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CTV and the 'Butterfly Effect'. How small creative changes can create a ROAS tornado with consumers.

Article written by Lee Harrison, Head of Sales Strategy for Origin

In the world of chaos theory, the 'butterfly effect' states that even the smallest of actions can have far-reaching consequences. This principle, often illustrated by the notion of a butterfly flapping its wings in Brazil triggering a tornado in Texas, holds valuable lessons for marketers, particularly in the context of connected TV (CTV) advertising.

CTV advertising, with its ability to deliver captivating visuals and targeted messaging to a highly engaged audience, offers a powerful avenue for brands to connect with consumers. However, optimizing CTV campaigns for maximum return on ad spend (ROAS) requires a keen understanding of the nuances that can make or break a campaign's success.

Just as the butterfly effect demonstrates, seemingly insignificant creative tweaks can have a profound impact on CTV campaign performance. Consider the following examples of how minor changes led to major ROAS improvements:

Example 1: Simplifying the Call to Action

A major retail brand's initial CTV ad featured a complex call to action (CTA) that required multiple steps to complete. By simplifying the CTA to a single, clear action, such as "Shop Now" or "Learn More," the brand significantly increased click-through rates, leading to a substantial boost in ROAS.

Example 2: Personalizing the Ad Message

A travel company's CTV ads initially featured generic messaging that failed to resonate with viewers. By incorporating personalized elements, such as tailoring the ad content to the viewer's location or travel preferences, the company witnessed a noticeable rise in engagement and ROAS.

Example 3: Give the user something to pay attention too

Advertising might not feel like it, but it's a value exchange. A slot to promote your product, in exchange for the time of the user. If that value is ever misplaced, the user switches off and the attention is lost. By incorporating content and meaning into the advertisement the value gets matched.

These examples highlight the power of the butterfly effect in CTV advertising. Seemingly minor creative adjustments, such as simplifying CTAs, personalizing ad messages, and optimizing ad length, can have a significant impact on campaign performance.

By embracing the butterfly effect in CTV advertising, marketers can harness the power of small creative adjustments to create significant ROAS improvements. By meticulously analyzing campaign data and identifying opportunities for optimization, marketers can unleash a tornado of positive results, transforming their CTV campaigns into powerful drivers of business growth.

To learn more about how to approach, define and measure ROAS (return on ad spend) on CTV, you can sign up to attend our upcoming virtual panel discussion which is being held on 18th January. To read more about this event and to register - click here.


Origin is an award-winning creative technology company whose zero code CTV ad formats give marketers unparalleled creative liberty in the living room and outside the home.

Fusing pioneering production techniques with proprietary technology and direct distribution, Origin's solutions are embraced by media agencies, brands, creative teams and programmatic platforms who understand the value of being able to deliver relevant, engaging and ‘in the moment’ ad experiences to their audience.

Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the simple belief that the time has come to challenge tradition and enrage the status quo. Learn more at


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