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  • Writer's pictureOrigin

Dynamic Creative Optimization (DCO) For CTV.

When you think about the technology that underpins Connected TV (CTV) and a viewer's ability to stream what they want, when they want on the largest screen in the home, there's absolutely no reason why the TV ads brands serve need to follow the same, sleepy format they have since TV advertising was invented some 70 years ago.

At Origin, the first questions we set out to get answers to as we sought to re-imagine a brand's ability to connect and engage with their target audience were:

  • Why should a viewer need to see the same complete brand message than once?

  • Would an advertiser benefit from being able to send a different story to someone every time they serve their ad?

Through exhaustive studies and research, here are the conclusions we came to:

  • They don't need to.

  • They would.

With that established, we asked ourselves one final question - if we could solve the problems above, how much more effective could TV advertising be if what the viewer saw contained messaging that contained real-time information that was also directly relevant to the household seeing it?

Well, the answer was unsurprising:

  • Extremely.

What did we establish was required if we wanted accomplish all of this?

Simple. The ability to create (and serve) virtually unlimited fully dynamic, data-generated video creatives on CTV.

So that is precisely what we have built into our flagship solution, Origin Slingshot.

If you aren't familiar with Slingshot, our in-house animation studio hand crafts short form (15 second) native content that proprietary technology stitches and serves directly adjacent to traditional brand ads, in regular ad breaks on Connected TV. Their job is extremely simple:

For the avoidance of doubt, we're not talking about dynamic overlays telling you where your nearest auto dealership is.

We're talking about the core message being presented within the creative itself:

  • This morning's weather forecast in your area.

  • Up-to-the-minute betting odds during the game.

  • Lightning deals at your favorite online store that expire tonight.

  • Today's gas prices in your town.

  • Real-time election updates.

Not only does this unique capability enable brands to enhance their core creative by providing new and incentivizing information every time the viewer sees their ad, but when combined with the right visual stimulus, it helps draw and retain their attention.

And that's the goal.

Get the picture? Want to learn more? Drop us a line and let's talk:


Origin is a pioneering media and technology company whose first to market creative advertising solutions are reshaping the way brands engage and activate consumers on Connected TV.

The architects of ‘Native CTV’, Origin fuses in-house video production with proprietary ad serving technology to create highly engaging native content that is engineered to capture the attention of a room during an ad break and enhance the connection a viewer feels towards a particular brand.

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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