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  • Writer's pictureOrigin

The true meaning of creative agility in Connected TV (CTV) advertising.

The need for innovation in CTV advertising is evolving rapidly from being something agencies and brands talk about to being something they urgently need.

Coupled with this opportunity to reshape CTV advertising entirely is the duty of the people who provide solutions to make sure they stay one step ahead of what their clients are asking for - and proving that it works.

With the realization dawning that having one ad creative might not necessarily be enough to create a meaningful connection with each of their target audiences, the prospect of creative agility is taking a front seat in this race for innovation.

As is our style at Origin, not only were we aware of this need before it became a need, but we have spent 2 years developing solutions for brands that take creative agility to another level.

When we say that we mean that creative agility:

  • Is NOT about having a handful of creatives - it's about having no limit.

  • Is NOT about having smart overlays that turn a generic spot into something more relevant - it's about the message of the ad itself speaking to the precise demographic that lives within the household seeing it.

  • Is NOT about having multiple creatives for a campaign - it's about being able to change their message whenever you need.

  • Is NOT about making a bunch of ads that follow the traditional format - it's about extending the power of social marketing into the living room.

In a world where sentiment can change with the weather and earning the viewer's attention in the living room needs to be regarded as a 'value exchange', the time has come to throw the old playbook out the window.

That is what the Origin is about. It's about giving advertisers the absolute freedom to say what they want, when they want. It's about redefining what they've bee told to believe 'personal' means and manipulating the technology that underpins Connected TV streaming to make real creative agility a reality.

If you would like to talk to us about creating a truly personal and agile CTV ad campaign, reach out and let's talk -


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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