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  • Writer's pictureOrigin

The Definition Of Creative Technology On Connected TV (CTV).

At Origin, we push the boundaries of what's possible for advertisers because the way ads run on TV today simply is not effective enough.

Brands who want to make sure their audience is physically paying attention to their ad when it runs in a way that inspires them to engage seek our assistance, because they are ready to adopt a completely unique approach to CTV advertising that proactively helps them address new challenges that didn't exist before.

These challenges are numerous and while most of them cannot be solved by the technology we've come to trust that sits 'behind the glass' (all of which remains vital), they can be solved if we leverage everything that underpins Connected TV to affect what the viewer actually sees. This is where Origin steps in.

We have spent the last 3 years defining a new kind of technological discipline that transcends 'ad tech' and sits in a class of its own - Creative Tech.

So what is Creative Tech?

Creative technology is the amalgamation of data-fed intelligence and proprietary creative 'automation' that enable advertisers to serve assets to their target audiences in the living room where the message, product or even the story itself is:

  1. Unique to the household being exposed.

  2. Time-sensitive so that they reflect 'flash deals' or current events.

  3. Responsive to brand studies and/or consumer feedback.

While on the surface some of this might apply to a handful of existing solutions, we believe that dropping an overlay or banner on top of an existing ad is not enough to get a viewer's physical attention, let alone actively engaged.

At Origin, we assert that true creative tech has the power to change the story, purpose and meaning of the asset itself. To make decisions by itself. To adapt by itself.

Because of that, we are excited to be the industry's leading creative technology company.

If you would like to see real-life examples of creative technology in action for our clients or talk about how you could use it for your next campaign, let us know -


Origin is a pioneering creative technology company whose ground-breaking Native CTV ad formats 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 CTV-only ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their voice on Connected TV.

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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