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'Not another f*****g CTV prediction! Origin employee shares a critical perspective of Origin's own 2024 CTV predictions.

Or, as Lee Harrison (Head of Sales Strategy for Origin) puts it himself..."or my accidental resignation."

The following article was written by, you heard it right, Origin employee Lee Harrison.

Disclaimer: Before we dive into the whimsical world of Fred's crystal ball predictions, let me just throw in a little tidbit – Fred happens to be my CEO. So, here I am, toeing the line between satire and gainful employment and hoping that my sense of humor aligns with his.

Fred, if you're reading this, I promise it's all in good fun – just consider it my creative contribution to the CTV comedy hour you promised me in 2024.

Note from the CEO: Hmmm, thank you Lee? I will take that under advisement.

Now, onto the main event!

Ok, strap in, folks. Fred from Origin has once again donned his wizard hat and tried to predict the future of CTV advertising in 2024. 

Prediction 1: AI Takes On Creativity

Brace yourselves, ad-world enthusiasts. AI is gearing up to be the Shakespeare of advertising. Picture an AI crafting slogans like 'To click or not to click, that is the question.' Kudos, Fred – the bots are taking center stage, and it's going to be quite the show.

Note from the CEO: Skynet man, Skynet.


Ever worry your phone's eavesdropping? Well, get ready for it to stand up and start chiming in. Imagine everything becoming your personal Alexa or Siri. All the knowledge you seek? Already known before you even know you want to know it.

Welcome to the future – where even your tech gets a little too chatty. My speaker, computer and phone, already give me enough personalized content, I can’t wait for that television to join them.

Prediction 2: Performance – Finally Defined

Ah, the elusive quest for the meaning of performance – a journey that's felt like a century-long debate.

According to Fred, 2024 is the promised year of agreement. As I ponder whether it's the definition of performance or just a realization that a coin toss might have expedited the process, I can't help but imagine a collective sigh of relief across the industry. Brace yourselves for the grand unveiling of the 'performance' truth – a revelation that might just redefine our coin-flipping skills.

As a dedicated CTV user, I can't help but express a sense of gratitude for the industry's ongoing quest to define performance. Knowing that 2024 might bring clarity to this debate is music to my binge-watching ears.

A special shout-out to the industry for realizing that us users aren't just couch potatoes; we're connoisseurs of the click and champions of the channel surf.  It feels like a nod to the countless hours spent navigating through the vast sea of content.

Finally, the acknowledgment that our preferences, choices, and engagement are integral to the equation.

So, thank you, dear industry, for recognizing the value of us CTV users – may this newfound understanding lead to even more tailored and enjoyable content experiences in the year ahead. Here's to a future where our remote control skills are acknowledged as an art form.

Prediction 3: Benchmarking Gets a Fresh Makeover

Out with the old, in with the bold. Benchmarking is stepping into the spotlight with a makeover that screams the oh so bloody obvious, "Results matter." Forget the catwalks; it's time for numbers to shine.

It's like a high-stakes fashion week for financial chaos, and we're all about seeing the numbers slay the runway. Results, darling, are the new black. Strut that benchmark with impact.

Results, my friend, are not just a trend – they're the haute couture of the financial world. (As I write this Devil wears Prada just started, so I think I may have hit that theme a little).

Prediction 4: ROAS/ROI – The Holy Grail

Thanks for the promo Fred, and I 100% agree that the live discussion I am moderating on 18th Jan is the only event you should care about in January 2024.

Note from the CEO: Career advice - don't let your new celebrity status go to your head.

If CTV and ROAS is on your mind, you should watch it - to sign up,  click here and let me give you your details.

Prediction 5: Creativity Takes the Spotlight

Break out the confetti cannons because creativity is finally getting the recognition it deserves. Forget about targeting and measurement; it's all about a new era of storytelling.

Move over Hollywood, creativity is on its way back, and it's ready to steal the show with a burst of imagination that could outshine even the brightest Hollywood stars!

Seems like Fred's been channeling his inner time-traveling blogger, taking a sneak peek at my masterpiece from 2023 and calling it a "prediction." Bravo, Fred, for turning my past genius into your future predictions. I can only assume his crystal ball is equipped with a 'Ctrl+C and Ctrl+V' function! 🤔

Note from the CEO: Busted.

From robot baristas to benchmarking fashion shows, it's safe to say that the future of CTV advertising is looking bright.

Here's to Fred and his whimsical crystal ball.

On a serious note, heartfelt thanks for the excellent guidance and stewardship throughout 2023.

Note from the CEO: Aawww, shucks.

To everyone reading this, warm wishes for a joyful holiday season and lasting happiness.

Final note from the CEO: while we are indeed poking a little fun at one another here, if there is one thing I want more from the team I help look after at this company, then I don't know what it is. Hidden within this article by Lee is serious stuff - stuff we're never going to find if we all go about our day agreeing with one another on everything.

So, Lee? This was a solid risk and your job here at Origin is safe.

For today anyway :)


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


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