Forging an emotional connection on CTV: Origin Webinar Recap
Updated: Mar 23
At Origin, challenging the status quo and urging innovation are both themes which are meticulously woven into our solutions, our people and every conversation we have.
On March 18, Origin hosted a webinar led by cofounder Fred Godfrey titled "Do Viewers remember seeing your Ad on CTV?" featuring Tristan Webster from TVision, Michelle Swanston from Tru Optik, Kelly Leach of Horizon Media and Dan Lapinski from LoopMe.
The goal was to shine light on specific areas of CTV advertising - such as the importance of having a viewer's attention on the screen and the true meaning of personalization through the use of data and agile creative - areas which are still evolving and being defined.
The common ribbon woven through the hour long session surrounded the notion that while the digital capabilities for OTT can all be applied to CTV, the viewer experience on CTV is unique and in order to cater to this unique viewing experience, the industry as a whole must continue to re-define every corner of CTV advertising.
The discussion was lively with over 200 audience members and the expert perspectives brought from each of the panelists helped shape the following key takeaways:
CTV is on a slow (but steady) path to being synonymous with TV.
The average lean-back viewer may not distinguish the difference between CTV and TV, but they can most definitely differentiate from OTT content on a mobile or desktop device. So, the industry is trending towards viewer experience as their compass in for advertising timing, creative and measurement rather than the technical delivery method.
2. Less can be more when it comes to ad frequency on Connected TV.
Thanks to the pinpoint targeting afforded by Tru Optik that means we can not just reach CTV viewers but all the devices in a home, coupled with what we have gleaned from modern CTV measurement metrics, we can say with certainty that increased ad frequency does not necessarily mean increased effectiveness. By layering in innovative creatives like Origin's Native CTV Toppers, we're finding that we can actually reduce frequency, reach more targeted viewers and make a brand's dollars go farther, while still seeing dramatic increases in brand KPIs. See how we were able to elevate product knowledge among viewers by 31% for iRobot, while only serving the ad to a household 3x in one month.
3. Personalization can only go so far when you have limited ad creatives.
Given that is a cookie-less environment, CTV advertising faces similar challenges to legacy linear TV in that a one-to-many messaging may not resonate despite the advancements in targeting. "Personalization" is a term that's thrown around a lot but without necessarily addressing what matters most - the creative itself. By leveraging what we know about the viewer, the goal of getting 'personal' will never truly be reached until the creative itself is also personal. Origin's first to market Native CTV solutions address this by enabling a brand to have as many unique native assets as they need accompanying their primary ad creative, be they off the shelf or totally custom-made. Only then can they offer a mindful and truly personal solution within the ad break that will have the viewer's full attention.
ABOUT ORIGIN MEDIA, INC
Origin is a pioneering media and advertising company whose first to market creative solutions are reshaping how brands connect with consumers on Connected TV.
The original architects of ‘Native CTV’, Origin’s in-house studio produces engaging native content for advertisers that is designed to capture the attention of a room, immerse the audience in active dialogue and elevate the connection they feel towards a brand.
Origin Media was founded by media veterans Freddie Godfrey and Stephen Strong, whose success has been shaped by a relentless commitment to disrupting the status quo. Learn more at www.originmedia.tv.