• Origin

IAB Connected TV (CTV) Creative Best Practices Guide, 2021

As the CTV advertising industry continues to innovate at warp speed to quench the thirst of brands who are ready to accept that conventional ad formats aren't enough, best practices are emerging. And while there remains fairly limited 'regulation' out there, the Interactive Advertising Bureau (IAB) sits at the forefront of the efforts being made to protect brands and agencies who continue to increase their investments in Connected TV advertising.

The 2021 IAB Creative Best Practices Guide is the ultimate blueprint for decision makers in the advertising industry who seek next generation consumer CTV ad formats that drive engagement and relevance, while solving some of the biggest problems that exist such as ad fatigue, frequency, outcomes and more.

Well, at Origin we have established a solid reputation for our first to market Native ad formats for CTV and the reason for this is because at the heart of everything we do is a steadfast belief that if you are going to make something better then you must be prepared to enrage the status quo - and thanks in part to the rapid adoption by some of the world's most recognizable brands who want to elevate the impact and outcome of their campaigns, one of just 6 innovative CTV ad formats recognized by the IAB in their 2021 Creative Best Practices Guide was a format invented, raised, tested and brought to market right here at Origin.


More familiarly known as 'Native CTV Ad Toppers', this native ad format was conceived in-house by Origin and is defined by The IAB as:

"short-form content that is displayed before or at the end of an existing CTV creative. This additional content can either be branded or unbranded and is directly tied to and relevant to the ad it accompanies."

The benefits that Native CTV Ad Toppers serve for brands are simple yet vital:

  1. Solve the problem of attention by bringing eyeballs back to the TV screen and immersing the viewer in a contextually relevant content environment.

  2. Solve the issue of ad fatigue by having enough Toppers running in rotation against the main ad so that a viewer never sees the same Topper/Ad combination more than once.

  3. Solve the need for CTV to serve a higher purpose than brand awareness by directly or indirectly placing the viewer 'in the funnel' before the ad starts.

What matters most however are the results, which speak for themselves

To see a Native CTV Ad Topper in action and read the latest client case studies, click here here:

We are humbled for our work to be included by the IAB as an officially recognized Innovative CTV ad format and the fact is that our Native Ad Toppers are just one of many ad formats we've designed for brands who want more from their CTV marketing investments.

To see the IAB's Creative Best Practices Guide, click here.

To speak to someone at Origin about our first to market Native CTV Ad Formats, click here.

We are Native For CTV - and we are here for you.


Origin is a pioneering media and technology company whose first to market native advertising solutions are reshaping how brands engage and activate consumers on Connected TV.

The original architects of ‘Native CTV’, Origin’s in-house animation 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.


Comprising more than 650 leading media companies, brands and technology companies that are responsible for selling, delivering and optimizing digital ad marketing campaigns, the IAB fields critical research on interactive advertising which it uses to develop technical standards and solutions that form the backbone of what brands and agencies rely on today.