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The Great Reshaping of CTV Advertising Spend in 2022

This article is not about repeating what others have written about CTV advertising in 2022. This is about what we are seeing first-hand at Origin. This is about the trends that we are seeing as CTV ad spend continues to accelerate.

  1. Confidence is growing.

  2. Need is growing.

  3. Expectations are growing.


There are a number of reasons why confidence in CTV advertising is growing. A few of these are:

  • The level of knowledge and understanding in CTV on the agency side has skyrocketed in the last 12-18 months.

  • Measurement and tracking solutions get better every day.

  • The age old fact that it is easier to follow than lead is showing through, which is causing a much needed ripple-effect.


We all know this already, but eyeballs are moving away from traditional TV and towards Connected TV (or TV as we call it at Origin). This means that making the investment into CTV is becoming an inevitable part of more plans, whether the buyer likes it or not.


Possibly the most exciting change that is reshaping CTV ad spend in 2022 is the growth of our clients' need for performance. Now, this does not necessarily mean they all want full funnel conversations in every campaign, but agencies and brands are rapidly moving beyond the narrative of TV being an awareness play and looking for results. These results could be a few things, all of which are easily trackable via brand studies where the viewers are surveyed (something we do for every single campaign):

  • Purchase consideration (one of our recent campaigns tracked a 110% elevation in purchase intent by viewers who saw an Origin-enhanced ad vs the ad alone).

  • Search intent (in a trial conduced by the IPG Media Lab, viewers who saw an Origin-enhanced ad were 84% more likely to look up the brand online).

  • Brand favorability (in the same IPG trials, we created a 150% increase in brand favorability when the ad was amplified by our Native CTV ad formats).

  • Perception that the brand is more innovative than its competition (also in the Media Lab trials, brands were 58% more likely to be regarded as innovative).

Results matter and proving that the money is being well spent trumps all else.

If you count yourself among the many who are starting to increase your investments into Connected TV and want to talk about what we discuss above, drop us a line and we'll be happy to 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

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