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  • Writer's pictureOrigin

Origin joins IAB to impact CTV advertising growth

Origin has joined over 650 companies as a member of the Interactive Advertising Bureau (IAB), setting their sights on contributing to the standards that are set in Connected TV advertising, with a specific focus on 'Native CTV'.

Growth in CTV advertising is expected to continue its acceleration, with nearly three quarters (73%) of CTV buyers reporting a shift in their budget allocation from broadcast and cable to CTV in 2021, with more than a third (35%) of them expecting to increase their CTV video ad spending during the same period.

Because of this, the industry requires sharper focus than ever before on Connected TV as a standalone ad format, as it is often mistakenly lumped into other categories of digital advertising such as 'digital video' or 'OTT'. Thankfully, with Origin's focus being exclusively on CTV advertising vs any other screens, this puts them in the position of being able to provide a unique perspective for the IAB.

While budgets allocated for CTV only appear to grow, true innovation that seeks to improve the viewers' experience has remained somewhat stagnant. As such, Origin's first to market Native CTV solutions (which are fulfilled both programmatically as well as via a fully managed service) have rewritten the rule book when it comes to elevating the attention a viewers pays to an ad they see on Connected TV, in doing maximizing the efficiency of a brand's marketing investment.

Executives from Origin have joined IAB committees, councils and working groups to contribute to the evolving conversation around CTV through the IAB's research, podcasts, events and webinars.

Origin is a pioneering media and advertising company whose first to market creative solutions are reshaping how brands connect with consumers on Connected TV. The original architects of ‘Native CTV’, Origin’s in-house studio produces engaging native content for advertisers that is designed to capture the attention of a room during an ad break, immerse the audience in active dialogue and elevate the connection they feel with the brand. Origin Media was founded by media veterans Freddie Godfrey and Stephen Strong, whose success has been shaped by a relentless commitment to disrupting the status quo.


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