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  • Writer's pictureOrigin

The distinct benefits that Branded & Unbranded native content provides for advertisers in CTV.

In an age where even earning the viewer's attention on TV is already challenging, keeping it is the last thing we should ever take for granted.

Especially if you want your campaign to serve a higher purpose than simply ticking a few basic boxes.

Early on in Origin's development, we had a theory that some brands might benefit from having someone they could 'throw under the bus' when it came to delivering/priming their audience with a particular message directly ahead of their ad - the sort of message that might be negative in its connotation, but core to the solution or product they sell.

When we tested this theory, we discovered that we were onto something - and so came into existence the basis of two types of Origin native asset: Branded and Unbranded.


While fairly self-explanatory, branded Origin assets should be more regarded as 'extensions' to an ad - 15 second opportunities that allow a brand to fulfill specific objectives that their main creative cannot. That could be:

  • Informing or educating a viewer beyond what their ad tells them.

  • Offering a dedicated and 'shoppable' experience without taking up any of the valuable real estate that the ad deserves to have.

  • Promoting a specific product or service.

  • Extending social messaging in a way that validates the main creative.

  • Etc.


As already discussed, these are slightly less 'simple' because they rely on forging an emotional connection with the viewer that puts them in a certain mental or emotional headspace before the ad - and while they cannot be too 'obvious', they can't be so indirect as to fail in serving the purpose. Some examples we've executed for clients in the past have included:

  • Presenting 'hard health facts' ahead of a life insurance commercial.

  • Creating 'Winter weather alerts' for CPG's who sell household cleaning products.

  • Leverage real-time, regional weather forecasts for companies who sell gardening supplies.

  • Etc.

It is a hard balance to get right, but when you think about the type of movie or TV show someone might be watching when your ad comes on, or you pause to consider how 'invested' someone really needs to be in what you do for your message to resonate, sometimes what you need isn't as obvious as you first thought.

Besides, isn't the most powerful 'ad' the one that sells nothing?

To see examples of both branded and unbranded Origin assets - click here.

To learn more, write to us today at


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

The architects of ‘Native CTV’, Origin fuses in-house video production with proprietary ad serving technology to create highly engaging native content that is engineered to capture the attention of a room during an ad break and enhance the connection a viewer feels towards a particular brand.

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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