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  • Writer's pictureOrigin

Origin. The Original Architects of Native CTV Advertising.

As the original architects of Native CTV Advertising, our first to market Native Ad Formats are the dominant and most widely embraced native ctv ad formats used by the advertising industry today.

Because of this, three vital responsibilities that fall upon us at Origin, each of which we take extremely seriously:

  • UNITY: As other solutions start entering the marketplace, it remains our duty and obligation to make sure that any new Native CTV solutions and ad formats understand and abide by its purpose and definition. As such, we were pleased to learn in 2021 that The Interactive Advertising Bureau (IAB) included our primary Native CTV ad format (Slingshot) in its 'creative best practices guide for CTV'. In addition to this, it is vital that we keep our FAQ's up to date as much as possible and continue to educate brands and agencies the best way we can.

  • VALIDATION: There is an awesome responsibility that falls upon any company that brings something new to market - which is that the solution you are introducing to advertisers is 'unknown'. When we invented the first Native CTV ad format almost 3 years ago this was a challenge, but as our solutions gained momentum so did the data to back them up.

    • Case studies - For every major campaign we are given the responsibility of enhancing with one of our Native CTV ad formats, we include comprehensive 3rd party brand studies, the results of which you can see here.

    • Independent trials - during the second half of 2021, it was our privilege to be invited into the prestigious IPG Media Lab, where for three months our Native CTV ad formats were put to the test by an independent panel. Overall, they measured 20 different ways in which Origin's solutions can help amplify a brand's ability to engage viewers in the living room, all of which can be seen by downloading the report here.

  • INNOVATION: Being first to market has its advantages. Chief among those is that because we are 3 years ahead of the industry in terms of having Native CTV ad formats, we are also 3 years ahead in thinking about what can make our solutions stronger, better, faster and more even more 'friendly' to the audience seeing them. This includes:

    • Architecting agile, data-driven Native CTV creatives.

    • Inventing complementary solutions that serve to underpin our primary native ad formats.

    • Conducting ongoing, independent research into understanding not only what is needed to get a viewer's attention, but what's required to engage and activate them while they're leaning back at home.

If you would like to learn more about Origin's Native CTV ad formats, drop us a line and we'll be happy to talk -


Origin is a pioneering media & technology company whose ground-breaking Native CTV advertising solutions are reshaping the way brands engage and activate consumers on the largest screen in the home.

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


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