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How To Create The Perfect CTV Ad

The perfect CTV ad is about two things: 1) brands doing everything they wish they could do on the largest screen in the home and 2) having a creative that addresses the challenges of living room advertising. But before you read on, the first thing we need to do is understands the limitations of traditional creative best practices.

Forgotten? Ok, good.

The rise of Connected TV has brought with it opportunities for advertisers to carry the power and potential of digital advertising into the living room and it is for this reason that the perfect CTV ad is a very different thing to what the perfect traditional ad creative is, or used to be.

Let's start by being clear about the limitations of traditional TV ads.

  • Generic - The traditional TV ad format mean that the ad created is typically the only ad that runs. While they may be beautifully crafted, visually stunning and often highly entertaining, the problem many traditional TV ads have is that they are limited to sending a single, generic message.

  • Impersonal - Tied to the point above, it is hard to make a traditional TV feel personal. While many might say that 'personalization' is resolved by targeting an ad to the right audience, that makes it relevant - not personal.

  • Repetitive - By and large, prevailing best practices means only one ad will be made for an ad campaign. When you take into account the rising attention deficit issue problem associated with engaging viewers in the living room and the subsequent need to have a fairly high exposure frequency, this runs the risk of an ad becoming repetitive.

  • Expensive - The process of making a TV ad is expensive. It comes with high up front costs and hefty retainers.

  • Slow - If there is one thing we have all learnt, it's that the world can change on a dime.

Bearing all of the above in mind, let us switch gears and talk about how the technology underpinning Connected TV has empowered brands to make the perfect CTV ad.

Here is everything to consider when creating a strategy for a CTV ad that packs a punch.

  • Data is good for more than targeting - All smart marketers understand the value of using 1st and 3rd party data to help ensure their CTV ad runs in the right home. But beyond this, data can also be used to control the story or message itself that is running in that home. How? The creative technology that companies like Origin have invested in has created the potential for every ad that runs in every living to be unique.

  • Tell a sequential story - Coupled with the point above, layering in national or regional survey responses from households who respond to your questions to turn a CTV ad into a story that carries the viewer further down into a funnel. For example, if a household that saw your CTV ad responds to a survey suggesting an intent to learn more, make the next CTV ad they see one that gives them the information or call to action (CTA) they need to learn more.

  • Stay agile - As we said earlier, the world has proven that it can change on a dime, as can the tastes and needs of your target audience. Because of this, the perfect CTV ad needs to be responsive to events as they happen in real-time.

  • Experiment and fail - Whether it's testing a shoppable CTV ad or testing a new creative narrative, try new things. It is difficult to know what's going to resonate until you try.

The perfect CTV ad is personal. The perfect CTV ad is agile. The perfect CTV ad is intelligent. Thanks to the technology and flexibility that underpins Connected TV, marketers' ads can do all of this.

If you want to learn more about how we create CTV ads in the Origin Ad Studio, click here or drop us a line:


Origin is a pioneering creative technology company whose first to market Native CTV ad solutions are reshaping the way brands engage and activate consumers on the largest screen in the home.

Fusing dynamic content animation with proprietary ad serving technology, Origin's proprietary Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their voice on Connected TV.

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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