The evolving landscape of Connected TV (CTV) advertising was demonstrated by Origin’s high-impact campaign for a well-known disposable tableware brand. Unlike traditional TV ads that blend into the background, this campaign leveraged Origin’s dynamic “Slingshot” ads to grab viewer attention. By enabling QR codes within the ad format, Origin facilitated easy conversions by directing users from their TV screens straight to purchase pages. NCSolutions’ targeting helped tailor the ads precisely for new, lapsed, and loyal customers. This resulted in an 11.77% lift in sales—remarkably higher than the typical CTV performance metrics, thus proving that with advanced data and targeting, CTV ads can deliver far more than mere brand awareness; they can directly drive purchases. This transformation of CTV into a high-ROI advertising platform is powered by sophisticated tech, converting viewers into buyers and reshaping the purpose of TV ads.
On a larger scale, CTV’s growth signifies a shift toward more data-driven advertising that capitalizes on consumers’ interactive potential. QR codes embedded within ads allow consumers to make seamless purchases directly from their screens, blending the viewing and shopping experience. Such tech-driven interactions signal a redefined future for advertising, where the audience is no longer passive but can actively engage with brands. Origin’s campaign for the tableware brand showcases the effectiveness of QR-enabled ads and demonstrates the scalability of this approach across other CTV campaigns.
Meanwhile, the ad tech industry is fixated on “curation” as a supposed remedy for the inefficiencies plaguing the programmatic supply chain. Curation in this context refers to the practice of packaging premium inventory with first-party data to create more targeted advertising segments—ideally benefiting brands, audiences, and publishers. Proponents describe it as a way to streamline and organize the chaotic programmatic ad space, offering packaged Deal IDs that are both targeted and efficient. However, reactions from the industry reveal mixed feelings.
At a recent AdMonsters event, three publishers shared their perspectives on curation. The Realist, with evident fatigue, saw it as “just another layer” that potentially strips publishers of control while adding fees. The Cynic was even less enthused, describing curation as “just another way to justify another cut” without offering real value, noting that CPMs haven’t improved. The Cynic further expressed frustration with the ad tech industry’s overuse of “streamlined efficiency,” a promise often left unfulfilled.
Conversely, The Optimist viewed curation with a glimmer of hope, suggesting that if executed well, the use of first-party data could enhance targeting and ad effectiveness, creating a win-win for all stakeholders. Despite their optimism, they voiced caution, as many of the previous ad tech promises have led to disappointing results.
The skepticism surrounding curation isn’t limited to these industry players. Gareth Glaser, an ad tech critic, pointed out that curation is presented as a solution to a problem ad tech itself created. Historically, demand-side platforms (DSPs) and their users were tasked with optimizing ad placement, finding the best-performing spots for client goals. However, curation has come to symbolize an abdication of responsibility, pushing the burden onto publishers who must pay for these “curated” ad packages. The sentiment among many publishers is that curation, while promising in theory, is just another way for intermediaries to collect fees.
The industry’s excitement for curation reflects a broader trend of refining programmatic advertising, though with significant challenges. Publishers, who bear the costs of these new approaches, are wary of investing in yet another system that may not deliver the promised results. CTV, however, appears to be a different story; as demonstrated by Origin’s campaign, direct sales from CTV ads are possible and profitable. The success of dynamic QR codes and advanced targeting in CTV ads shows that interactive ads can effectively drive revenue while keeping viewers engaged.
CTV’s advancements also highlight the industry’s larger shift towards integrating ad tech innovations directly into content consumption, blending shopping and viewing experiences. Publishers, advertisers, and agencies are all assessing how to strike the right balance between efficiency, cost, and value for each player. For CTV advertisers like Origin, success lies in leveraging tools that merge convenience with precise targeting. For publishers in the programmatic space, the debate over curation reflects a broader frustration with ad tech’s inability to live up to its hype, as they hope that curation won’t just be another fad that fails to enhance publisher revenues.
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