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The Connected TV industry is riddled with confusion, even misdirection. On top of that, what we do at Origin is so unique that it's vital we address not just what we do to improve the impact and recall of advertising on Connected TV, but some of the fundamentals about our industry as well.

What is the correct way to define OTT?

  • Streaming content (e.g. movies and shows) that is delivered through the internet instead of a traditional cable or satellite service.

  • Screens: Mobile | Tablet | Desktop | Laptop | Connected TV

What is the correct way to define CTV?

  • Any television that has an internet connection or is connected to the internet via a streaming device (e.g. Roku), gaming console (e.g. PS4) or set top box.

  • Screens: Television

What's key the difference between OTT and CTV?

The screen. Anything that is streamed through the TV, regardless of the device being used (the TV itself or an internet connected stick/console) is Connected TV. 

CTV is OTT, but OTT is not CTV. If Connected TV wasn’t such a unique and powerful place for advertisers to invest their money, then breaking out CTV and OTT might not be necessary. CTV is simply a deepening of the definition, nothing more.

Read our blog on the topic here.

What is the definition of Native when it comes to CTV?

As the architects of Native Advertising on Connected TV (Native CTV for short) it's Origin's job to make sure it is clearly defined, and that its definition is true to the fundamental premise and purpose of Native Advertising. Read the full definition here.  

Where does Origin's native content run?

Inside the ad breaks of movies and TV shows that people stream through their Connected TV.

Why does Origin only focus on CTV?

There are numerous benefits to focusing on the largest screen in the home and they go beyond the fact that it is a 100% viewable environment with >99% completion rates.

Read our short blog post on the benefits of Connected TV over other screens in the OTT universe here.

How do viewers interact with Origin's native content on TV?

At Origin, we believe that successful ‘interaction’ with a viewer is about more than forcing a physical response through a remote.


Instead, we capture their imagination and spark conversation.


For us it’s about forging a mental & emotional bond that inspires.

What is the purpose of the Native Content Origin produces?

The benefits of serving ads within a native content setting are numerous. Some of the primary benefits are:

  • Creating a viewing environment where the advertiser is in control of what the viewer watches before their ad, regardless of the movie or show being watched.

  • Brand safety.

  • The ability to engage and prime viewers mentally before the core message is delivered by the ad.

To understand more about how Origin's Native Content solutions can work for you, click here.

Can i target a specific audience when I use Origin's solutions?

Yes. We work with our brands to use both their first party (via companies such as LiveRamp) and third party solutions including TruOptik to make sure their ads are delivered where they are needed.

How do I measure CTV, or know if my campaign has been a success?

Measurement in Connected TV is about more than viewability and completion rates.
Because of this, Origin works with trusted third parties such as LoopMe, Mint Measure and Foursquare to track conversions and behavioural lift from consumers we target.
We also work closely with brand study solutions such as LoopMe to conduct comprehensive surveys when required.

Where do my ads run when I use Origin's full service solution?

This is a very important question.

Origin has direct technical integrations with a handpicked portfolio of premium CTV publishers, all of whom we work with on an exclusively 1:1 basis. Click here to see who we work with.

How many custom-made 'assets' do I get for my CTV campaign?

The beautiful thing about Origin is you will always get more than one asset, meaning you can effectively append multiple messages to the same ad.
The exact number of assets you get is determined by the campaign budget.