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Do You Care If People Aren't Watching Your Ads on CTV?

The question (and problem) of attention on Connected TV (CTV) by viewers in the living room is finally getting the attention it deserves.

With 2022 having seen CTV ad impressions overtake mobile ad impressions for the first time, investment is continue to funnel into the living room. But, have you ever wondered what the true effectiveness (and therefore cost) is for your CTV advertising campaign when you factor in whether or not people are actually watching your beautiful creative?

Thanks to leading solutions such as TVision helping shed light on viewer behavior when they are in the room and the recent collaboration between iSpot TV and GroupM that helped bring awareness to the fact that up to 20% of CTV ad impressions may be running to switched off TV's - attention is now a major, headline topic.

To better understand what we mean, let's break out the above into two distinct problems:


Consider the following:

  • Over 90% of living room audiences have a second screen (eg cell phone) in their hand or nearby when they are streaming TV).

  • Younger viewers today typically require some form of 'value exchange' if they are to donate their time to an ad.

  • The traditional ad break format we have adopted from a 70 year old rule book is tired, inconsistent with modern expectations (and patience thresholds) and considered by many to be an unwelcome distraction.

As strange as we found it for the first three years of building, testing and deploying our flagship solution to this problem, Origin Slingshot, it has put us a generation ahead of anyone else when it comes to solving the issue of attention on Connected TV.

Better yet, it works. In a sentence, Slingshot works by fusing agile content production (in-house) with proprietary ad serving technology and direct distribution to dynamically stitch and serve highly engaging 15 second Native CTV content directly adjacent to existing ad creatives, inside standard commercial breaks on Connected TV.

And the good news is that works:

In fact, it works quite well:

To see our alcohol client CTV case study - click here.


While it may seem extraordinary that it can happen, the reason it happens is actually quite understandable. As yourself this:

  • Have you ever been streaming a movie/show, gone to switch off your TV and used your TV remote? Well, if you have a secondary device plugged into your TV (eg a streaming stick or gaming console), then depending on the generation of streaming stick and other factors, it's possible that the channel you were watching is still playing.

While it may seem that there is nothing we can do about it, that isn't entirely the case. The way we've worked to resolve this problem for our advertising clients is actually quite simple (and yet we're not aware of anyone else doing it). The Origin Device Quality Index (DQI) prioritizes and targets ad impressions to run on devices that we trust as having an ‘active audience’.

You can read more about it in this article we wrote earlier in the year.

At Origin, we believe that the future of CTV advertising is going to rely on creating greater transparency and a better transfer of knowledge/intelligence between us and the brands who are counting on us to be good stewards of their investment. This paradigm shift started in 2022, will gain steam in 2023 (as we explain here) and become an everyday part of what we all do from there on in...

To speak to one of our CTV advertising specialists, drop us a line at


Origin is a creative technology company whose pioneering TV advertising solutions have reshaped the way brands captivate and activate consumers inside and outside the home.

Fusing first to market ad formats with proprietary technology and direct media partnerships that span the streaming ecosystem, Origin's solutions are embraced by brands, agencies and platforms who are seeking to elevate the efficiency and impact of their Connected TV investments.

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


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