How CTV is Transforming Television Advertising and Content Delivery - A Live Panel Discussion at TVOT NYC 2025
- Origin
- 3 days ago
- 3 min read
Connected TV (CTV) is reshaping how audiences watch television and how advertisers reach them. As more viewers shift from traditional TV to internet-connected devices, CTV platforms are becoming central hubs for content and advertising. This change is driving new opportunities in programming, advertising formats, and data collection, which in turn influence the evolution of TV operating systems (TVOS) and the overall viewer experience.
While there is no knowing the direction this live panel discussion will take, here are a few thoughts as to where it might go as Origin CEO - Fred Godfrey - takes the stage with:
Dallas Lawrence, Chief Strategy Officer, Telly
Jason Fairchild, CEO, tvScientific
Mark Lee, Head of North American Content Business Development, LG Electronics
Rob Caruso, VP Product Management & User Experience, Ventura TVOS, TTD
Colin Dixon, Lead Analyst, nScreenMedia (Moderator)
New Advertising Formats on CTV
CTV enables advertising beyond traditional commercials. New ad formats powered by emerging creative technology allow viewers to engage directly with content, such as
scanning codes to learn more (see Origin's nationwide survey on QR code advertising on CTV) or making purchases without leaving the screen. Shoppable ads are gaining traction, letting consumers buy products featured in shows or ads instantly (see Origin's nationwide survey on Shoppable CTV here). This direct connection between advertising and retail creates a seamless path from discovery to purchase, benefiting both brands and viewers.
Data-Driven Insights from CTV Viewing
Unlike traditional TV, CTV platforms collect detailed data on certain viewer habits. This includes what content people watch, when they watch it, and even how they engage with ads. Advertisers use this data to tailor campaigns more precisely, improving relevance and effectiveness. For example, a sportswear brand might target ads to viewers who watch fitness programs, increasing the chance of engagement.
Emerging Programming Services on CTV
CTV platforms host a growing variety of programming services, from subscription-based streaming to free ad-supported channels. Viewers find content through personalized recommendations powered by AI, making it easier to discover new shows and movies. This diversity challenges traditional cable models and offers more choice and flexibility to viewers.
Impact on TV Operating Systems
As CTV grows, TVOS must adapt to support new advertising formats, data collection, and content discovery features. TVOS updates improve user interfaces, making it easier to navigate interactive ads and access shoppable content. They also enhance privacy controls, balancing data use with viewer trust.
Future Innovations Powered by CTV and TVOS
The interaction between CTV platforms and TVOS will continue to drive innovation. For instance, future TVOS versions might integrate voice commands to interact with ads or use augmented reality to enhance shopping experiences. These developments will create richer, more engaging viewing environments that blend entertainment, advertising, and commerce seamlessly.
To learn more and register for this one day event - click 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
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