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  • Writer's pictureOrigin

The Age of 'Dead Air' is over. The next generation of ad slate is here.

The way most channel owners solve for unused or unsold time in a linear ad break hasn't changed for 70 years. The solution they've adopted to fill 'dead air' has been a 'filler' or 'slate' that simply informs the viewer:

While this is indeed an easy way to replace what would otherwise be a 'dark screen', the problem is that it is:

  • Boring.

  • Unattractive.

  • Expensive to run.

  • Credited with causing viewer 'churn'.

  • A waste of valuable real estate.

Following 9 months of R&D, industry diligence and relentless testing, Origin has brought to market a turnkey solution for channel owners that replaces legacy filler with highly engaging, dynamic content that has been meticulously engineered to solve these problems.

Baked into its design, Origin Slate benefits every touch point in the chain (channel owner, advertiser and viewer) by:

  1. Keeping viewers entertained while they wait for their show to return.

  2. Giving channel owners a highly customizable, turnkey solution that delivers a better experience, new real estate to promote content and an effortless source of revenue.

  3. Offering advertisers a new way to reach consumers.

Here is how Origin Slate creates value for each of these key touch points:

The viewer

Origin Slate creates a highly engaging native content experience that is:

  • Entertaining.

  • Mentally engaging.

  • Contextually relevant to the channel they are watching.

The channel owner

With a wide variety of highly customizable slate templates to choose from, Origin Slate enables channel owners to run native content that is fully branded, contextually relevant to their channel and housed/served the same way as their old fillers. The result is:

  • A higher quality viewer experience.

  • A reduced chances that a viewer will churn.

  • A new way to deliver promos, tune-ins and other messages.

  • Highly monetizable real estate that makes money vs costing money.

The advertiser

A completely unique advertising format, Origin Slate provides advertisers with a new way to reach their audiences on Connected TV. Designed for easy and seamless sponsorship, Origin Slate:

  • Has the capacity to serve as a brand's sole CTV presence.

  • Can be used in conjunction with an existing ad campaign to enhance messaging.

  • Is customizable in ways that allows the use of QR codes or other engagement techniques that typically require time for a viewer to engage.

  • Is a highly affordable way to maintain or elevate brand presence in the living room.

  • Is flexible enough to accommodate either fixed or incremental budgets.

(demonstration purposes only)

The age of sleepy fillers that cost channels money and viewership is over. The era of Origin Slate is here.


Origin is a pioneering media and technology company whose first to market native advertising solutions are reshaping how brands engage and activate consumers on Connected TV.

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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