inventors creating truly new things that innovators can then improve upon.

At Origin we're inventors whose entire business revolves around pioneering new formats that are designed to infuriate the status quo - and we're damn proud of it.


Origin is a pioneering media and technology company whose first to market native advertising 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.


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