Observed Signal · Dec 18, 2025 · Partnership · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
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.
Highlights Home Screen CTV advertising potential and cross-channel measurement; relevant to European AdTech/MarTech.
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Key Takeaways & Evidence Grounding
- Home screen ads deliver a 10% uplift in purchase intent and improve brand perception.
- Samsung data shows viewers return to the CTV home screen more than five times per session.
- MTM Research Consultancy found 16% uplift in spontaneous brand awareness, 30% rise in positive brand sentiment, and 13% increase in first-mention brand consideration when home screen formats are paired with streaming ads via Samsung TV Plus.
- Viewers exposed to both home screen and streaming ads were 22% more likely to see the advertiser as 'high quality' and 20% more likely to see the advertiser as 'leading'.
- UK ad spend on CTV is projected to reach £2.94 billion by 2028 (IAB UK).
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Home Screen: CTV's New Powerhouse for Brand Engagement
LG Ad Solutions released findings showing the Smart TV Home Screen has become the fastest-growing on-screen opportunity for brand attention in connected TV. Research highlights the Home Screen as the new first impression moment, where discovery begins and impact is won, surpassing traditional first-in-break advantages. Key metrics indicate 71% of viewers exposed to Home Screen ads are willing to learn more about the brand, and 51% report paying attention. The Home Screen delivers about 7 seconds of attentive viewing, with 16% higher attention retention and 27% stronger ad ratings versus standard digital placements. Additional insight shows 97% of LG Smart TV users start their viewing journey on the Home Screen (averaging three visits per day). Campaigns that integrate CTV Video, Home Screen, and Mobile Video achieve 4.7x higher awareness, 8.7x recall, and 11.2x greater consideration compared with single-channel efforts.
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 Are TV's New Front Page
The article argues that streaming home screens have evolved into television’s new front page, offering high-attention, native ad opportunities. Citing industry research, it reports that home screen placements deliver stronger attention and lower media waste versus traditional formats (LG Ad Solutions, an Omnicom-backed study) and that a Telly case study showed a synchronized home screen campaign lifted brand recall by 250% versus traditional placements alone. Constraints such as limited inventory and inconsistent formats are being addressed: platform UX changes (Samsung Smart Hub, LG webOS), persistent home-screen designs (Telly), and emerging standards from the IAB Tech Lab’s Ad Format Hero Taskforce aim to enable programmatic scale. Magnite’s SpringServe has begun enabling programmatic transactions for home-screen units and plans full programmatic bidding with major DSPs in Q2.
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