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  • Writer's pictureOrigin

Imagine if national brands had a local voice in their CTV ad campaigns

Considered by many today as being the only way to go, national brands have had to follow traditional creative processes when building the story for a CTV advertising campaign which in turn has forced them to take, dare we say it, a generic approach to their ad's core message so that it can appeal to the market they're trying to capture.

History suggests that this approach 'works', but it raises three vital questions about future needs which we feel are being overlooked and yet need to be addressed now:

  1. Today's distracted generation is hit with so many hundreds of ads a day, that in order to resonate with them the brand needs to offer them something more compelling than a sanitized national message - we call it 'value exchange'.

  2. What if the benchmark for 'but it works' could be set higher than it is?

  3. Related to the second point above, with other mediums such as social media delivering diminishing returns on investment, more and more agencies/brands are looking for new performance-based marketing solutions.

The evolution of TV advertising from traditional broadcast and cable to CTV where we are now with streaming allows us to think a little differently about creative production to the point where the additional use of artificial intelligence (AI) within the creative itself has allowed us to reimagine creative messaging from the ground up.


To solve this problem and address what we predict will soon be staple requirements, we had to completely revisit not just the creative production process for CTV marketers, but the entire business model.

In this very short article, we explore both:


As we explain more in this recent article, thanks to having spent 4 years building a creative studio with animation capabilities unlike any other that from inception has explored and experimented with leveraging the vast power of AI in the creative process, we're now in a place where the product/service being presented to the viewer and even the call to action can truly resonate with their intended audience because they speak directly to them at a fundamental level. In other words, a national brand can have a local voice and send a locally relevant and personal message to every audience in every geo, demo and more.


For the above to work, the creative business model needed to be rethought and restructured - so that is exactly what we did.

  • STEP ONE: In order to find a model that allowed us to produce potentially thousands of assets for a single campaign we needed a clean slate, so we did away with the entire creative fee/retainer model.

  • STEP TWO: With that bit out the way, it quickly dawned on us that the right business model could also allow us to cater for large and small advertisers with very different CTV marketing budgets. In other words, we needed a model that was both affordable and had the potential to become MORE economical at scale - both in terms of the number of creatives they require as well as the size of the campaign itself in terms of their impression requirement.

  • STEP THREE: With dynamic creative production sitting at the core of our capabilities, we needed a model that could allow our advertisers to request changes to their assets at short notice and not be penalized.

  • STEP FOUR: Any model we adopt needed to be flexible enough to work for advertisers who wanted to work with Origin either in a 'creative only' capacity or in a 'full service' capacity where our envious portfolio of CTV media partners would be used for distribution.

Where we netted out (and which quickly proved popular and scalable) was with a simple, transparent CPM-based business model that starts in the low single digits and goes down from there depending on the number of impressions that the Origin creatives are used.


We've established (and proven) that there is no creative or technical reason why a national brand can't have a local voice; the only thing holding us back is the same thing that has held us back since TV advertising was invented - the courage to adopt something new.

If you're curious about what we talk about here or just want to shoot the breeze, drop us a line and we'd love to 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 products are embraced by brands, agencies and platforms who are looking to deliver a truly personal 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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