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  • Writer's pictureOrigin

The key difference between 'engagement' and 'interaction' in CTV Advertising.

Debate continues to stir within the Connected TV advertising world as to whether or not inviting consumers to 'do something' with/because of an ad on TV fits within the lean-back environment the ad is being seen in. The reason why there's so much debate is because the notion of involvement is so loose. At a basic level, are you:

  • Asking the viewer to use their TV remote control in a way that means they're manipulating the ad itself?

  • Asking the viewer to use their phone?

The fact is that each of these scenarios are fundamentally different. Why? Because one makes a physical connection to the ad itself and the other requires a higher level of mental commitment - and it's precisely here where at Origin we believe the line is drawn between 'interaction' and 'engagement':

  • When you want someone to click on an ad, you're asking them to interact.

  • When you want someone to pick up their phone, you're asking them to engage.

Why is this the case?

Because when a consumer is prepared to pick up their device, they are effectively ok investing in you in such a way that suggests you successfully won their interest. And if you've won their interest then you have them engaged.

Why is it important to distinguish the two?

Simple. They both lead to extremely different viewer experiences and outcomes.

Which is more powerful?

At Origin we believe that the act of being able to forge some kind of emotional connection that means you have the viewer mentally committed is more powerful. Most importantly, inviting them to engage with you on another device allows you to lead them to a breadcrumb trail that they feel comfortable following - and who knows how long they might stick with your brand then?

Where does Origin fit in?

Our very existence hinges on the ability of our Native CTV solutions to draw a viewer's interest back to the screen and get them emotionally primed for the ad they're about to see. And as we have proven through numerous client case studies, a primed viewer is a viewer who's legitimately engaged, 'in the funnel' and on the way to being sold.

In conclusion.

Achieving engagement is harder, but it has far more potential. So, aim to engage your audience and get Origin to boost the odds that you are successful in doing so.

To learn more, visit or drop us a line:


Origin is a pioneering media and advertising company whose first to market creative 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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