Observed Signal · Nov 26, 2025 · Technical Release · Source: Adzine · Impact: 3/5 · Sentiment: Positive
Connected TV: The Rise of Mobile-Driven Advertising
ADZINE discusses how Connected TV is reshaping advertising through data-driven integration of TV and mobile signals, with the Homescreen becoming a premier discovery and advertising surface amid growing streaming fragmentation. The Homescreen is described as a high-reach environment where users start their TV journey roughly five times a day and spend over ten minutes browsing, enabling incremental reach and cross-screen campaigns. In Germany, H2 2024 saw 2.3 billion Samsung Smart-TV app launches, up 12% year over year. Europe-wide, 70 million Smart-TVs are linked to 20 million Samsung smartphones to bolster the Second Screen approach. Prime time (21:00–22:00) reveals elevated parallel usage of TV and mobile, with TV usage up 22% and smartphone usage up 28% vs. daily averages. The data strategy relies on explicit user consent, uses first-party data plus mobile signals, includes MMP integrations (USA), and is in beta testing, with early use cases across finance, EVs, and beauty/fashion illustrating potential for mobile-conversion-driven CTV campaigns.
Beta integration of CTV and Mobile data enabling cross-device targeting and potential for in-market campaigns; mentions large-scale Samsung device reach.
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Key Takeaways & Evidence Grounding
- Homescreen is a high-reach advertising environment with users starting their TV journey there about five times per day and spending more than ten minutes browsing.
- In Germany's H2 2024, 2.3 billion Samsung Smart-TV app launches were recorded, a 12% increase year over year.
- Europe-wide, 70 million Smart-TVs are linked to 20 million Samsung smartphones to strengthen the Second Screen data approach.
- Prime Time (21:00–22:00) shows parallel TV and smartphone usage with TV usage up 22% and smartphone usage up 28% versus daily averages.
- Data integration relies on explicit user consent, uses first-party data plus mobile signals, MMP integrations exist (USA), the integration is in beta, and early use cases point to potential in finance, EVs, and beauty/fashion for targeted CTV campaigns.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Smart‑TV Homescreen Becomes a CTV Planning Metric
Samsung Ads' Behind the Screens 2026 report—based on first‑party telemetry from over 73 million connected Samsung TVs in Europe and a survey of 15,000 Smart‑TV owners across Germany, UK, France, Italy and Spain—finds the Smart‑TV homescreen is emerging as a central entry point for viewers. The study reports rising app activity (German app starts rose 5% to 4.83 billion; EU5 app starts up 8% to 18.4 billion) and shows viewers often choose content by title rather than platform. Key implications for advertisers: planning must account for usage that converges on the same device across linear TV, streaming, gaming and app surfaces; AVOD is growing; younger viewers use more apps and move between services; and a small share of households still accounts for most linear TV consumption.
Home Screen Ads Drive CTV Brand Uplift
The article argues that the CTV home screen has become premium ad real estate in Europe, acting as a discovery engine for viewers. Samsung Ads reports home screen ads deliver a 10% uplift in purchase intent and improve brand perception, with viewers returning to the home screen more than five times per session. In a partnership with MTM Research Consultancy, Samsung also shows that combining home screen formats with Samsung TV Plus streaming ads yields stronger outcomes: 16% uplift in spontaneous brand awareness, 30% higher positive brand sentiment, and a 13% rise in first-mention brand consideration. Additional findings indicate viewers exposed to both channels are 22% more likely to view the advertiser as high quality and 20% more likely to view them as leading. The piece notes UK CTV spend projections (£2.94B by 2028) and positions the home screen as a core, harmonised component of a 360-degree CTV strategy.
Google Antitrust Ruling Spares Ad Stack, Pressures Trade Desk
A federal judge ruled that Google must open up its ad exchange and publisher ad server to more competition but stopped short of forcing a breakup of its adtech stack. The remedies include connecting AdX and DFP to Prebid, requiring equal terms for AdX bids on alternative servers, curbing self-preferencing, and sharing auction data. For The Trade Desk, which has positioned itself as the neutral alternative to Google's walled gardens, this outcome weakens its core pitch: a fairer and more transparent auction reduces the urgency for publishers to seek alternatives like OpenPath. The article also notes that Google's decision to keep third-party cookies has already slowed adoption of alternative IDs like UID2.0. Analysts suggest The Trade Desk's narrative is shifting towards CTV and agentic advertising as the open-web competition with Google evolves.
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