BrightLine vs Titan OS

CTV Ads Poised to Revolutionize TV Experience

Marketing leaders from Best Buy Ads, LG Ad Solutions, BrightLine, Roku, and Hello Party discussed how connected TV (CTV) is transforming passive television watching into interactive, commerce-driven experiences. Patrick Albano of Best Buy Ads highlighted how real sales data and consumer graphs can now inform TV advertising, enabling brands to target audiences based on purchase cycles. Catherine Fanone of LG Ad Solutions noted the partnership with Best Buy Ads brings commerce intelligence to LG's scale and attention metrics. Panelists emphasized the remote control as a new data source, providing signals for better targeting and ad sequencing. They also noted that interactive ads and lower CPMs now allow smaller brands to compete in the CTV space, ending repetitive ad overkill. The discussion was part of an ADWEEK House event co-hosted with Best Buy Ads.

• Patrick Albano, CRO of Best Buy Ads, stated that real sales information and consumer graphs can now inform TV advertising.
• LG Ad Solutions partners with Best Buy Ads to combine commerce intelligence with LG's scale and attention metrics.
• BrightLine's Rob Aksman highlighted the remote control as a new data source for ad targeting and sequencing.

QR Codes in Ads Called 'Stupid' as CTV Scan Rates Collapse

Andrew Tindall, a senior leader at System1, argues that QR codes in advertising are ineffective and harmful to brand building, citing new research showing CTV QR scan rates plummeting 60% between H1 2025 and Q4 2025 to just 0.004%. He references data from BrightLine, Innovid, TiVo, and LG Ad Solutions, which collectively show consumers largely ignore QR codes due to lack of interest. Tindall criticizes the industry's obsession with 'shoppable media' and immediate response, emphasizing that advertising's primary role is to build memory and future demand, drawing on research from WPP Media and Ehrenberg-Bass. He advocates for emotional, crafted ads without QR codes, citing works like 'The Long and the Short of It' and 'Lemon'.

• CTV QR scan rates in BrightLine's data fell 60% between H1 2025 and Q4 2025 to 0.004%.
• Innovid found only 200 QR scans per 1 million impressions.
• TiVo reported QR code scanning in TV ads fell from 30% in 2022 to 24% in 2024.

Titan OS Brings SkyShowtime to Smart TVs Across Europe

Titan OS announces the launch of SkyShowtime on its smart TV platform across Europe, expanding its streaming content offering.

Titan OS brings MTV Katsomo to smart TVs in Finland

Titan OS has launched MTV Katsomo on its smart TV platform in Finland, expanding its streaming content offering in the Nordic region.

Titan OS launches TV4 Play in Sweden, expanding access to one of the country’s most popular streaming platforms

Titan OS has launched TV4 Play in Sweden, expanding access to one of the country's most popular streaming platforms. This new addition to their FAST channel portfolio marks a significant expansion in the Swedish market.