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.
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 does Origin do on Connected TV (CTV)?
We produce short form native video content that is formatted to run inside the ad breaks of movies and TV shows that viewers stream through their Connected TVs.
We then use extremely smart (and proprietary) ad serving technology to 'stitch' ads to our native content so that the two run back to back.
What is the definition of Native Content at Origin?
Native Content can be defined in lots of ways. At Origin, we define it as something that is not a part of the ad and not a part of the movie/show, but is designed to complement the advertising we represent, without being a part of the ad itself.
Origin Native Content can be branded or unbranded.
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.
The ability to engage and prime viewers mentally before the core message is delivered by the ad.