"Now that they've found ways to monetize the data coming off the smart sets they sell, original equipment TV manufacturers (OEMs) want to make sure they're getting their share of the cash migrating from linear to connected TV. Hisense's VIDAA business, which provides the operating system software behind the electronics giant's smart TVs, has struck a deal with Nexxen to float the native "home screen" ad units shown to viewers on the latter's DSP."
"Buyers now have a smorgasbord of BVoD, streaming and FAST channels through which to reach consumers at home. But smart TV inventory commands higher engagement rates from viewers because they remain within the home screen menu while choosing which TV show or film to watch. Nielsen estimates that viewers spend as long as 10.5 minutes browsing on the home screen before they decide what to watch."
"As such, they're a favored means of connecting with audiences for media and entertainment advertisers, including movie studios and streamers. VIDAA's CEO Guy Edri hopes its integration with Nexxen can help it "open up this inventory to many more partners." VIDAA is the first owner to make such inventory available programmatically. Though other players have programmatic arrangements in place - Samsung Ads works with Magnite and The Trade Desk for non-smart TV ads,"
OEM smart-TV makers are moving to capture ad revenue as viewing shifts from linear TV to connected TV by monetizing device-collected data. Hisense's VIDAA has partnered with Nexxen to offer native home-screen ad units programmatically, increasing available inventory for advertisers. Home-screen placements draw higher engagement, with Nielsen estimating up to 10.5 minutes of browsing time, and VIDAA controls about 7.8% of global smart TVs. Movie studios and streamers favor these placements, but advertisers and networks still face investment and relationship obstacles, and some platform owners remain cautious about shifting fully from direct sales to programmatic models.
Read at Digiday
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