Origin 2025: A Year In Review - Movement, Momentum and Market Leadership.
- Origin
- 6 minutes ago
- 4 min read
If 2024 was about devising Origin’s formula for growth, then 2025 was about proving whether or not we really had what it takes. What came about was arguably the most defining year our company has ever had.
We went into 2025 with the goal of sharpening focus, deepening our client partnerships, introducing new brands to the living room, and proving beyond any doubt that when you commit fully to Connected TV - creatively, technologically, and strategically - the results are there for the taking.
Here is a look back at the milestones, moments, and mindset that shaped Origin in 2025.
Growth That Mattered (Not Just Growth That Looked Good)
In a market still recalibrating after years of volatility, Origin delivered +21.5% year-over-year revenue growth and even higher growth in gross profit. While slightly below our admittedly aggressive internal targets, the quality of that growth told a more important story.
We intentionally reduced reliance on open marketplace revenue and doubled down on client-direct relationships - the area where trust, creativity, and performance converge. That pivot proved prescient. Client-direct revenue continued to grow steadily, margins strengthened, and partnerships deepened.
Key signals of healthy growth:
10 new client partners joined Origin in 2025.
Multiple existing clients expanded spend 30 - 40% year over year.
Several multi-year partnerships renewed into 2026 and beyond.
This was growth earned - not bought.
Clients Who Didn’t Just Spend More - They Built With Us
Some of the most meaningful progress in 2025 came from how our clients engaged with Origin.
Brands didn’t just buy campaigns. They:
Co-created Cooperative CTV programs.
Trusted us with larger, more complex budgets.
Invited Origin deeper into creative strategy, personalization, and measurement.
Milestones included:
Expansion of our Cooperative CTV model into new verticals.
Origin’s largest single IO to date from one of our longest standing clients, Macy’s.
Renewals and expansions with long-standing partners including Chinet and Visit Florida.
Perhaps most telling: clients stayed - even when agencies changed. That kind of continuity only happens when the work works.
Product Innovation That Stayed Grounded in Reality
2025 wasn’t about shipping products for headlines. It was about building tools clients actually used.
Highlights included:
Launch of the dynamic PMP-based Slingshot product.
Continued evolution and adoption of Origin Aperture, immediately embraced by CPG and travel brands.
Increased use of data-driven creative optimization, enabling in-flight creative edits and personalization at scale.
Across every release, one principle guided us: innovation must earn its place. If it didn’t improve storytelling, relevance, or performance, it didn’t ship.
Recognition That Reflected the Work (Not the Other Way Around)
In September, Origin was honored with the Cynopsis Media Impact Award for Creative Personalization.
While awards are never the goal, this one mattered - because it validated what our clients already knew: advertising works better when it’s human, relevant, and respectful of attention.
It recognized years of effort to:
Combat ad fatigue.
Make CTV creative adaptive, not repetitive.
Personalize without losing craft.
We celebrated - then got back to work.
A Team Built for What’s Next
Behind every milestone was a team that grew with intention. In 2025, Origin expanded its headcount by nearly one-third, adding senior talent across:
Product.
Creative & Studio.
Revenue & Partnerships.
Operations & Technology.
Key leadership hires included:
Head of Product.
Chief Revenue Officer.
Creative Director.
Brand Partnerships leadership.
This wasn’t about scale for scale’s sake. It was about building the infrastructure required to support bigger ideas, larger clients, and more ambitious execution - without losing what made Origin special. We also announced the company's first formal Advisory Board.
Where We Fell Short (And Why That’s OK)
Not every goal landed exactly as planned.
We aimed higher on new client acquisition than what materialized. Some opportunities moved slower than expected. Others required more education than the market was ready for, yet.
But those lessons sharpened our focus:
We learned where Origin wins fastest.
We clarified which clients benefit most from our model.
We reinforced the importance of saying no as often as yes.
The result: a healthier pipeline and clearer positioning heading into 2026.
What 2025 Ultimately Proved
2025 proved that Origin’s thesis holds:
The Connected TV screen deserves specialists.
Creative and media are strongest when built together.
Long-term partnerships outperform short-term wins.
Innovation works best when it’s in service of storytelling.
Most importantly, it proved that clients don’t just want vendors - they want collaborators who think, care, and build alongside them.
Looking Ahead
As we move into 2026, the confidence shown by our clients, partners, and team is both humbling and energizing.
The foundation laid in 2025 positions Origin to:
Scale Cooperative CTV across new categories.
Push creative AI deeper into production and personalization.
Expand internationally.
Continue redefining what great TV advertising can be.
2025 wasn’t just a strong year.
It was a signal.
And we’re just getting started.
If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.
Origin is a multi-award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.
Learn more at: originmedia.tv