""If you think about how people actually use their TVs today, everything starts on the Home Screen," said Tony Marlow, chief marketing officer at LG Ad Solutions. "It's the heartbeat of CTV - the one place that connects every part of the viewing journey, from live and on-demand to apps and discovery. For advertisers, it's no longer just another placement; it's the anchor that ties their entire strategy together.""
"Viewers now spend an average of almost 10 minutes browsing before deciding what to watch, making this pre-content moment prime real estate for brands. Research on the LG TV Home Screen found that 71% of people who see a Home Screen ad say they're willing to learn more about the advertised brand, and more than half (51%) of LG TV users report paying attention to Home Screen ads."
"The power of the Home Screen is grounded in the Primacy Effect - the psychological principle that messages seen first are remembered longer and more clearly. In a streaming environment, this translates directly into higher brand attention and recall. Recent studies show: 7 seconds of average attentive viewing time for Home Screen ads - more than any skippable pre-roll format. 16% higher attention retention and 27% stronger ad ratings,"
Smart TV Home Screens have become the primary discovery and first-impression environment for CTV advertising. Viewers typically spend almost 10 minutes browsing before selecting content, creating a pre-content moment valuable for brands. Seventy-one percent of people exposed to a Home Screen ad are willing to learn more about the advertised brand, and 51% of LG TV users report paying attention to Home Screen ads. The Home Screen leverages the Primacy Effect, improving memory for first-seen messages. Home Screen ads average seven seconds of attentive viewing, outperform skippable pre-roll and deliver higher attention retention and stronger ad ratings.
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