Observed Signal · Nov 18, 2025 · Technical Release · Source: ExchangeWire · Impact: 4/5 · Sentiment: Positive
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.
Industry-shifting findings on Home Screen as a key growth opportunity in CTV with multi-metric impact.
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Key Takeaways & Evidence Grounding
- LG Ad Solutions released findings showing the Smart TV Home Screen is the new first-on-screen opportunity for advertisers in connected TV.
- 71% of viewers exposed to Home Screen ads are willing to learn more about the brand; 51% report paying attention to Home Screen ads.
- Home Screen ads deliver 7 seconds of average attentive viewing time (more than any skippable pre-roll), with 16% higher attention retention and 27% stronger ad ratings vs standard digital placements.
- 97% of LG Smart TV users start their viewing journey on the Home Screen, visiting on average three times a day.
- Campaigns integrating CTV Video, Home Screen, and Mobile Video yield 4.7x higher awareness, 8.7x stronger recall, and 11.2x greater consideration than single-channel efforts.
Connected Companies & Entities
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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.
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.
The Untapped Power of the Smart TV Home Screen
The article, authored by Adam Mugridge of Nexxen Studio, argues that the smart TV home screen is an underutilized premium advertising environment. Positioned between CTV and digital out-of-home, it functions like a digital billboard in the living room, capturing viewers' attention at the moment they power on their TV and decide what to watch. Mugridge emphasizes that home screen ads should be crafted specifically for the format, not repurposed, and should be integrated into campaign planning from the start. He notes that brands using bold, curated creative can prime audiences for subsequent in-stream or pause ads, amplifying the impact of the entire campaign. The format allows brands to reach viewers during live events and can serve as the sole commercial moment in a viewing session. When combined with other connected TV formats, the home screen drives both brand awareness and performance, offering a unique opportunity for advertisers to stand out in a cluttered media landscape.
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