Nexxen and agency Brainlabs executed a CTV home screen advertising campaign on Hisense Smart TVs for a global retailer, generating over 8.1 million impressions. The campaign utilized native home screen placements to reach viewers during a major international soccer tournament.
This campaign validates the shift toward 'top-of-funnel' discovery ads as a primary monetization lever for Smart TV manufacturers. By capturing attention before a user enters a specific streaming environment, Nexxen and Brainlabs are bypassing the fragmented app ecosystem to secure high-visibility real estate. For the broader industry, this highlights the growing power of OS owners like Hisense to control the initial viewer experience, potentially diverting ad spend away from traditional mid-roll placements. Watch for whether Nexxen expands these native V OS placements into other regional markets following this Canadian pilot.
The rise of home screen advertising is part of a broader trend where Smart TV manufacturers are increasingly leveraging device-level data to capture ad revenue.
Nexxen and Brainlabs successfully delivered over 8.1 million impressions for a global retailer during an international soccer tournament. By utilizing native home screen placements on Hisense Smart TVs, the campaign reached 516,000 unique viewers in Canada. This strategy highlights the growing importance of top-of-funnel discovery ads on Smart TV operating systems.
The campaign delivered over 8.1 million impressions for a global retailer.
The campaign reached 516,000 unique viewers in Canada.
The campaign utilized native placements on Hisense Smart TVs running the V OS operating system.
According to Brainlabs, native home screen ads capture viewer attention in the split second before they select a streaming app, bypassing the fragmented app ecosystem.
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