Dynamic Creative Optimization + Planning & Delivery + Measurement - Your Guide To Origin's Unified Full Service CTV Offering.

In this article, we outline how Origin's unified full service offering gives media buyers an easy way to unify dynamic creative optimization, campaign targeting and third party measurement into a single transaction that will enhance brand messaging and elevate campaign performance - while reducing your workload.

Divided into three core pillars: Design & Enhance, Plan & Deliver, and Measure & Optimize, each pillar uses proprietary tools and services built by Origin exclusively for Connected TV ad campaigns and which have been fine-tuned to perfection.

Here is a downloadable graphic that explains Origin's unified full service offering and directly below is a more detailed explanation of each of the three steps.

click image to expand and download

Step 1: Design & Enhance

A 30 minute creative call with your dedicated Origin team will determine which of Origin's zero-code creative optimization solutions will best serve your campaign objectives:

1. Slingshot: A suite of 15-second ad extensions which are scratch-built for each creative. These extensions provide brands with versatile ways to engage audiences without requiring coding expertise.

2. Aperture: Dynamic creative overlays that adapt in real-time to audience interactions, ensuring personalized and relevant ad experiences.

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Step 2: Planning & Distribution

While Origin's in-house team of writers, designers and motion graphics artists set to work on building the creative experience that will enhance your core creative, our Operations team will be preparing your enhanced creatives for delivery. Unlike any other solution in market today, key features in the planning stage include:

• Data Ingestion: Leveraging 1st-party and 3rd-party data for precise targeting and audience segmentation.

• Geo/Audience-based creative pairing: This is where rules are set that will ensure the right enhanced creative goes to the right viewer. Example: viewers who have a loyalty card to store get messaging aimed at reminding of their perks, while viewers who do not have a loyalty card see reasons why they should sign up.

• A/B Testing: For this to work perfectly, Origin's Operations team coordinates with the Creative team to understand the who/how/why/what is being sent and what needs to be measured independently in order to guarantee clean data collection.

• Media Planning: Direct distribution through Origin's unique portfolio of CTV publisher partners ensures your ads reach the right audiences efficiently, with zero breakage and as little waste as possible.

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Step 3: Measure & Optimize

Nothing is more important to us than you knowing that your budget is in good hands, and that the objectives and standards your client is holding you to are being fulfilled. To ensure this happens, Origin will apply continuous in-flight measurement using trusted third parties who specialize in the areas being measure, and this information will be used for two purposes: reporting and ongoing campaign optimization.

Uniquely, and only made possible by proprietary creative technology that underpins Origin's creative optimization capabilities, the data we collect will be fed back to the studio, so that further creative enhancements can also be made during the campaign. The key areas of focus for most Origin CTV campaigns include:

1. Attention/Engagement: Through our evergreen strategic partnership with TVision, we will be tracking whether or not viewers are physically paying attention to your Origin enhanced CTV campaign.

2. Awareness/Recall: Foundational to most campaigns is a desire to know whether or not your campaign is driving the two most vital top of funnel metrics - brand awareness and ad recall. We always measure these, even if the goal of your campaign is to take viewers deeper into the funnel.

3. Education: If your plan is to send viewers into the funnel, but not necessarily all the way, we will measure consideration, favorability and intent.

4. Performance: Origin is no stranger to working with media buyers who need their CTV budgets to deliver a tangible ROI, so if your campaign is looking for sales lift then thanks to cutting edge partners such as Claritas and NCSolutions, we will measure it.

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Origin's Mission Statement in 90 seconds

To download a one sheet of Origin's unified full service CTV solution:

ONE SHEET - Origin Full Service Offering 2025.pdf

Download PDF • 3.09MB

Conclusion

Origin's Full Service CTV Solution has redefined what it means for media buyers to be successful on Connected TV. A turnkey solution for new and veteran CTV media buying teams that combines award-winning dynamic creative tools, data-driven targeting and creative messaging, plus advanced analytics to maximize campaign performance means every base is covered and you don't have to lift a finger.

In short, it takes the workload off your plate and makes you the hero by empowering you to deliver a truly impactful, personalized CTV campaign for your client.

If you're still not convinced, browse Origin's 30+ CTV case studies by clicking here.

If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.

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ABOUT ORIGIN 

Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.

With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.

Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.

Learn more at: originmedia.tv