If you’re a brand marketer, a content owner, or a platform builder: now is the time to lean in to Connected TV. Because history suggests that when change comes, it rarely waits.

Origin’s Creative Studio exists to bring bold ideas to life for a rapidly growing portfolio of brand partners, through memorable storytelling and craftsmanship. Harris’s vision, skill, and relentless creativity align perfectly with that mission. His experience will help ensure that Origin’s clients - across advertising, brand storytelling, experiential media, and more - will benefit from a creative process that is as imaginative as it is strategic in its objectives.

Origin, a creative tech & media buying agency that recently opened its first offices in New York City, is hoping to change that by offering ad buyers a better way to deliver more-personalized and more-engaging spots across FAST and other parts of the CTV ecosystem.

While gorgeous evergreen ads worked on traditional TV, it does not mean the same practice applies in Connected TV. As we will explain in this article - in a world where viewers expect personalization everywhere, CTV is no exception. In fact, it could not be more important - and here is why…

CTV enables advertising beyond traditional commercials. New ad formats powered by emerging creative technology allow viewers to engage directly with content. This change is driving new opportunities in programming, advertising formats, and data collection, which in turn influence the evolution of TV operating systems (TVOS) and the overall viewer experience.

To bridge that gap between curiosity and conversion, Origin married two of its most effective capabilities: hyper-specific, AI-assisted geo-fencing with dynamically tailored creative overlays - powered by Aperture - displaying locally relevant flight information.

By the end of 2026 it's all but guaranteed that the Connected TV (CTV) market will feel less like a ‘TV competitor’ - and more like ‘TV’. Advertisers are continuing to tilt dollars toward this big-screen, with forecasts showing U.S. CTV ad spend climbing substantially versus legacy TV - all being fed by a ferocious blend of client direct spend and programmatic buying.

Should you prioritize the streaming service your ad appears on, or prioritize the audience you’re trying to reach, regardless of where they watch? It’s a modern marketing conundrum with no easy answer. On one hand, the platform can shape perception - because yes, context matters. On the other, precision audience targeting is where CTV shines brightest. So which matters more when you’re trying to ensure you nail your objectives?

As the holiday retail race accelerates, CTV advertisers who balance planned and incremental budgets will outperform those who cling to static plans. Because this season, success won’t belong to the biggest spenders - it’ll belong to the most adaptive. For media buying teams, the strategic use of incremental budgets on CTV isn’t just about spending more, it’s about spending smarter. 

Fast forward to 2025 and the landscape has shifted dramatically. An almost simultaneous evolution in viewer behavior and campaign objectives means brands and their agencies have have to fight on two fronts, which are in direct conflict with one another. In short: how does one achieve so much more, when at the same time it's becoming so much harder to achieve anything at all?

If you’re the type who likes receipts, Origin’s CTV Client Stories site page is basically a who’s who of brand success. You’ll see everything from global snack giants to local tourism spots to finance folks - all tied together by some wild creative tech that actually gets people to do stuff. Not just watch. Actually do stuff. 

Origin winning this award against industry heavyweights like Adobe, Amperity, and ViralGains is a testament to the strength of Origin’s creative technology and the willingness of our partners to push all boundaries. It underscores our belief that personalization is no longer a “nice to have” - it’s the future of effective, performance-driven marketing.