Origin, one of the most progressive and trusted names in CTV, recently renewed their multi-year partnership with TVision to measure the uplift in audience engagement generated by the creative optimization solutions they have developed for brands on CTV.
An essential component of Origin’s value proposition is proving the effectiveness of their creative optimization solutions. Using TVision’s custom CTV measurement capabilities, Origin’s custom and standard ad units are measured and compared to calculate the lift in engagement observed from Origin’s optimized creative, proving whether or not there was a quantifiable lift in attention for Origin’s advertisers. Over the course of the partnership, TVision’s data has shown that Origin optimized ads consistently drive an increase in eyes-on-screen attention for their clients
“CTV advertisers want more effective campaigns, and the best way to make ads more effective is to increase the chances that viewers are watching them. Origin’s CTV ad formats are engineered to elevate engagement and TVision’s attention measurement provides us with the vital insights needed to share with our clients,” explains Fred Godfrey, CEO of Origin.
For a recent campaign, one of Origin’s clients - Florida Keys & Key West - wanted to garner viewer interest by integrating real-time weather updates into their creative strategy. Origin’s in-house design team developed a highly dynamic 15 second 'ad extension', powered by Slingshot, that ran immediately before the scheduled Florida Keys & Key West ad creative and 'earned' the viewers attention by providing daily weather updates in their local area. In addition to Slingshot ad extensions, the team also produced a dynamically updating weather update, powered by Aperture, that was layered into their core creative. The eye-catching, dynamic nature of the Slingshot ad extensions also provided the client with a way to include additional messaging that wasn't in their primary creative - and could change whenever they wanted.
In the campaign, Florida Keys & Key West found that their optimized ad creative drove a 33.5% lift in Attention according to TVision. Notably, the custom ad format captured a 120% lift for ages 45-54 and 59.7% lift for females.
“Our continuing partnership is a testament to the value of always-on attention measurement. Origin delivers measurable lift for their clients and increases the likelihood that their ads are delivered to attentive viewers with TVision’s measurement of all CTV impressions,” explains Yan Liu, TVision CEO.
About Origin
Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences. With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.
About TVision
TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo.
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