Earning, Retaining and Converting Attention in the Streaming Era: Origin’s CTV Success Stories.
- Origin
- Sep 30, 2025
- 5 min read
Updated: Oct 1, 2025
Brands are under increasing pressure not just to reach audiences, but to engage them in ways which bring real, human outcomes to the table. Where Origin steps in is when a brand is prepared to take it all the way. By including zero-code dynamic creative solutions that make ad experiences more immersive, personalized and performance-driven, a brand or their agency can cast their eye to the loftier ambitions which until now have been beyond reach.
And if you’re the type who likes receipts, Origin’s CTV Client Stories site page is basically a who’s who of brand success. You’ll see everything from global snack giants to local tourism spots to finance folks - all tied together by some wild creative tech that actually gets people to do stuff. Not just watch. Actually do stuff.
Let’s walk through a few examples that show Origin in action.
Turning Awareness Into Action for a Major CPG Brand (case study)
One of our most recent stories comes from a leading disposable tableware (CPG) brand that engaged Origin to supercharge a performance-driven CTV campaign.
The challenge
The client wanted to turn ads into reasons why non-loyal and lapsed customers would remember them the next time they went to the store. A purely brand-led campaign would only get them so far - however they needed to drive actual sales, not just exposure. In other words, they wanted to see the receipts.
The solution
Origin’s creative team built a dynamic 15-second ad extension - powered by Slingshot - that ran after the brand’s standard video creative. This extension visually illustrated
everyday scenarios using the product, set in a “party” context, and invited viewers to learn more via a QR code.
They layered in advanced audience targeting through NCSolutions, segmenting into lapsed users, non-loyal buyers, and competitive-product buyers.
The results
11.8% incremental sales lift (versus an industry benchmark of 2.7 %)
$1.60 ROAS (i.e. $1.60 returned per $1 spent)
$60.53 in revenue per 1,000 impressions
58% of incremental sales came from new, lapsed, or switching customers
The key take-away
This campaign is a powerful example of how Origin’s dynamic creative formats, when married with precision targeting, can break through the “noise” of today’s media environment.
Measuring Real World Impact for a Digital Finance Brand (case study)
Another standout story comes from work we did with a financial lender, where the key challenge was attribution: how to directly link CTV impressions to website visits and loan applications.
The challenge
In financial services, campaigns often run across multiple channels (paid search, display, direct, email) making it hard to isolate the “lift” from CTV itself. This client needed a method to distinguish which conversions could truly be tied to CTV exposure.
The solution
Origin collaborated with Claritas to employ impression scoring and identity‐graph techniques, correlating exposure to subsequent conversion events.
They ingested user-level data to differentiate whether conversions came from new vs. existing customers, and whether households had been exposed via other channels.
This enabled in-flight optimizations - shifting budget away from less efficient creative or audiences.
The results
8.38 million impressions delivered
122,963 unique visits to the client’s site
15,721 conversions (loan applications or equivalent)
The key take-away
This case exemplifies how Origin's technology can bring transparency and accountability to CTV, transforming it from a “brand channel” to a performance instrument.
Regional Tourism: Dynamic Overlays To Help Move Hearts...and Feet
On the more experiential side of the spectrum - and a trophy winner at this year's Cynopsis Media Impact Awards - was a campaign we managed for a leading East Coast fall travel destination. By blending real-time weather data, localized travel content, and creative overlays, Origin helped the destination cut through seasonal competition.
The challenge
Fall is a busy season for travel and tourism across the eastern United States. In order to stand out from other states competing for visitors, Visit Maine leveraged Origin's award-winning creative optimization solutions to provide its CTV audiences with a completely new way of promoting their state as the destination someone should choose for a fall getaway.
The solution
Audiences were served dynamically shifting overlays teasing travel times from the viewer's arm chair, as well as local tips, maps, and calls to action. This fusion of native
CTV extensions and live data shows how the same tech that drives performance can deepen emotional resonance in branding campaigns.
The results
79% lift in consideration
15.9% lift in favorability
35.6% lift in intent.
The key take away
By speaking to audiences 'in the moment' and sharing the excitement of the season in real-time while simultaneously alleviating any worries about travel planning, you can capture even the most competitive viewer - and win their hearts.
Driving Verifiable Store Visits for Retail Brands (case study)
Retail campaigns are where our performance-driven creative solutions can really shines. In one standout example, a global retail client tapped Origin to boost in-store
traffic during high-stakes seasonal shopping periods. Using Native CTV Ad Extensions paired with dynamic creative overlays, the campaign encouraged viewers not just to watch - but to visit physical locations.
The challenge
As mentioned, peak season shopping periods crop up throughout the year - and our brief was to make sure the brand could speak uniquely throughout the seasons, in ways that made sense and could truly capture the 'spirit' of that moment.
The solution
Partnering with Foursquare as the measurement provider, Origin was able to directly verify foot traffic uplift nationwide. This real-world attribution gave the retailer confidence that CTV spend wasn’t just raising awareness but actively converting into visits and sales.
The results
$0.17 cost-efficiency
15.9% behavioral lift
2.46% conversion rate
The key take-away
By combining seasonal creative hooks with location-based precision, Origin helped the retailer prove that CTV can deliver omnichannel outcomes, closing the loop between screen and store.
Why These Stories Matter and What They Point Toward
What unites these diverse verticals - CPG, financial services, travel - is Origin’s consistent playbook:
Creative + Tech = Smart - we never merely insert an overlay or extension; our teams script, animate, and optimize the creative enhancement to feel like part of the narrative and not an afterthought.
Zero-code Deployment - many of these case studies emphasize the “zero code” nature of our tools, meaning media buyers and creative teams can adopt these enhancements without worrying about who/how/where their reach might be limited.
Measurement-as-First-Class Citizen - be it via NCSolutions, Claritas, FourSquare or other partners, each case embeds a measurement framework from the outset, enabling real-time feedback loops.
Audience Precision + Creative Responsiveness - targeting lapsed or non-loyal users is one thing; dynamically tweaking creative to suit context (seasonality, weather, geography) is another and Origin’s platform supports both.
Outcome-Focused in All Campaign Types - even in branding or tourism use cases, the success stories we are so humbled to share often emphasize true metrics (foot traffic, consideration lifts) rather than mere awareness.
Before We Go
Origin's growing library of client stories offers a compelling narrative: CTV is no longer just a “broadcast channel with streaming reach.” It’s becoming a canvas for personalized, dynamic, results-driven storytelling.
Whether you’re a CPG marketer trying to turn an ad into a purchase, a financial brand chasing attribution clarity, or a destination marketing organization seeking to stand out, the examples above illustrate what’s possible when creative technology meets smart measurement.
If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.
Origin is a multi-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
