For 75 years, traditional television advertising has relied on interrupting shows with commercial breaks - an approach that has arguably (and to an extent understandably) prioritized advertisers over audiences.
Over time, it has led to a one-sided conversation that has ended up missing the mark and risked leaving viewers feeling 'used' instead of entertained.
However...
The good news is that the new era of TV we are in, Connected TV (CTV), has the tools to revolutionize this outdated model - and it starts by introducing innovative and dynamic ad formats that prioritize the viewer experience, while at the same time giving brands the platform they need to be seen.
In fact it goes further - where the traditional expectation for brands and TV advertising used to be 'brand awareness', these formats have the power to drive consumers the entire way through the purchase funnel (click here for Origin's latest performance-based campaign case study).
Instead of imposing irrelevant ads that disrupt the flow of content, creative formats such as Slingshot and Aperture allow integrate personalized messages that act as seamless extensions of the shows and movies audiences love. By delivering meaningful and engaging content tailored to individual interests, we're physically and provably transforming TV advertising from being a disruptive force into an experience that has the potential to provide an exchange of value.
Brand generates interest < > Consumer reciprocates with their time and attention.
This isn't just an evolution in advertising - it's a revolution aimed at reimagining ad space and empowering consumers. Through thoughtful experimentation and a commitment to enhancing the viewer's journey, we are standing at the threshold of redefining high-value exchange between brands and audiences.
Brands are no longer merely broadcasting a message; they're building relationships rooted in mutual respect, genuine interest and trust.
But we're not finished yet...
Value Exchange: Offering Genuine Benefits for Data
Today's consumers are more informed and cautious about their personal information than ever before. If they feel their data is mishandled or their attention taken for granted, they're quick to disengage. To build lasting loyalty, brands need to focus on transparency and offering genuine value. Consider these critical questions:
What value are we offering to consumers in exchange for their data?
We encourage advertisers to define the specific benefits, services, or experiences they provide in return for data collection. This helps clarify what's truly valuable from the consumer's perspective.
Do consumers understand and feel comfortable with how their data is used?
Transparency and trust are key. Advertisers should communicate data practices clearly, ensuring consumers feel secure and respected in their data exchange.
How does our use of consumer data improve their experience meaningfully?
Evaluate whether personalization and relevance achieved through data actually enhance the consumer's journey, ensuring that the benefits outweigh any perceived intrusion.
It's possible that when consumers see that a brand respects their data and offers something valuable in return for the information they do have about you, they're more likely to engage positively.
Data-Driven Efficiency and Creativity
Beyond placement, data in CTV informs the entire creative process - shaping the look, message, and emotional appeal of ads. This deep integration ensures that advertising content is not only seen but also felt, forging stronger connections with viewers.
Overexposure can lead to ad fatigue and negative brand sentiment.
CTV strategies prioritize impact over frequency. For example, some campaigns have met their goals with just one ad exposure per household per month. This approach maximizes effectiveness while minimizing viewer annoyance, proving that less can indeed be more.
Breaking Away from Traditional Ad Breaks
The outdated model of the commercial break is being replaced by methods that align with modern viewing habits. Brands must shift from interrupting content to enhancing it, earning viewer attention through genuine value. CTV allows for seamless integration of advertising that complements rather than disrupts, respecting the viewer's time and preferences.
As Origin's CEO Fred Godfrey says, "The entire TV experience matters, not just the show. All of it, from the movie to a brand's message needs to be about one thing, and one thing only - 'offering value by way of entertainment'."
Conclusion
Origin offers a transformative suite of solutions that centralize meaningful interactions between brands and viewers through high-value exchanges. Embracing this model not only respects the audience but also amplifies advertising effectiveness in today's digital age.
If you'd like to speak with an Origin specialist about anything you've read in this article - click here.
Origin is an award-winning Creative Technology company whose zero code CTV ad formats enable marketers to deliver dynamic and responsive ad experiences in the living room and outside the home.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s off-the-shelf and custom solutions are trusted by agencies, brands, creative teams and programmatic platforms who want the ads they run to get the attention, engagement and outcomes they deserve.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that to win a viewer today, we must look beyond how it was done yesterday.
Learn more at: originmedia.tv
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