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  • Writer's pictureOrigin

New TV. New audience. New rules. The clear and present danger facing CTV marketers today.

Article written by Lee Harrison, Head of Sales Strategy at Origin

The value of the 'TV' ad break as we know and rely on it today, is in peril.

Bit dramatic?

Plus, aren't we in the business of ads and ad breaks?

Indeed we are, which is why I'm writing this.

In the age of what we should be regarding as TV2.0 (aka Connected TV, aka CTV), viewers are increasingly ignoring ads and advertisers are hunting for new ways to bring them back. It represents one of the largest challenges to face the advertising industry in its long history and requires a response that can only be addressed once two things happen:

  • Acknowledgement of this fact.

  • Acceptance that we need a way of making ads more enjoyable.

On top of all this, layer on the fact that while in the past we were fine with viewers passively watching ads (because they only one part of a broader strategy whereby their task was that of simple brand recall and reinforcement), more is needed - especially at a time when other formats such as social are delivering diminishing returns.

The Mobile Revolution

As we navigate the evolving landscape of advertising, there's a pivotal player that can no longer be ignored: the mobile phone. Look down at your desk, now back at your screen, now back at me. (I bet you saw your phone in the act).

Personally, for me, my phone and I have a love-hate relationship – I love to hate the fact I love wasting away my time on it. And the moment that 1:30 ad countdown timer pops up in the show I'm watching, so begins the doom scroll!

Redefining Engagement

But what if we could transform this perceived interruption into an opportunity? What if ad breaks weren't just a time to do something else, but a seamless continuation of your content viewing experience? Enter the world of creative storytelling and true emotional engagement. Picture this: you're engrossed in your favorite show, the tension is building, and just as the characters leave you hanging, a new content and engaging ad seamlessly slides onto your screen, capturing your attention without a jarring interruption.

The Rise of Native CTV

Cue Origin. This new breed of audience demands your time, intelligence and respect more than it ever has before. Our ads cannot just sell products; they must tell stories. They must draw you in like a siren with captivating narratives that leave you both entertained and intrigued - which is not easy. I mean, how do you even begin to approach the challenge of selling your product in this way? Well, we think we have an idea (and to be fair, we have an entire raft of case studies and even an award) that suggests we might know a thing or two). Why? Because the one law the underlies everything we do falls to being able to transport someone from being a passive viewer to an active participant in the brand's universe.

A Personal Journey

Moreover, the power of data-driven insights allows Origin to cater to your preferences, making each ad feel like it was meant for YOU. These ads aren't just trying to sell you something; they're inviting you to explore, to engage, and to immerse yourself in a world that resonates with your interests. With the help of advanced algorithms, the way we create ads means they understand YOU.

Seizing the Moment

As the ad break evolves into an engaging narrative, we're witnessing a pivotal moment in the world of advertising. The death of the traditional (linear) ad break isn't a funeral dirge; it's an invitation to innovate, to adapt, and to embrace the changing tides of viewer behavior. The rise of mobile isn't a villain – it's the catalyst for a revolution that's redefining how brands and viewers invite interaction. We didn’t start using our phones to buy things because they were better, we did it because we wanted to.

So, the next time you feel that familiar 1:30 timer approaching, remember that it's not the end; it's just the beginning of a new era in advertising. And the question is, are you ready to step into the world we've been playing in for almost 5 years now and explore the future of engagement? Look at your screen, now back at me. Your journey is about to begin.


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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