Albeit with 5 days left of the current financial quarter, we are both humbled and proud to share that Origin, the creative technology company that has tasked itself with building a new generation of CTV ad formats, today announced that in the first quarter of 2024 it saw a 110% increase in revenue for the premier tier of it's award-winning and flagship Native CTV ad format - Slingshot IMAGINE - compared to the same period in 2023.
Notably, this sizable growth in adoption for an ad format which is generally credited for putting Origin on the map is merely a continuation of a trend for this first-to-market Native CTV solution - Read 2023 announcement.
Also worth noting is that the growth has been fed by a healthy balance of new business being won and existing clients increasing their commitment to Slingshot - specifically those in the travel and retail sectors.
For all this to be happening in an election year where Slingshot's politics-specific variant is already proving its value, suggests there could be some even more interesting times ahead.
But here is where it gets most interesting - trends. Over the last 12-18 months, all signs have been pointing to two major, even tectonic, shifts in CTV strategies.
Awareness has given way to an almost unstoppable tsunami called 'performance', which in its own way has opened a massive Pandora's Box when it comes to defining/measuring performance (lots on that here) and to evaluating ROI/ROAS (lots on that here).
What used to be fed by little and unpredictable 'innovation' budgets now seems to be taking more of the money-pie.
During an internal discussion with the team, Origin CEO Fred Godfrey pointed out that "Growing revenue means growing trust, and growing trust means we must be doing something right." He also went on to say "However, as exciting as it is to see such steep growth in business during what is famously considered by the industry as being the slowest quarter of the year, it is also very telling. We must assume that Slingshot has graduated from being funded by 'innovation' budgets to being funded by more 'mainstay' budgets, which means we must continue to step up in the ways our customers are used to seeing and double our efforts when it comes to predicting what they might want or require next."
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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 www.originmedia.tv.