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How attention impacts even the little details for marketers studying ROAS on Connected TV.

Article written by Lee Harrison - Head of Strategic Sales at Origin.

Without attention, how are you going to achieve your goals?

Spoiler alert, you might struggle. Why? Because in the ever-evolving landscape of digital marketing, one truth remains constant: attention is the currency of success.

In a world saturated with information, capturing and retaining the attention of your audience has become a formidable challenge. If your marketing strategy lacks the ability to grab and hold attention, your goals may remain elusive. In this blog post, we explore the critical importance of attention in achieving marketing success and delve into two powerful strategies to captivate your audience.

The Power of Attention:

Attention is the gateway to engagement, conversion, and ultimately, business success. In a world where consumers are bombarded with a constant stream of content, messages, and advertisements, winning their attention has become a precious commodity.

Without it, your brand and message risk getting lost in the digital noise. To stand out and make an impact, you need to strategically design your marketing approach with attention at its core.

Award-Winning Creative:

One surefire way to grab attention is through award-winning creative.

Whether it's a captivating video, a visually stunning graphic or cleverly crafted copy, creative elements play a pivotal role in attracting and retaining audience attention.

Award-winning creatives are not just aesthetically pleasing; they often tell a compelling story, evoke emotions, and resonate with your target audience. By investing in creativity, you can create a memorable and shareable experience that lingers in the minds of your audience, setting the stage for successful marketing campaigns.

This holiday season will undoubtedly prove this by invoking our emotions across the board - with the undisputed heavyweight of emotional storytelling proving every year that they truly believe this, John Lewis.

Here is their 2022 Christmas Ad.

Origin Enhanced Placements:

Another key strategy to secure attention is through origin-enhanced placements. This involves letting Origin carefully select and place your content in attention spots or contexts that align with your brand and message.

Contextual relevance doesn’t just have to come from the show but also whatever comes ahead of your slot, this involves placing your content in environments that naturally complement your message. 

Primed Contextual Relevance:

In the era of personalized experiences, primed contextual relevance takes origin-enhanced placements a step further. This strategy involves not only placing your content in the right context but also tailoring it to match the user's preferences, behaviors, and interests.

Utilizing data-driven insights, you can hyper-personalize your content, ensuring that it resonates with individual users on a deeper level. This not only captures attention but also enhances the likelihood of conversion as users feel a stronger connection to your brand and your offering 

The Vital Role of ROI Tracking, Especially During the Holiday Season:

While attention is paramount, tracking return on investment (ROI) is equally crucial. Especially during the holiday season, where competition is fierce and consumer spending is at its peak, ensuring that your advertising efforts translate into tangible results is vital. Implementing robust tracking mechanisms allows you to measure the effectiveness of your campaigns, understand what resonates with your audience, and optimize your strategies accordingly.

With the holiday season being a critical period for many businesses, overlooking the importance of ROI tracking can lead to missed opportunities and wasted resources. By analyzing the performance of your advertisements, you can identify which channels and strategies deliver the best results, enabling you to make data-driven decisions and maximize the impact of your marketing efforts.

In the fast-paced world of digital marketing, attention is the linchpin that holds your strategy together.

To achieve your marketing goals, you must first capture and retain the attention of your audience. Tracking ROI, especially during the holiday season, ensures that your advertising efforts not only capture attention but also translate into tangible business outcomes.

Remember, in a world where attention is scarce, those who master the art of capturing it will be the ones who triumph in achieving their marketing objectives.

Want to talk to Lee more about this? No problem; book him right here:



Origin is an award-winning creative technology company whose zero code CTV ad formats give marketers unparalleled creative liberty in the living room and outside the home. 

Fusing pioneering production techniques with proprietary technology and direct distribution, Origin's solutions are embraced by media agencies, brands, creative teams and programmatic platforms who understand the value of being able to deliver relevant, engaging and ‘in the moment’ ad experiences to their audience.

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


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