top of page
  • Writer's pictureOrigin

Origin Proves Effectiveness of its Native CTV ad formats following 3 month trial in IPG Media Lab

Following three months of comprehensive trials in the prestigious IPG (MAGNA) Media Lab that involved both neuroscience studies and lab tests with over 800 participants, we are excited today to share the results of what happened when we put our flagship solution, Origin Slingshot, through the paces.

The three brands who agreed to test Slingshot were T-Mobile, Norton Anti-virus and Energizer. The reason these brands were chosen was because it allowed the Media Lab to test the effectiveness of our solutions across different verticals.

There were two principal reasons why we chose to have IPG conduct these detailed trials:

  • To gain a deeper understanding of the neuroscience behind both bringing a viewer's attention back to the TV screen and forging a mental or emotional connection that elevates and amplifies their interest in the client's core message.

  • To learn. While it is pleasing to see our first to market Native ad formats continually break records both in trials and in live campaigns as our case studies demonstrate, 'good' is quite simply not in our vocabulary. In other words, 'good' is never good enough.

This is the kind of thing we wanted to learn more about:

We are living in a world where the true power of Connected TV advertising is starting to be recognized and we are proud to be on the bleeding edge of what this means for brands who want to see the living room serve a greater purpose than it does today.

To download the full report - CLICK HERE.

If you are not familiar with Slingshot, you might enjoy clicking here or watching this 1.5 minute explainer:

If you would like to speak to one of our team about how you could use Origin in your next campaign, drop us a line and we'll talk:


Origin is a pioneering media & technology company whose ground-breaking creative ad formats are reshaping the way brands engage and activate consumers on Connected TV.

Fusing dynamic content animation with proprietary ad serving technology, Origin's first to market ad formats elevate attention, brand recall, consideration and outcomes for brands who are looking for a stronger return on their CTV investments.

Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at

For Press Enquiries, email:


bottom of page