Digiday Jury Selects Origin Campaign For Visit Maine As Finalist In 'Best Use of Emerging Tech' Category For 2025 Digiday Awards.

As described by Digiday in their recent announcement - 'This year’s Digiday Media Awards winners celebrate the power of partnerships and emerging technologies. Across the 2025 winners, themes include a continued embrace of short-form video, a rise in interactive storytelling through formats and a focus on collaboration to drive engagement and innovation.'

Hot off the heels of having just released a great success story for one of our travel clients - Visit Maine - which leveraged Origin's latest capabilities when it comes to code-free dynamically updating creative overlays (powered by Aperture), we had the perfect campaign to submit in the 'Best Use of Emerging Tech' category.

For this award-nominated dynamic CTV campaign, the first step for Origin's team of writers and designers was to study Maine's creative, establishing timing and positioning for a sequence of dynamically updating creative overlays. Once this had been done, a concept was formed whereby:

• New England markets would receive localized messaging that would call out a viewer's home state's name and suggest road trips to Maine. These markets were also served close to real-time weather reports which would inspire last minute visits.

• For markets where driving might not be feasible (eg Georgia), flight times from the viewer's nearest major airport were shown.

• As fall reached 'pre-peak', a dynamically updating overlay was also added to the ad, providing the latest foliage reports and offering a QR code that would send the viewer to the Maine Foliage site where they could learn more.

Here is an example of how Maine's ad looked once it had been 'treated' by Origin:

Among so many strong outcomes from this campaign - all of which can be seen here - positive ad recall among the New England markets who were also served up to date weather forecasts around Maine was 96.3% greater than the same markets who saw the original ad without Origin's dynamic creative overlays. 

Here is the complete list of who has been selected as a finalist in this new category:

• Ally – Rocket League Code Redemption

• Paramount & Gamefam: First Playable Story on Roblox

• Origin & Visit Maine – Zero-Code, Dynamic CTV Ad Overlays

• Digital Culture Group’s AI-Powered Audience Resonance Index™

• Sol de Janeiro on Roblox

• Tripadvisor’s Doorway to Abu Dhabi

To read more about this year's Digiday Awards - click here.

If you find the nature of our nomination interesting and would like to know more about Origin's dynamic creative solutions for CTV advertisers, you can schedule a consultation with one of our CTV specialists by clicking here.

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Origin's Mission

ABOUT ORIGIN 

Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.

With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.

Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.

Learn more at: originmedia.tv