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This Is The Future Of TV Advertising

The rise of Connected TV has presented us quite literally with the opportunity of a lifetime. If you're involved in CTV advertising and are looking for an article that explains in simple and clear terms why this is such an incredibly exciting time, then this is the article for you.

So why are we staring at the future of TV advertising? Here are 5 simple reasons why:

  1. Agility.

  2. Precision.

  3. Accountability.

  4. Flexibility.

  5. Outcomes.


CTV has allowed brands to wave goodbye to the days of 'one ad fits all'. Now they can send different ads to every geo, demo and audience group that they know will be more likely to want one thing vs another.


Everyone talks about data, so we'll keep this super simple. Connected TV advertising empowers brands and their agencies to blend:

  • first party data to find the right customer.

  • third party data to find the right household.

  • broader data applications such as context (as delivered by next generations such as IRIS.TV)) to increase relevance and engagement.


Again, everyone talks about measurement, so we'll also keep this super simple. While it is regrettable that some people out there still focus purely on basic metrics to measure the success of a campaign (completion rates, CPVC, unique reach, cost per household reached, frequency per user, campaign pacing/delivery and even viewability) in order to satisfy make brands feel comfortable, the depth to which an agency can actually hold the people they are paying accountable goes significantly deeper than that. For example, at Origin we work with vendors such as LoopMe and Lucid looked at proving the effectiveness of our Native CTV ad formats by measuring:

  • Eye tracking. Yes, the level of physical attention that your ad is getting on TV is something we can now measure, thanks to cutting edge solutions such as TVision Insights.

  • Ad recall.

  • Brand preference.

  • Purchase consideration.

  • Desire to learn more.

  • Brand favorability.

  • Search intent.

  • Ability to stand out among the competition.

  • Performance.

  • Perception by the viewer as to whether or not they think the brand is 'innovative'.


With the right delivery mechanisms and partners managing a campaign, you can control the flow of your spend how, where and when you need. This level of flexibility presents some significant strategic opportunities by folks who could, for example, be running an omni-channel campaign, allowing them to pull back when they need - and to double down at short notice.


This is the big topic for CTV advertisers in 2022 - turning Connected TV into more than a 'top of funnel'/awareness box ticker and into a true performance machine. While it is easy to understand why QR codes have taken a front seat as it pertains to activating audiences on CTV, their successful application in the living room remains an enigma to most. But there are also other ways to bring a consumer the whole way down the funnel and out the other end - with one of the audacious new potential ways being audio activation via a smart speaker.


Connected TV is still TV. It's still that large rectangular thing that families sit around on Friday night and it's still that thing we all go to when we need to run away from the world. But it's more powerful than the TV we all grew up with.


Origin is a pioneering media & technology company whose ground-breaking creative ad formats are reshaping the way brands engage and activate consumers on Connected TV.

Fusing dynamic content animation with proprietary ad serving technology, Origin's first to market ad formats elevate attention, brand recall, consideration and outcomes for brands who are looking for a stronger return on their CTV investments.

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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