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Read how Origin is redefining ad formats in Digiday's Future of TV Briefing, September 2021

In this week's Digiday briefing, Tim Peterson dives into the topic of innovation in CTV advertising, saying that:

"TV's age-old 15 and 30 second spots sufficed for eons. But the streaming era has introduced some urgency for the TV and streaming advertising industry to uncover ad formats that audiences will be more willing to sit through."

He goes on to say:

"In addition to TV networks and streaming services subtracting the amount of ads they air each hour, companies like Origin are endeavoring to ease the standard commercial interruption."

What does he mean by that? Well, while there are numerous companies in the marketplace with solutions that help increase the effectiveness of an ad when it is seen, they all face one considerable challenge. As Peterson says:

"[Those solutions] assume an advertiser has a person's attention in the first place, which is where Origin saw an opportunity to revamp the legacy ad placement."

As Origin CEO Fred Godfrey said:

"Ad breaks exist. They are moments in time that are already there. What we're doing is challenging why they should only contain ads."

What does he mean by that? At Origin, we augment regular ad breaks by injecting carefully crafted short form, 15 second native content into the break, directly ahead of or around the ad. Named Toppers, these animated clips are produced by our in-house animation studio and are engineered to bring the audience's attention back to the screen (when it is probably on their phone) as well as immerse them mentally or emotionally in a certain mindset that suits the ad.

For example, a Topper designed to run ahead of an ad selling robot mops might tell a viewer how many germs and bacteria they drag into the home on their feet (an execution that saw Origin received a nomination for 'Best Use of TV' in the 2021 Drum Awards).

The fact is that the rapid ascension of Connected TV has led to this need for advertisers to adopt new ways of not just reaching, but winning the competition for attention with consumers in the living room.

And at Origin, everything we do is about helping advertisers do exactly that.

Read the full Digiday article here.

Learn more about Origin's first to market Native CTV advertisings solutions here.


Origin is a pioneering media and technology company fusing agile content production with proprietary ad serving technology to create first to market native advertising solutions for brands who want to engage and activate consumers on the largest screen in the home.

The original architects of ‘Native CTV’, Origin’s in-house animation studio produces engaging native content for advertisers that is designed to capture the attention of a room, immerse the audience in active dialogue and elevate the connection they feel towards a 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. Learn more at


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