In the latest article by Gavin Bridge, Senior Media Analyst at Variety VIP+, he discusses the fact that while FAST (and Connected TV) in general has come a long way - it has by no means finished evolving.
In this article, Bridge breaks out the growth of FAST into three key areas:
Channels & content
Advertising & data
Viewership & integration
To help illustrate the CTV advertising industry's growth in the second area (advertising and data), he said the following:
'Advertising is another area where FAST can be expected to see a number of developments, given that FAST is part of the CTV interface promising several revolutionary new concepts. One interesting case study comes from CTV advertising agency Origin, which partnered with Visit Florida to run ads on CTV interfaces whenever the local weather was cold. Innovations such as this, as well as increased use of QR codes, can be expected on FAST.'
For this particular campaign, Origin built a dynamic 15-second native content environment that ran directly ahead of VISIT FLORIDA’s existing ad creative on CTV. The objective of this dynamic Native content (ad Toppers) was to engage the viewers with the TV screen and lead them into the VISIT FLORIDA ad primed for its message.
To accomplish this key objective, Origin leveraged IBM Watson weather data to target audiences in specific areas where the temperature was below 32-degrees, or where there were snowy or icy conditions and present them with that day’s weather forecast in Florida. Origin then used its creative technology capabilities to dynamically optimize the native ‘Ad Toppers’ so that they showcased the forecast highs in key tourist destinations across Florida that day.
To read the original Variety VIP+ article, click here.
To see the VISIT FLORIDA case study, click here.
ABOUT ORIGIN
Origin is a creative technology company whose pioneering Native CTV advertising solutions are reshaping the way we engage and activate consumers on the largest screen in the home.
Fusing dynamic content animation with proprietary ad serving technology, Origin's Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their presence on Connected TV.
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.