Origin launches $1MM Annual CTV Ad Fund 'Origin Impact'. Names Susan G Komen as first recipient.
This new program aims to help non-profit organizations amplify the effectiveness and outcome of their Connected TV Investments.
NEW YORK, NY – October 15, 2021 – Origin, a pioneering media and technology company reshaping how brands engage and activate consumers on the largest screen at home, today announced the launch of “Origin Impact” a new $250,000 quarterly initiative designed to help nonprofits elevate the impact and outcome of their CTV investments. The company has chosen the nonprofit organization Susan G. Komen Foundation as the program’s inaugural recipient collaborating with digital agency Goodway Group to develop and deliver a more powerful and effective CTV ad campaign.
Since the company was founded, Origin has leveraged its unique capabilities to support socially relevant causes, delivering millions of assets including PSAs, ads and ad spots that support local businesses struggling through COVID, raise awareness around societal inequities, and educate everyday Americans on important issues. Now the company is scaling its efforts through “Origin Impact,” to offer nonprofit organizations access to Origin’s premium solution, Origin Slingshot, which provides custom production of short-form native video assets that run before, after, or around ads within regular CTV ad breaks, amplifying the attention and effectiveness their main creative deserves.
“In a world where so much of what we all do is about taking, we are passionate about using the power of our solutions to give, especially when there are so many good causes that are close to our hearts,” shared CEO, Fred Godfrey. “During the darkest hours of the pandemic when the world needed a way to react to what was happening in real-time, we found true joy in extending creative ways to support a variety of small businesses, causes, and movements. That is why we’re so excited to launch ‘Origin Impact,’ an initiative that allows us to continue that practice in an official capacity and give organizations like Susan G. Komen Foundation tools that will help elevate their message and mission while allowing more of their money to go where it is needed most – the cause itself.”
As the initiatives’ first recipient, Origin produced an impactful Breast Cancer Awareness campaign for Susan G. Komen Foundation in collaboration with Goodway Group. For the 30-second ad slot purchased by Goodway Group programmatically via The Trade Desk, Origin created a 15-second animated ad topper featuring eight opaque women. The topper later singles out one to visually demonstrate the statistic that 1 in 8 women will receive a breast cancer diagnosis in their lifetime. The attention-grabbing topper is followed by the organization’s own 15-second commercial spot further educating viewers about breast cancer awareness and encouraging them to join the fight and donate to the cause.
“We are honored to be chosen by Origin as the first participant in their initiative. Awareness is the most important factor in driving support for any cause and ours is no different,” commented Rachel Davis, Vice President Brand Management at Susan G. Komen Foundation. “They have been an asset in raising the visibility of our cause, grabbing viewers attention through their unique topper which gets to the heart of our mission in an impactful way. We’re looking forward to their continued support in the coming months.”
The organization’s campaign is currently running with a single topper preceding their preferred ad. Origin will refresh the toppers seasonally, to build a library of 15-second animated videos that will allow the organization to rotate the content preceding their ads with creative that is reflective of the time of year. The toppers' unique format will also enable the Susan G. Komen Foundation to deliver time-sensitive messaging directly into the living room when required.
“We are thrilled to work with an organization like the Susan G. Komen Foundation that has done such an incredible job educating the nation about breast cancer and supporting the race to find a cure,” said Lindsay Jacaman, Senior Director of Client Experience at Goodway Group. “Through our collaboration with Origin, we're able to enhance one of our key awareness driving tactics - Advanced TV - to make it even more impactful.”
The budget for “Origin Impact” will be reset at the beginning of each quarter with the number of recipients and the donation amount determined on a first-come-first-serve basis. The sliding scale donation will be awarded to nonprofits based on a number of factors including financial need and how that organization allocates its funds when it comes to driving its marketing efforts versus giving it to the cause. Nonprofit organizations that miss the deadline for consideration can still apply and their application will be reviewed first in the following quarter.
Read the coverage here.
Eligible nonprofits can apply or be nominated by writing to: firstname.lastname@example.org
Origin is a pioneering media and technology company whose first to market advertising solutions are reshaping the way brands engage and activate consumers on Connected TV.
The architects of ‘Native CTV’, Origin fuses in-house video production with proprietary ad serving technology to create highly engaging native content that is engineered to capture the attention of a room during an ad break and enhance the connection a viewer feels towards a particular brand.
Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at www.originmedia.tv.