In case you missed our virtual fireside discussion this week, here is a complete recording of the chat that Origin CEO Fred Godfrey had with Variety's Senior Analyst, Gavin Bridge.
While each of them have a reputation for bringing a light heartedness to the table, Fred and Gavin are also equally well known for surfacing the truth's that most of the CTV advertising industry would prefer not to talk about.
In their latest fireside, a number of topics came up, including:
Are brands being treated as a tool for winning the short term buck vs a vehicle for long term gain?
What stats and facts are potentially being 'hidden' by the fact that more people are still discovering CTV vs churning away?
What is this mismatch of surging supply vs slower growth in demand causing in terms of ad experience? And what does are the long term implications of this?
What's the value of having smaller, independent streaming services in the marketplace - and what does their future look like as marketing becomes increasingly unaffordable for them?
And much more...
To the people who've not worked with Origin before, it might seem strange for an advertising company such as us to want to air TV's dirty laundry, but it is because we believe that we have a collective responsibility to make sure we don't simply treat TV audiences as dollar magnets - but instead respect the platform we are asking brands to invest in and make it a destination that truly works for them.
This is the future of TV - and its future is in all our hands.
ABOUT ORIGIN
Origin is a pioneering media & technology company whose ground-breaking creative ad formats are reshaping the way brands engage and activate consumers on Connected TV.
Fusing dynamic content animation with proprietary ad serving technology, Origin's first to market ad formats elevate attention, brand recall, consideration and outcomes for brands who are looking for a stronger return on their CTV investments.
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.
For Press Enquiries, email: origin@kitehillpr.com