It was our pleasure to be invited by Pesach Lattin from adotat - 'the executive journal of the Digital CMO' to share our thoughts on how we approach CTV advertising today and how we see CTV shaping out over the coming months and years.
Here are the questions we were asked:
Who are you and what do you do?
Origin is a creative technology company whose first-to-market CTV ad formats have reshaped the way advertisers engage and activate consumers in the living room.
Fusing unique creative solutions with proprietary ad serving capabilities and direct distribution deals, Origin is engaged by agencies, brands, and programmatic platforms who want to elevate and amplify the effectiveness of their CTV campaigns.
Bluntly, what makes your CTV Advertising Solution better? Bluntly, our CTV ad formats are better because our solutions are the only ones out there that give advertisers the level of creative agility they need to make CTV the performance machine they need it to be.
What are some good case studies that prove that it works? Two client case studies that immediately spring to mind are:
A campaign we ran over the summer for a travel brand where we used data fed to us by IBM Watson to create truly dynamic 15s 'native CTV ad extensions' that told viewers the day's weather forecast across the destination area immediately before they saw the client's ad. This use of our flagship solution, Slingshot, drove a 73% lift in 'intent to learn more' compared to the same ad that ran without the native ad extension.
A campaign we ran for a financial institution who had no ad creatives and the need to A/B test multiple storylines, taglines and CTA's in order to establish what resonated best with consumers at home. By engaging the Origin Ad Studio instead of a traditional creative agency they were able to run, track and measure attribution across no fewer than 6 different ad creatives simultaneously.
What is the future of CTV advertising in the next 24 months? I'll answer this in 3 simple bullets:
Spending will increase as more consumers make CTV their first choice for home entertainment.
There will be a tectonic shift in expectations by brands when it comes to 'success', which in turn will lead to more solutions like ours being adopted and an acceleration in spend.
CTV and what's left of traditional TV will become a single, unified line item in everyone's budgets, called 'TV'.
Read the original Q&A here.
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.