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What is Dynamic Creative Production (DCP) for CTV, and what does it mean for marketers

Dynamic Creative Production for CTV advertising

We have truly entered a new era of advertising where creative technology is allowing us to do things on Connected TV that most of us never dreamt were possible, and it's been humbling to see how quickly our brand & agency partners have grown to trust the creative capabilities they now have access to.

But before we talk about the future of creative technology, let's quickly remind ourselves of the past:

  • In the beginning, ad creatives were generic messages that were masterfully and painstakingly crafted to appeal to everyone.

  • Then along came dynamic creative optimization (DCO), which empowered marketers to append things like geographically relevant messaging (think nearest auto dealership address) to these traditional creatives.

There is no doubt that this second step was a bit of a game changer, but in our minds it was only scratching the surface of what could (or should) be done for advertisers who truly want to pack a proverbial punch on TV. Which is why we've dedicated the last 4 years to taking the concept of 'dynamic' to a new place - and that new place is Dynamic Creative Production (let's call it DCP for now).

What is the difference between dynamic creative optimization and dynamic creative production?

Whereas DCO relies on having a traditional creative upon which they can overlay dynamic messaging, Origin DCP allows the entire creative to be dynamic.

From the animation itself to the core story, the product/service being presented to the viewer and even the call to action, Origin DCP enhanced creatives truly resonate with their intended audience because they speak directly to them at a fundamental level.

For example - think about what household with a single occupant earning $35k a year should might find personally relevant and engaging tax filing ad to a family earning $350k. It's that simple.

What does Dynamic Content Production mean for CTV advertisers?

In our mind, the best way to answer this question is to give simple examples of what an Origin DCP enhanced creative might be used for:

  • Visually supported daily deals and flash sales.

  • Demographically relatable stories and calls to action (think tax season above).

  • Real-time game scores, betting odds and game trivia mid-game.

  • Regional weather reports.

  • Local dealership stocks and bargains.

  • Geographically relevant

  • Constantly changing customer stories and testimonials.

The two ways Origin is leading the way in Dynamic Creative Production.

Fusing dynamic content production with proprietary ad serving technology, Slingshot dynamically stitches and serves attention-grabbing and contextually relevant 15 second content directly adjacent to existing ad creatives - see examples here.

Origin's in-house animation studio creates broadcast grade TV commercials for brands who want the power to target each of their audience demographics with a unique, compelling and personal message in their ads.

So, is dynamic creative production (DCP) right for you?

While on the surface it might seem as if DCP is perfect for any brand wanting to tell a closer and more personally relatable story, it all depends on whether or not they have the right data for Origin's animation team to feed into the creative and if they are happy working with a creative that is constantly changing.

For the traditionalists and risk averse that might be questionable, whereas for the more daring and progressive marketers out there...this could be their game changer.

The question is - which are you?

To learn more about Origin Dynamic Creative Production and/or to request a consultation with a member of our team, drop us a line and we'll chat -

See you around!


Origin is an award-winning creative technology company whose zero code TV advertising solutions have reshaped the way marketers captivate and communicate with consumers inside and outside the home.

Fusing pioneering CTV 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 deliver a stronger storytelling experience to their audience.

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


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