Observed Signal · Oct 23, 2026 · Product Launch · Source: ExchangeWire · Impact: 2/5 · Sentiment: Positive
Nexxen and Brainlabs Expand Reach with Smart TV Home Screen Ads
Nexxen, an advertising technology platform, announced on October 23, 2026, the results of a campaign with media agency Brainlabs for a global big-box retailer. The campaign aimed to expand audience reach and build broad awareness during an international soccer tournament, using Smart TV home screen advertising via exclusive native CTV inventory. Leveraging Home Screen Hero and Banner formats on Hisense Smart TVs powered by V OS, the campaign delivered over 8.1 million impressions and reached more than 516,000 unique viewers across Canada. This innovative format captures viewer attention at the moment they turn on their TVs, providing high-visibility presence around tentpole events. The collaboration highlights the growing importance of CTV advertising, with Brainlabs' Head of Programmatic, Ben Kahan, emphasizing the unique attention window, and Nexxen's Chief Business Officer, Kenneth Suh, noting the home screen as a prime brand opportunity.
This article highlights the growing use of Smart TV home screen advertising, a new inventory source for CTV advertising. It demonstrates how AdTech platforms are expanding into new formats, but it is a specific campaign result rather than a broad market shift.
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Key Takeaways & Evidence Grounding
- Nexxen and Brainlabs ran a campaign for a global big-box retailer using Smart TV home screen advertising.
- The campaign aimed to build broad awareness around an international soccer tournament, delivering over 8.1 million impressions.
- Nexxen announced results on October 23, 2026.
- The campaign reached 516,000+ unique viewers across Canada.
- Ad placements were on Hisense Smart TV home screens via Nexxen TV Home Screen, highlighting the growing role of CTV in brand advertising.
Connected Companies & Entities
3 Entities mapped“Nexxen, the advertising technology platform that delivers full-funnel performance powered by unique data and media, announced today (23rd Oc...”
“The campaign aimed to build [...] (Brainlabs is the media agency for the retailer).”
“Specifically, using Home Screen Hero and Banner placements across Hisense Smart TVs, powered by V OS (formerly VIDAA).”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Nexxen and Brainlabs Leverage Smart TV Home Screen Advertising to Expand Audience Reach
Nexxen announced a new partnership with Brainlabs to leverage Smart TV home screen advertising, expanding audience reach.
Nexxen Expands Programmatic Smart TV Home Screen Advertising Across EMEA
Nexxen announced the expansion of its programmatic Smart TV home screen advertising across EMEA, building on its recent standardization efforts and global momentum.
Programmatic Home-Screen Ads Gain Standardization
Programmatic home-screen ads on connected TVs are becoming easier to buy and scale as ad-tech vendor Nexxen launched standardization tools that let advertisers upload creative once using a universal spec and AI-assisted resizing. Nexxen began offering programmatic native home-screen inventory last year with OEM integrations (starting with V/formerly VIDAA) and later expanded to TCL and TiVo Ads. Nexxen says the universal spec cut onboarding time for new OEM partners by up to 50%. Agencies such as Brainlabs are testing home-screen placements for both upper-funnel awareness and performance-driven campaigns, and industry participants expect broader advertiser interest as the format becomes more measurable and less fragmented.
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