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Tips For Advertisers Planning CTV For 2023

With 2023 promising to be the year where we see Connected TV completing its metamorphosis into being regarded quite simply as TV, it's vital that advertisers who are making their plans have every ounce of knowledge they can get their hands on.

While this article by no means contains all that knowledge, one thing we are known for at Origin is that we tend to present a perspective on our beloved CTV advertising industry that you are unlikely to find elsewhere.

To that end, here are a few things you might want to be thinking about as you start your CTV planning strategy for 2023, which will help create more efficiency and better performance for you and your clients.


Double down on demanding stronger and more ambitious campaign outcomes

While life is becoming less predictable on other screens, new results-orientated solutions are springing up at the speed of light on Connected TV. Stay ahead of the curve by:

  • Separating your KPI's and campaign objectives (a topic we discuss in depth here) will help ensure you're looking at the right numbers.

  • Setting higher benchmarks for success.


Leverage the agility that the technology underpinning CTV has given us

The best way to explain this better is to share a use case:

  • A campaign we ran over the summer for VISIT FLORIDA used data fed to us by IBM Watson to create truly dynamic 15s 'native CTV ad extensions' that told viewers the day's weather forecast across the destination area immediately before they saw the client's ad.

  • This use of our flagship solution, Slingshot, drove a 73% lift in 'intent to learn more' compared to the same ad that ran without the native ad extension.


Plan on bringing social into the living room

Use the creative agility we discuss above and the ability to leverage data-fed ad creatives to bring real-time social media trends into the living room.


Factor in the thought that you might need to scale up your budgets (quickly)

It is impossible to predict how quickly CTV will continue to grow and it is equally impossible to predict how quickly you will start seeing the outcomes you want. But if (or when) they happen, you will want to be nimble and prepared to double down on what's working.


Watch ad supported TV for a whole evening, while at the same time reminding yourself that you are also a consumer

This is really important. See what you and anyone sitting around you do when the ads come on and imagine what would make your creatives more personal and more engaging.


Take a punt on new, experimental and innovative solutions

As a company that was built on bringing experimental solutions to the CTV advertising industry and proven their effectiveness to countless clients (which you can see in our case studies), we put our money where our mouth is on this front. The fact is that the traditional playbook is 70 years old and getting less and less effective every day.

Why? Because while TV has evolved and consumers have evolved - the ads we serve have not.


Use CTV advertising to A/B/C/D/E test your strategy and messaging

The best way to explain how you could do this is to share how we helped a client do exactly this:

  • A campaign we ran for a financial institution who had no ad creatives and the need to A/B test multiple storylines, taglines and CTA's in order to establish what resonated best with consumers at home. By engaging the Origin Ad Studio instead of a traditional creative agency they were able to run, track and measure attribution across no fewer than 6 different ad creatives simultaneously.


Consolidate international and mixed language CTV ad campaigns

Have you traditionally needed to invest in having two creatives produced and had to run separate CTV ad campaigns for American audiences and US Hispanic audiences? If so, consolidate them into a single campaign.

As we demonstrate in a recent article here, the progress that has been made when it comes to Dynamic Creative Optimization (DCO) and the opportunity it creates for advertisers


Reconsider your approach (& purpose) for 'always-on'

Use the ability to change messaging on a whim to speak in the moment. Whether it's running up to a seasonal event or responding to sudden things that happen, the strongest message you can ever send will be one that speaks to the moment.


The bottom line:

Leverage creative agility. Be bold. Dare to get it wrong.


Origin is a creative technology company whose pioneering Native CTV advertising solutions have reshaped the way brands engage and activate consumers on the largest screen in the home.

Fusing first to market ad formats with proprietary ad serving technology and direct distribution deals that span the media landscape, Origin's Native CTV solutions elevate attention, recall, consideration and outcomes for brands who are seeking to redefine the meaning of success 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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