Nexxen has released results from a campaign using smart TV home screen advertising. The company is an advertising technology platform that delivers full-funnel performance powered by unique data and media. This campaign served a global, big-box retailer and its media agency, Brainlabs.
The goal was to build broad awareness across Canada ahead of this summer’s international soccer tournament. To do so, the team used exclusive, native connected TV (“CTV”) inventory through Nexxen TV Home Screen. As a result, the campaign drove more than 8.1 million impressions. It also reached 516,000+ unique viewers. Notably, these views landed at a prime moment: just as audiences turned on their TVs.
Specifically, the retailer ran Home Screen Hero and Banner placements across Hisense smart TV home screen advertising, powered by V OS (formerly VIDAA). This approach extended audience reach. At the same time, it built frequency throughout the tournament. The results highlight how Nexxen TV Home Screen can help brands. More broadly, home screen advertising can give advertisers a high-visibility presence around tentpole events.
Brainlabs Sees Lasting Value in Home Screen Ads
Brainlabs saw clear promise in the format. Ben Kahan, Head of Programmatic at Brainlabs, explained the thinking behind the test.
“Nexxen TV Home Screen was new territory for us and for our client, and a global soccer tournament was the right moment to test it,” said Ben Kahan, Head of Programmatic, Brainlabs. “We are reaching people in that split second before they’ve even decided what to watch, which is a totally different kind of attention than anything mid-roll. That alone gave us a real reason to keep this format in the plan for future tentpole moments.”
Meanwhile, Nexxen leadership stressed the value of that first moment on screen. Kenneth Suh, Chief Business Officer at Nexxen, shared his view on the campaign.
“When viewers turn on their TVs, the home screen is your brand’s first and perhaps most prominent opportunity to capture their attention,” said Kenneth Suh, Chief Business Officer, Nexxen. “This campaign demonstrates the impact of meeting audiences in that moment. Through Nexxen TV Home Screen, Brainlabs brought their client directly into viewers’ living rooms across Canada, enhancing the brand’s visibility during a major sporting event.”
Overall, the campaign shows how connected TV advertising keeps evolving. Brands now have a direct way to reach viewers before they pick any content. Therefore, smart TV home screen advertising may earn a bigger place in future media plans. Likewise, major sporting events offer an ideal setting for this format. Additionally, exclusive, native inventory gives advertisers a fresh route into the living room.
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News Source: GlobeNewswire.com
